Strategy & Tactics

Part of the Digital and Social Media Program


April 29 - May 1, 2020

Introduction & Background

“The knowledge I’ve acquired through this course will make a huge difference for our organization. I can’t wait to get back to the office and implement what I’ve learned!” - Madeline Bates, United Way Regina

Learn how to develop, refine and deploy an effective digital and social media strategy and tactical plan for your organization.

Including social media across all of your organization’s business functions is a critical element in achieving success in today’s business environment.  The benefits of utilizing digital and social media are proven, and organizations must remain current in both the use and monitoring.

The Digital and Social Media: Strategy and Tactics course focuses on understanding organizational requirements and guiding the development or refinement of your strategic, tactical and audit plans which the participants can implement in the organization.  Through a detailed overview of a wide range of the most important current and emerging digital and social media channels, you will be able to identify channels and techniques that will enhance your online presence.

The Strategy and Tactics course is delivered using a hybrid approach of online modules you complete at your own pace and 3-day face-to-face in-class training and hands-on exercises.


  • Pre-Course Online Modules

    It is essential to ensure that you have well developed and detailed Strategic, Tactical and Audit Plans.  Many organizations have not adapted their plans to the rapidly changing and powerful digital environment. Strategic Plans should focus on micro-targeted audiences and specific goals. Tactical Plans are where you address the channels, content, and specific tactics to achieve your strategic objectives. Your Audit Plan must have clear measurement capabilities to determine the effectiveness and provide direction for adjusting the tactical plan.  This module covers the fundamental starting point of any marketing deployment, especially one using digital channels. This module is delivered through an online session that you complete at your own pace prior to the three-day face-to-face course. 

    In order to establish a plan for how to get to where you want to be as an organization, you need to understand where you are starting from.  This pre-module will cover the various techniques and tools that can be used to help you establish what your ‘current state of affairs’ to address any weaknesses or gaps. The techniques can also be used to evaluate your competitor's deployments to understand your competitive marketplace and allow for benchmarking opportunities. This module is delivered through an online session that you complete at your own pace prior to the three-day face-to-face course. 

  • Three-Day Face-To-Face Modules

    Facebook is the largest of the social media channels both in terms of the number of monthly active users as well as the range of tools and resources available for organizations to utilize. Facebook requires an entire module of its own to cover the many powerful opportunities available.  Organizations need to ensure that they are effectively using Facebook pages and groups, understand the importance of Facebook EdgeRank and how it impacts your content.  Key techniques around content, frequency, organic versus paid deployments and Facebook Business Manager are covered in this module.

    LinkedIn and Twitter make up the other primarily ‘social’ channels.  LinkedIn is the most trusted social media platform and has been growing in features and number of users. This module focuses on effectively optimizing and deploying content to these channels if they are appropriate to your target audiences and goals. 

    A picture is worth a thousand words. Social media platforms whose primary focus is visual content are such an important part of your digital deployment. This module focuses on Instagram, Pinterest, Snapchat and other visual tools such as infographics and visual management tools such as SmugMug. An introduction to image editing to formatting images appropriately for the channels will also be covered.

    Video is the most consumed type of content on social media. Youtube and  Vimeo are the focused platforms of this module. Video aspect ratios and the type of video content (recorded or live), format (16x9, 9x16, square or 360), and length will be covered to ensure you are creating the correct video content, in the correct format, for the correct channel.

    The world has moved to a mobile focus with more browsing and engagement occurring on mobile devices.  This module will cover a wide range of mobile-related topics including apps, payment systems, augmented reality and location-based marketing. This module also covers the importance of mobile optimization for websites.

    Your Tactical Plan consists of 8 distinct and separate plans. The first two that directly emerge from your strategic plan are the channel plan and content plan. Your Channel Plan ensures you are using the right platform to reach the right audience. Your Content Plan ensures you are deploying content to help you achieve your goals. This module applies the insights you learned in the other modules to your Strategic Plan.

  • Post-Course Online Modules

    The increasing number of platforms and content that organizations need to manage have increased the need for tools to effectively organize the various platforms. A wide variety of tools are covered including Hootsuite, Hubspot, Buffer, Sprout Social, Falcon IO. The strengths and weaknesses of each platform are identified to determine which platforms are best to assist you with your deployment. This module is delivered through an online session that you complete at your own pace after the three-day face-to-face course.

    Google My Business is the content found in the knowledge panel on the right-hand side of Google search. Features like Google posts, video, and images make it a critical component of your digital deployment. Bing Places for Business have also expanded their capabilities allowing you to take advantage of services across both search engine platforms. This module is delivered through an online session that you complete at your own pace after the three-day face-to-face course. 

Key Learning Objectives

For Individuals

  • Learn how to develop or refine your organization’s Digital and Social Media strategy
  • Know how to evaluate and choose the best tools for your organization or personal deployment
  • Learn how to use a wide variety of digital and social media tools to help you achieve your goals
  • Learn what opportunities are being created by the most current changes on social media channels and how they can best be leveraged to assist your strategic goals

For Organizations

  • Understand how integrating Digital and Social Media across business functions brings measurable benefits to the organization
  • Ensure the tools and channels that you are deploying on are best suited to your organization’s goals and objectives
  • Understand the value of using a variety of media in the tactical deployment of your strategy
  • Be aware of the most current changes to existing social media channels and what channels will become key in the near future

Who Should Attend?

“This is information that can transform the way our organization communicates and markets. Worth it!”
 - Pam Bristol, Ministry of the Economy

Business owners of any size organization, managers, and professionals across all business functions who are involved in strategy development or tactical implementation.

Individuals who want to expand their reach beyond traditional offline media platforms or basic digital marketing strategies. 

New or existing business owners looking to develop or refine their strategic business plan.

Individuals holding management positions at all levels, content creators, web development and maintenance team members, social media team members, and customer response teams.

April 29, 2020 to May 1, 2020
8:30 AM to 4:30 PM


Program Fees

$1,695 plus GST

Includes course tuition, all teaching materials, meals and refreshments.

Registration Deadline

April 24, 2020

Course Planner

For more information, contact

Britney Graf

Marketing and Communications Coordinator


Email Me

Instructor Profile


Lyle Wetsch, MBA, MSc. Mgmt

Lyle is the designer of the Digital and Social Media Program and the facilitator of all of the program's components.  He is currently an Associate Professor of Marketing at Memorial University, NFLD and Chair in Teaching and Learning for the Faculty of Business Administration with over 200 presentations and publications in the past 13 years. 

He has assisted businesses with the development, design, and implementation of their digital and social media strategic and tactical plans with his company, Digital Marketing Consultants. His work has received several international accolades.

Lyle's professional credentials include being a Google Partner, multiple Google certifications, Microsoft, Twitter, Hootsuite and Hubspot marketing and advertising certificates. 



Partnership Programming

This program is offered in partnership with: 


University of Saskatchewan's liability is limited to reimbursement of paid tuition fees.

Cancellations received at least ten (10) business days in advance of the course commencement date will receive a full refund. Cancellations received less than ten (10) business days prior to the course commencement date will be subject to a $500 administration fee. Cancellations received less than three (3) business days prior to the course commencement date will be subject to full course tuition cost.

Non-attendance will incur full course tuition cost.

Fees subject to change without notice.

Program Transfers

One course transfer will be permitted without penalty if the cancellation request is received within fifteen (15) business days prior to the course start date. Alternate program transfers may be approved dependent on course availability. Transfer requests must be scheduled within six (6) months of the initial purchase. Applicants will be responsible for any price difference in program fees at the time of the request. Each subsequent transfer request will be subject to $300 administration fee. 

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