The State of Digital Marketing Education in Canada

Darian Kovacs, Founder, Jelly Digital Marketing & PR

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 to stay competitive.

WHAT TO LOOK FOR IN A DIGITAL MARKETING SCHOOL

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

New prospects should consider short-term career-based training models, such as certificates, boot camps, 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.

Also, consider the value of the certificates you earn 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 boot camps. 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 who 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 be equipped with the knowledge of the skills they want to practice and experience.

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 the 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, traditional institutions, such as colleges and universities, are offered digital marketing courses and non-traditional entities that operate on a more short-term basis.

For those looking to level up individual skills, free training is also available through technology companies such as Google, Facebook, and LinkedIn. 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

TRADITIONAL DIGITAL MARKETING TRAINING ENTITIES