The curriculum in this graduate certificate program focuses on digital strategy development, an area of the industry where there is a shortage of trained professionals. The program will deepen the students’ marketing communications skills and develop new skills in planning and implementing IMC campaigns. Students learn how to utilize interactive tools to develop customer-focused interactive marketing programs as well as web analytics to predict and measure the success of web and social media campaigns. Hands-on practical experience is gained through an agency model where students work to solve real challenges from real clients, followed by a 6-week work placement.