Advertising and Marketing Communications
- Ontario College Diploma
- College Code:
- Media & Design
- Program Code:
- Accelerated Delivery:
- Academic Year:
- 2019 / 2020
Notice:This program requires applicants to submit a portfolio as part of the admission process.
Students in this program are required to bring mobile devices that meet minimum specified requirements.
About the ProgramThe Advertising and Marketing Communications program provides students the opportunity to develop their skills for a wide range of communicative professions. Graduates of the program are a hybrid of communication marketing strategists and visual-thinking creative specialists who possess the ability to engage remotely with the latest cloud software while using industry standard devices. You will learn the fundamentals of marketing and sales management, advertising and communication principles, digital media design for traditional, web and mobile platforms, social media campaigning, public relations, and event marketing and entrepreneurship.
Through an experiential learning approach, you will actively engage in a dynamic and innovative learning process, both in and out of the classroom. You will have the opportunity to work consistently with clients and collaborate with industry professionals to enhance communication competencies and learn from real-world experiences; involving both strategy and creative. The emphasis in Conestoga's Advertising program is on the integration of creativity and planning by blending projects and assignments throughout the courses. The integrative teaching approach not only requires you to fully conceptualize ideas, but also to design and develop the creative components using the latest industry software. Print, digital/web and mobile design are all taught through a variety of projects, which later become valuable self-promotion portfolio pieces upon graduation.
A field placement provides first-hand industry experience to further prepare you for the advertising industry. A final capstone project allows you to demonstrate your mastery in research and present an integrated marketing communications proposal, to a real client. Throughout the program, you build industry contacts and work towards creating a competitive portfolio.
Program InformationLength: Two-year Ontario College Diploma program
Delivery Sequence: Doon (Kitchener) - September/2019 - Fall | Winter | Fall | Winter
Location: Doon (Kitchener)
First-Year Capacity: 35
- Ontario Secondary School Diploma (OSSD), or equivalent, or 19 years of age or older with mature student status (See Mature Student definition for details.)
- Grade 12 compulsory English, C or U, or equivalent, OR Conestoga College Preparatory Communications (COMM1270)
- All applicants who meet the academic strength requirements must attend a program information session and present a portfolio of their creative work.
- For more information on preparatory programs, visit Academic Upgrading
- An academic strength is calculated by averaging the submitted marks of required subjects. If more than one mark is received for a required subject, the highest mark will be used in the calculation.
- Ten (10) additional marks are added to each Advanced level, OAC, U, U/C, and post-secondary course used in the calculation of academic strength.
- Applicants meeting minimum academic requirements are invited to begin the selection process which requires them to attend a program information meeting where they will present a portfolio of their design-related work.
- Out-of-province applicants, or distant applicants, may provide electronic portfolios and may have phone or InterviewStream/Skype portfolio presentations.
- The portfolio presentation provides the applicant with an opportunity to show and explain their work. Through the presentation, the program faculty assess the applicant's communication skills and aptitude for the program.
- A portfolio consists of samples of the applicant's work. Portfolios should include a maximum of 5 diverse pieces of your original creative work plus one sketchbook. Pieces may include art and design-related work such as: photography, illustration, design, copywriting, painting, sculpture, drawing, graphic design and web design, and/or other applied graphics.
- Final selection is made using a formula that combines academic strength and portfolio presentation scores.
- A sound English background is important for success in this program and is considered during the admission selection process. Minimum cutoffs apply.
- Students in this program are required to bring mobile devices that meet minimum specified requirements.
- It is recommended that applicants to the program possess a strong interest in creative design, creative writing and promotions.
- Basic knowledge of Microsoft Word and Excel is required. Basic knowledge of Adobe Creative Cloud (Photoshop, Illustrator, InDesign, Acrobat) is an asset.
- An external hard drive or usb (minimum of 32GB storage capacity) is recommended.
- Higher-end video cameras and related gear are provided for student use by the program. Conestoga's computer labs are equipped with the latest audio, video, layout and web software.
Tuition & Fees
Tuition fee details for the 2018-2019 year are listed below. Fees for the next academic year are unavailable at this time. Books and supplies are additional.
Financial AssistanceThe 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.
- 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 in both print and web media, and provide advertising account management in advertising agencies, small business, non-profit organizations, start-ups, and new media.
- Graduates have degree completion opportunities in Conestoga's Bachelor of Public Relations (Honours).
On average, 91% of graduates from the last three years (2015 to 2017) found employment within six months of graduation.
For more details on related occupations, job market information and career opportunities, see the Government of Canada website: https://www.jobbank.gc.ca/home
Pathways & Credit TransferConestoga 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.
|Course Code||Course Title and Description|
|ADVT1120||Advertising Research Techniques
Description: “Where does Buzzfeed get their information? How do advertisers know what communications will resonate with their customers before they launch a campaign? Answer: They talk to them, monitor online ‘buzz', gather competitive intelligence, and analyze trends; in other words, they use research. In this course, you will be introduced to the creative, analytical world of advertising research. You will be exposed to different qualitative research software such as Gen 5 and tools for data analysis. By beginning with the steps of the advertising research process and how to develop a research method you will administer, compile, interpret and analyze information regarding consumer demographics, brand awareness, brand attitudes and purchase potential. The results of your information will be instrumental in the development of an advertising and marketing plan. Most importantly, you will learn how better advertising decisions occur when you are able to support your professional judgment with research insights.
|ADVT1130||Design Layout/Digital Workshop I
Description: Great concepts and ideas require structure to deliver impact. Design Layout/Digital Workshop will teach you layout principles and production techniques for a variety of communication pieces, using Adobe InDesign, Illustrator, Photoshop and Acrobat. By learning the practical skills: balance, colour, flow, typography, you will develop the ability to control the reader's eye and deliver the goods. Through the use of thumbnail/wireframes you will express and develop concepts and the technical knowledge to produce final files for print and web. The learning format includes lectures, in-class demonstrations, the development of communication materials and a possible real-world client project (linked with a sister program) may be introduced, group discussions, critiques from the instructor and the study of professional projects as they progress through the creative process.
|ADVT1150||Design to Prepress/Web Ready
Description: JPG, PNG, GIF, EPS, PSD, AI, INDD, SVG, PDF, the world of design is action-packed with funny acronyms and file formats. Here is where we learn to use the proper format through professional application for the end product. Students will develop a clear understanding of the production processes and procedures related to print and web/screen media through step-by-step instruction and tutorials. This combined with knowledge of the various printing methods used within the industry, when to specify a specific process and why, will further build upon their understanding of print media. Stock selection, finishing techniques, scheduling and estimating will also be covered, as well as a possible offsite visit to a professional print facility. The Web-Ready aspect of this course will introduce the many file formats used in the production of screen graphics for a variety of media, as well as expand upon the importance of responsiveness, file size/download time, colour format and adaptability, with focus on Adobe Photoshop, Illustrator and Acrobat. AODA standards in relation to Accessibility will also be touched on, through a possible guest speaker and related project. Students will blend their knowledge of design with the latest in print/web production techniques for both online mediums and off.
|ADVT1170||Savvy Presentation Skills
Description: Effective presentation skills are important. The primary goal for any advertising and marketing person is for your presentation skills to be better than your competition, whoever or whatever that is. The secondary goal is for your presentation skills to get better with every presentation that you deliver. This highly interactive experiential presentation skill-building course utilizes techniques to improve and enhance your presentation abilities. Profiling your audience, focusing on your message, planning content, controlling nerves and managing client participation are just a few of the topics that will be covered.
|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.
|COMP1660||Advertising Production Software
Description: Learn the fundamentals of industry standard cloud-based design software, with the focus directed towards target driven communications materials. The student will not only learn how to layout simple documents in multiple formats, but will also learn the basics of how to prepare its individual elements to produce an overall pleasing and functional communications piece. Introduction to vector based graphics for print/web through use of Adobe Illustrator, as well as the basics behind proper colour, scale and techniques applied to raster images through use of Adobe Photoshop will be emphasized.
|MKT1500||Strategic Marketing Management
Description: Strategic Marketing Management is an in depth application of marketing concepts to develop a sophisticated marketing plan. You will apply the entire marketing mix with a focus on analyzing the social, economic, legal and competitive and demographic environments comparing them to micro-environments to further understand the market. Understanding consumer behaviour, market segmentation, and other strategies to support your plan is applied to develop a detailed target market profile. This very interactive course will have you participating in a variety of hands-on practical activities and cases, immersing you in the importance of marketing.
|ADVT1010||Advertising Insight Strategy
Description: Have you ever looked at an ad and wondered, how did someone come up with that idea? Have you ever thought you could do a better job? In this course you will develop creative briefs and a full integrated marketing communication campaign to help a company sell something, or communicate a message, in an interesting and creative way. You will investigate the major media from both a message and delivery point-of view
|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 while learning about the CRAP principles (Contrast, Repetition, Alignment, Proximity) and how great composition is created. Advanced, tricks-of-the-trade and new software features and techniques will be taught and encouraged through a variety of creative projects. Students will further develop their knowledge of Adobe Illustrator, Photoshop and InDesign. The learning format includes lectures, in class demonstrations, the development of communication materials, group discussions and critiques from the instructor.
|ADVT1070||Advertising Sales and Sales Management
Description: Want to become successful? Learn how to sell! Selling skills are critical in organizations that rely on ongoing buying from customers or clients. The ability to build relationships with customers, persuade them to make purchases and generate repeat business is at the heart of selling. Sales is a component of a company's marketing and promotion plan which is why aspects of professional selling and sales management with emphasis on advertising sales will be covered. You will learn how to prospect and qualify a client in a buy/sell situation; how to make a presentation, handle buyer objections and how to close.
|ADVT1140||Design Layout/Digital Workshop II
Description: This course builds on the information covered in Design Layout/Digital Workshop. Throughout the course, students improve and expand their knowledge of layout and structure, through more in-depth projects and assignments. The process from objective and strategy development through thumbnail, copy and layout will be expanded to include multi-page documents intended for both online and off. The use of stylesheets and the creation of master-pages will lead to multi-page document set-up, interactive publications and booklet formatting. Collecting files for output “packaging” as well as proper file setup for print and web through the use of Adobe InDesign and Acrobat will be covered. 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.
Description: Visual communication transcends language and cultural barriers like nothing else. Learn how to create visuals that interact powerfully with content using contradictory meanings and create unforgettable visual impact. While learning the process of developing effective creative, as well as the technical aspect of writing headlines, copy and using visuals to communicate a message, students develop their creative prowess and learn how to gather, interpret and analyze information that will become the structure of their communication pieces. Encompassing a number of assignments students learn how to bond a strong relationship between language and imagery. Leading industry techniques used by global ad firms will be explained and practiced in the class, while the creative process will be broken down to allow the students to develop their own personal creative methodology. We will use our creativity and idea generation to develop marketing pieces from concept to completion. Utilizing a step-by-step process, students will conceive, write and design a selected mix of challenging projects through a variety of media using Adobe InDesign, Photoshop, Illustrator and Adobe Acrobat.
Electives: General Education
Student must complete a minimum of 42 Hours
Electives: General Education
Student must complete a minimum of 42 Hours
|ADVT2055||Web Techniques/New Media
Description: Websites are constantly evolving but many of the principles that make a webpage effective remain the same. This course will provide students with an introduction to building effective marketing websites through design, layout, and code. Students will learn emerging techniques, as well as the latest trends in web production and design. 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. Class time will be divided between lectures with discussions surrounding design and strategy, and labs where students will receive assistance writing code and modifying content.
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.
|ADVT2150||User Interface/User Experience
Description: See, swipe and click your way through an educational experience as you form an understanding as to why we view what we do, when and how we access information and where have we been and are going with the future of User Interface/User Experience design. This course will not only preach the theory behind user interaction and experience, it will teach you to build the components necessary to ensure a great experience on the mobile platform. From Responsive websites to App wireframing, students will learn to use the latest software to design and develop prototypes that will span multiple platforms, for various projects. The course may also link to other work integrated into the Advertising and Marketing Communications program, where students will witness the importance of UI/UX in real-world application and how the use of colour, typography and interaction all come into play when exploring User Interaction and User Experience.
|ADVT2160||Brand Experience and Creative
Description: Branding and the development of an identity and an identity system is a critical skill practiced by today's designers. Before we can design a logo, website or an app interface, there must be an identity to frame and influence the medium. Branding as a discipline not only requires the ability to design logos, but to think strategically about a company's ethos and mission. This course will demonstrate the emotional appeal of branding and the experience created to convey brand. Having thought strategically about ethos or mission not only positions a designer to create an identity and identity system, but to influence the way a company or organization conducts all of its communications. Connecting closely with entrepreneurial principles and working on a variety of design challenges including corporate identity development, brand standards and presentation, students will work individually and in groups. Students will improve their problem solving skills with the emphasis on concept developed through a defined strategy and effective collaboration. In this course, students will create two identity systems: one for a personal brand campaign and one for a traditional company. While a traditional identity system is defined as a logo and a set of rules for that logo's application, the goal of this class is to expand upon the ways a brand identity can be expressed through the manipulation of language, materials, and audience expectation/participation. Students will explore the implications of personal branding on professional aspirations and use a step process to develop principles, techniques and tools to create a strong brand. Learning will be facilitated through a combination of resources, exercises, and group/individual work, along with relevant industry-based best practices. Students will be required to complete assignments/activities both online and on campus.
Description: “Start Me Up!” In this course, you will transfer your entrepreneur spirit into a detailed entrepreneur plan by gathering market research to assemble the business intelligence needed for identifying markets, competition analysis and detailed location needed for success. This course covers the financial costing, operations and implementation of building a business and development of a creative strategy in order to establish a company brand.Research, case studies and trade periodicals will augment class lectures, web and assignments. The course focuses on the entrepreneurship process and entrepreneurship in Canada. This course is ideal for those who see themselves working as or with an entrepreneur in a small to medium size business.
|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 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 employed. 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 employers.
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.
Electives: General Education
Student must complete a minimum of 42 Hours
|ADVT2015||Integrated Marketing Communications
Description: Integrated Marketing Communications ensures that all forms of communications and messages are carefully linked together. It means integrating all elements and creative tools so they work together in harmony and connect to a target audience. You will build on your knowledge gained from other courses including; Strategic Marketing Management, Advertising Insight Strategy, Public Relations, Design Layout & Theory, Web Techniques/New Media, and Social Media Marketing, to prepare and execute an Integrated Communications Plan as your final capstone exam. This capstone exam is the final step in completing the diploma and preparing for a career in advertising and marketing communications. During the first 5 weeks of the course, you will work with a client in a practice capstone. Following your 5-week field placement, you will work for 3 weeks with a client in order to complete your final capstone presentation.
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. In addition, students will also conduct an overview and analysis of their online brand/presence and discuss how they may want to consider self-promotion through various social platforms. 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 interactive PDF. A practicum period is included in this course.
|ADVT2145||Advanced Web Techniques
Description: Building on the principles of Web Techniques 1 this course will expand into further advanced areas of design and development to assist students in constructing more sophisticated websites. Students will learn about responsive web design and how to address a variance of screen sizes and resolutions as technology advances, as well as how to best plan, design and develop accordingly. Web hosting will also be covered in this course. A practicum period is included in this course.
Description: This course focuses on career exploration and decision making. Students will evaluate their interests, values, skills and abilities through assessment tools and explore the labour market to identify employment trends aligned to their strengths. Effective communication strategies to aid success in the workplace will be covered. By the end of this course, students will have created a personalized development plan to support their future career goals.
|FPLT2095||Field Placement (Advertising and Marketing Communications)
Description: This course prepares students and facilitates a placement experience with a company/agency which has been approved by the program. Students will review employability skills in class and then practise these skills as they take an active role in securing a placement. Students will refine self-marketing techniques to establish cohesive branding of themselves at a professional level. Engaging in the work environment of a professionally relevant company/agency will allow students to apply their education and skills contributing to their mutual benefit. Appropriate workplace behaviour and etiquette is expected as students use this opportunity to expand their network of industry contacts and effectively market their personal brand. Through this experience, students can cultivate confidence, escalate awareness of industry practices, add to their resume & portfolio, and contribute to their own career success.
|MKT2105||Event Marketing and Promotions
Description: Including special events as a component of a complete marketing communications strategy provides significant benefits to any profit or non-profit organization. Through this course, you will explore the various elements involved in offering this exceptional opportunity to communicate with a target audience up close and personal. Strategic planning and time management are key skills you will learn and apply to execute an ideal event, which meets the needs of all of the participants. You will discover how to be creative and delicate in order to deliver a balanced win-win-win experience for the agency, the sponsors and the audience. The activities in the course challenge you to be resourceful in order to assemble event necessities and still achieve a balanced budget. By the end of this course, you will have earned tremendous pride in your accomplishment – don't you love it when a plan comes together!
|MKT2320||Social Media Marketing
Description: For years advertising and marketing professionals have inherited social media duties, and have struggled to navigate this interactive form of communication. Now, companies are realizing they need more than just "likes" and promotional posts, behind their social media channels. In this course students discuss the strategic implementation of online social media tools as they relate to an integrated marketing communication strategy. Students learn how companies position their marketing mix in the online world to contribute to the client's bottom line. Students are also immersed in the tools and strategies that attract and engage visitors to a client's brand and online presence. They study and analyze websites and social media sites, to understand the "big picture" on how companies successfully utilize social media to attract their target audience and achieve their desired outcomes. Students prepare company pitches using strategies, real experiences, and 2-way communication to become the social thinker employers from start-ups to corporations are looking for to bring their brand to the next level.
- Identify and respond to clients' advertising and marketing communications* objectives by applying principles of marketing and communications.
- Perform a market segmentation* analysis, identify the organization's target market/audience* and define the consumer behaviour of each segment.
- Develop an advertising plan and present and defend it persuasively.
- Contribute to evaluating the effectiveness of advertising and marketing communications* initiatives.
- Collaborate in the development of advertising and marketing communications* material, in compliance with current Canadian legislation, industry standards and business practices.
- Participate in the development of creative solutions to address advertising and marketing communications* challenges.
- Contribute to planning, implementing, monitoring and evaluating projects by applying the principles of project management.
- Complete all work in a professional, ethical and timely manner
Program Advisory CommitteesThe 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 NowDomestic students should apply online at www.ontariocolleges.ca or by phone at 1-888-892-2228.
60 Corporate Court
Canada N1G 5J3
Detailed steps on the application process may help you to apply.
International students should apply online using the Conestoga College International Application Portal. 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.
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.