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Ministry-approved title: Advertising
The advertising industry is evolving rapidly – driven by digital innovation, GenAI, and shifting consumer expectations. Today’s audiences expect authentic and personalized content. To break through the noise, advertisers must be strategic and creative – using data and technology to connect with the right people, using the right message, at the right time.
The Advertising and Digital Media Communications program puts digital-first thinking at the core of everything. Through advertising and marketing courses, you’ll gain hands-on experience using industry tools and AI to analyze audience behavior, generate ideas, and build campaigns that get results.
As part of the campus agency, Collaboragency, you’ll work with real clients and other media, art, and design students to bring ideas to life. Whether for social content, event promotion, or branded materials – you’ll build a portfolio that gets noticed.
Graduate with the creativity, adaptability, and tech skills employers demand.
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Durham College (DC) offers pre-admission assessment testing to mature domestic applicants to meet admission requirements in English and/or Math. Domestic applicants who 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:
Learn more about Academic Upgrading and connect with our team to get started.
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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.
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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.
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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.
This includes:
This is an exclusive initiative for accredited colleges and universities. Advertising and Promotion students can enhance their marketing courses by integrating the Semrush platform, bridging classroom teachings with practical insights into the strategies employed by top-performing digital marketers today!
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.
Courses, course descriptions and delivery formats are subject to change.
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.
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.
School is an investment in your future, and financial support is available to help you succeed.
DC's Financial Aid and Awards is here to help you access funding and opportunities that make pursuing your education easier and more achievable:
Visit Financial Aid and Awards to explore all the options to help finance your education.
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.
Looking for more pathway opportunities or to transfer to Durham College? Click here for more information.
NOTE: Students enrolling in this program are required to purchase their own laptop.
A Mac laptop is recommended. Please see the hardware requirements document for details.
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):
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.
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.
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 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.
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, 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, 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 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.
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.
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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