Course Description

Program Description If you want to create and evaluate successful advertising and promotional campaigns, this program is for you. We live in an age of digital disruption. In order for advertisers to compete for ‘screen-time’ they must develop engaging content with the power to connect with consumers. As marketers work to increase their share of consumer attention, they need to know how people are spending their time across multiple devices and platforms. When you understand consumer markets and behaviour, you can create great advertising. The Advertising and Marketing Communications program prepares you with the knowledge, skills and experience for an exciting career in the advertising industry. You can work at an agency, research or production firm, and we will help you make the right choice. You get experience as an account manager and production artist for campus media, and have the opportunity to work at the college advertising agency. Our students manage real accounts and deliver both strategic and creative recommendations that achieve client goals. NOTE: Students enrolling in this program are required to purchase their own laptop. The Advertising and Marketing Communications program is designed to provide students with the knowledge and skills in demand to succeed in the evolving and exciting world of advertising. Students will learn how to plan, create, and execute effective integrated campaigns while exploring how the advertising industry is structured, gaining insight into the unique roles, responsibilities and relationships among key participants, including: agencies, advertisers, the media, research companies and all other production suppliers. Program outcome highlights: Respond to client advertising and marketing communication objectives by applying the principles of marketing Provide creative solutions to address specific advertising and marketing communication challenges Perform a market segmentation analysis; identify potential target audiences and define the consumer behaviour for each segment Develop and present advertising and media plans Collaborate in the development of advertising and marketing communication materials Career options: Account executive Production artist/designer Marketing coordinator Media planner/buyer Digital content or community manager Strategic planner Production studio coordinator Media sales representative

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