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Level 1
Course details
Advertising for Integrated Marketing Communications
ADVT8101
- Hours: 42
- Credits: 3
- Pre-Requisites:
- CoRequisites:
Writing Essentials
COMM8260
- Hours: 42
- Credits: 3
- Pre-Requisites:
- CoRequisites:
Conestoga 101
CON0101
- Hours: 1
- Credits: 0
- Pre-Requisites:
- CoRequisites:
Sales
MKT8071
- Hours: 56
- Credits: 4
- Pre-Requisites:
- CoRequisites:
Marketing
MKT8291
- Hours: 42
- Credits: 3
- Pre-Requisites:
- CoRequisites:
Strategic Planning
PLAN8010
- Hours: 42
- Credits: 3
- Pre-Requisites:
- CoRequisites:
Public Relations
PRLN8101
- Hours: 42
- Credits: 3
- Pre-Requisites:
- CoRequisites:
Secondary Research for Communications Professionals
RSCH8060
- Hours: 56
- Credits: 4
- Pre-Requisites:
- CoRequisites:
Level 2
Course details
Digital Tools and Analytics 1
ADVT8121
- Hours: 42
- Credits: 3
- Pre-Requisites:
- CoRequisites:
Corporate Communications 1
COMM8071
- Hours: 56
- Credits: 4
- Pre-Requisites:
- CoRequisites:
Budgets and Finance for Communicators
FIN8255
This course prepares students to develop and write clear budget proposals and present them using persuasive advocacy skills. It trains learners to properly determine the cost of various strategies and develop project, tactical and operating marketing budgets for an integrated communications plan. Through project management techniques, the learner evaluates capital investments, cost behaviour and the return on investment to meet client needs.
- Hours: 42
- Credits: 3
- Pre-Requisites:
- CoRequisites:
Creative Strategies: Media Tools 1
MDIA8000
- Hours: 56
- Credits: 4
- Pre-Requisites:
- CoRequisites:
Branding Strategy
MKT8011
- Hours: 42
- Credits: 3
- Pre-Requisites:
- CoRequisites:
Primary Research for Communications Professionals
RSCH8020
- Hours: 42
- Credits: 3
- Pre-Requisites: RSCH8060
- CoRequisites:
Level 3
Course details
Digital Tools and Analytics II
ADVT8141
- Hours: 42
- Credits: 3
- Pre-Requisites: ADVT8120 OR ADVT8121
- CoRequisites:
Business with International Applications
BUS8360
- Hours: 56
- Credits: 4
- Pre-Requisites:
- CoRequisites:
Corporate Communications 2
COMM8240
- Hours: 56
- Credits: 4
- Pre-Requisites: COMM8071
- CoRequisites:
Integrated Marketing Communications
COMM8255
- Hours: 42
- Credits: 3
- Pre-Requisites:
- CoRequisites:
Creative Strategies: Media Tools 2
MDIA8010
- Hours: 56
- Credits: 4
- Pre-Requisites:
- CoRequisites:
Project Management
MGMT8097
- Hours: 28
- Credits: 2
- Pre-Requisites:
- CoRequisites:
Event Planning
PLAN8025
- Hours: 42
- Credits: 3
- Pre-Requisites:
- CoRequisites:
Level 4
Course details
Business Ethics and Leadership
BUS8391
- Hours: 42
- Credits: 3
- Pre-Requisites:
- CoRequisites:
Communications Professional Development
COMM8420
Employers in the Communications sector seek both Generalists and Specialists who can add value to their organization. This course focuses on enabling students to navigate the recruitment process, build a network, develop a personal brand, and create a personal Professional Development Plan specifically targeted toward the unique needs of the Communications sector. By the end of this course, students will have created a portfolio of work selected from the skills developed in the SMC program for use in their post-graduation job search.
- Hours: 42
- Credits: 3
- Pre-Requisites:
- CoRequisites:
Capstone
PRLN8045
In this course, you will engage in a capstone project that will reflect a culmination and demonstration of your learning and skill development throughout the Strategic Marketing and Communications program. Delivered in a workshop style format, you will develop an integrated marketing communication plan for an assigned case, including the research, analysis, strategy, and proof of concept. Over the first portion of the course, you will focus on research, analysis, ideation, and strategy formation for your capstone project. Then you will finalize your plan and develop a proof of concept under the guidance of an assigned mentor. The course concludes with a final cumulative evaluation where you will present your work to a panel of faculty and practitioners.
- Hours: 42
- Credits: 3
- Pre-Requisites:
- CoRequisites:
Media Relations and Crisis Communications
PRLN8121
This course will prepare you to develop earned media resources as part of your marketing mix through a practical understanding of how to engage and build relationships with traditional media, digital media outlets and social media influencers. You will develop your media literacy skills and be able to identify what makes news by applying the common criteria found in most earned media stories. You will learn how to uncover news in your own organizations and how to scan external sources to be part of wider public discussion to generate content for websites, social media and other communications channels. Lastly, you will explore the requirements of crisis communications plan with the intent of protecting and preserving an organization’s reputation.
- Hours: 56
- Credits: 4
- Pre-Requisites: PRLN8100 OR PRLN8101
- CoRequisites:
Advanced Presentation Skills
PRLN8170
- Hours: 33
- Credits: 2
- Pre-Requisites:
- CoRequisites:
Program outcomes
- Develop, write, and present clear, targeted integrated marketing communications materials including proposals and client pitches using persuasive advocacy skills.
- Develop and contribute to the implementation of integrated marketing communication plans by incorporating knowledge of, and the historical and emerging practices of strategic planning, public relations, marketing, and digital advertising that align with overall organizational goals and mission.
- Complete all work in accordance with codes of professional ethics, relevant law, and safety.
- Conduct secondary and primary research to support the development of measureable objectives, communication strategies and tactics as well as the identification and description of targeted markets and publics.
- Develop project, tactical and operating budgets using tools that evaluate capital investments and analyze cost behavior to meet client needs.
- Produce, and co-ordinate the production of visually effective print and graphic, digital, and multi-media communications using industry standard technologies.
- Write and edit clear, targeted copy for a variety of media channels, including offline and online content, as well as marketing and business applications aligned to organizational objectives and which engage a specific target, adapting language, tone and presentation style to the situation, on deadline.
- Apply project management techniques and software to develop and execute a project plan using a variety of methods to assess the execution and evaluate the return on investment.
- Enhance personal and professional development by working effectively and safely within the broader business environment, developing and managing relationships with key internal and external stakeholders, and in accordance with relevant professional association standards.
- Determine strategies for developing new products and services that are consistent with evolving market needs.
- Resolve specific advertising and marketing communications challenges.
- Compare strategic marketing communications principles and practices that address diverse stakeholders and different international/global cultural and business models.
- Distinguish between the disciplines of marketing, sales, advertising, public relations, and branding in the development of strategic plans.
- Critique the effective management of a professional selling practice using methods that qualify potential clients, compare core selling/communications/negotiation techniques.
- Incorporate adequate practices for the assessment of appropriate vendor selection criteria, identification of internal and external clients, and the development of professional working relationships with both in the planning and execution of marketing communications strategies