The State of Digital Marketing Education in Canada

In Canada, the growth in digital jobs outpaces the economy by 4 to 1 each year and the demand for experienced digital marketers grew 92% in just 5 years. Yet, the domestic supply of digital graduates rarely comes close to meeting this demand. As a hybrid industry, many digital marketing roles combine knowledge across sectors, making the skill-building portion of these positions ever-changing. Prospective Canadian digital marketers need varied, ongoing education in order to stay competitive.

What to Look for in a Digital Marketing School

While online learning has seen a massive boom in the last year, not all certificates are created equal. In this field, it matters who is teaching you and how they go about it. It’s also important to get certificates that are on par with industry standards if you want to land the job of your dreams. Those looking to expand their education need to be critical when making educational decisions.

New prospects should consider short-term career-based training models, such as certificates, bootcamps, and courses, versus practical or theory-based models such as diplomas and degrees. Hybrid institutions, such as Jelly Academy, may offer a combination of these options.

As well, consider the value of the certificates you are earning in these courses. Industry-specific certificates, such as Google certificates or Facebook Blueprinting, offer more practical skills-based training than branded certificates from educational institutions. These certificates, paired with an experienced teacher, often bring the highest educational value.

Short-term vs. Career-based Training

Short-term education options can include courses, certificates, and bootcamps. Time commitments range from a few hours to weeks or months. Often, these programs offer webinars, seminars, individual courses, and skills-based training. Common courses include:

• Search Engine Optimization (SEO)
• Search Engine Marketing (SEM)
• Social Media Marketing (SMM)
• Web Analytics
• Email Marketing

Short-term training is useful for individuals looking to build specific skills and don’t have the time to commit to an integrated course. If you’re already working in the field and looking to improve your skills, or are a student or recent grad trying to break into the industry, these options will be a good fit.

Career-based training takes a more traditional approach. These programs usually span months or years and teach digital marketing skills across verticals. For example, a diploma in Social Media and Digital Marketing from BCIT covers:

• Content Planning
• Internet of IT Law
• Introduction to Web Development
• Designing and Writing Online,
• and more.

Career-based training is great for individuals looking to get a holistic education and who are serious about a career in digital marketing. Business owners, up-skill seekers, and professionals looking for a career change may also be interested in this path.

Practical vs. Theory

Digital marketing is a skills-based industry. This means that incoming talent should not only be equipped with the knowledge of the skills they want to practice but experience as well.

When choosing a digital marketing school or educational path, consider the options for practical learning, such as internships or co-ops, alongside theoretical approaches such as textbook learning and testing. While theory is an important part of your digital marketing education, experience is often what gets you hired.

Many Canadian programs have practical learning built-in or give you the option to take part in co-ops or internships as part of your diploma. Centennial College, for example, offers an optional co-op program for those looking for skills-based learning. Sprott Shaw College offers a similar approach.

Where to Learn Digital Marketing in Canada

According to Payscale, digital marketers can make between $44,000-$90,000 per year, depending on positions and seniority. This fact, alongside the growing number of jobs available in the industry, makes digital marketing a smart career choice for prospective professionals.
Currently, digital marketing courses are offered by traditional institutions, such as colleges and universities, as well as non-traditional entities that operate on a more short-term basis.

Free training is also available through technology companies such as Google, Facebook, and LinkedIn for those looking to level up individual skills. You can also stay on the lookout for webinars and events from your favourite Canadian businesses, such as Digital Main Street, the Association of Canadian Advertisers, Hootsuite, and more.

Non-Traditional Digital Marketing Training Entities

• Brainstation (bootcamps and courses)
• Alacrity (bootcamp)
• General Assembly (courses)
• Jelly Academy (certificate)
• Digital Marketing Academy of Canada (certificate)
• Success With Digital (certification, masterclasses, workshops)
• IAB Canada (certificates and courses)

Traditional Digital Marketing Training Entities

• Toronto School of Management (diploma options)
• Canadian College of Technology and Business (CCTB) (diploma)
• University of Calgary (certificate)
• University of Toronto (certificates and bootcamps)
• Canadian College (diploma)
• BCIT (statement of completion)
• York University (diploma)
• Sprott Shaw College (certificate)
• Bow Valley College (certificate)
• University Canada West (certificate)
• Douglas College (BBA concentration)
• ERP College (bootcamp)

Ready to start your journey?

Digital marketing is an expansive industry and there are so many ways to make your mark. From SEO to social media, digital advertising, campaign strategy, website development, and beyond, there’s no shortage of opportunities out there for new professionals.

Whether you’re new to the industry or just looking to improve your skills, the bottom line is, choose a program that works for you. The more you enjoy your experience, the more you’ll enjoy your career.