Introduction
Hey, my name is Sheldon Fernandes and I’m like any other quintessential young 20’s lad. I am an international student and hail from Mumbai, India. When I initially entered York, my expectations were at an all-time low. You see while many come abroad to establish themselves as young working professionals and make a career for themselves, I was coming straight out of high school. All I ever wanted was to have a memorable and fun “international student” experience. My mum pushed me towards coming here and I simply complied. Unfortunately, while my prior journey as a Public Relations student at Humber College provided me with a bunch of notable skills that’ll surely come handy ahead in life, the “fun” aspect was somehow lost. As a student of the Post-Graduate Certificate in Content and Digital Marketing at York University’s School of Continuing Studies, I sure have gained some invaluable knowledge, skills, and insights but more so had the most amazing time living out my student life. I know many of my peers would emphasis on the professional and educational aspect of the course. I chose to pivot and speak about my journey as a young student.
Why I Chose York University School of Continuing Studies
I remember we were asked this very question on our first day in class. My response was quite blatantly, “I’m simply here to get my three-year work permit…..” The entire class burst out into laughter. That's when I knew I was the coolest of the lot…
Anyhoo, in an effort to deviate I further said, “My decision was driven by my desire to get a high-quality education that blends theory with practical application. The program’s comprehensive curriculum, expert instructors and industry-relevant courses were the main reasons for my choice. York University’s reputation for academic excellence also played a big role in my decision.” Now who am I even kidding, we all know that’s a bunch of bullshit and pulled straight out of AI (crying emoji inserted).
My friend who had already completed this course spoke greatly about it, but for someone who keeps a tab of $5 on SplitWise, I wasn’t going to trust a nincompoop like her when it came to such a major decision. I’m not even going to lie; the most convincing factor was the monetary feasibility of the program. This was one of the most affordable courses I could find and as it was my money on the line I wanted to spend as sparsely as possible. In addition, my logic was least spending + fastrack learning = optimum use of time and resources. Boy math can be lame sometimes, I know….
Course Highlights and Learning Experience
Jokes aside, the certificate program offers a wide range of courses covering all aspects of digital marketing including the fundamental, business side of it in this current digital age, SEO, social media marketing, content creation and analytics within a short span of eight months. Unlike the common idea that Universities tend to lean more towards theoretical ways, one of the highlights for me was the hands-on learning approach this course used through various projects and assignments.
The Marketing for Search Engine and Social Media and Content Promotion and Amplification modules were particularly impactful. Not only did they cover the subject of SEO, but they also provided practical exercises that allowed me to implement what I had learned (Pretty much like in this blog, Hehe). Optimizing content, conducting keyword research, and analysing website performance using tools like Google Analytics were invaluable experiences. These practical tasks helped me understand the complexities of SEO and how to drive organic traffic effectively.
Another memorable course was the User Engagement and Marketing Automation. I learned how to map out user journeys and create marketing process flow charts. This was particularly interesting as I delved into the psychographics and motivations that guide a consumer. I also got to explore different marketing automation tools and software, which showed me how to boost the effectiveness of our marketing campaigns.
Expert Instructors and Peer Learning
The instructors at the School of Continuing Studies are seasoned professionals with extensive experience in the digital marketing industry. Many spoke about their personal insights, experiences and real-world examples that provided a deeper understanding of the subject matter. The collaborative learning environment acted as a gear in helping me propel in this field. In addition, their feedbacks played an interictal role in my growth. My extroverted personality made it a point to get to know them on a personal level and that is something I would suggest everyone does. Sure, you need to maintain a line of respect and boundary but that shouldn’t stop you from finding a friend in them. Alas, that’s all we want right, more friends…. I believe I speak for everyone minus the sociopaths when I say this. That being said, I found myself getting really candid with them at moments and that definitely made the journey easier.
Peer learning was another significant component of the program. Within my first few days at York, I had already made plenty friends. While I would initially prefer a diverse set of classmates, majority of them came from India. (Looking at some of them I started believing that if you can hold a fork, you can possibly get into York… Kidding, Kidding.) Nonetheless, this acted as an advantage as it provided a sense of ease. Collaborating with them on group projects and participating in class discussions allowed me to learn a great deal too. As many of them come with a lot of work experience and have diverse perspectives; it was enlightening to hear their point of views. In addition, not everyone has similar temperaments and collaborative skills. This helped me develop people skills that will come handy in pretty much every walk of life.
Gaining Practical Skills and Building a Portfolio
One of the most valuable aspects of the program was the opportunity to work on practical projects that simulated real-world digital marketing challenges. A standout project was creating a comprehensive digital marketing strategy for a local business i.e. Benny Bully’s. This project required us to conduct market research, identify target audiences, develop content plans, and implement digital marketing campaigns across various channels. In addition, I even had to create audio visual content for the brand that was a fun experience altogether. The project was challenging, but it provided a holistic understanding of developing and executing a successful digital marketing strategy.
Networking, Career Prospects and Additional Resources
Networking, ughhh…I hate that word!!
In my opinion it puts unnecessary stress on socialising with a professional aim in mind.
York does provide numerous free networking opportunities through events, workshops and industry connections. Many of my instructors nudged us to attend such events. The career portal is a great space to find job opportunities on campus and off campus.
Additionally, they have plenty medical and wellbeing services. I will never forget the sweet lady at York’s office who told me, “You literally pay for it in your tuition, so make the most of it!”
Conclusion / Advise
Reflecting on my journey at York University, I can confidently say that the experience has been transformative. The knowledge, skills, and connections I have gained have prepared me to excel in the digital marketing industry. For anyone new at York I’d advise y’all to do the following:
- Prioritise Learning: As a fellow student imma tell you, your biggest drug as a student is going to be those part-time pay stubs. But try to focus on the bigger picture and your ultimate reason for coming here. I’m certain you didn’t chart this journey to work at a coffee shop…
- Network with Intent: it’s a huge thing in the America’s (or possibly Adulting). My lazy self chose not to make use of these resources but I’ d advise anyone fresh at York to do it.
- FIND YOUR GANG: Trust me, that’s something that made my journey way more worthwhile. Your classmates have the potential of making these eight months one of the most memorable moments of your life. After eight months you’ve got the option of removing them from your gram and going AWOL fosure…. That’s your prerogative.
That being said make the most out of it and ENJOY this experience.
