Overview & Modules

Digital marketing is one of the most effective ways nurture customer relationships, promote your organization's products or services and build trust for your brand. It can also be a struggle to make sense of all the different platforms, the technology, the unlimited approaches. Which best-practice is truly the most effective?

This digital marketing certificate program begins with an overview of the digital marketing landscape, preparing you to implement a series of proven frameworks within your organization. You will be guided, step by step, in assessing customer needs and marketing objectives and in creating your own digital marketing plans for both paid and owned media. By the end of this program, you’ll pull your digital marketing ideas together into a single, integrated plan based on your organizational priorities and resources.

Duration: 31 Hours of Material + 31 modules of Practical Application, over a 20-week period

Tuition: $13,200

Authentic Brand Strategy - 4 hours

Tell your business story, in the right way, to the right target audience, at the right time to increase brand awareness and gain trust. Use graphic elements in a consistent way. Strategic branding brainstorming techniques will be taught along with examples of best practices from brands of all sizes who have used graphics to gain their target audience's trust.

Result: At the end of the workshop participants will gain the following knowledge:

  • How to create a business' value proposition
  • Definition of the target market(s)
  • How to identify the unique differentiator between you and your competition
  • How to differentiate with a corporate guarantee
  • Ability to create a mood board, brand voice and brand guidelines for a business

7 Second Trust Website & Landing Pages - 5 hours

Combine practical search engine optimization methods with psychological marketing to understand how to best set up websites and landing pages. Make lead generation easier with a thorough understanding of all the elements needed to both appeal to the search engines and create an excellent user experience.

Result: At the end of the workshop participants will gain the following knowledge:

  • How to layout a website from a user experience/lead generation perspective
  • Working understanding of Search Engine Optimization
  • Understanding of the 7-Second Trust Formula
  • Landing Pages best practices
  • Understanding of Reporting & Analytics
  • Which numbers and metrics are most relevant to a business' lead generation efforts
  • Basic understanding of various reporting software

Education-Based Content Marketing - 10 hours

Use education-based marketing to get your target audience to know you, like you, and trust you. Learn how to create interviews with staff and customers to tell your company story. A unique formula will be shared that includes storytelling through “how-to's,” branded images, videos, and more.

Result: At the end of the workshop participants will gain the following knowledge:

  • Education-based content marketing fundamentals
  • Ability to create a 3 Month Working Plan
  • Ability to pick out compelling headlines
  • Ability to write an entire mobile optimized article
  • Ability to define an entire year long strategic content marketing plan for a business
  • Working knowledge of various video production software
  • An understanding of how irresistable offers work
  • Email marketing strategy fundamentals
  • Ability to create a content marketing plan for a business that encompasses the 7-Second Trust formula

Social Media Marketing - 5 hours

Understand the fundamentals of social media and how to leverage the best of each one for your business. Increase your credibility and drive both awareness and conversions using social media strategies.

Result: At the end of the workshop participants will gain the following knowledge:

  • How to leverage different aspects of Instagram
  • Best practices for maximizing Facebook to complement advertising campaigns
  • Getting the most out ofLinked In
  • Using social media scheduling software

Digital Advertising - 7 hours

Learn how to use Google Ads and Social Media Ads (Facebook, Instagram, LinkedIn). Micro-targeting, a/b & multivariate testing, enticing calls-to-action, and elements of psychological marketing will be implemented to create robust campaigns. Learn how to track results and optimize your campaigns.

Result: At the end of the workshop participants will gain the following knowledge:

  • Using Facebook ads combined with social media to create stronger lead generation campaigns
  • Split testing advertising
  • Advertising content using the 7-Second Trust Formula
  • Leveraging tools on Facebook's business manager to extend your advertising dollars
  • Google Advertising fundamentals

Instructor Bio

Dafne Canales Lees BA, MBA

Founder and CEO of the innovative digital marketing software company, Spartan Spark, Dafne Canales Lees has earned her reputation as the business development “whisperer”. With an MBA from the University of Calgary, she went on to forge an impressive career, significantly boosting the sales revenue of countless clients by using her unique, out-of-the-box approach to complex marketing problem resolution. Specializing in businesses that need to redefine themselves to stand out in the marketplace, Dafne has an uncanny ability to zero in on previously overlooked assets, opportunities, and underperforming activities that she can then guide her clients to optimize, thereby enhancing their profits.

Marketing is a longtime passion of this sales-savvy visionary who also became quite intrigued with technology’s digital landscape. Now, leveraging the Spartan Spark proprietary software she co-created, Dafne brings her clients the best of both worlds. Deemed worthy of research grants, her 7-Second Trust Formula uses behavioural marketing strategies to create client trust via digital marketing platforms for a more personalized user experience that translates into additional sign-ups and sales.

A member of the Neuromarketing Business and Science Association and the Society for the Advancement of Behavioural Economics, Dafne travels monthly to San Francisco to attend meetings with her advisory board. A sought-after speaker and facilitator, this creative innovator never stops giving of her time and talent, even teaching corporate in-house marketing teams the latest digital marketing strategies.


  • Executive Masters in Business Administration from the University of Calgary's Haskayne School of Business
  • Received Scientific Research and Experimental Development (SR&ED) for innovative software
  • 2020 - Rated in the top Software-as-a-Service companies in Canada in position #64 - Latka Rankings
  • Grant recipient for 7-Second Trust Formula
  • Member of the Neuromarketing Business and Science Association
  • Member of the Society for the Advancement of Behavioural Economics
  • Peer Guidance Entrepreneur Educator
  • Approved service provider for Alberta Innovates & National Research Council
  • 2018 Delegate - Information Technology Association of Canada Mission to Ireland
  • Speaker International Technology Partnership Program - Guangdong, China
  • Panel Moderator - Chamber of Commerce 403 Series
  • Software Innovation featured as a Case Study in the Globe & Mail's Report on Small Business
  • Panel moderator Entrepreneur Organization's Accelerator Learning Day
  • Lemons-to-Lemonade Host

Teaching Highlights

  • Connection Silicon Valley Accelerator Program
  • Entrepreneur Organization's San Francisco Chapter
  • University of Calgary - Empower project at Enactus Calgary
  • Calgary Chamber of Commerce - CEO Roundtable Workshops
  • Better Business Bureau - Power Lunch Workshops
  • Momentum - Self Employment Groups
  • Centre for Newcomers - Training Program

End to End Marketing Process

I wish I was on Page 2 of Google

The Spartan Spark Process

After being frustrated with other service providers. Spartan Spark got our website up and linked to a payment system over just a weekend. -Patricia Marin - Calgary Family Services