Advertising - Marketing Communications
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Peterborough
Accepting applications
ADV
Ontario College Graduate Certificate
September 2, 2008
$1,606.00 per semester *
* Tuition and fees subject to change.
- Program Information
- Program Curriculum
- Course Descriptions
Program Highlights
This innovative program is designed for university and college graduates who want to supplement their business or arts education to prepare for an exciting career in Advertising and Marketing Communications. You will not only gain a thorough understanding of the creative, business and technical requirements necessary for success in the advertising industry, but will also receive specific 'hands-on' training with clients in a realistic company environment. You will be able to:
- Develop integrated plans to successfully create, communicate, manage and evaluate a brand.
- Study all facets of advertising and marketing communications - creative, media planning and buying, account management, public relations, event creation, direct marketing and production processes required to build, manage and evaluate a brand.
- Say with confidence I've done this," as opposed to "I learned about this."
- Learn from faculty with broad experience, presentations by industry experts, case studies, real-world assignments and a variety of unique, hands-on activities.
Work Experience
The Applied Project course is the foundation of the program. You will integrate and apply your new skills and learning in this two-part course. In first semester, you will identify and obtain a client and work as part of a team with your client and faculty to create an integrated marketing communications strategy, plan and tactics. In second semester, student teams focus on managing and executing the project.
What it Takes to Succeed
- Demonstrated ability to work well individually and on a team
- Ability to be creative and develop novel ideas/practices
- Well-developed communication skills – written, spoken and visual
- Successfully set personal goals and establish processes to attain those goals
Career Opportunities
- Full-service, specialist or boutique advertising agencies
- Marketing or branding agencies
- Marketing or advertising/production departments of companies – client-side
- Media organizations
Minimum Admission Requirements
- An Ontario College Diploma or an undergraduate university degree
- Applicants with relevant experience who do not meet the minimum academic admission requirements will be considered on an individual basis by the program co-ordinator.
Selection Process
| Course | Hours |
| Semester 1 | |
| Account Management I - Project Planning and Production | 45.00 |
| Advertising Conceptual Design and Development | 45.00 |
| Business Consulting and Development I | 60.00 |
| Client Agency Communications | 45.00 |
| Copywriting | 45.00 |
| Creative Development and Presentations in Advertising | 45.00 |
| Integrated Marketing Communications | 45.00 |
| Semester 2 | |
| Advertising Research | 21.00 |
| Business Consulting and Development II | 60.00 |
| Ethical and Legal Aspects of Advertising | 21.00 |
| Financial Management for Advertising Professionals | 45.00 |
| Internet, Direct and New Media | 45.00 |
| Media Planning and Buying | 45.00 |
| Public Relations and Sponsorship | 45.00 |
Semester 1
Account Management I - Project Planning and Production
Course Number: MGMT074
Managing and coordinating an advertising account for a client is a pivotal role in the advertising business. Students will be able to develop, create and produce an advertising plan for a client. In order to oversee and coordinate a clients account students must have a sound overview of advertising, creative and media production. It is important that they develop the necessary skills to plan projects using appropriate tools and software for the client. Working as an advertising account manager, students will have to be able to present their plans to the client with a sound foundation in budgeting and time management.
Units: 45.00
Hours: 45.00
Advertising Conceptual Design and Development
Course Number: MKTG075
This course is specific to the layout and design of integrated advertising campaigns. Students will first determine the ideal positioning and branding for a client's product or service and write a strategic Creative Brief. Advertising concepts will be developed and executions will be produced using InDesign software. Students will create compelling advertising they must be able to evaluate, communicate, and sell, based on how successfully it reflects the strategy outlined in the Creative Brief.
Units: 45.00
Hours: 45.00
Business Consulting and Development I
Course Number: APST070
This course is the first of a two part course, where students will be responsible for consulting and developing an advertising campaign for a client. In the first semester students are involved in researching and searching out clients who have advertising needs. During this time they are involved with creating advertising strategies for a business or client. These strategies must meet the strategic needs of the company and students must present and sell their advertising plans to clients.
Units: 60.00
Hours: 60.00
Client Agency Communications
Course Number: MKTG076
Units: 45.00
Hours: 45.00
Copywriting
Course Number: MKTG078
Units: 45.00
Hours: 45.00
Creative Development and Presentations in Advertising
Course Number: MKTG077
Units: 45.00
Hours: 45.00
Integrated Marketing Communications
Course Number: MKTG106
Units: 45.00
Hours: 45.00
Semester 2
Advertising Research
Course Number: MKTG080
Units: 21.00
Hours: 21.00
Business Consulting and Development II
Course Number: APST071
Units: 60.00
Hours: 60.00
Ethical and Legal Aspects of Advertising
Course Number: MKTG089
This course introduces students to the ethical and legal consideration in advertising in today's business environment. Ethical models and frameworks for sound ethical decision making will be discussed and analysed. Student will be given case study situations in marketing, public relations and advertising fields to enhance their awareness of ethical issues and develop sound ethical reasoning skills. Students will examine the impact of various laws, legal issues, standards of practice, and codes of ethics affecting the advertising industry. The courses will examine how to navigate through legal issues facing marketers and advertisers today Topics such as the Competition Act, Consumer Protection, Contests and promotion, Packaging and Labelling, Special considerations, Telemarketing, Advertising and Intellectual properties and Contract Law will be studied.
Units: 21.00
Hours: 21.00
Financial Management for Advertising Professionals
Course Number: MGMT075
Units: 45.00
Hours: 45.00
Internet, Direct and New Media
Course Number: MKTG081
In this course students are exposed to a range of media used in advertising and future trends. Students will be able to identify the effectiveness and appropriateness of various media applications and recommend solutions that will meet the business needs of a client.
Units: 45.00
Hours: 45.00
Media Planning and Buying
Course Number: MKTG079
Students will study the theory and process behind development of a media plan becoming familiar with major medias (TV, radio, print ¿ newspaper & magazine), media measurement, planning formats, costing formats, terminologies and the research that is available to assist the media planner/media buyer. Students will be taken through the process of media planning through to selecting and executing media buying, using their knowledge of major media, measurement, media objectives and industry resources.
Units: 45.00
Hours: 45.00
Public Relations and Sponsorship
Course Number: MKTG083
Units: 45.00
Hours: 45.00