Continuing Education

Digital Marketing Program

Get the skills to stay relevant in an ever-changing digital world! NAIT has partnered with the Digital Marketing Institute to deliver multiple training options covering the key areas required to become a skilled digital marketer in any industry and sector.

Students who complete the Digital Marketing Professional Program, a comprehensive 72 hour program with 42 hours of live, online instruction by NAIT's expert practitioners and 30 hours of self-directed online learning, will earn a Digital Marketing Professional Certificate and also the Professional Certified Marketer (PCM) award from the American Marketing Association (AMA).

If you prefer to curate your own learning path, your second option is to choose one or more specializations from a wide variety of self-paced, online Digital Marketing Institute Training Track courses that are relevant to your specific needs. These tracks include Content Marketing, Analytics, Social Media, Essentials, and more. Upon completion of a Track course, you will earn a Certified Digital Marketing Associate certificate. Learn more about your options below.

Want to learn more about the Digital Marketing program?

Info sessions for our spring 2024 intake are open for registration. Join us for a 1-hour, online info session and free micro-lesson with a program facilitator and instructor to see how this program can help sharpen your digital marketing skills.

Sign up for the March 26 session

Digital Marketing Professional (DMI Pro) Certification

The DMI Pro certification is an extensive training program that covers all the key competencies a well-rounded digital marketer needs. Develop the practical, hands-on skills required to create successful multi-channel digital campaigns. You will come away with an actionable digital marketing strategy and the know-how to help drive success for your business.

The Digital Marketing program is aimed at:

  • people in traditional marketing careers who are looking to update their skillset
  • marketers working in management and senior management
  • recent grads who want to hit the ground running and up their skills in digital marketing immediately
  • entrepreneurs and small businesses owners
  • anyone hoping to implement a modern digital strategy for their company
  • folks who already have a foundational level of digital literacy

The program of formal learning comprises a combination of:

  • 42 hours of live online instruction by NAIT's expert digital marketing practitioners
  • 30 hours of self-directed online learning including video lessons and guided demonstrations of key tasks and procedures
  • practical exercises and interactive quizzes to solidify your knowledge

Note: you will be assigned unit-specific pre-work each week to be completed before class.

Digital Marketing Institute (DMI) Materials

This outline for The Digital Marketing Professional course will give you all the details of learning outcomes and course content for this value-packed 72 hour program. The Digital Marketing Institute's Digital Diagnostic Tool helps you assess your digital skills and knowledge in comparison to your peers and industry.

After completion of the Digital Marketing Professional course with NAIT, you will be eligible to write the 2-hour computer-based exam and receive the Certified Digital Marketing Professional qualification. Upon passing the final exam, students who are Canadian citizens or permanent residents will also be eligible to receive the Professional Certified Marketer (PCM) award from the American Marketing Association (AMA).

Digital Marketing Track (DMI Track) Associate Certifications

If you want to up-skill in certain digital marketing specializations and competencies, DMI Tracks are an option that may be right for you. NAIT, in partnership with the Digital Marketing Institute, offers these shorter track courses for aspiring or current digital marketers who want to bridge any gaps in their skillsets. They are an engaging blend of knowledge delivered through articles, videos and industry insight. You’ll use interactive tools that target your skill development and readiness in these bite-sized lessons that will make sure you’re prepared to up your professional game.

The tracks are self-paced, so work on the materials when it works for you. Each track is short (around 10 hours of material), and you'll have 12 weeks to complete the materials. Once you've made your way through the track's modules, you'll be ready to write the short 45-minute (40 question) exam and receive your Certified Digital Marketing Associate designation. As an added benefit, you get 6 months of DMI membership with access to the courses as long as you maintain membership.

Courses

Quick Facts

Campus: Main

Any in-person components of your courses will be delivered at NAIT's Main Campus in Edmonton. View map

Delivery Modes:

  • Online - All your class activity will be delivered online.

Delivery Times:

  • Varies by Class - Delivery times varies by class. See Courses and Advanced Credit to view course scheduling details.

What to Expect from Your Digital Marketing Program

In partnership with the Digital Marketing Institute, NAIT is thrilled to offer the Digital Marketing Professional (DMI Pro) Certification and Tracks that specialize in areas like SEO, content marketing, social media advertising, PPC, and more.

In this info session with Dr. Alex Tierney from DMI, you'll learn about the digital marketing certificate syllabus and how the program works at NAIT.

Digital Marketing Professional (DMI Pro) Certification

What to Expect

Lectures

The program of formal learning comprises individual modules that reflect the core functions and key disciplines in Digital Marketing. We deliver these modules through 42 hours of live online instruction NAIT's expert digital marketing practitioners.

Self-directed Learning

In addition to the lectures, the Digital Marketing Institute has provided a range of additional resources to supplement your Digital Marketing knowledge and to enable you to engage in further self-directed learning. The additional resources include:

  • slide decks with detailed notes for each module
  • guided demonstrations or “walk-throughs” of key tasks and procedures
  • sets of practical exercises

We recommend that for each 3-hour module you allocate an additional 2.5 – 3 hours to facilitate self-directed learning and further reading or study, depending on your existing knowledge and experience. Typically students spend 30+ hours on self-directed learning over the course of the program. 

Interactive Quizzes

This program includes an extensive collection of interactive online quizzes, which you can access at any time using a Web browser. The interactive quizzes are not assessed, nor will they contribute to your overall grade for this program. Their primary purpose is to encourage regular practice and to enable you to check knowledge and progress frequently during your course of study.

They provide instant feedback on your answer choices to provide learning reinforcement, which can assist learning retention over time. We strongly recommended that you attempt each of the quizzes in all modules and then also re-take them periodically as a revision tool to help further embed the learning.

Practical Exercises

A series of Practical Exercise are included in the program as an additional learning resource and study aid. Like the quizzes, Practical Exercises are not assessed and don’t contribute to your overall grade for this program.

They are an optional activity to enable you to check your deeper understanding of key digital marketing tasks, processes, procedures, strategy and best practice. The Practical Exercises are structured activities that provide an opportunity for you to integrate your learning from each module as a whole and apply it to fulfill a targeted, practical digital marketing goal.

Certification

Once your course is complete you may choose to receive certification from the Digital Marketing Institute by completing a 2-hour computer-based examination. All Digital Marketing Institute examinations are delivered remotely (no longer through in-person testing centres). There is an additional fee, outside of the course fees, to write the exam. You have 24 weeks from your course end date to take your exam. Please note this date cannot be extended.

We suggest you schedule your exam 4 – 6 weeks after completing the program as this provides you with an opportunity to re-sit the exam, if necessary, by week 24. You have a maximum of 3 attempts to take the exam. It is the responsibility of each student to book their exam within the correct time frame. Early booking of the exam is advised to ensure availability at your preferred test center.

Upon successful completion of the exam you will receive a digital certificate confirming your Certified Digital Marketing Professional qualification. Additionally, students who are residents of Canada will receive a second certification: the Professional Certified Marketer (PCM) award from the American Marketing Association (AMA) after passing DMI's final exam.

Please be mindful that you are responsible for familiarizing yourself with the exam process as per the Exam Guidelines. You will receive the Exam Guidelines on completion of your NAIT course.

Digital Marketing Track (DMI Track) Associate Certifications

What to Expect

Online Coursework

These programs of self-paced, online learning comprise individual modules that reflect the core functions and key disciplines in the track you've selected.  Each track is approximately 8-12 hours of delivered materials. 

Self-directed Learning

In addition to the instructional videos, the Digital Marketing Institute has provided a range of additional resources to supplement your Digital Marketing knowledge and to enable you to engage in further self-directed learning. The additional resources include:

  • toolkits and templates to put key concepts into practice
  • whitepapers, articles and case studies to help you dive deeper into the concepts you're most interested in
  • regularly updated bonus video content, podcasts, and interviews from experts discussing the latest trends and tactics in the industry

We recommend that for each topic you work through, you allocate additional time for  further reading or study using these resources. The amount of time you choose to spend on these deeper dives is entirely up to you and depends on your existing knowledge and experience.

Skill Application Lessons

The tracks include various lesson types such as skill application lessons. These are application-based lessons that walk you through toolkits and templates to help you execute practical, tactical tasks related to the track topic.

For example:

  • social media calendar templates
  • developing a creative brief
  • building customer personas
  • content audit checklists
  • budget trackers
  • and more!

By working through practical applications, you'll learn the hard skills you need to condifently execute the tactics in your chosen DMI Track.

Soft and Essential Skills

The DMI Tracks include essential skill lessons that focus on soft skill development. Soft skills are an important (and often overlooked) part of specialized education.

Each track includes knowledge-based lessons that focus on transferable skills, such as project management, problem-solving, effective collaboration, and more. These are skills you can use no matter what sector or career you choose.

Certification

Once your Tracks course is complete you may choose to receive an associate certification from the Digital Marketing Institute by completing a 45-minute online examination. The first exam sitting is included in your course fee, but re-writes are an additional fee. You must complete your online exam within the 12 week course window offering. Please note this date cannot be extended.

Upon successful completion of the exam you will receive a digital certificate confirming your Certified Digital Marketing Associate status. Please be mindful that you are responsible for tracking your course expiry date and then ensuring you complete the online exame before the course expiry.

Stay Connected. Stay Relevant. Introducing Membership.

To further support your professional journey, you will be joining DMI’s membership body which provides far-reaching benefits to your education, including 12 months (for the DMI Pro certification) or 6 months (for the DMI Tracks)  of free exclusive access to the following:

  • industry best practices covering trending and current topics
  • networking opportunities within a global market
  • toolkits with time-saving and effective solutions to both common and bespoke problems
  • a comprehensive content library in various formats to address every skill level and interest

Enter the workforce with confidence

By earning the DMI Pro certification, you will future-proof your career and gain the latest and most up-to-date digital marketing skills needed to thrive in today’s ever-evolving digital economy.

By earning this certification you will be able to:

  • conduct digital research
  • set business objectives for campaigns
  • establish, develop and optimize digital strategies.
  • create and curate content
  • manage paid and organic campaigns via various social channels
  • design effective emails
  • understand how analytics can be used to illustrate a variety of factors

By becoming a Certified Digital Marketing Professional, you will be prepared to take up a more evolved role in the overall marketing field and ensure you are equipped with the tools and skills needed to create a cohesive, effective online strategy. 

This certification is ideal for a wide range of professionals including:

  • Marketing Executives
  • Marketing Specialists
  • Managers
  • IT Managers
  • Senior Management

It is also ideal for small business owners or anyone involved in the planning, implementation or measurement of digital strategies, along with anyone keen to pursue a career in digital marketing.

Becoming a Certified Digital Marketing Professional will benefit you regardless of your skills or experience and will empower you to maximize the impact of your marketing through powerful digital tools.

Short on time? Up-skill or re-skill your existing marketing talents with DMI Tracks

We know that some marketers want professional development that they can complete at their own pace. The DMI Tracks are great options that are delivered completely online and at your discretion, so you can bridge any gaps in your skillset or sharpen your existing marketing talents without sacrificing your professional and personal commitments. 

Testimonials

Bianca Raguindin, Marketing Coordinator

Bianca Raguindin, Marketing Coordinator and recent student to successfully complete the digital marketing program at NAIT

As a marketing professional, the DMI course has significantly enhanced my skillset and instilled a newfound confidence in my marketing abilities. The course covered a comprehensive range of topics, from developing a social media marketing plan to learning how to create a content strategy, and even introduced me to the world of paid advertising.

One of the highlights for me was delving into the technical side of digital marketing, where I gained hands-on experience in performance measurement using analytics, delved into SEO, and learned the principles of website optimization. The course was structured very well, making it an engaging and collaborative environment that offered plenty of opportunities for hands-on learning opportunities. The instructors had an impressive wealth of knowledge and passion for each topic covered and it was evident that they were experts in their field. Their extensive experience as marketers enriched the learning experience, and their insights were invaluable. I highly recommend this course to anyone aspiring to enter the marketing field or looking to elevate their marketing skills.

Michael Burgess, Creative Director, Mandala Studios

Michael Burgess, Creative Director at Mandala Studios

As a Creative Director and Graphic Designer, I enrolled in the DMI Pro Certification course to dive deeper into marketing in the digital realm. This course did not disappoint, with standout modules covering digital marketing strategy, Google and Display advertising, and SEO and website optimization.

The practical, interactive online instruction kept me engaged, and the wealth of online resources, including video tutorials and demonstrations, made the learning easy and enjoyable. I highly recommend this course to anyone seeking to expand their knowledge and thrive in the digital marketing space.

Linda Kuhn, Owner/Chef, Eagle's Nest Catering

Linda Kuhn - Eagle's Nest Catering

I had been thinking of upgrading some of my marketing skills and my first choice for programs was NAIT. As a NAIT alumni, I know the quality of the programs and the instructors are world-class.  I did not hesitate to sign up for the Digital Marketing Professional Program.

Our instructor was highly knowledgeable about all the platforms and the continually changing world of digital marketing. The course content was exceptional, especially with the added challenge of doing the entire course online.

The added benefit of being granted access to the DMI Institute and the content on their website was also very helpful. I was able to apply the goals in each module weekly to my business and it made a huge impact on my sales.

I would highly recommend the Digital Marketing Professional Program to any business owner who wants to understand and execute their marketing plan better or to anyone wanting to explore a career in digital marketing.

Shawntel Hines, Project Manager

I signed up for the NAIT Digital Marketing course with DMI to see if Marketing was the career path I wanted to pursue, Throughout the course the instructors were knowledgeable and very approachable. The online material was visually captivating and easy to consume. The course itself was broad in range of information and wasn't siloed into separate expensive courses. The certificate from this course would give you all the basic tools you'd need to start your career in marketing and gain experience.

Our group had a wide age range but it was never a dull moment. We all joked around in the chat and the instructors joined in too, It made for a very welcoming environment, one that I looked forward to every class. We easily got to know everyone, and I still have some of the contacts from that course and still talk to them every few months.

Although I didn't choose to actively pursue marketing after obtaining my certificate, the course still has made an impact on my life. Marketing comes in all shapes and forms, it applies to more areas in life than you'd expect. I would easily take this class again, even to dip your toes like I did!

Instructors

James Rennick BEd, MBA

James Rennick BEd, MBA

James Rennick is a digital marketing specialist with over 10 years of industry experience.

Read More

Frequently Asked Questions

Registration

How do I apply/register?

Except for our Academic Upgrading and ESL programs, you do not need to apply to get started. If you would like to join us for courses, you can enrol yourself through our website and complete your fee payment by VISA/MasterCard credit or debit card.

You can proceed to the course page and select “Add to Cart” beside the course dates of your choice. You will complete your payment once you are signed into your account. A video walkthrough of this process is available at www.nait.ca/register

Visit the ESL application page for details on how to register.

Visit the Academic Upgrading program page for details on how to register.

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When is the deadline to register?

This can vary depending on the course or program. Some courses may have specific registration deadlines, which will be noted under View Course Information.

Space is limited, and our courses can fill up well before the scheduled start date. For best results, we recommend enrolling as soon as you are able. If the Add to Cart button is available on the website, you are welcome to enrol.

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I am trying to sign up, but the shopping cart says “already enrolled in course, add not processed.” What do I do now?

You may have begun and not finished the checkout process in the last 24 hours. The course is on your MyNAIT portal waiting for secure online payment to confirm your seat in the class.

Please log in to your MyNAIT portal complete online payment through Self Service.

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I've been added to a waitlist. What does this mean?

If a course you wish to take says Add to Waitlist instead of Add to Cart, that means that there are no open seats for registration for that section.

You can add yourself to the waitlist at no charge for a chance to be enrolled if space becomes available. If you are enrolled from the waitlist, you will receive an email notice advising you to visit your student portal to make a payment.

Where possible, we recommend enrolling yourself in a different section with available space to ensure you can still complete the course even if you are not enrolled from the waitlist into your preferred section.

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Do I need a NAIT student account to sign up for Continuing Education classes? How do I make one?

Yes, you do need a NAIT student account to sign up for Continuing Education classes.

If you are new to NAIT, we recommend creating a NAIT account on the MyNAIT portal. When you are asked for a NAIT ID number, leave the space blank if you have not attended or applied to NAIT before, and our system will generate a new Student ID for you.

Once your account has been made, you can search for a course and add it to your cart. You will complete your payment once you are signed into your account with your new username and password.  More details including a video walkthrough of this process is available at www.nait.ca/register

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Funding Options

How much does it cost?

NAIT has a flexible payment option for continuing education classes. 10% of the cost is due upon enrolment (as well as material fees if applicable). The remainder of tuition is due 30 days prior to class start date. 

Please refer to the ESL and Academic Upgrading Funding webpage for the most up to date funding information.

 

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What are my funding and payment options?

NAIT has a flexible payment option for continuing education classes. 10% of the cost is due upon enrolment (as well as material fees if applicable). The remainder of tuition is due 30 days prior to class start date. 

Please refer to the ESL and Academic Upgrading Funding webpage for the most up to date funding information.

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What is the cancellation and refund policy?

To be eligible for a refund, you must drop your course at least 10 calendar days before the class start date.

Please see the refund policy for more information.

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Are there other fees for textbooks, memberships, hardware or equipment? If so, is it something I buy from NAIT, and how?

If textbooks, materials or software are required for an individual course, it will be noted in the course details. If software or other costs apply to a whole program, it will be listed in the program overview.

Most textbooks can be purchased directly from Shop at NAIT. The program area will provide further directions if your course requires textbooks, software or other materials that need to be purchased elsewhere.

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An organization (employer or community organization) wants to pay for my Continuing Education courses by invoice. How do we set this up?

Please submit a Third Party Sponsorship form for Continuing Education courses.

This document needs to clearly identify the student, the course(s) requested, the start dates for each course requested, and the contact information of the sponsoring organization and invoicing contact. Once complete, submit the forms online.

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Courses, certificates and transfer credits

How are Continuing Education certificates issued to students?

Students who successfully complete all required courses in the certificate of their choice will receive a digital credential. NAIT will automatically issue your digital certification through our MyCreds system, and you will receive an email notification once your credential is ready. Credentials typically take up to 10 business days to be processed after all grades are officially posted.

Please note: Students completing the following certificates with electives are asked to self-identify by emailing ContinuingEducation@nait.ca when they have completed the required number of electives:

  • Business Analyst
  • Business Fundamentals
  • Conflict Resolution and Negotiation
  • Equity, Diversity and Inclusion
  • Enhanced Team Leadership
  • Geographic Information Systems Technology
  • Human Resources for the Supervisor
  • Leadership Development
  • Management for ASET Technology Professionals
  • Medical Office Administrator
  • Power Engineering Fourth Class Theory
  • Process Analyst
  • Water Wastewater (Water Treatment, Wastewater Treatment, Water Distribution and Collection) 
  • Workplace Essentials
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How do I withdraw from a non-credit course?

Information on how to withdraw from a non-credit course can be found on the Refunds page.
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I want to apply for transfer credit, what is the process?

If you have previous post-secondary education and want to apply for transfer credit, you must first be accepted into a credit program and have paid your non-refundable tuition deposit.

Transfer credit is granted as per the guidelines and process outlined here. Please note that processing times for transfer credit is 4-6 weeks, so we encourage you to apply as early as possible.  

To apply for transfer credit, please log into your MyNAIT portal account and select Open Self-Service. Once in Self-Service, select Academic Records>Transfer Credits>Apply for Transfer Credits. Please follow the prompts, make the required payment, and click submit. If you do not click on the submit button, your transfer credit application will not be received by NAIT.  

To monitor your transfer credit application, under the same section Self-Service, select Monitor Application Status. You can also locate the step-by-step Transfer Credit Application guide under the Self-Service Guide on the portal. 

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I am looking for a course or program

You can search for a Continuing Education program or course based on your area of interest here.

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What are the prior knowledge and skill expectations (prerequisites) for Continuing Education courses?

The expectations before joining any of our programs will vary for each course and certificate. We will list prerequisites or recommended prior knowledge for each certificate on the program landing page, and for individual courses in the course information.

You can view individual course information by either clicking the course title or the View Course Information option under the course title.

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Is there a recommended order to take each course in the certificate?

Most program areas list the courses in the recommended order and include any prerequisite information in the course Information description. If a course is listed as a pre-requisite, you would need to have completed the prerequisite to be able to register.

If a course is listed as recommended you can enrol without having the prerequisite on your record, which we only recommend doing if you have mastered the content of the recommended course through other work experience or education.

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How long does it take to finish this program? Do I have a time limit?

Many Continuing Education programs are relatively short, and you have the benefit of taking individual courses as fit your schedule and budget.

Use the drop-down menu of dates beside the add to cart button to pick out a schedule that works for you. We recommend completing most programs within 1-2 years wherever possible to help you maintain connections in your learning from course to course.

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Can I get credit towards this credential for experience or past coursework?

Many programs will accept previous experience or coursework.

There is a fee and formal application process for transfer credit for previous course work or work experience. Learn more about transfer and credit options.

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Technology Requirements

What are the technology requirements for virtual classes?

  • Access to a personal computer running Windows 8.1 or 10/11 operating system with minimum 4GB of system memory (8 GB highly recommended) and must have administrator rights to install applications.
  • Microsoft Office 365 or Office 2019/2021. Education version of Microsoft Office 365 is available for all current NAIT students.
  • Students can contact NAIT Information and Technology Services for help and support
  • High speed internet connection
  • Microphone, speaker or headset and webcam
  • Dual monitor display is highly recommended
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The course description says “Mac, Chromebook or tablets are not supported." What are my options to attend virtual courses?

The statement about Windows vs. Mac is for classes that are taught on computers running Windows.

The instructor will be using a Windows operating system for these courses and will not be able to allocate instructional time navigating or troubleshooting differences between Mac/Windows OS.

Some students are comfortable doing that type of troubleshooting themselves, but there may also be software compatibility concerns for your individual course and the instructor will not able to provide direct technical support should you choose to proceed against the program’s recommendation.

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What is Moodle, and how do I use it?

Moodle is the learning platform we use for many of our online courses.

If your course will be delivered through Moodle, you can access it by clicking the Moodle button right in your MyNAIT portal account. You will find your course linked in Moodle on the scheduled start date.

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Delivery Methods

  • Face to Face: Where: In-person meetings. When: Course is scheduled at a specific time for students to attend. Face-to-face instruction at all class meetings. Location may be on campus or at a worksite.
  • Blended: Where: Mixture of in-person & online components. When: Course is scheduled at a specific time for students to attend. Combination of face-to-face and online components at specific times. Some online components may be accessed online anytime.
  • Hyflex: Where: Choice to attend in-person or online meetings. When: Course is scheduled at a specific time for students to attend. For each class, students choose to attend in-person with the instructor or online at a specific time.
  • Remote Live Delivery: Where: Online with instructor. When: Course is scheduled at a specific time for students to attend. Instruction is delivered at set times online. Students do not come to campus.
  • Remote On-Demand Delivery: Where: Online anytime. When: No set class meetings. Coursework is accessed on-demand and online. While there are no set class meetings, there may be set due dates and deadlines for some activities. Students may interact with peers through virtual tools.
  • Remote Independent: Where: Online anytime. When: No set class meetings. Coursework is accessed on-demand and online, with no instructor support. While students choose when to do coursework, there may be set due dates and deadlines. 
  • Work Placement: Where: In-person meetings. When: Work is scheduled at a specific time for students to attend. Onsite work integrated learning. Location at a worksite.
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