Overview
Important update: Digital Marketing curriculum changes coming Fall 2025
Beginning in Fall 2025, students enrolling in the Certificate in Digital Marketing will be required to complete one of the following elective courses:
-
MKT 108: Social Media Strategy & Management
-
MKT 209: Media Planning & Buying
If you’re already enrolled in the certificate before Fall 2025, your program requirements will remain the same.
View the Digital Marketing Program Course Structure Comparison.
Have questions? Our Student Information Specialists are happy to help. Connect with us through our Contact Us form or subscribe to our mailing list for news and updates.
Learn best practices in content, mobile and social media marketing with our interactive online courses
Advance your digital marketing expertise and get ahead in this competitive industry. Our flexible online Digital Marketing program gives you the necessary skills to advance in this rewarding and rapidly-growing field.
- Learn the fundamental principles and best practices of digital marketing
- Discover effective search engine, search engine marketing and digital advertising standards and strategies
- Learn effective content management methodologies and the art of digital storytelling
- Master digital data metrics and measurement
Information Box Group
Program highlights Learn More
- Flexible online learning
- Taught by industry experts
- Earn a Digital Marketing Certificate
- Open enrolment program
Digital Marketing program features:
- Convenient and flexible online digital marketing courses
- Learn from experienced digital marketers who utilize case studies, interactive discussions and new media management frameworks
- Connect with professionals across various disciplines
What you'll learn Learn More
- Digital marketing theories and best practices
- How to effectively manage digital marketing tools
- Methods for campaign tracking and measurement
- Best practices for search engine optimization
Through our Digital Marketing program, you’ll learn to:
- Effectively implement digital marketing strategies
- Manage creative content, and implement and measure digital strategies
- Become a digital specialist
- Integrate marketing theory with the latest tech tools to build and apply dynamic digital strategies
- Examine mobile marketing best practices, new media management tools and social media marketing platforms and practices
- Master digital data metrics and measurement
- Learn effective search engine marketing and optimization tactics and creative content strategy
Program Overview

Online – group experiential learning projects

Approx. 6-8 hours per week, per course

Certificate: 8+ months
Learn more about the Digital Marketing program
Professionals from a variety of backgrounds, including:
- Marketing Managers
- Digital Marketing Managers
- Communication Managers
- Search Engine Marketing Specialists (SEM/SEO)
- Content Marketing Specialists
- Public Relations Specialists
- Graphic Designers
- Multimedia Professionals
- Marketing Specialists
- Account Managers
- Media Planners & Buyers
Earning a Certificate in Digital Marketing could open doors to many rewarding careers, including:
- Digital Marketing Specialist
- Social Media Coordinator
- eCommerce Specialist
- Webmaster
- Account Manager
- Media Planner
- Media Buyer
- Digital Marketing Manager
- Content Marketer
- Social Media Strategist
- Search Engine Marketing Specialists (SEM/SEO)
- Lead Generation Marketer
Chartered Marketer Designation
This program is recognized by the Canadian Marketing Association (CMA) as an accelerated pathway toward the Chartered Marketer (CM) designation.
As the only marketing designation recognized across Canada, the CM designation sets a high standard in the marketing industry. It’s a testament to your commitment to ongoing professional development and staying up to date on evolving marketing trends. Plus, Chartered Marketers get access to exclusive CM benefits! Whether you’re a current student or a proud alum, this is your chance to elevate your professional profile and join the ranks of esteemed marketers in Canada. Start your CM journey at www.charteredmarketer.ca.
Are you a current McMaster University undergraduate student?
Explore the ElevateYourSkills option to learn how you can earn a Digital Marketing certificate as part of your degree.
- Use your electives to earn a professional certificate or diploma
- Fully online courses that you can fit into your schedule
- Providing you with real-life career skills and experience before you graduate
Check out our latest Marketing Program Preview webinar to explore our online Digital Marketing program
What our recent graduates say
Rajan Maharjan
Creative, Critical and Design Thinking
[Cultivating Creative Thinking] pushed me to think differently, to get out of my comfort zone, and approach challenges with fresh ideas.
I graduated in Computer Engineering and had some solid experience under my belt, but I always felt there was a gap between what I learned in school and the challenges I faced in the real world. I wanted to develop skills that weren’t just theoretical but practical—something I could use every day to solve real problems.
That’s when I heard about McMaster Continuing Education through my workplace. Their programs had a great reputation, so I decided to enroll in the “Cultivating Creative Thinking” course. Honestly, it was one of the best decisions I’ve made.
The course pushed me to think differently, to get out of my comfort zone, and approach challenges with fresh ideas. The practical focus was exactly what I was looking for, and the instructors were so supportive and knowledgeable. What made the experience even better was the flexibility—fitting it into my schedule was surprisingly manageable. Plus, connecting with my classmates and learning from their perspectives made the journey even more rewarding.
For me, continuing education is about more than just learning new things. It’s about staying curious, growing as a person, and constantly adapting to the world around you. My time at McMaster helped me do exactly that—it gave me the tools and confidence to align my learning with my goals.
If I could give one piece of advice to anyone thinking about continuing education, it’s this: focus on real-world skills and always keep an open mind. Growth comes from stepping outside your comfort zone and embracing the opportunities to learn and improve.
Rajan Maharjan
Creative, Critical and Design Thinking
Tyson
Business Administration - Marketing graduate
The instructors worked in the marketing field and taught us real-life experiences.
Obtaining an education with McMaster Continuing Education helped me reinvent my career. I was a former banker and I wanted a career in marketing. Through this program, I was able to bridge that gap and get into the career that I wanted. The instructors were working in the marketing field, teaching us real-life experiences and that was very valuable to me.
Tyson
Business Administration - Marketing graduate
[Cultivating Creative Thinking] pushed me to think differently, to get out of my comfort zone, and approach challenges with fresh ideas.
I graduated in Computer Engineering and had some solid experience under my belt, but I always felt there was a gap between what I learned in school and the challenges I faced in the real world. I wanted to develop skills that weren’t just theoretical but practical—something I could use every day to solve real problems.
That’s when I heard about McMaster Continuing Education through my workplace. Their programs had a great reputation, so I decided to enroll in the “Cultivating Creative Thinking” course. Honestly, it was one of the best decisions I’ve made.
The course pushed me to think differently, to get out of my comfort zone, and approach challenges with fresh ideas. The practical focus was exactly what I was looking for, and the instructors were so supportive and knowledgeable. What made the experience even better was the flexibility—fitting it into my schedule was surprisingly manageable. Plus, connecting with my classmates and learning from their perspectives made the journey even more rewarding.
For me, continuing education is about more than just learning new things. It’s about staying curious, growing as a person, and constantly adapting to the world around you. My time at McMaster helped me do exactly that—it gave me the tools and confidence to align my learning with my goals.
If I could give one piece of advice to anyone thinking about continuing education, it’s this: focus on real-world skills and always keep an open mind. Growth comes from stepping outside your comfort zone and embracing the opportunities to learn and improve.
Rajan Maharjan
Creative, Critical and Design Thinking
The instructors worked in the marketing field and taught us real-life experiences.
Obtaining an education with McMaster Continuing Education helped me reinvent my career. I was a former banker and I wanted a career in marketing. Through this program, I was able to bridge that gap and get into the career that I wanted. The instructors were working in the marketing field, teaching us real-life experiences and that was very valuable to me.
Tyson
Business Administration - Marketing graduate
Other programs you may be interested in
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Certificate in Digital Marketing
Certificate in Digital Marketing
Advance your skills and earn a Certificate in Digital Marketing
Explore the requirements below and register today!
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Certificate in Digital Marketing Learn More
Earn your Certificate in Digital Marketing by successfully completing five core courses plus one elective listed below.
Digital Marketing Certificate
Participants in this program should have prior education or experience in Marketing or related fields such as:
- A Degree or Diploma in marketing, communications or a related area of study
- At least 3 years of marketing, communications, or web design experience
If you don’t have a marketing background, consider enrolling in our Marketing Diploma or Business Administration Diploma – both are also offered fully online – prior to starting the Digital Marketing Certificate. Please contact us for a consultation to help determine if this program is right for you.
Courses (complete all 5)
3.0 UNITS
DMK 103
Search Engine Optimization, Search Engine Marketing, & Digital Advertising
(Currently Not Available)
Elective Courses (complete 1)
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- Find Programs & Courses
- Marketing and Communications Programs
- Digital Marketing Program
Digital Marketing Schedule
Digital Marketing course schedules to help you plan your academic year.
Registration: Fall and Winter terms open in mid-July and Spring term opens in mid-March.
Program Requirements: Review certificate or diploma tab.
Time Zone: Courses run in the Eastern Time (ET) Zone.
Course Fees: A McMaster Part Time Student fee is included in the cost of academic credit courses. There is no tax on courses unless indicated at the bottom of the schedule chart.
Additional Fees: New students pay a one-time, non-refundable $39 activation fee for their first academic-credit course. Not every program or course requires textbooks. Learn more about textbooks.
Learning Formats: Each course is offered in Online, Online Self-Study, or Virtual Classroom formats, as shown below. Visit Learning Formats for details.
| Course Name (Course Code) | Cost | Units | Fall 2025 | Winter 2026 | Spring/Summer 2026 |
|---|---|---|---|---|---|
| Fundamentals of Digital Marketing (DMK 101) | $822.21 | 3.0 | Sep 8 - Nov 30 Format: Online | Jan 12 - Apr 5 Format: Online | — |
| TBD | 3.0 | — | — | May 4 - Jul 26 Format: Online | |
| Digital Marketing Strategy (DMK 102) | $822.21 | 3.0 | Sep 8 - Nov 30 Format: Online | — | — |
| TBD | 3.0 | — | — | May 4 - Jul 26 Format: Online | |
| Search Engine Optimization, Search Engine Marketing, & Digital Advertising (DMK 103) | $822.21 | 3.0 | Sep 8 - Nov 30 Format: Online | — | — |
| TBD | 3.0 | — | — | May 4 - Jul 26 Format: Online | |
| Content Management (DMK 104) | $822.21 | 3.0 | — | Jan 12 - Apr 5 Format: Online | — |
| Data Management (DMK 105) | $822.21 | 3.0 | — | Jan 12 - Apr 5 Format: Online | — |
| Course Name (Course Code) | Cost | Units | Fall 2025 | Winter 2026 | Spring/Summer 2026 |
|---|---|---|---|---|---|
| Social Media Strategy & Management (MKT 108) | $789.52 | 3.0 | Sep 8 - Dec 7 Format: Online | — | — |
| TBD | 3.0 | — | — | May 4 - Aug 2 Format: Online | |
| Media Planning & Buying (MKT 209) | $789.52 | 3.0 | — | Jan 12 - Apr 12 Format: Online | — |
| TBD | 3.0 | — | — | May 4 - Aug 2 Format: Online |
The schedule table is subject to change. Please visit the course pages to browse classes currently available for registration and the latest cost information.
Admission Requirements
Admission Requirements
This program is open enrolment, which means there is no formal application or admission procedure. To enrol in a course, simply register online. Our courses can be taken as part of a program or individually.
To enrol in McMaster Continuing Education programs, you must:
- Have an Ontario Secondary School Diploma or equivalent OR
- Be a mature student as defined in the Undergraduate Calendar of McMaster University OR
- Be deemed an exceptional case
To ensure you are successful in your online courses, you are required to have knowledge and skills with general computer applications, such as keyboarding, file management, video conferencing and word processing.
Language Requirements
If English is not your native language, you must meet McMaster University’s English proficiency requirements by either qualifying for an exemption or passing a McMaster-approved English test. You will not need to provide proof of meeting this English requirement prior to registration. If you demonstrate English proficiency below the required standard, you will be asked to provide proof or to withdraw.
Expandable List
- Visit continuing.mcmaster.ca/programs to find your program of choice
- Click on each tab on the program page to learn about credential options and requirements, schedule and fees, and a list of all courses in the program
- Select a course and then select an available offering, noting important information such as cost, delivery format, and start/end dates; then click ‘add to cart’
- Once you have added your courses, click the shopping cart icon at the top right-hand corner of the page (bottom of the browser screen on mobile)
- Review your cart and, once you’re ready to proceed with enrolment, click ‘proceed to checkout’
- As the next step, you will be redirected to Mosaic – McMaster’s Administrative Information and Enrolment system
- Once you are in Mosaic, select ‘new to McMaster’ or log in with your existing MacID and password (if applicable)
- Complete all required fields and select a program of study when prompted (i.e., a specific program or open studies for standalone courses)
- Finally, payment is required in full to secure a spot in your course(s)
A payment receipt email will be issued to you immediately after registering, and a course confirmation email will be sent to you overnight. Within approximately 24 hours of registering, you will also receive an important email containing credentials used to activate your MacID, which you must do before you can access courses in Avenue to Learn. Please review our Getting Started page to learn more about the next steps for beginning your studies after registration, and our Help Centre for our Refund Policy and other frequently asked questions. Please note that on average, each course requires 6-8 hours of study per week, per course (sometimes more) and some courses may have listed prerequisites. Please plan your schedule accordingly. Most students take 1-2 courses per term across a few different terms and a full-time equivalent course load is typically 3-4 courses per term.
For more information and a walkthrough on how to register, please check out this video.
- Payment must be made in full at the time of enrolment
- Online credit card or debit payments are preferred
- Accepted credit cards: Visa, MasterCard and American Express
- Accepted debit cards: Visa Debit and Debit Mastercard
- Google Pay is available for faster checkout
- Payments can be made from a Canadian Financial Institution and can take 2 to 4 business days to arrive in your McMaster student account. Once payment has arrived, you can register for your course. Please note that if the amount of the course fees owing is more than what was transferred to your student account, you will be dropped from the course.
- Problem processing your payment? Please reach out to your credit card company if your payment was declined. Otherwise, wait two hours before attempting your registration again.
Ready to get started?
Visit the Schedule tab to select your course and proceed with the registration steps.

