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Advertising and Marketing Communications

Credential:
Ontario College Diploma
College Code:
CONS
School:
Media & Design
Program Code:
1067
Accelerated Delivery:
No
Campus:
DO
Academic Year:
2016 / 2017

About the Program

The Advertising and Marketing Communications program provides strategic and creative experiential opportunities within the exciting world of advertising. The primary strength of this advertising program is experiential learning, allowing students to be actively engaged in a dynamic learning process. This approach prepares students to be strong contributors in the classroom and in the workplace and allows them the opportunity to work consistently with clients to enhance their communication competencies.

The emphasis in Conestoga's Advertising program is on the integration of creativity and planning by blending projects and assignments throughout the courses. Students learn about advertising principles and advertising sales management and develop advertising concepts from idea to finished product. They are also introduced to the principles of public relations, media planning, web design, event planning, and entrepreneurship.

A five-week work placement provides first-hand experience to further prepare students for the advertising industry. A final three-week capstone course and exam allows students to demonstrate mastery in preparing and presenting an integrated marketing communications proposal to a client and in developing effective tactical solutions to advertising issues and opportunities.

Program Information

Length: Two-year Ontario College Diploma program
Delivery Sequence: Doon (Kitchener) - September/2016 (Open) - Fall | Winter | Fall | Winter
Location: Doon (Kitchener)
Start: September
First-Year Capacity: 35

Admission Requirements

Admission Procedures

Program Requirements

Tuition & Fees

Tuition fee details for the 2016-2017 year are listed below. Books and supplies are additional.

Domestic Fees

Estimated fees based upon the previous academic year (2015 / 2016) for Advertising and Marketing Communications - Program # 1067

Doon - Fall 2016 Level 1 & 2 (Program Start: 2016-09-06)
Description Fall 2016 Winter 2017
Full-time Program Tuition $1420.00 $1420.00
Student Priority Fee $49.45 $49.45
Recreation/Athletics Fee $68.80 $68.80
Graduation/Alumni Services Fee $27.80 $27.80
Administration Fee $25.30 $25.30
Technology Enhancement Fee $133.35 $133.35
CSI Capital Development Fee $68.49 $68.49
CSI Association Fee $110.00 $110.00
CSI - CSA $4.56 $4.56
CSI Health Plan Fee $286.00 $0.00
ONE Card Fee $12.50 $12.50
Session Total $2206.25 $1920.25
Year Total   $4126.50
Doon - Fall 2016 Level 3 & 4 (Program Start: 2015-09-08)
Description Fall 2016 Winter 2017
Full-time Program Tuition $1420.00 $1420.00
Student Priority Fee $49.45 $49.45
Recreation/Athletics Fee $68.80 $68.80
Graduation/Alumni Services Fee $27.80 $27.80
Administration Fee $25.30 $25.30
Technology Enhancement Fee $133.35 $133.35
CSI Capital Development Fee $68.49 $68.49
CSI Association Fee $110.00 $110.00
CSI - CSA $4.56 $4.56
CSI Health Plan Fee $286.00 $0.00
ONE Card Fee $12.50 $12.50
Session Total $2206.25 $1920.25
Year Total   $4126.50

International Fees

Estimated International fees based upon the previous academic year (2015 / 2016) for
Advertising and Marketing Communications - Program # 1067



Doon - Fall 2016 Level 1 & 2 (Program Start: 2016-09-06)
Description Fall 2016 Winter 2017
International Program Tuition $5850.00 $5850.00
Student Priority Fee $49.45 $49.45
Recreation/Athletics Fee $68.80 $68.80
Graduation/Alumni Services Fee $27.80 $27.80
Administration Fee $25.30 $25.30
Technology Enhancement Fee $133.35 $133.35
CSI Capital Development Fee $68.49 $68.49
CSI Association Fee $110.00 $110.00
CSI - CSA $4.56 $4.56
ISR $375.00 $375.00
International Health Insurance $0.00 $0.00
International Health Fee $550.00 $0.00
ONE Card Fee $12.50 $12.50
Session Total $7275.25 $6725.25
Year Total   $14000.50
Doon - Fall 2016 Level 3 & 4 (Program Start: 2015-09-08)
Description Fall 2016 Winter 2017
International Program Tuition $5850.00 $5850.00
Student Priority Fee $49.45 $49.45
Recreation/Athletics Fee $68.80 $68.80
Graduation/Alumni Services Fee $27.80 $27.80
Administration Fee $25.30 $25.30
Technology Enhancement Fee $133.35 $133.35
CSI Capital Development Fee $68.49 $68.49
CSI Association Fee $110.00 $110.00
CSI - CSA $4.56 $4.56
ISR $375.00 $375.00
International Health Insurance $0.00 $0.00
International Health Fee $550.00 $0.00
ONE Card Fee $12.50 $12.50
Session Total $7275.25 $6725.25
Year Total   $14000.50

Financial Assistance

The Ontario Student Assistance Program (OSAP) is a needs-based program designed to help Ontario students cover the cost of post-secondary education. Funded by the federal and provincial governments, OSAP is intended to promote equality of opportunity for post-secondary studies through direct financial assistance for educational costs and living expenses. These interest-free loans are intended to supplement your financial resources and those of your family. The majority of students apply for loan assistance via the OSAP website. Students can also print the application booklet through the OSAP website.

For more information, please visit Financial Services/Awards.

Graduate Opportunities

Graduates will have the skills to develop a media plan, prepare advertising strategy and copy, plan and execute complete campaigns, prepare media buys, execute design and production, and provide advertising account management in advertising agencies, small business, non-profit organizations, radio, television, newspaper and news media.

79% of 2013-2014 graduates found employment within 6 months of graduation. Their average starting salary was $38,132.

For more details on related occupations, job market information and career opportunities, see the Government of Canada website: http://www.workingincanada.gc.ca

Pathways & Credit Transfer

Conestoga pathways enable students to build on their academic achievements in order to earn a degree or additional credential. Pathways are formed through agreements between Conestoga programs or partner institutions. View the transfer agreement opportunities for this program.

Often applicants have earned credits from another college or university that may allow a student to be granted advanced standing or exemption. Learn more about credit transfer opportunities at Conestoga.

Prior Learning Assessment and Recognition (PLAR)

Conestoga recognizes prior learning of skills, knowledge or competencies that have been acquired through employment, formal and informal education, non-formal learning or other life experiences. Prior learning must be measurable at the required academic level and meet Conestoga standards of achievement for current courses. Challenge exams and portfolio development are the primary methods of assessment. Other methods of assessment may be available depending upon the nature of the course objectives. Successful completion of the assessment results in an official course credit that will be recorded on the student's Conestoga transcript. PLAR cannot be used by registered Conestoga students for the clearance of academic deficiencies, to improve grades or to obtain admission into a program.

Learn more about PLAR.

Program Courses

Course Details
Course Code Course Title and Description
Level 1
ADVT1120 Advertising Research Techniques

Description: This course is an in-depth look at advertising research. Students examine quantitative and qualitative research applications. The student will also learn how to evaluate the soundness of the information gathered by research and how to evaluate the appropriateness of various research techniques for different informational needs. Most importantly, the student will learn how better advertising decisions occur when they are able to support their professional judgment with research insights.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

ADVT1130 Layout Theory/Workshop

Description: This course focuses on layout principles and production techniques for a variety of print communications using the industry standards in page makeup software.
Hours: 56
Credits: 4
Pre-Requisites:
CoRequisites:

ADVT1150 Design to Prepress/Digital Imaging Dynamics

Description: This course provides an overview of how to design and produce various print materials that are commonly utilized in the Advertising Industry. Students will develop a clear understanding of the production processes and procedures related to print media.
Students will learn the step by step production processes that result in final artwork and file format for the printer. They will develop an understanding of how to evaluate the equipment capabilities of the many printers, film houses and service bureaus available in today's high tech marketplace. Students will explore the various printing methods used within the industry, when to specify a specific process and why. Stock selection, finishing techniques, scheduling and estimating will also be covered.
The learning format includes lectures, in class demonstrations, exposure to modern printing facilities, the development of communication materials, group discussions and critiques from the instructor.
The Digital Imaging Dynamics element introduces students to the many file formats used in the production of Advertising initiatives. They will learn what type of format is required for what type of application and at what time within the production process. Through the use of industry standard technology (Photoshop) they will develop the skills necessary to manipulate, adjust and enhance electronic images. Instruction in the use of digital cameras, scanners and other applicable hardware will give the students an understanding of the pre-production equipment involved within the industry. Encompassing a number of assignments, students will blend their knowledge of design with the latest in production techniques.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

COMM1030 Interpersonal And Group Dynamics

Description: In this introductory level course, students learn to apply knowledge from interpersonal relations and group dynamics to working in a team. Emphasis will be placed on utilizing effective communication skills with individuals and groups. Group cohesiveness and group decision-making will be discussed.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

COMM1085 College Reading & Writing Skills

Description: This course focuses on the reading, writing and critical thinking skills needed for academic and workplace success. Students will analyse, summarize, and discuss a variety of readings and apply the steps of planning, writing, and revising in response to written prompts. This course prepares students for post-secondary writing tasks, research, and documentation.
Hours: 45
Credits: 3
Pre-Requisites:
CoRequisites:

COMM1230 Presentation Skills

Description: This experiential presentation skill-building course utilizes techniques to improve and enhance students' presentation abilities. Profiling your audience, focusing on your message, planning content, displaying content, controlling nerves and managing client participation are just a few of the topics that will be covered. Using a team approach, the professors of this course blend the success of many unique presentation styles while introducing the student to the many mechanics of preparing a presentation.
Hours: 28
Credits: 2
Pre-Requisites:
CoRequisites:

COMP1660 Advertising Production Software

Description: This course teaches the basic fundamentals of industry standard production applications, with the focus directed towards target driven communications design. The student will not only learn how to layout simple documents, but will also learn the basics of how to prepare it's individual elements to produce an overall more pleasing and functional communications piece, with an emphasis on proper page layout techniques.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

MKT1075 Principles Of Marketing

Description: This course is an introduction to marketing concepts. The students receive an overview of the entire marketing process with a focus on the role of advertising and the concept of branding. Product policy, pricing policy, channels of distribution policy, promotion policy and analytical techniques useful to marketing management, as well as social, economic, legal and competitive issues are examined. These skills allow the students to apply marketing principles to a comprehensive marketing plan prepared for a client.
Hours: 56
Credits: 4
Pre-Requisites:
CoRequisites:

Level 2
ADVT1010 Advertising I

Description: This is an introductory Advertising course designed to get the student motivated to apply advertising concepts to the inner workings of the advertising business. Students are introduced to the advertising strategy and process to develop creative briefs and advertising plans. More importantly, the student is introduced to the concept of actually producing a great advertisement. This course investigates the major media from both a message and delivery point-of view
Hours: 56
Credits: 4
Pre-Requisites:
CoRequisites:

ADVT1065 Advanced Advertising Production Software

Description: This course builds on the information covered in Advertising Production Software. Students improve and expand their knowledge of Industry Software to include multi-page document set-up, the creation of master pages to implement like items within a document and the creation and application of style sheets. Collecting files for output, creating post script files and the updating of linked files will also be covered. Students further develop their knowledge of Illustrator, Photoshop and InDesign. Students will review the use of software on a Macintosh format. The learning format includes lectures, in class demonstrations, the development of communication materials, group discussions and critiques from the instructor.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

ADVT1070 Advertising Sales and Sales Management

Description: This core course introduces the advertising student to all aspects of professional selling and sales management with emphasis on media sales. It reinforces the selling strategies used throughout the advertising professions. Students will learn and apply how to prospect and qualify a client(s) in a buy/sell situation; how to make a presentation and handle buyer objections. The student will also learn and apply management strategies required to succeed in a professional sales management environment. Topics such as recruiting and selecting, training, compensating, and supervising sales people will be discussed and applied in a variety of ways.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

ADVT1080 Broadcast Advertising - Radio

Description: This course introduces students to Radio as an advertising medium, exploring its advantages and limitations for advertisers. Students learn to write creative advertising commercials and become familiar with the various audio tools used in radio production facilities. In addition, students will become familiar with audience estimates and industry pricing practices with references to station formats and industry terms. A combination of lectures, assignments and workshops are used.
Hours: 28
Credits: 2
Pre-Requisites:
CoRequisites:

ADVT1090 Concept And Copy

Description: The creative process will be broken down to allow the students to develop their own personal creative methodology, to get ideas happening, to generate concepts. Utilizing a step by step process, students will conceive, write and design a selected mix of challenging projects through a variety of media and design software.
Hours: 28
Credits: 2
Pre-Requisites:
CoRequisites:

ADVT1140 Layout and Print Theory/Workshop

Description: This course builds on the information covered in Layout Theory/Workshop. Throughout the course, students improve and expand their knowledge of Layout and Print production through more in-depth projects and assignments.
The process from objective and strategy development through thumbnail, copy and layout will be expanded to include Newspaper, Billboard, Transit and Point of Purchase design solutions.
The learning format includes lectures, in class demonstrations, the development of communication materials, group discussions, critiques from the instructor and the study of professional projects as they progress through the creative process.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

PRLN1010 Public Relations

Description: This introductory course provides a theoretical and experiential base of public relations from the skills needed for an advertising professional. Students are introduced to the following topics: public relations process, learning the scope and nature of public relations management roles, specialized functions with an emphasis on media relations and publicity activities and the integration between advertising and public relations. Lectures and hands-on exercises deal with such areas as news values and characteristics, the evolving relationship between public relations practitioners and advertisers and public relations tactics used in supporting advertising goals.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

Electives: General Education
Student must complete a minimum of 42 Hours
Level 3
ADVT2050 Web Techniques/New Media

Description: In this introductory course students will examine various web marketing techniques and develop skills in the basic preparation and implementation of communication driven websites
In the web marketing portion of the course, students will gain knowledge of the strategy and execution in current web marketing practices as well as the insight into future emerging trends in web marketing. This will be done through lectures, practical exercises and research assignments.
Students will also learn the introductory basics of current website design and development using industry standard techniques. From developing optimized web graphics and creating web layouts, to understanding how different web technologies work together, students will learn how to create functional web marketing tools.
Hours: 70
Credits: 5
Pre-Requisites:
CoRequisites:

ADVT2060 Media Planning

Description: This course examines the planning and implementation of advertising strategies for single, medium and multi-media campaigns. Students learn to develop and present a media plan examining the processes of media selection, scheduling and the evaluation of local, regional and national campaigns. The students also develop additional planning skills with the introduction of Media Planning software such as IMS.
Hours: 28
Credits: 2
Pre-Requisites:
CoRequisites:

ADVT2100 Direct Response

Description: This second year Direct Response course, is designed to give the student practical experiential learning in the role and function of Direct Response within Integrated Marketing Communications. Students will learn the use, benefit and interpretation of a database and then apply that learning to analyze consumer purchase behavior, to identify the most receptive prospects and customers. Students will also learn the components of direct response and the objectives they are intended to achieve.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

ADVT2120 Creativity and Design

Description: Working both individually and in groups' students will improve their problem solving skills with the emphasis on concept developed through a defined strategy. Students will also be updated on the latest technology upgrades to industry standard software.
Hours: 56
Credits: 4
Pre-Requisites:
CoRequisites:

ENTR2040 Entrepreneurship & Entrepreneur You!

Description: The focal point of this course is to develop the skills needed to become a successful entrepreneur. Course lessons and assignments necessitate the student to develop the written components of an entrepreneur plan. Students will examine current entrepreneurial opportunities in the community and assess entrepreneurial ventures in order to select a business opportunity. Research, case studies and trade periodicals will augment class lectures, web and assignments. The course focuses on the entrepreneurship process and entrepreneurship in Canada. There is emphasis on practical vocational skills in researching, analyzing and reporting on a business opportunity. This course is ideal for those who see themselves working as or with an entrepreneur in a small to medium size business.
This portion of the course emphasizes the total career planning process that a student must go through to create great advertising employment opportunities. During this section, the student will prepare a self assessment, conduct personal inventory taking including transferable skills and prepare a resume. Job search skills, interviewing techniques and interview follow-up will also be an integral part of the course.
Hours: 56
Credits: 4
Pre-Requisites:
CoRequisites:

OHS1320 Safety in the Workplace

Description: This course focuses on developing awareness and skills for the student to safely manage and conduct him or herself while on an unpaid work placement within a variety of employment settings. Through the nine units of the course, participants will have the opportunity to enhance their understanding and knowledge of General Health and Safety guidelines, including WHMIS, Fire Safety and Workplace Violence. The unit on Accessibility for Ontarians with Disabilities Act will instruct the student on the requirements for Accessible Customer Service and Integrated Accessibility Standard Regulations. General information on Safe Driving, Privacy of Information and Hand Washing will be addressed as well. The course also provides participants with critical information regarding their insurance coverage (WSIB or other) while on unpaid work placements, as well as guidelines to follow in the event of an injury. Participants will receive a printable Record of Completion upon successful conclusion of this course, in order to demonstrate awareness of safe working practices to their Placement Employers. Participants in this course are required to provide informed consent regarding WSIB or other insurance coverage while on an unpaid work placement
Hours: 15
Credits: 1
Pre-Requisites:
CoRequisites:

Electives: General Education
Student must complete a minimum of 42 Hours
Level 4
ADVT2015 Integrated Marketing Communications

Description: In this hands-on course, students build on their knowledge gained from all other courses including advertising research, media planning, budgeting, design and copy principles, and advertising elements to prepare and execute an Integrated Communications Plan. The students will be developing a variety of IMC Plans including B2B and not-for-profit. This course comprises classroom instruction, application in a practicum period with a capstone exercise.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

ADVT2045 Broadcast Advertising - Television

Description: This course introduces students to Television as an advertising medium exploring its advantages and limitations for advertisers. Students learn commercial production with an emphasis on script writing and the production of storyboards. In addition, students become familiar with audience estimates, industry pricing practices and standard industry terms. This course employs a combination of lectures, assignments and workshops. A practicum period is included in this course.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

ADVT2070 Portfolio Development

Description: This course focuses on the preparation of a professional portfolio that demonstrates the skills and capabilities of the student. After a review of career goals, students will learn how to identify and select examples of their work that emphasize their strengths. Students will be taught how to customize a portfolio to fit specific job requirements and take advantage of visual continuity to enhance a presentation. Students will have the opportunity of practicing their presentation technique before conducting a client interview for final evaluation. This course will also give the student the opportunity to refine their creative skills to create a more powerful portfolio using new media techniques such as portfolio's online and CD ROM resumes. A practicum period is included in this course.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

ADVT2090 Work Experience (Advertising)

Description: The Advertising Work Experience Placement provides the student learner with the opportunity to experience the theory taught in the classroom. The learner will work with a company in the industry to develop the appropriate knowledge, skills and attitudes consistent with entering the advertising profession. The facilitator or supervisor will act as a role model, share knowledge, facilitate learning experiences and assist in the development of the learner's professionalism and awareness of practice in the business. It is expected that the learner will create a relationship of mutual exchange through his/her contributions to the work experience placement. The work experience placement, an experiential learning opportunity, encourages the learner to reflect on experiences in order to find personal meaning and to further incorporate their learning into their lives and career choices.
Hours: 112
Credits: 8
Pre-Requisites:
CoRequisites:

ADVT2135 Copy Writing

Description: This course provides the foundational skills required to write convincing copy for advertising and promotional materials. Lectures and assignments will focus on copywriting styles with an emphasis on grammar, spelling, and punctuation for clear and precise writing. This course requires a high degree of independent research and writing work. Students will be required to produce on-going drafts and evidence of their writing as the course progresses. The course comprises classroom instruction, application in a practicum period with a capstone exercise.
Hours: 28
Credits: 2
Pre-Requisites:
CoRequisites:

ADVT2140 Advanced Web Techniques

Description: This course provides an overview of how to effectively implement more intermediate elements to create a more sophisticated website with a higher level of functionality.
Students will learn how to take a simple website and add a much higher level of sophistication, making the viewers experience much more rewarding. They will also gather a much higher understanding of registering domains, forwarding to URLs and choosing the right service provider to host any given website. A practicum period is included in this course.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

CDEV2055 Advertising Career Planning

Description: This course emphasizes the work experience elements and career planning process that a student will go through to generate good work experience and employment opportunities. During the course, the student will finalize their resume, cover letter and work experience goals. The student will also conduct a mock interview with internal personnel to prepare for their work experience positions. Job search skills, interviewing techniques and interview follow-up will also be an integral part of the course. A practicum period is included in this course.
Hours: 28
Credits: 2
Pre-Requisites:
CoRequisites:

MKT2105 Event Marketing and Promotions

Description: This course introduces the student to the field of special event marketing and planning. Students will have the opportunity to design, budget, plan, implement and evaluate a special event. The world of corporate sponsorship and planning for profit and nonprofit organizations is explored as well. In addition, the students will be exposed to the role of the media and marketing in special events planning. They will experience the value of relationship and negotiation with vendors and suppliers to the special event industry.
Hours: 42
Credits: 3
Pre-Requisites:
CoRequisites:

Program Outcomes

Program Advisory Committees

The College appoints Program Advisory Committee members for diploma, degree, certificate and apprenticeship programs. Committees are composed of employers, practitioners and recent program graduates. College representatives (students, faculty, and administrators) are resource persons. Each committee advises the Board on the development of new programs, the monitoring of existing programs and community acceptance of programs.

For a list of the current members, please visit our Program Advisory Committees.

Apply Now

Domestic students should apply online at www.ontariocolleges.ca or by phone at 1-888-892-2228.

ONTARIOCOLLEGES.CA
60 Corporate Court
Guelph, Ontario
Canada N1G 5J3

Detailed steps on the application process may help you to apply.

International students should apply online using a Conestoga College International Application Form. Please note: not all programs are open to international students. Interested students should check the listing of open programs on our international students web page before applying.
For program information, call the Information Centre at 519-748-5220 ext 3656.

Disclaimer

The College reserves the right to alter information including requirements and fees and to cancel at any time a program, course, or program major or option; to change the location and/or term in which a program or course is offered; to change the program curriculum as necessary to meet current competencies in the job market or for budgetary reasons; or to withdraw an offer of admission both prior to and after its acceptance by an applicant or student because of insufficient applications or registrations, over-acceptance of offers of admission, budgetary constraints, or for other such reasons. In the event the College exercises such a right, the College’s sole liability will be the return of monies paid by the applicant or student to the College.

Students actively registered in cohort delivered programs who take longer than the designed program length of time to complete their studies are accountable for completing any new or additional courses that may result due to changes in the program of study. Unless otherwise stated, students registered in non-cohort delivered programs must complete the program of study within seven years of being admitted to the program.

PROGRAM SEARCH

Program Status
Start DateCampusStatus**
SEP, 2016 Doon Open
** Status applicable to domestic students

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