The three-year Advertising and Marketing Communications Management program at Algonquin College blends traditional business theory with creative messaging, and prepares students for a variety of roles in integrated marketing communications.
Please note: Advertising will change its program name to “Advertising and Marketing Communications Management” effective Fall 2012.
This is a Mobile Learning Program.
As a student in this program you will require a mobile computing device, for example a laptop or tablet computer. Review the Mobile Learning requirements >>
- Ontario College Advanced Diploma
- 3 Years
- Program Code:
- Academic Year:
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 program is part of Algonquin's mobile learning initiative. All students entering into the program are expected to have and use a laptop or mobile computing device that meets or exceeds the recommended hardware requirements as designated by the program. Students in mobile learning programs will use their devices to enhance their learning experience, obtain and work with course materials, participate in collaborative and mlearning environments and become skilled, confident users of the technologies used within an educational environment and workplace. Hardware and software specifications are outlined at http://mlearning.algonquincollege.com. Computers and supplies can be purchased directly from Algonquin's New Technology Store at educational rates.
This program is well-suited for students who:
- Are creative and show initiative.
- Are disciplined in their studies.
- Have strong interpersonal skills.
- Have above average written and oral communication ability.
- Enjoy problem solving in a team environment.
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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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|ADV1601||Ad Workshop I|
Students focus 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.
|ADV1618||The Marketing Concept|
An introduction to marketing concepts, the role of marketing departments, marketing, and the economy and the role of advertising is provided. While students receive an overview of the entire marketing process, the emphasis is placed on areas of relevance to advertising.
|ADV1639||Switching on Your Right Brain|
Students develop important skills in group dynamics, problem solving and creative thinking. Students explore various techniques that allow them to work effectively in teams, generate ideas and apply them to real-life problem solving situations.
Students explore the evolution and development of advertising in North America in a social, historical, economic and cultural context.
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.
|ADV1602||Ad Workshop II|
Students enhance their understanding of layout, print production and InDesign.
Students are introduced to the various techniques used in persuasive communications from propaganda to source credibility.
|ADV1619||Media Buying Strategy|
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.
Students are provided with guidance in conceptual thinking and writing advertising strategies. Students learn the techniques to write headlines and body copy for a variety of print ads.
Students learn the functions of advertising, its role in marketing communications mix, economics and social influence. They learn how companies and agencies organize for advertising and other aspects of integrated marketing communications.
Prerequisites: ADV1618 and ADV1695
|ADV1626||Selling Space and Time|
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.
|ADV1696||Researching for Insight|
Students examine 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 their application to advertising campaigns. Students learn to establish the validity of independent studies and how to develop questionnaires for quantitative research.
|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
Students learn how to develop a marketing communications plan. They 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
|ADV1634||Theatre of the Mind|
Students are introduced 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.
|ADV1638||Advertising in Practice I|
Students apply theory to practice. Using learning contracts, students work on areas of interest including independent projects, and working with the student-run agency, the student-run newspaper or magazine. Students assume responsibility for the development of projects from conceptualization to completion.
Focus is placed 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.
Students enhance their knowledge of graphic design and visual communications techniques, and build 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.
|ADV1679||How Consumers Get to Yes|
The role of behavioural studies in the marketing/advertising process is introduced. Psychological factors that affect the consumer buying processes are explored.
Students learn a variety of ways of communicating with consumers beyond advertising. Focus is placed 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.
Students refine the skills and knowledge gained in developing integrated marketing communication plans. Students further develop their strategic planning skills while working on actual marketing communications challenges for a variety of business sectors.
Prerequisites: ADV1630 and ADV1641
|ADV1648||Advertising in Practice 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.
Students learn how to write scripts and to develop concepts for broadcast.
Students enhance their 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.
|ADV1687||Push and Pull|
Students learn a variety of ways of communicating with consumers beyond advertising. Focus is placed 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.
|ADV1697||Insights and Strategy|
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.
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.
Students enhance 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.
Since the early days of advertising, a strong brand has been a major factor in the overall success of many marketers. The history of branding and the various brand strategies are covered. Students learn to develop brand personality and manage a brand. Innovative cases in branding are also discussed.
|Elective: MUST choose one||Hours|
|ADV1685||Portfolio Projects (Creative)|
Aspiring advertising professionals are provided 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.
|ADV1686||Portfolio Projects (Business)|
Aspiring advertising professionals are provided 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.
Digital media, which includes the Internet, mobile and email, are an important component of any media buy. Students learn how to use these powerful communication tools and integrate them seamlessly into their communications strategy.
Students are introduced to HTML programming and basic web design.
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.
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. 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 is emphasized. 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.
|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.
Students are introduced to the use of motion graphics and animation software to enhance messaging.
Students learn what's involved with managing small and large-scale projects in advertising or communications. Students receive guidance through every stage of project development from initial idea through to delivery of the final product.
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.
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.
Issues in international and cross-cultural advertising are dealt with.
Students complete practical work experiences in advertising sales, creative services, management, and research with advertisers, agencies, media or auxiliary services.
Attitude, communication and human relations are the key to surviving in the ever-changing world of advertising. Students are prepared for workplace success by providing them with practical expectations and useful tools to make a successful transition from school to workplace. Self-management, workplace politics and etiquette, building relationships and tools for the future are discussed.
Students develop the tools and skills necessary to confidently apply to fieldwork positions. Students meet individually with faculty to discuss their work aspirations, and to be coached on performance and presentation.
|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.
|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.
|Elective: choose 1||Hours|
|ADV1688||Portfolio Presentation (Creative)|
Information and guidance required to build a more professional product is provided. Changing trends, market developments, and key components of a creative portfolio - from structure, format and content through to final presentation are considered. Students plan, implement, edit and present their creative concepts and visuals. This is a hands-on workshop with opportunities for interaction and one-to-one feedback.
Prerequisites: ADV1685 or ADV1686
|ADV1689||Portfolio Presentation (Business)|
Information and guidance required to build a more professional way of presenting your work is provided. Changing trends and market developments are key components of a portfolio of work that emphasizes business skills. 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
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Tuition Fees: $2,570.75 per term in Levels 01 and 02, $2,475.53 per term in Levels 03 and 04, and $2,383.85 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: $200.50 per term.
Student Commons/Auditorium Fee: $22 per term.
Student Centre Building Fee: $17.50 per term.
Health Service Fee: $20 per term.
Health Plan Fee: $117.02 paid once annually. ***
A $40 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/support/IT-Fee/index-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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- Ontario Secondary School Diploma (OSSD) or equivalent. Applicants with an OSSD showing senior English and/or mathematics courses at the Basic Level, or with Workplace or Open courses, will be tested to determine their eligibility for admission; OR
- Academic and Career Entrance (ACE) certificate; OR
- General Educational Development (GED) certificate; OR
- Mature Student status (19 years of age or older and without a high school diploma at the start of the program). Eligibility may be determined by academic achievement testing for which a fee of $40 (subject to change) will be charged.
- English, Grade 12 (ENG4C or equivalent) with a grade of 70% or higher.
- Mathematics, Grade 11 (MBF3C or equivalent).
Applicants who have successfully completed a university or college program (minimum two years) will be considered individually.
Direct entry into second year:
Applicants with a university degree may be admitted directly into second year. Applicants should contact the coordinator directly for more information.
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Applications to full-time day programs must be submitted with official transcripts showing completion of the academic admission requirements through:
60 Corporate Court
Guelph, Ontario N1G 5J3
Applications are available online at www.ontariocolleges.ca A $95 fee applies.
Applications for Fall Term and Winter 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:
1385 Woodroffe Ave, Room C150
Ottawa, ON K2G 1V8
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For more information, contact Karen Kavanagh, Program Coordinator, at
613-727-4723 ext. 5818 or Karen.Kavanagh@algonquincollege.com.
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WICKED Award The WICKED award recipient, determined by faculty, honours the third year student who has best demonstrated the following qualities during their time in our three-year program: Work ethic, Integrity, Cooperation, Knowledge, Excellence, and Determination.
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