School of Media & Design

Our Program

This three-year Ontario College Advanced Diploma program develops the conceptualizing, copywriting, layout, production, and media selection skills required for planning, creating and implementing marketing communications.

Students learn the place of advertising in the marketing mix while practising their creative and client-service skills in workshops and with the Algonquin Times, the student newspaper and the student-run advertising agency. Macintosh computers are used extensively. The program concludes with six weeks of on-the-job fieldwork.

This is a mobile learning program which will engage students in a collaborative, mlearning environment which will help them become skilled, confident users of the technology they can expect to use in the workplace. Students are required to use a Macintosh laptop computer that meets minimum hardware and software specifications as outlined at http://mlearning.algonquincollege.com . Computers and supplies can be purchased directly from Algonquin's New Technology Store at educational discounted rates.

SUCCESS FACTORS

This program is well-suited for students who:

• Are creative and show initiative.
• Are disciplined in their studies.
• Have strong interpersonal skills.

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Your Career

Graduates may find employment with any organization that has a marketing, communication or promotion department. Opportunities exist in government, retail, manufacturing and service companies, public service agencies, and in the print, broadcast and new media industries. With experience, graduates may become self-employed or work in the creative and client-service departments of advertising agencies.

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Courses

Programs at Algonquin College are delivered using a variety of instruction modes. Courses may be offered in the classroom or lab, entirely online, or in a hybrid mode which combines classroom sessions with online learning activities. Upon registration, each full-time student is provided an Algonquin email account which is used to communicate important information about program or course events.

Level: 01		Hours
ADV1600	Media Literacy Students gain an understanding of the nature and workings of mass media and its impact on society. Students examine the characteristics of the various media types and their effects on how audiences receive and interpret content.	45.0
ADV1601	Advertising Layout Workshop I This course, offered in a computer lab environment, focuses on layout and design principles. Students learn to create advertisements and other print material while they learn to enter, edit, and manipulate text and graphics.	45.0
ADV1618	Marketing This course offers an introduction to marketing concepts, the role of marketing departments, marketing, and the economy and the role of advertising. While students receive an overview of the entire marketing process, the emphasis is placed on areas of relevance to advertising.	45.0
ADV1639	Creative Thinking and Problem Solving This course provides students with important skills in group dynamics, problem solving and creative thinking. In the workshop class, students explore various techniques that allow them to work effectively in teams, generate ideas and apply them to real-life problem solving situations.	45.0
ADV1695	Advertising I Students explore the evolution and development of advertising in North America in a social, historical, economic and cultural context.	60.0
ENL1813M	Communications I Communication remains an essential skill sought by employers, regardless of discipline or field of study. Using a practical, vocation-oriented approach, students focus on meeting the requirements of effective communication. Through a combination of lectures, exercises, and independent learning, students practise writing, speaking, reading, listening, locating and documenting information, and using technology to communicate professionally. Students develop and strengthen communication skills that contribute to success in both educational and workplace environments.	45.0

Level: 02		Hours
ADV1602	Advertising Layout Workshop II This workshop allows students to improve and expand on their understanding of layout, print production and InDesign. Prerequisites: ADV1601	45.0
ADV1616	Persuasion This course introduces students to the various techniques used in persuasive communications from propaganda to source credibility.	45.0
ADV1619	Media Planning I In this introductory course, students gain an understanding of media selection and planning, and the strategies used to effectively reach a target audience. Using Canadian Advertising Rates and Data (CARD), students learn how to buy print, broadcast, out-of-home and Internet media.	45.0
ADV1622	Writing for Print This course guides students in conceptual thinking and writing advertising strategies. Students learn the techniques to write headlines and body copy for a variety of print ads. Prerequisites: ADV1600	30.0
ADV1623	Advertising II Students learn the functions of advertising, its role in marketing communications mix, economics and social influence. They understand how companies and agencies organize for advertising and other aspects of integrated marketing communications. Prerequisites: ADV1618 and ADV1695	45.0
ADV1626	Media Sales A theoretical and practical media sales course, in which students are instructed in the basic principles of selling and take part in hands-on class projects.	30.0
ADV1696	Research Techniques This course examines how marketers and advertisers gain information about the marketplace and how they apply their findings to decision making. Students are introduced to the basic principles of market research and its application to advertising campaigns. Students learn to establish the validity of independent studies and how to develop questionnaires for quantitative research.	30.0

Choose one from equivalencies:		Hours
GED1456	General Education Elective Students choose one course, from a group of general education electives, which meets one of the following five theme requirements: Arts in Society, Civic Life, Social and Cultural Understanding, Personal Understanding, and Science and Technology. Equivalencies: ARC9001 or ENL7643 or ENV0002 or FAM1218 or FIN2300 or GED1896 or GED5002 or GED5004 or GED5006 or GED5009 or GED5200 or GED5300 or GED6022 or GEN1001 or GEN1957 or GEN2000 or GEN2003 or GEN2007 or GEN2009 or HIS0001 or HIS2000 or HOS2228 or LIB1982 or MGT7330 or MVM8800 or PSI1702 or RAD2001 or SOC2003 or PSI0003	45.0

Level: 03		Hours
ADV1630	Advertising III Students learn how to develop a marketing communications plan. Students practise the key elements of a comprehensive plan from situation analysis and defining objectives through to selecting the IMC mix and developing creative strategies. Prerequisites: ADV1619 and ADV1623	45.0
ADV1634	Writing for Radio This course introduces students to radio as an advertising medium, its advantages to advertisers and its opportunities for copywriters. Students are expected to write creative advertising commercials and become familiar with broadcasting production facilities. Prerequisites: ADV1622	30.0
ADV1638	Projects in Advertising and Communication I Students are given an opportunity to apply theory to practice. Using learning contracts, students work on areas of interest including independent projects, and working with the student-run agency or the student-run newspaper. Students assume responsibility for the development of projects from conceptualization to completion.	30.0
ADV1641	Media Planning II This course focuses on media planning strategy and tactics. Students work with a variety of media management software and databases including NADbank, PMB and BBM, to compile market information, and construct and evaluate media plans. Prerequisites: ADV1619	30.0
ADV1678	Advertising Studio I This course deepens students' knowledge of graphic design and visual communications techniques, and builds on software program techniques. Specifically, Adobe InDesign and Photoshop are explored in-depth to enable students to complete a series of projects integrating concepts and software learning. Students also learn how advertising agency creative departments function within the agency. Prerequisites: ADV1602	45.0
ADV1679	Consumer Behaviour This course introduces the role of behavioural studies in the marketing/advertising process. It concentrates on the psychological factors that affect the consumer buying processes.	45.0
ADV1684	Integrated Marketing Communications I Students learn a variety of ways of communicating with consumers beyond advertising. This course focuses on the roles of public relations and event marketing in the marketing communications mix. Students are introduced to public relations strategies and techniques, as well as writing for media. The structure and organizational elements of event planning are explored from pre-event promotion through to sponsorship and implementation. Prerequisites: ADV1618	45.0

Level: 04		Hours
ADV1645	Advertising IV This course allows students to refine the skills and knowledge they have gained in the program to date in developing integrated marketing communication plans. This course allows students to further develop their strategic planning skills while working on actual marketing communications challenges for a variety of business sectors. Prerequisites: ADV1630 and ADV1641	45.0
ADV1648	Projects in Advertising and Communication II Students are given an opportunity to apply theory to practice. Using learning contracts, students work on areas of interest including independent projects and working with the student-run agency or the student-run newspaper. Students assume responsibility for the development of projects from conceptualization to completion. Prerequisites: ADV1638	30.0
ADV1659	Writing for Television Students learn how to write television scripts and to develop concepts for broadcast. Prerequisites: ADV1634	30.0
ADV1680	Advertising Studio II This course enhances students' knowledge of graphic design principles and software tools. The vector art drawing program, Adobe Illustrator, is introduced and practised thoroughly. Students also research and build awareness of successful advertising design, and meet in an advertising agency studio setting, applying their skills in design principles, InDesign, Illustrator and Photoshop to create a variety of projects, including effective, dynamic advertising creative solutions. Prerequisites: ADV1678	45.0
ADV1687	Integrated Marketing Communications II Students learn a variety of ways of communicating with consumers beyond advertising. This course focuses on the roles of sales promotions and direct marketing in the marketing communications mix. Students examine consumer and trade promotions techniques and how they contribute to the effectiveness of an integrated marketing communications campaign. Direct response and interactive advertising techniques, such as audience targeting, message design and creation, and message-delivery methods are also discussed and practised. Prerequisites: ADV1684	45.0
ADV1697	Account Planning Finding a way to make your product or company connect with the consumer is not easy. Account Planning is the research process for uncovering consumer insight. In this hands-on class, students learn the variety of qualitative techniques used to uncover how to see the world through their customers' eyes leading to more meaningful marketing decisions. Prerequisites: ADV1679	30.0
ENL2011	Presentation Skills In this course, students develop, practise and refine oral presentation skills. Through individual and small group presentations, students demonstrate effective delivery techniques and successful incorporation of audio-visual aids into a persuasive presentation.	45.0

Choose one from equivalencies:		Hours
GED1456	General Education Elective Students choose one course, from a group of general education electives, which meets one of the following five theme requirements: Arts in Society, Civic Life, Social and Cultural Understanding, Personal Understanding, and Science and Technology. Equivalencies: ARC9001 or ENL7643 or ENV0002 or FAM1218 or FIN2300 or GED1896 or GED5002 or GED5004 or GED5006 or GED5009 or GED5200 or GED5300 or GED6022 or GEN1001 or GEN1957 or GEN2000 or GEN2003 or GEN2007 or GEN2009 or HIS0001 or HIS2000 or HOS2228 or LIB1982 or MGT7330 or MVM8800 or PSI1702 or RAD2001 or SOC2003 or PSI0003	45.0

Level: 05		Hours
ADV1656	Advertising V Students spend this term enhancing their creative product. By crafting voice, strategy and audience definition, advertising concepts are prepared for a variety of target audiences. Critical application of visual communication and creative copywriting, allow students to hone their own advertising creative skill. Prerequisites: ADV1645	45.0
ADV1676	Branding Since the early days of advertising, a strong brand has been a major factor in the overall success of many marketers. Traditionally, brands have been associated with packaged consumer goods, but the power of the brand has evolved over the years so that today many services, charitable organizations and even countries attempt to create powerful brand identities. Sometimes a brand takes on a meaning of its own beyond its original purpose. Companies like Virgin Records and Roots Clothing have applied their brand meaning to extended offerings like airlines and resorts. This course covers the history of branding and the various brand strategies. Students learn to develop brand personality and manage a brand. Innovative cases in branding are also discussed. Prerequisites: ADV1687	45.0

Elective: MUST choose one		Hours
ADV1685	Portfolio Projects (Creative) This course is designed to give aspiring advertising professionals the tools, feedback, and applied experience they need to strengthen their portfolios and their job-seeking prospects. Students learn how to fine-tune their work and develop projects that emphasize design, copywriting or interactive design skills that promote them in the best possible light. Industry leaders join the class to share creative insights, as well as presentation tips for getting the attention of agency decision-makers. A good portion of class time is spent critiquing and improving students' portfolios and pitch approaches.	30.0
ADV1686	Portfolio Projects (Business) This course is designed to give aspiring advertising professionals the tools, feedback, and applied experience they need to strengthen their portfolios and their job-seeking prospects. Students learn how to fine-tune their work and develop projects that emphasize marketing, client services, research for IMC skills that promote them in the best possible light. Industry leaders join the class to share creative insights, as well as presentation tips for getting the attention of agency decision-makers. A good portion of class time is spent critiquing and improving students' portfolios and pitch approaches.	30.0
ADV1700	Digital Marketing The media landscape has changed for good. Digital media, which includes the Internet, mobile and email, are now an important component of any media buy. Students learn how to use these powerful communication tools and integrate them seamlessly into their communications strategy. Prerequisites: ADV1641	45.0
ADV1701	Web Techniques This course introduces students to HTML programming and basic web design.	45.0
ADV1702	Niche Marketing In successful marketing, you need to be able to identify niche markets and understand the unique characteristics to these industries or markets. Students explore the world of government, non-profit, sports and entertainment, small business and tourism and learn how to develop communication strategies for these facets of the industry.	45.0
ADV1703	Art Direction In this course, students gain an understanding of the roles, theory, and method of advertising art direction, the practice of generating and shaping creative executions of advertising creative concepts. The course emphasizes understanding the role of an advertising art director as the professional responsible for the visual shape of not just single ads but an entire brand's personality. The course involves some self-directed research and a culminating assignment, where students put their new understanding of the art direction role to use, creating a portfolio-worthy advertising execution. Prerequisites: ADV1656	45.0
ADV1704	Clients and Contracts Students interested in pursuing a career in client services learn more about the process of client communication, project administration and negotiation with suppliers. Time keeping, estimating and invoicing are discussed.	45.0
ADV1705	Introduction to Flash Students are introduced to Macromedia Flash, a web tool standard for vector based graphics and animation.	45.0
ADV1706	Project Management Students learn what's involved with managing small and large-scale projects in advertising or communications. This comprehensive course walks students through every stage of project development from initial idea through to delivery of the final product.	45.0
ADV1707	Freelance Writing Students focus on enhancing their writing skills in a wide variety of genres, from advertising copywriting to corporate communications and collateral materials to writing for newsletters, magazines and the Internet. Students also learn the necessary skills for finding work as a freelance writer, as well as record keeping, cost estimating, invoicing and understanding contracts. Prerequisites: ADV1659	45.0

Level: 06		Hours
ADV1605	Trends and Issues in Advertising In this course, students explore the emerging trends in global culture and marketing in the modern world. Students learn to recognize, and understand major social trends, and explore their impact on branding and communications.	18.0
ADV1665	Advertising VI This course deals with issues in international and cross-cultural advertising. Prerequisites: ADV1656	36.0
ADV1666	Fieldwork Students complete practical work experiences in advertising sales, creative services, management, and research with advertisers, agencies, media or auxiliary services.	114.0
ADV1691	Professional Practice Attitude, communication and human relations are the key to surviving in the ever-changing world of advertising. This course helps you prepare for workplace success by providing practical expectations and useful tools to make a successful transition from school to workplace. The course discusses self-management, workplace politics and etiquette, building relationships and tools for the future.	36.0
ADV1698	Fieldwork Preparation This self-directed course helps students develop the tools and skills necessary in order to confidently apply to field work positions. Students meet individually with faculty to discuss their work aspirations, and to be coached on performance and presentation.	9.0
ADV1699	Cases in Advertising Students complete cases and problems dealing with the management of advertising and promotional programs; media and creative strategies; consumer, retail, industrial and public service applications.	18.0
ENL1988	Communications II: Proposal Writing In a practical way, students apply the communication skills developed in earlier English courses to the field of proposal writing. They learn to write a variety of proposal materials, including Requests for Proposals (RSPs); responses to RFPs; short, informal proposals; as well as longer, more formal documents. By reviewing a variety of proposals, practising writing skills in class, individual and group work, students learn to write clear, concise, correct and persuasive advertising material. Students also practise and demonstrate the skills necessary to deliver an oral presentation in response to an RFP. Prerequisites: ENL1813M	45.0

Elective: choose 1		Hours
ADV1688	Portfolio Presentation (Creative) This course provides information and guidance that help you build a more professional product. You consider changing trends, market developments, and key components of a creative portfolio - from structure, format and content through to final presentation. You are able to plan, implement, edit, and present your creative concepts and visuals. This is a hands-on workshop with opportunities for interaction and one-to-one feedback. Prerequisites: ADV1685 or ADV1686	27.0
ADV1689	Portfolio Presentation (Business) This course provides information and guidance that helps you build a more professional way of presenting your work. You consider changing trends, market developments, and key components of a portfolio of work that emphasizes your business skills - from structure, format and content through to final presentation. You are able to plan, implement, edit and present your plans and strategic thinking abilities. This is a hands-on workshop with opportunities for interaction and one-on-one feedback. Prerequisites: ADV1685 or ADV1686	27.0

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Fees & Expenses

Approximate 1st Year Costs

Tuition/Fees: $ 5,761
Books/Supplies: $ 1,775
Incidental Fees: $ 70
Total: $ 7,606



Tuition Fees listed are in effect for the 2011-2012 academic year.

Tuition Fees: $2,380.32 per term in Levels 01 and 02, $2,292.16 per term in Levels 03 and 04, and $2,207.26 per term in Levels 05 and 06.

Information Technology Fee: $62 per term. *

Mobile Computing Fee: $150 per term. **

Incidental Fees: $35 per Level.

Student Activity/Sports Fee: $190.50 per term.

Student Centre Building Fee: $17.50 per term.

Health Service Fee: $10 per term.

Health Plan Fee: $114.50 paid once annually. ***

A $35 graduation fee is payable in the final term.

A $25 transcript fee is payable in the first term a student attends Algonquin College.

International Students pay all relevant Canadian fees plus an International Premium of $4,400 per term.

* Students paying the Information Technology fee are provided with a network account, an email address and Internet access. For more information please visit our website at www.algonquincollege.com/its/services/it_fee.htm

** The Mobile Computing Fee covers the costs associated with providing various services to students registered in a mandatory laptop programs.
*** Students who have coverage with another plan can request a refund by supplying the Students' Association with documentation supporting the
request. This request will have to be made annually.

Books and supplies cost approximately $1,775 in the first year, $1,450 in the second year and $1,400 in the third year. Students must purchase their own Macintosh laptop computer and software. Computers and supplies can be
purchased directly from Algonquin's New Technologyay prefer to purchase their own Macintosh computer and printer. It is recommended that students purchase their own digital camera in the second year.

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Admission Requirements  2012/20132011/2012

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Application Information

Applications to full-time day programs must be submitted with official transcripts showing completion of the academic admission requirements through:

ontariocolleges.ca
60 Corporate Court
Guelph, Ontario
N1G 5J3
1-888-892-2228

Students currently enrolled in an Ontario secondary school should contact their Guidance Office to apply. For all other applicants, applications are available online at ontariocolleges.ca. A $95 fee applies.

Applications for Fall Term, Winter Term and Spring Term admission received by February 1 will be given equal consideration. Applications received after February 1 will be processed on a first-come, first-served basis as long as places are available.

International applicants applying from out-of-country can obtain the
International Student Application Form at
https://xweb.algonquincollege.com/FormIE/index.aspx or by contacting the Registrar's Office.

For further information on the admissions process, contact:

Registrar's Office
Algonquin College
1385 Woodroffe Ave, Room C150
Ottawa, ON K2G 1V8
Telephone: 613-727-0002
Toll-free: 1-800-565-4723
TTY: 613-727-7766
Fax: 613-727-7632
Email: askalgonquin@algonquincollege.com

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Additional Information

For more information, contact Jayne Van Dusen, Program Coordinator, at 613-727-4723 ext. 5530 or jayne.vandusen@algonquincollege.com.

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Awards & Bursaries

The Ottawa Citizen James Hillock Award is awarded to a 2nd year student who shows the most promise in print advertising.

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