When I first decided to move to Toronto, I had no plans of pursuing a career in marketing. I was a bundle of nerves and excitement. Equipped with a graduate degree in mass communications from Mumbai, India, and a post-graduate diploma in journalism from Humber College, Toronto, I understood the world of communication. It was when I visited my family and friends back home, that I realized that I should pursue marketing to arm myself further in the corporate world of content writing.
Upon research and advice from friends and relatives, I decided to start the Digital and Content Marketing course at York University School of Continuing Studies. For me, this was the most-suited course, since it provided in-depth marketing skills with a great focus on content marketing and writing. Another advantage was the affordability of the program, which is rare in Canadian colleges, given York’s excellent academic reputation.
As someone with a fair amount of experience in content writing, I immediately applied for the course and started yet another journey in this foreign land far from home. I was initially drawn to the program's comprehensive curriculum and industry-focused approach.
York's reputation for cultivating a multicultural and welcoming learning environment was what ultimately influenced me. This was essential for me as an international student. The cherry on the cake was the program's accelerated format, which allowed graduation in less than a year.
First Impressions and Early Challenges
Walking into the York Continuing Studies Building for the first time was a moment I'll never forget. It was a cold day in January, at 8:15 AM, waiting apprehensively to be joined by new people, new teachers and new topics altogether. Having done this before, it wasn’t as nerve-wracking, but we all know what the first days feel like.
Thankfully, the very first girl I spoke to in class, turned out to be one of the nicest persons I know, and I’m hopeful about our little friendship. It was easy to bond with people in class – liked some, disliked the others, had healthy competition with a few, and didn’t miss the opportunity to beef with a couple during class presentations.
The initial weeks were difficult. The courses required me to completely change the way I thought, and the pace was tremendous. However, York's encouraging atmosphere was crucial.
The Curriculum: A Deep Dive
The Digital and Content Marketing program at York University provided intensive training covering all aspects of marketing, from basic concepts to cutting-edge digital strategies. We began by going over the basic principles of marketing, including the marketing mix, brand positioning, and target audience analysis.
What I valued the most was the practical approach to learning. Every theory was accompanied by hands-on assignments and real-world exercises.
Professors like Heath Applebaum, Andrew Temes, Doris Montanera and Tim Campbell Smith will always be remembered for their enthusiastic approach to teaching the course. They ensured that people like me with little to no knowledge about anything marketing were completely caught up and equipped to complete the course and assignments with ease.
As the curriculum went on, it covered a lot of material in content creation and taught us how to create engaging stories for various media platforms. We learned how to compose interesting blog entries, produce visually appealing social media content, and design successful email marketing campaigns. The program progressed smoothly into content distribution and promotional strategies. We studied SEO strategies to increase content visibility, discovered how to take advantage of social media algorithms to maximize reach, and became experts at working with influencers.
Practical assignments included developing a content calendar for a fictional brand, running A/B tests on email subject lines, and creating a comprehensive digital marketing strategy for a local business. This hands-on approach ensured we were well-prepared for real-world marketing challenges.
The day I cherish the most during this eight-month-long course is the in-class marketing pitch we had to present in Heath Applebaum’s class, where we pretended to be marketing experts at renowned brands like Lego, Nike and Absolut Vodka, while our classmates were pretend board members at the mentioned companies. The energy in class was at its peak, and we learned the basics of marketing with utmost ease.
One of the best parts of my learning was that I was used to telling stories because I worked in media, but in this experience, I learnt how to support my stories with reliable facts. By the end of the course, I feel I will be comfortably analyzing metrics and applying them to inform content decisions, even though it had been difficult initially. I believe York’s approach to involving all students and making them communicate from the podium helps bring confidence and a sense of responsibility which is necessary in the corporate world.
Industry Connections and Networking
Throughout the whole curriculum, York University's close ties to the industry were evident. We had industry executives offer guest lectures from digital marketing experts and networking events that led to possible job prospects. Our education was improved by these experts' invaluable insights into modern business developments and real-world challenges.
Our instructors, who are also seasoned professionals, added their extensive amount of industry knowledge to the classroom. They helped us better understand difficult concepts and their practical applications by sharing examples from their professional experiences, such as overseeing massive digital campaigns or addressing crises.
Personal Growth and Transformation
Over eight months, I believe I would see myself evolve from a traditional media professional to a digital marketing strategist. The program not only strengthened my technical skills but also polished my critical thinking and problem-solving abilities.
I can’t wait to merge my journalism and marketing skills and approach the job market with enough knowledge under my sleeves to become a successful marketer.
Advice for Future Students
Here's some advice for those considering the Digital and Content Marketing program at York University:
- If you are an international student like me, don’t forget that perseverance is the key. Accept this new life completely, and make it your own.
- Take advantage of the diversity. Your peers are an invaluable asset. Take in knowledge from their viewpoints and experiences.
- Attend all industry functions and invited lectures. These contacts could be very beneficial to your career.
- Benefit from York's resources. Make use of everything the university has to offer, including career services and academic support.
- Balance is key. While the program is demanding, make time to explore Toronto and engage in campus activities.
