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  • Advertising and Promotion

Advertising and Promotion

Ministry-approved title: Advertising and Marketing Communications Management


Credential
Ontario College Diploma
Location
Oshawa
OCAS Code
AVMC
Next Intake
September 2025
View all intakes
Faculty
Faculty of Media, Art and Design (MAD)
Length
Four semesters
Laptop
Learn more about laptop requirements
Delivery
Hybrid Learn more.
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Advertising And Promotion Program Overview

In today’s ever-changing digital world, advertisers are in a constant battle for consumer attention. If you’re passionate about creativity and committed to crafting memorable campaigns, this program is for you. As a student of our Collaboragency, you’ll work directly with real clients, producing effective plans and program ideas. Using the latest industry tools and tech, you’ll master the art of creating memorable and effective advertising across a variety of media platforms. Stay ahead of the curve, make powerful connections, and disrupt the ad world with the innovative skills you’ll gain here!

Intakes and Availability

Date Domestic Availability International Availability
September 2025OpenOpenApply now
ProgramHighlights
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AVMC Testimonial - Uygar Gur
AVMC Testimonial 1
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Durham College 2025 Program Guide
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  • Attend a DC Information Webinar
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Admission Requirements

  • Ontario Secondary School Diploma (OSSD) or Mature Student Status
    AND
  • Grade 12 English (C or U)

RECOMMENDED

  • Excellent written and oral communication skills.
  • Enjoy working in teams through collaborative, project-based work.

Are you missing admission requirements? We are here to help.

Durham College (DC) offers pre-admission assessment testing to mature domestic applicants to meet admission requirements in English and/or math. Domestic applicants that are 19 years of age or older as of the start date of their program, and who do not have the required program credit(s) i.e., Grade 12 English and/or Grade 12 math are eligible to take an admissions assessment test.

Learn more about how to book Pre-Admission Assessment Testing here.

DC also offers Academic Upgrading. Courses are FREE and designed to help you meet the admissions requirements for this program. Available to individuals 18+, these courses are offered on-campus at DC. Boost your qualifications with:

  • Grade 12 Math (MAP4C equivalent)
  • Grade 12 English (ENG4C equivalent)
  • Grade 11 Biology (SBI3C equivalent)
  • Grade 12 Chemistry (SCH4C equivalent)

Learn more about Academic Upgrading and connect with our team to get started.


Tuition

  • Year one domestic: $2,722 (CAD)
  • Year one international: $15,309 (CAD)

View full costs


Semester 1 Courses

The advertising courses listed below are for incoming students. If you are a current student, please refer to your program of study for the year you began your program. Your program of study can be found on MyDC.

  • Communication Foundations (COMM 1100)
  • Introduction to Advertising and Integrated Marketing Communications (COMS 1107)
  • Copywriting for Advertising (COMS 1108)
  • Administrative Applications for Advertising (COMS 1109)
  • Advertising Design Theory (DESG 1102)
  • General Education Elective (GNED 0000)
  • Photography, Image and Video Editing (PHOT 1100)

View all courses


Career Options

As a graduate of the Advertising and Promotion program, you will possess a versatile skill set that is highly sought after in today's job market. Your ability to utilize marketing tools to craft compelling advertisements, develop and manage campaign projects will open doors to numerous positions across various sectors.

WHAT YOU COULD BE:

  • Account executive
  • Production artist/junior art director
  • Marketing co-ordinator
  • Social media manager
  • Production studio co-ordinator
  • Strategic planner (junior)
  • Media planner/buyer (junior)
  • Media sales representative

View all career options

Connect with us

I AM A CANADIAN APPLICANT

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I AM AN INTERNATIONAL APPLICANT

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I HAVE ALREADY APPLIED

Please contact the international office.

Marketing Communications Program Details

The Advertising and Promotion program is designed to provide students with the knowledge and skills in demand to succeed in the evolving and exciting world of advertising. With a focus on integrated marketing communications, this program ensures you understand promotional tools and how to coordinate them to maximize impact. You'll cover topics like strategic planning, media buying, digital marketing tactics, and brand management to help you excel in marketing communications.

Students will learn how to plan, create, and execute effective 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.

The program's hands-on approach provides you with opportunities to engage with advertising and promotion in real-world settings. Collaborate with peers and industry experts, participate in workshops and seminars, and utilize cutting-edge software and technology to create compelling campaigns. Our strong industry ties mean you can network with professionals, opening doors to internships and job opportunities upon graduation.

Whether you aim to become a brand strategist, a creative director, or a digital marketing manager, our Advertising and Promotions Management program lays a solid foundation for your career. And upon graduation, you’ll have a robust portfolio showcasing your ability to design, execute, and assess powerful advertising strategies.

PROGRAM OUTCOME HIGHLIGHTS

  • Gain practical experience working with real clients in the development of advertising and promotional campaigns that achieve specific objectives.
  • Utilize the latest industry tools to develop content for a variety of media platforms 
  • Collaboratively develop and present fully integrated communication plans.
  • Perform segmentation analyses to identify potential markets and target audiences and create detailed audience profiles (consumer personas) using a variety of research sources.
  • Understand current Canadian advertising laws and standards, as well as the support organizations responsible for protecting consumers and businesses.

This includes:

  • Use of current industry software to plan, create and evaluate advertising materials
  • Develop persuasive copywriting and design techniques for all media forms, with a focus on digital mediums
  • Perform Media planning and digital analytics.
  • Understand market and consumer research and advertising laws.
  • Create and present integrated advertising plans for clients/brands (digital focus).
  • Produce a creative program portfolio.
  • Participate in Collaboragency (campus ad/communications agency).
  • Complete an end-of-program field placement.

Advertising And Promotion Program Learning Outcomes

  1. Identify and respond to clients’ advertising and marketing communications objectives by applying principles of marketing and communications
  2. Perform a market segmentation analysis, identify the organization’s target market/audience and define the consumer behaviour of each segment.
  3. Develop an advertising plan and present and defend it persuasively.
  4. Contribute to evaluating the effectiveness of advertising and marketing communications initiatives.
  5. Collaborate in the development of advertising and marketing communications material, in compliance with current Canadian legislation, industry standards and business practices.
  6. Participate in the development of creative solutions to address advertising and marketing communications challenges
  7. Contribute to planning, implementing, monitoring and evaluating projects by applying the principles of project management.
  8. Complete all work in a professional, ethical and timely manner.

Marketing Communications Admission Requirements

  • Ontario Secondary School Diploma (OSSD) or Mature Student Status
    AND
  • Grade 12 English (C or U)

RECOMMENDED

  • Excellent written and oral communication skills.
  • Enjoy working in teams through collaborative, project-based work.

Are you missing admission requirements? We are here to help.

Durham College (DC) offers pre-admission assessment testing to mature domestic applicants to meet admission requirements in English and/or math. Domestic applicants that are 19 years of age or older as of the start date of their program, and who do not have the required program credit(s) i.e., Grade 12 English and/or Grade 12 math are eligible to take an admissions assessment test.

Learn more about how to book Pre-Admission Assessment Testing here.

DC also offers Academic Upgrading. Courses are FREE and designed to help you meet the admissions requirements for this program. Available to individuals 18+, these courses are offered on-campus at DC. Boost your qualifications with:

  • Grade 12 Math (MAP4C equivalent)
  • Grade 12 English (ENG4C equivalent)
  • Grade 11 Biology (SBI3C equivalent)
  • Grade 12 Chemistry (SCH4C equivalent)

Learn more about Academic Upgrading and connect with our team to get started.

Advertising Courses

The courses listed below are for incoming students. If you are a current student, please refer to your program of study for the year you began your program. Your program of study can be found on MyDC.

Semester 1

  • Communication Foundations (COMM 1100)
  • Introduction to Advertising and Integrated Marketing Communications (COMS 1107)
  • Copywriting for Advertising (COMS 1108)
  • Administrative Applications for Advertising (COMS 1109)
  • Advertising Design Theory (DESG 1102)
  • General Education Elective (GNED 0000)
  • Photography, Image and Video Editing (PHOT 1100)

Semester 2

  • Selling and Presentation Techniques (COMS 1217)
  • Advertising Concept Development (DESG 1204)
  • Production Design for Advertising 1 (DESG 1205)
  • General Education Elective (GNED 0000)
  • Media Fundamentals (MDIA 1200)
  • Digital Strategy and Insights (MKTG 1207)
  • Marketing Research and Planning (MKTG 1208)

Semester 3

  • Search Marketing and SEO (COMS 2107)
  • Strat Writing for Advs and Pr (COMS 2108)
  • Production Design for Advertising 2 (DESG 2103)
  • General Education Elective (GNED 0000)
  • Strategic Media Planning (MDIA 2100)
  • Agency Creative Production (MDIA 2101)
  • Agency Account Management (MGMT 2106)
  • Project Management (PJMT 2101)

Semester 4

  • Field Placement (AVMC 2200)
  • Emerging Trends and Tools In Advertising (COMP 2211)
  • Portfolio Development for Advertising (DESG 2204)
  • Professional Practice for Advertising (FDPL 2202)
  • Cross-Functional Collaboration (MGMT 3211)
  • Digital Analytics (RSCH 2200)

Courses, course descriptions and delivery formats are subject to change.

Course delivery

Hybrid

The rest of the coursework will be delivered using hybrid, flexible or online formats. Detailed schedules, with course-specific delivery information, will be available after registration. Courses, course descriptions and delivery formats are subject to change.

In person:
Course is delivered in person, on campus within a classroom, lab, shop or studio.
Hybrid:
Part of the course is delivered online, remotely, and part is in-person on campus within a classroom, lab, shop or studio.
Online:
Fully remote course delivery.

Costs for the Marketing Communications Program

Career Options in Marketing Communications

With a diploma from the Advertising and Promotion program, you'll be equipped with the practical skills and innovative mindset needed to excel in various high-demand roles. Our graduates are known for their proficiency in designing impactful campaigns, managing digital marketing strategies, and effectively communicating brand messages. The hands-on experience you gain by working with real clients through our Collaboragency enhances your portfolio and equips you with industry-relevant expertise that sets you apart from the competition.

WHAT YOU COULD BE:

  • Account executive
  • Production artist/junior art director
  • Marketing co-ordinator
  • Social media manager
  • Production studio co-ordinator
  • Strategic planner (junior)
  • Media planner/buyer (junior)
  • Media sales representative

WHERE YOU COULD WORK:

  • Full-service Advertising and Communication agencies
  • Specialty boutique agencies   
  • Marketing departments within large firms, startups, small businesses, and non-profits 
  • Media companies and publishers (Bell, Rogers, Corus) 
  • Research firms
  • Production studios

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:

  • Bachelor of Arts (Honours) – Communication and Digital Media Studies – Ontario Tech University (Ontario Tech)
  • Bachelor of Arts (Honours) bridge - Communication and Digital Media Studies - Ontario Tech
  • Bachelor of Arts (Honours) – Educational Studies and Digital Technology - Ontario Tech
  • Bachelor of Public Relations and Communication - Griffith University
  • Bachelor of Arts (Honours) in Event Management (Taught Route) - Robert Gordon University
  • Bachelor of Arts in Professional Communication – Royal Roads University
  • Bachelor of Professional Arts – Communication Studies - Athabasca University
  • Bachelor of Professional Arts – Human Services - Athabasca University
  • Bachelor of Professional Arts - Governance, Law and Management - Athabasca University
  • Bachelor of Professional Arts – Criminal Justice - Athabasca University

Please visit our pathways page to learn more about how you can transfer your credits towards a degree.

Looking for more pathway opportunities or to transfer to Durham College? Click here for more information.

Tech Requirements for the Marketing Communications Program

NOTE: Students enrolling in this program are required to purchase their own laptop. 

LAPTOP REQUIREMENTS

A Mac laptop is recommended. Please see the hardware requirements document for details.

SOFTWARE REQUIREMENTS

  • 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 from Microsoft for DC students through your DC Mail account. Please do not buy it.)

DO NOT PURCHASE THIS SOFTWARE PRIOR TO STARTING THE PROGRAM.

Creative Cloud brings together everything you need to create your greatest work. One simple membership gives you and your classmates access to the 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 use the links below):

  • Adobe Flash Player
  • Audacity
  • Mozilla Firefox web browser
  • Google Chrome web browser 
  • Brackets

OTHER RECOMMENDED HARDWARE

  • 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 Intuos 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.  

Meet Your Faculty Experts

  • Shannon Cone

    Faculty Member, Faculty of Media, Art and Design (MAD)

    Shannon Cone is a digital marketing specialist with over 15 years of experience. As a Professor and Program Coordinator at Durham College, Shannon excels in strategic planning, content development, and digital marketing. Holding a Master’s in Education and Digital Technologies from Ontario Tech University, she also co-directs Collaboragency’s experiential learning initiatives in the Advertising Programs.

  • Kimron Corion

    Faculty Member, Faculty of Media, Art and Design (MAD)

    Kimron Corion is a seasoned digital media and communications strategist with over a decade of experience. He holds a Master's in Digital Media, a Postgraduate Diploma in Digital Business, and a Bachelor’s in Economics. Currently, Kimron serves as a Business Analyst on the Social Media team at the Federal Government of Canada and teaches courses in Advertising Programs.

  • Jessica Fraioli

    Faculty Member, Faculty of Media, Art and Design (MAD)

    Jessica is a passionate creative and storyteller, specializing in strategic copywriting. With extensive agency experience across diverse categories, she shares her expertise with students, inspiring and fostering creativity among the next generation of advertising professionals.

  • Melissa Giorgio

    Faculty Member, Faculty of Media, Art and Design (MAD)

    Melissa is an award-winning media professional with extensive experience in government, healthcare, and finance. Holding a Creative Advertising Diploma and a Creative Writing Certificate, she excels in both traditional and digital media. As a passionate educator, Melissa enhances her students' strategic thinking and creativity, preparing them for the evolving media landscape.

  • Kory Gray

    Faculty Member, Faculty of Media, Art and Design (MAD)

    Kory Gray is a seasoned graphic designer with over 25 years of industry experience and 12 years as a design educator. He collaborates actively with advertising agencies and clients and holds a Graphic Design Diploma and an Instructing Adults Certificate. Kory is dedicated to nurturing student creativity and professional development.

  • Matisse Hamel-Nelis

    Faculty Member, Faculty of Media, Art and Design (MAD)

    Matisse Hamel-Nelis, ADS, CPACC, is a distinguished public relations strategist specializing in digital communications and accessibility. She leads Matisse Nelis Consulting, enhancing brand visibility and engagement with innovative PR tactics and inclusive digital practices.

  • Omkar Kulkarni

    Faculty Member, Faculty of Media, Art and Design (MAD)

    Omkar Kulkarni, a skilled social media strategist at Durham College, holds a Master of Commerce in Business Management and Graduate Certificates in Digital Media Management and Public Relations. He enhances online visibility for businesses in Toronto and Durham, leveraging digital platforms to improve communication and engagement.

  • Michelle Lavender

    Faculty Member, Faculty of Media, Art and Design (MAD)

    Michelle Lavender is a professional photographer. She specializes in portraiture and small business photography. Michelle holds diplomas in both Photography and Marketing. Michelle owns and operates her own photography business and works as a technician for M.A.D. She possesses a deep understanding of the visual aspects of the industry.

  • Jennifer Reid

    Faculty Member, Faculty of Media, Art and Design (MAD)

    Jennifer, a Durham College Graphic Design graduate, began her career in an advertising agency's production department. With 19 years at WPP Network agencies, focusing on Ford Motor Company, she now leads Hogarth Worldwide's Canadian Production team as Studio Director. Jennifer also teaches in the Graphic Design program.

  • Dawn-Marie Salter

    Faculty Member, Faculty of Media, Art and Design (MAD)

    Dawn Salter brings extensive account management experience having worked at various advertising agencies on both national and global brands. She holds a Master's in Global Marketing Management, a Bachelor's in Adult Education, and a Diploma in Advertising Administration. Her research interests focus on digital media consumption and its impact on purchase behaviour. Dawn has been teaching at Durham College within the Advertising program for the last 17 years while remaining active in industry associations. She loves to write and has published numerous articles on brand management and gender representation in advertising.

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    Field Placement

    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 begin at the end of the winter semester. You must complete a minimum of six weeks in a communications capacity in order to graduate. For students unable to secure an external work placement, there are opportunities to work for the program’s advertising agency – Collaboragency, or on an assigned, independent project. 

    Experiential Learning

    Collaboragency is a fully integrated onsite communications agency at Durham College. The collaborators are a multi-disciplinary team of students from the Advertising, Graphic Design, Photography, Video Production programs and more. Together, students tackle projects for real 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, Advertising and Promotion Faculty Member at Dawn.Salter@durhamcollege.ca.

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    Land Acknowledgement

    Durham College is situated on the traditional lands of the First Peoples of the Mississaugas of Scugog Island First Nation. These lands are covered under the Williams Treaties and rest within the traditional territory of the Anishinaabeg. We offer our gratitude to the Indigenous Peoples who care for and, through the treaty process, share the lands on which we live, learn, teach and prosper today.

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    2000 Simcoe St. N.
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    1610 Champlain Avenue
    Whitby, ON, Canada L1N 6A7

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