When I first stepped into the York University campus as an international student, I was filled with a mix of excitement and apprehension. The post-graduate diploma in digital and content marketing at the School of Continuing Studies was set to become my gateway into the dynamic world of digital marketing in Canada. While I had prior experience in social media marketing in India, I decided to move to Toronto to upskill myself and experience Canadian life and culture. Little did I know that my York University experience would be a rollercoaster of experiences, challenges, and growth.
The First Few Weeks
The first few weeks were a whirlwind of new terms, digital marketing strategies, and more caffeine than I could admit. Tim Hortons became my best friend and kept me going during the never-ending study sessions and lectures. I recall Professor Heath teaching us interesting case studies about brands like 7Up and Lego which helped me broaden my creative thinking. His presentations were engaging as he used innovative teaching methods like memes and videos to interact with us. It took some time to adapt to the new environment and people around me but I managed to find my tribe of people and worked on creative projects together.
Faculty and Curriculum
The quality of faculty in this post-graduate diploma was a standout feature of the program. Our professors brought extensive industry experience to the classroom, providing insights that went beyond textbook theories. Their practical knowledge was evident in every lecture, from SEO strategies to content creation techniques. Professors like Leigh and Tim are entrepreneurs and part-time professors, giving us business perspectives and marketing strategies to equip us with holistic learning.
The curriculum emphasized hands-on learning. We worked on real-world projects that honed our skills and served as valuable additions to our professional portfolios. I remember working on marketing strategies for Grand River Tea which is a small business started by an old woman in Manitoba. I created a content marketing plan and executed detailed marketing research along with digital marketing strategies for this brand which impressed my recruiter. This practical approach was crucial in preparing us for the competitive job market in digital marketing and showing Canadian work experience.
Resources and Facilities
The best part about my York University is that it has an array of resources and facilities for students. It has several dedicated study room spaces and open spaces for students to study and collaborate on projects. We used these study rooms to prepare for our presentations and assignments. Coffee was readily available at R.C. Coffee which helped me fuel my energy during long working sessions. We could also access the entire York Campus including the Scott Library which is beautifully designed. I borrowed a few books on marketing from this library to broaden my knowledge and creative horizons.
Networking and Career Opportunities
The real magic happened apart from our regular lectures, mainly through guest lectures and career fairs where theory met practice. We are grateful for our professors and their network as we got the golden opportunity to meet industry leaders from brands like Spotify, Amazon, and Google. These guest lectures inspired us to grow both personally and professionally. They gave us a glimpse of corporate life and how to navigate it. The resume and LinkedIn tips they gave me came in handy to me and helped me expand my creative network. A quote I will never forget by one of our guest speakers, Ms. Suzannah Kelly, an HR Executive and Career Strategist, is “Know your worth, then add tax and don’t discount yourself”. This is a golden nugget as this will guide my career decisions. She also gave us some useful tips on how to crack interviews and optimize your resume according to the job description.
Challenges and Shortcomings
While I was applying to universities in Canada, I had hopes of finding diversity in the classroom so that I could get exposure to people from diverse cultures and perspectives. However, our class felt like a big homogenous group which limited these possibilities. I made a great set of friends but I would have appreciated it if I could also interact with people from different ethnicities and regions.
Another challenge I faced was the high tuition fees, especially for international students. Although it was less than other institutions, I still felt it was too high. I found some elements of the course to be really basic and wished that this course was a little more advanced. Moreover, I would suggest reforms in the selection process as it led to a mix of students with varying levels of preparedness and commitment, which occasionally disrupted the learning dynamics. Lastly, there were delays in grading by certain professors, which caused unnecessary stress and uncertainty which prompted us to regularly refresh our emails and Moodle for feedback. Timely feedback is crucial for continuous improvement, and these delays sometimes hinder our ability to learn and grow effectively.
Despite these challenges, the post-graduate diploma in digital marketing pushed me out of my comfort zone, challenging me to think critically and creatively. Whether it was crafting compelling content and digital marketing strategies or diving into the details of paid advertising, each module added a new tool to my digital marketing toolkit helping me become a seasoned professional.
Learnings and Advice for Future Students
While the York University School of Continuing Studies' post-graduate diploma in Digital and Content Marketing had its challenges, the overall experience was positive and career-enhancing. The program's strengths in practical education, industry-experienced faculty, and networking opportunities outweighed the drawbacks.
For those considering this post-graduate diploma in digital marketing at York University, I'd offer two key pieces of advice. First, come prepared to immerse yourself fully in the program. Don't just complete assignments for grades; treat each project as a chance to build your portfolio and impress future employers.
Secondly, network relentlessly. The connections you make with professors, guest speakers, and fellow students can be just as valuable as the course content itself. Attend every guest lecture, participate in career fairs, and don't be shy about reaching out to industry professionals. Remember, in the world of digital marketing, your network can be your net worth.
My greatest takeaway from the course can be summarized by a famous quote by a marketing guru, Seth Godin, "Marketing is no longer about the stuff that you make, but about the stories you tell." This experience showed me firsthand the power of storytelling in digital marketing. As I come close to ending this chapter at York University, I carry with me more than just a diploma. I take with me the skills, connections, and confidence to achieve my dreams of becoming a CMO of a leading brand someday.
