ADVERTISING
Program Outline
Major: ADVE
Length: 2 Years
Delivery: 4 Semesters
Credential: Ontario College Diploma
Effective: 2011-2012
Location: Barrie
Start: Fall
Description
The Advertising program is designed to provide training in the theoretical and practical aspects of modern marketing communications. The graduate will be able to perform advertising/communications functions using a variety of media techniques.
Career Opportunities
Graduates may find employment in the advertising or marketing departments of retail, distribution, public relations, computers, and/or manufacturing in creating and placing advertising and promotion materials; may engage in the sale of advertising space or time on behalf of a print or electronic medium; or may enter the advertising agency field, in a creative, research, production or contact role.
Program Learning Outcomes
The graduate has reliably demonstrated the ability to:
- apply marketing principles in determining the advertising needs of clients;
- apply research skills to gather, evaluate, interpret and analyze information to gain an understanding of market segmentation and strategic insights into consumer behaviour.
- develop and present an advertising plan;
- evaluate the effectiveness of an advertising initiative;
- develop and present a media plan;
- conceive, write, design, edit and produce marketing communications materials using available technology;
- evaluate and select the appropriate integration of techniques such as media advertising, sales promotion, direct response, event marketing and public relations to support marketing communications objectives;
- determine advertising production requirements;
- apply creative problem solving skills to solve complex advertising challenges;
- use persuasive presentation skills;
- manage a project;
- use current industry standard hardware and software;
- work in a professional and ethical manner, maintain professional relationships and communicate effectively with clients, co-workers, supervisors and others;
- apply advertising standards and practices in accordance with relevant law and
- established business practices in Canada;
- employ environmentally sustainable practices within the business career.
Program Progression
Sem 1 - Fall 2011
Sem 2 - Winter 2012
Sem 3 - Fall 2012
Sem 4 - Winter 2013
Articulation Agreements
A number of articulation agreements have been negotiated with universities and other institutions across Canada, North America and internationally. These agreements are assessed, revised and updated on a regular basis. Please contact the program co-ordinator for specific details if you are interested in pursuing such an option. Additional information can be found on our website at: www.georgianc.on.ca/academics/articulations/.
Admission Requirements
Applicants following the OSS curriculum must have an Ontario Secondary School Diploma (OSSD - 30 credits) or equivalent. OSS applicants must have Grade 12 English (C) or (U) (ENG 4C, ENG 4U), with a recommended minimum of 60%.
Recommended: Any Grade 11 College Mathematics (MBF3C), or Grade 11 University Mathematics.
Applicants who are 19 years of age or over by the first day of classes, and who lack the academic entrance qualifications, may be considered for entrance to an appropriate post-secondary diploma or certificate program as mature applicants. Each applicant will be considered on an individual basis and acceptance will be determined by counselling, Communication Placement Assessment (CPA), previous post-secondary education and evaluation of experience. Some programs also have specific prerequisite requirements that must be met prior to admission. Mature applicants must meet all program specific prerequisites. Those applying as mature students and having no documentation of Grade 12 education must supply, if required, proof of age, such as a copy of an official birth certificate or driver's licence. Refer to Section 2.5 and 2.6 of the Academic Calendar for further details.
Graduation Requirements
14 Mandatory Courses
2 Communications Courses
5 Optional Courses
3 General Education Courses
1 Field Placement
Graduation Eligibility
To graduate from this program, the passing weighted average for promotion through each semester, from year to year and to graduate is 60%. Additionally, a student must attain a minimum of 50% or a letter grade of P (Pass) or S (Satisfactory) in each course in each semester.
Mandatory
ADVE1000 Foundations of Advertising
ADVE1001 Advertising Design
ADVE1002 Business of Advertising
ADVE1003 Copywriting
ADVE2000 Media Management
ADVE2001 Integrated Marketing Communications
ADVE2002 Sales Promotion
ADVE2004 Public Relations
ADVE2005 Pitching the Campaign
ADVE2006 Advertising Portfolio Development
COMP1000 Macintosh Computer Applications
MKTG1000 Introduction to Marketing
MKTG1001 Planning the Marketing Strategy
MKTG1003 Personal Selling
Options
ADVE2003 Advertising Research
ADVE2007 Print Copywriting
ADVE2008 Broadcast Copywriting
ADVE2009 Visual Communication Techniques
ADVE2010 International Advertising
ADVE2012 Public Relations Writing
ADVE2013 Account Management
BUSI1000 New Business Development
BUSI1002 Consumer Behaviour
COMP1002 Web Authoring Fundamentals
COMP2000 Advertising Computer Applications 2
COMP2060 Media Planning Computer Applications
MKTG1005 Business to Business Marketing
MKTG2001 Marketing on the Web
The descriptions that follow provide brief outlines of the courses. Please note that some courses have prerequisite and/or corequisite requirements not shown here, that need to be met in order to enroll in the course. You will be advised of any requisite requirements during the registration process, or you can contact the academic area for further details.
Communications
COMM1001 Communications at Work
Plus one addition communications to be selected from College list
(Note: this is in addition to any mandatory communications listed for the program)
General Education Courses
To be selected from College list
Field Placement
ADVE2011 Field Training
COURSE DESCRIPTIONS
ADVE1000 Foundations of Advertising 42.0 Hours
This course covers a general overview of advertising: its history and role in society, the mechanics of the industry, advertising legislation and issues, advertising-marketing relationships and research.
ADVE1001 Advertising Design 42.0 Hours
This course covers the planning and execution of black-and-white advertising, and the principles of visual design as applied to layout and typography. It also covers the mechanics of print production and the technical terms that accompany it.
This course is eligible for Prior Learning Assessment.
ADVE1002 Business of Advertising 42.0 Hours
This course focuses on the basic planning considerations for a successful advertising campaign including knowledge of media types, techniques and strategies and media planning. Sales promotion, direct marketing, public relations and corporate advertising will also be examined.
ADVE1003 Copywriting 42.0 Hours
Copywriting introduces students to the art of creating marketing communications messages to persuade/influence all categories of consumers. Students learn the basics of strategy development, creative thinking and marketing communications tools. Emphasis is placed on the creation of advertising messages for both print and electronic media.
ADVE2000 Media Management 42.0 Hours
Media Management focuses on the development of the media plan and includes a study of media as an element of the marketing communication process, the development of advertising budgets, media selection methods, media buying processes and evaluation/control procedures. Students are introduced to a computerized advertising media analysis and decision-making tool. This course is eligible for Prior Learning Assessment.
ADVE2001 Integrated Marketing Communications 42.0 Hours
This course explores the relationships between marketing and advertising from a marketing communications perspective. Emphasis is placed on formal advertising planning.
ADVE2002 Sales Promotion 42.0 Hours
This course focuses on stimulating consumer action. Students learn practical, well established promotional techniques and how they can be mixed and matched to fit a specific situation. The importance of integrating sales promotion and direct marketing to optimize return on investment will be examined. This course is eligible for Prior Learning Assessment.
ADVE2003 Advertising Research 42.0 Hours
Effective and efficient advertising is based on strong research. This course focuses on advertising research theory and its practical application. The research process is used to gather and analyze primary and secondary information using valid and reliable research methods. Syndicated sources for broadcast and print media are also examined.
ADVE2004 Public Relations 42.0 Hours
This course provides you with an overview of the field of public relations. It covers the function of public relations and introduces you to the communications tools and the tasks, roles, and responsibilities of a public relations professional. Finally, it provides you with insight into future trends within the industry.
ADVE2005 Pitching the Campaign 42.0 Hours
Students learn how to prepare for, and present, formally and informally, advertising campaigns. The emphasis is on campaign pitches and presentations, through effective use of persuasive techniques. Students learn to "make the pitch", using current technology and communication techniques. This course is eligible for Prior Learning Assessment.
ADVE2006 Advertising Portfolio Development 42.0 Hours
This course brings together all aspects of the marketing communications process. Students utilize their learning to prepare communications plans and materials for both non-profit and profit-making clients which they have solicited. Students also prepare for their careers by developing a professional portfolio. This course is not eligible for Prior Learning Assessment.
ADVE2007 Print Copywriting 42.0 Hours
This course builds on the skills students acquired in Copywriting. Further consideration is given to the development of a sound creative strategy. Students then work on the preparation of advertising messages for a variety of print media, including newspapers, magazines, outdoor and direct mail.
ADVE2008 Broadcast Copywriting 42.0 Hours
Broadcast Copywriting builds on and further develops the student's advertising copywriting skills, focusing mainly on broadcast advertising. The course includes strategy development and radio and television copywriting as well as a look at some of the emerging copywriting disciplines. This course is eligible for Prior Learning Assessment.
ADVE2009 Visual Communication Techniques 42.0 Hours
This course will build on the students understanding of advertising design. Students will use their knowledge of Macintosh computer applications to aid in the creation of design ideas. Colour will be studied and applied to the work produced, and we will look at the costs involved in producing advertising materials. This course covers a wide range of media and focuses also on the responsibilities at different stages within the production process. This course is eligible for prior learning assessment.
ADVE2010 International Advertising 42.0 Hours
This course covers the various decisions, tools, regulations and concerns of global advertising. International Advertising deals with the growth of international business and the international marketing mix as well as the specifics of advertising a product/service in more than one country. This course is eligible for Prior Learning Assessment.
ADVE2011 Field Training - 160.0 Hours
In consultation with the Field Placement Co-ordinator, students find and apply for a 4 week work term in the Advertising/Promotion industry - in creative, media, account services, production sales, marketing, etc. Each placement must be approved by the Co-ordinator.
ADVE2012 Public Relations Writing 42.0 Hours
This course provides students with the skills and abilities to develop a wide range of public relations materials for various audiences. Students will continue to develop skills in public relations planning, writing, production and presentation of PR materials. This course is eligible for Prior Learning Assessment.
ADVE2013 Account Management 42.0 Hours
Account Management is an integral part of advertising agencies. This course introduces you to the account management function. You will learn how the account manager/coordinator works with creative and media teams and the client to prepare effective integrated marketing communications materials which meet the client's business objectives.
BUSI1000 New Business Development 42.0 Hours
New Business Development is a course designed to introduce students to the idea that they can create a place for themselves in today's economic reality. While examining current trends and issues in today's workplace, the student is challenged to explore their career interests as a starting point for entrepreneurial activities. This course emphasizes the tools to write a successful business plan.
BUSI1002 Consumer Behaviour 42.0 Hours
Consumer Behaviour deals with people in the marketplace. This course looks at approaches social scientists have taken when studying the consumer and the application of their findings in a business or organizational context. Topics include areas related to affect, cognition, behaviour and the environment. This course is eligible for Prior Learning Assessment.
COMM1001 Communications at Work 42.0 Hours
Students develop their communication skills for the workplace. Using available technology, they research, write and edit work-related correspondence and short reports, individually and collaboratively. With audio-visual support, they prepare and deliver professional presentations that have vocational emphasis. In addition, students complete other communication tasks specific to their vocational areas.
COMP1000 Macintosh Computer Applications 42.0 Hours
This course introduces students to the Macintosh computer system and the main software programs used in the advertising industry. Students learn how to create simple marketing communications materials using page layout, photo manipulation and illustration software.
COMP1002 Web Authoring Fundamentals 42.0 Hours
This Course covers HTML, client-side programming and design issues for the World Wide Web. Student's will learn HTML source tags, build websites, learn how to manage a website's directories, use templates, ftp, and employ Unix commands common to most web servers. Students will work in groups to build mock commercial, institutional, government or educational websites. More advanced topics, such as bandwidth, aesthetics, human-interface and future developments will also be covered.
COMP2000 Advertising Computer Applications 2 42.0 Hours
In this advanced course, students learn how to use various computer graphics tools for generating printed and electronic promotional materials. Emphasis is placed on integrating components produced in a variety of graphics programs.
COMP2060 Media Planning Computer Applications 42.0 Hours
This course continues to develop media planning skills using software consistent with industry practices. Students learn to analyze the strengths, weaknesses, effectiveness, cost efficiencies and communication potential of various media using a variety of media planning software.
MKTG1000 Introduction to Marketing 42.0 Hours
This is an overview course with primary focus on marketing products and services to the ultimate consumer. Emphasis is placed on the basic marketing premise that customer needs must be satisfied in order to achieve company objectives. The student gains insight into the complex and interdependent variables involved in developing successful marketing strategies. The strategic marketing planning process is introduced, along with the specific concepts and principles involved in the four key components of the marketing plan - Product, Price, Distribution, and Promotion Strategies. This course is eligible for Prior Learning Assessment.
MKTG1001 Planning the Marketing Strategy 42.0 Hours
This course involves the elements that a company controls and uses to put together as its Marketing Program. These four controllable elements are Product, Place, Price, and Promotion. Planning the Marketing Strategy provides an understanding of the growing interest in customer value. This interest is incorporated in designing a successful plan to market in a consumer-oriented society. This course is eligible for Prior Learning Assessment.
MKTG1003 Personal Selling 42.0 Hours
This course covers the basic concepts and practices of relationship selling. The focus is on a "how to" approach, which stresses learning by doing through examples, exercises and video taped role-playing of selling situations. The skills developed are applicable in all aspects of life - course work, job search, career sales and idea presentation.
MKTG1005 Business to Business Marketing 42.0 Hours
Students should come to this course with knowledge of the basic marketing process. This course assumes the student has a basic understanding of marketing terminology, comprehension of the marketing analysis process, and the components of the marketing plan.
MKTG2001 Marketing on the Web 42.0 Hours
The intent of this course is the development and implementation of a successful Internet Marketing strategy for products and services in Business to Business and Business to Consumer environments. While the course will provide an overview of web and commerce technologies, its focus is on Internet Marketing applications including the development of an Internet Marketing component of a Marketing Plan. Marketing, sales and customer service issues will be explored in conjunction with web site development.
Adults with significant life and work experience may receive credits toward a college certificate or diploma program through an assessment process.
More information about Prior Learning Assessment and Recognition (PLAR)
NOTE: Information contained in College documents respecting programs is correct at the time of publication. Academic content of programs and courses is revised on an ongoing basis to ensure relevance to changing educational objectives and employment market needs. The college reserves the right to add or delete programs, options, courses, timetables or campus locations subject to sufficient enrolment, and the availability of courses.
Last Update: March 08, 2012.