If you want to create award-winning advertising and marketing 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 that harnesses the power to connect with consumers. As marketers strive to increase their share of consumer attention, they must research how people are spending time across multiple devices and platforms. When you understand consumer markets and behaviour, you can create great advertising campaigns.
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, or within a media company; we will help you choose the path that best suits your skill-set. You will gain experience as an account manager and production artist working for campus media, and have the opportunity to participate in the college advertising agency – ‘collaboragency’. Our students manage real accounts and deliver both strategic and creative recommendations to achieve client goals.
NOTE: Students enrolling in this program are required to purchase their own laptop. For specific laptop and software requirements for this program click here.
NOTE: Students enrolling in this program are required to purchase their own laptop. For specific hardware and software requirements for this program click here.
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 plan recommendations
Collaborate in the development of advertising and marketing communication materials using current industry software
Effective selling and presentation techniques
Creative copywriting involving content creation for various media including: online, mobile, video
Aspects of design theory
Photography and digital imaging
Use of current industry software in the production and evaluation of advertising materials
Development of digital media strategies
Planning, selling, and creating materials for community-based businesses
Media planning and buying; digital analytics
Marketing research and advertising law
Participating in the collaboragency (on-campus ad agency)
Courses and course descriptions are subject to change. Please note that as a result of COVID-19 the 2020-21 program of study may be modified to accommodate program delivery changes. Students should refer to their timetable for the most up-to-date course information.
WHAT YOU COULD BE:
Digital coordinator or social media manager
Strategic planner (junior)
Production studio coordinator
Media sales representative
WHERE YOU COULD WORK:
Advertising agencies (full-service or speciality)
Promotion or public relations agencies
Media companies and agencies
Graphic design studios
Field placement provides the opportunity to practice the knowledge and skills acquired in the program. You have the opportunity to choose the roles/functions best matching your skill-set, and are able to perform as a team member in the industry. Placements occur at the end of the winter semester. You must work a minimum of six weeks in an approved communications role in order to graduate. For students unable to secure an external work placement, there are opportunities to work for the campus advertising agency (collaboragency) or on an assigned, independent project.
Program Transfer, Degree Completion and Additional Credentials
Durham College also offers degree completion opportunities with a number of Canadian and international institutions. Sample diploma-to-degree opportunities include:
Please visit our pathways page to learn more about how you can transfer your credits towards a degree.
There are two recommended models of MacBook laptops you will want to consider and each will meet the requirements of your program. Students will want to be familiar with the hardware and software used in the industry by professionals. our professors highly recommend the use of MacBooks.
Our professors have extensive professional experience and recommend the 16-inch MacBook Pro with 512GB storage as ideal for incoming students. The larger screen allows for more workspace based on the complex software programs students will be using. This design with advanced features meets all the needs and expectations for this program. Students will seamlessly integrate into the workforce upon graduation, armed with the same tool used by many of our industry partners.
Alternatively, students may wish to purchase a more entry level laptop for those who are budget minded. Our professors recommend the 13-inch MacBook Pro with 256GB storage. Although this laptop costs less it will still give the student the opportunity to meet the needs of the program.
Operating System (bundled with new notebook computer purchase)
Membership in Adobe Creative Cloud™ is included in your Student Fees and will be made available during your first week. There is no need to purchase a subscription.
Microsoft Office (Available for free for students from Microsoft through your DC Mail account. Please do not buy it.)
Creative Cloud brings together everything you need to create your greatest work. One simple membership gives you and your classmates to the very latest versions of all the Adobe professional creative desktop applications like Photoshop®, Illustrator®, Premiere Pro® and more — plus new features and upgrades as soon as they're available. And that's just the beginning. With Creative Cloud™, everything you need to create intuitively and collaboratively is included.
Free downloadable software (please download and install prior to the start of classes. Caution: To avoid malware, only download from the actual developer or using the links below):
All students MUST have a Cat 5e or Cat 6 Ethernet cable 2 meters long to connect to the campus network and an adapter to connect to Ethernet depending on the laptop.
USB flash drive for storing smaller amounts of data
External hard disk USB-3 or USB-C 1 TB or larger
Wacom Intuous 3 6×8-inch digital graphics tablet (optional)
NOTE: These requirements were accurate at the time of posting and are subject to change. Please be aware that hardware and software versions are subject to change and will be updated as needed. For further information and FAQ click here.
Field placement provides the opportunity to practice the knowledge and skills acquired in the program. You have the opportunity to choose roles/functions that match your skills, and to perform as a team member in the industry. Placements start in the final half of the winter semester. You must work a minimum of six weeks in the field in order to graduate. For students unable to secure an external work placement, there are opportunities to work for the on-campus advertising agency or on an assigned, independent project.
Collaboragency is a fully integrated onsite communications agency here at Durham College. The collaborators are a multi-disciplinary team of students from the Advertising, Animation, Graphic Design, Photography, Video Production programs and more. Together, students tackle projects from actual clients looking to improve their businesses – from web, social media and marketing content creation to strategic planning, Collaboragency creates unique business solutions for our local entrepreneurs. Through the production of both strategic and creative materials, students can leverage work in portfolios when applying for desired occupations. This work also allows students to forge lasting connections with clients, who one day may be responsible for launching careers.
Watch the video below to see how Collaboragency’s work impacted their Bohemian Bliss Yoga client.
Any inquiries about Collaboragency can be directed to Dawn Salter, Program Coordinator & Professor of Advertising & Marketing Communications, at Dawn.Salter@durhamcollege.ca.
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