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Advertising and Promotion

MINISTRY-APPROVED PROGRAM TITLE: ADVERTISING AND MARKETING COMMUNICATIONS


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Credential
Ontario College Diploma
Location
Oshawa
OCAS Code
AVMC
Next Intake
September 2024
View all intakes
Faculty
Faculty of Media, Art & Design (MAD)
Length
Four semesters
Laptop
Learn more about laptop requirements
Delivery
More than 75% of this program is delivered in-person. Learn more.
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Ask a current Student
Come visit us at OPEN HOUSE
Saturday, November 4 Register Now for Open House

Program Overview

If you have a passion for creativity and a desire to develop powerful advertising and promotional campaigns, this program is for you. We live in an age of digital transformation and disruption, one where advertisers are in a constant battle for consumer attention and ‘screen-time’. Advancements by ‘big tech’ companies will continue to influence how we work, shop, and communicate. To remain relevant, advertisers and brands must respond with powerful communications to create lasting, meaningful connections.

The Advertising and Promotion program prepares you with the knowledge, skills and experience for an exciting career in the advertising industry. You could launch a career at an advertising agency, research or production firm, or within a media company; the faculty will assist you in choosing a path aligned with your passion and skillset. You will gain experience as an account representative, creative production artist, and media planner working with actual clients for the campus agency – Collaboragency. Students explore creativity, conceptualizing and producing advertisements for all media forms. Whether you like to create, innovate, or execute ideas, you will have the opportunity to do it all in this program.

NOTE: Students enrolling in this program are required to purchase their own laptop. For specific laptop and software requirements for this program click here.

Ask a current Student

Intakes and Availability

Date Domestic Availability International Availability
September 2024OpenOpenApply now
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DC Advertising students support DRPS human trafficking awareness campaign
DC student team wins $1,000 prize through Summer Accelerator Program
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2024 Viewbook
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Other Resources
  • Attend a Program Information Webinar
  • Financial Aid Information
CAMPAIGN CREATION
Campus Ad Agency, The Collaboragency
Field Placement

Admission Requirements

  • Ontario Secondary School Diploma (OSSD) or Mature Student Status
    AND
  • Grade 12 English (C or U)

RECOMMENDED

  • Excellent written and oral communication skills.
  • Enjoy working in teams through collaborative, project-based work.

Tuition

  • Year one domestic: $2,722 (CAD)
  • Year one international: $14,530 (CAD)

View full costs

Semester 1 Courses

  • Communication Foundations (COMM 1100)
  • Introduction to Advertising and Integrated Marketing Communications (COMS 1107)
  • Copywriting for Advertising (COMS 1108)
  • Administrative Applications for Advertising (COMS 1109)
  • Advertising Design Theory (DESG 1102)
  • General Education Elective (GNED 0000)
  • Photography, Image and Video Editing (PHOT 1100)

View all courses

CAMPAIGN CREATION
CAMPAIGN CREATION
Campus Ad Agency, The Collaboragency
Campus Ad Agency, The Collaboragency
Field Placement
Field Placement

Career Options

WHAT YOU COULD BE:

  • Account executive
  • Production artist/junior art director
  • Marketing co-ordinator
  • Social media manager
  • Production studio co-ordinator
  • Strategic planner (junior)
  • Media planner/buyer
  • Media sales representative

View all career options

Connect with us

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Please contact the international office.

Program Details

NOTE: Students enrolling in this program are required to purchase their own laptop. For specific hardware and software requirements for this program click here.

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. 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.

PROGRAM OUTCOME HIGHLIGHTS

  • Gain practical experience working with real clients in the development of advertising and promotional strategies that achieve specific objectives.
  • Utilize industry standard software to develop and produce creative materials for a variety of media formats.
  • Collaboratively develop and present fully integrated communication plans.
  • Perform segmentation analyses to identify potential markets and target audiences and create detailed audience profiles (personas) using a variety of research sources.
  • Understand current Canadian laws, practices, and support organizations that exist to protect consumers and businesses.

This includes:

  • Use of current industry software to plan, create and evaluate advertising materials
  • Develop persuasive copywriting and design techniques for all media forms, with a focus on digital mediums
  • Perform Media planning and digital analytics.
  • Understand market and consumer research and advertising laws.
  • Create and present integrated advertising plans for clients/brands (digital focus).
  •  Produce a creative program portfolio.
  • Participate in Collaboragency (campus ad/communications agency).
  • Complete an end of program field placement.

IN THE NEWS

  • DC Advertising students create buzz with wins in national creative competition
  • Successful graduate returns to Durham College
  • DC student team wins $1,000 prize through Summer Accelerator Program
  • DC students pitch business ideas to win $2,500
  • Durham College alumni recount their roads to success
  • DC alumni share wisdom at Alumni in the Pit

Program Learning Outcomes

  1. Identify and respond to clients’ advertising and marketing communications objectives by applying principles of marketing and communications
  2. Perform a market segmentation analysis, identify the organization’s target market/audience and define the consumer behaviour of each segment.
  3. Develop an advertising plan and present and defend it persuasively.
  4. Contribute to evaluating the effectiveness of advertising and marketing communications initiatives.
  5. Collaborate in the development of advertising and marketing communications material, in compliance with current Canadian legislation, industry standards and business practices.
  6. Participate in the development of creative solutions to address advertising and marketing communications challenges
  7. Contribute to planning, implementing, monitoring and evaluating projects by applying the principles of project management.
  8. Complete all work in a professional, ethical and timely manner.

Admission Requirements

  • Ontario Secondary School Diploma (OSSD) or Mature Student Status
    AND
  • Grade 12 English (C or U)

RECOMMENDED

  • Excellent written and oral communication skills.
  • Enjoy working in teams through collaborative, project-based work.

Courses

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.

Semester 1

  • Communication Foundations (COMM 1100)
  • Introduction to Advertising and Integrated Marketing Communications (COMS 1107)
  • Copywriting for Advertising (COMS 1108)
  • Administrative Applications for Advertising (COMS 1109)
  • Advertising Design Theory (DESG 1102)
  • General Education Elective (GNED 0000)
  • Photography, Image and Video Editing (PHOT 1100)

Semester 2

  • Selling and Presentation Techniques (COMS 1217)
  • Advertising Concept Development (DESG 1204)
  • Production Design for Advertising 1 (DESG 1205)
  • General Education Elective (GNED 0000)
  • Media Fundamentals (MDIA 1200)
  • Digital Strategy and Insights (MKTG 1207)
  • Marketing Research and Planning (MKTG 1208)

Semester 3

  • Search Marketing and SEO (COMS 2107)
  • Strat Writing for Advs and Pr (COMS 2108)
  • Production Design for Advertising 2 (DESG 2103)
  • General Education Elective (GNED 0000)
  • Strategic Media Planning (MDIA 2100)
  • Agency Creative Production (MDIA 2101)
  • Agency Account Management (MGMT 2106)
  • Project Management (PJMT 2101)

Semester 4

  • Field Placement (AVMC 2200)
  • Emerging Trends and Tools In Advertising (COMP 2211)
  • Portfolio Development for Advertising (DESG 2204)
  • Professional Practice for Advertising (FDPL 2202)
  • Cross-Functional Collaboration (MGMT 3211)
  • Digital Analytics (RSCH 2200)

Courses, course descriptions and delivery formats are subject to change.

Course delivery

More than 75% of this program is delivered in-person.

The rest of the coursework will be delivered using hybrid, flexible or online formats. Students will come to campus to complete in-person learning requirements.Detailed schedules, with course-specific delivery information, will be available after registration. Courses, course descriptions and delivery formats are subject to change.

In-person:
Course is delivered in person, on campus within a classroom, lab, shop or studio.
Flexible:
Course is taught in one of DC’s technology-enabled learning classrooms and online at the same time. Students can choose to attend in-person or online.
Hybrid:
Part of the course is delivered online, remotely, and part is in-person on campus within a classroom, lab, shop or studio.
Online:
Fully remote course delivery.

Costs

Career Options

WHAT YOU COULD BE:

  • Account executive
  • Production artist/junior art director
  • Marketing co-ordinator
  • Social media manager
  • Production studio co-ordinator
  • Strategic planner (junior)
  • Media planner/buyer
  • Media sales representative

WHERE YOU COULD WORK:

  • Advertising agencies
  • PR, media, or talent agencies
  • Consumer goods companies and charitable organizations
  • Communications/media companies (Bell, Rogers)
  • Research firms
  • Production studios

Program Transfer, Degree Completion and Additional Credentials

Durham College also offers degree completion opportunities with a number of Canadian and international institutions. Sample diploma-to-degree opportunities include:

  • Bachelor of Arts (Honours) – Communication and Digital Media Studies – Ontario Tech University (Ontario Tech)
  • Bachelor of Arts (Honours) bridge - Communication and Digital Media Studies - Ontario Tech
  • Bachelor of Arts (Honours) – Educational Studies and Digital Technology - Ontario Tech
  • Bachelor of Public Relations and Communication - Griffith University
  • Bachelor of Arts (Honours) in Event Management (Taught Route) - Robert Gordon University
  • Bachelor of Arts in Professional Communication – Royal Roads University
  • Bachelor of Professional Arts – Communication Studies - Athabasca University
  • Bachelor of Professional Arts – Human Services - Athabasca University
  • Bachelor of Professional Arts - Governance, Law and Management - Athabasca University
  • Bachelor of Professional Arts – Criminal Justice - Athabasca University

Please visit our pathways page to learn more about how you can transfer your credits towards a degree.

Laptop Requirements

LAPTOP REQUIREMENTS

A Mac laptop is recommended. Please see the hardware requirements document for details.

SOFTWARE REQUIREMENTS

  • Operating System (bundled with new notebook computer purchase)
  • Membership in Adobe Creative Cloud™ is included in your Student Fees and will be made available during your first week. There is no need to purchase a subscription.
  • Microsoft Office (Available for free from Microsoft for DC students through your DC Mail account. Please do not buy it.)

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 to the very 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 using the links below):

  • Adobe Flash Player
  • Audacity
  • Mozilla Firefox web browser
  • Google Chrome web browser 
  • Brackets

OTHER RECOMMENDED HARDWARE

  • All students MUST have a Cat 5e or Cat 6 Ethernet cable 2 meters long to connect to the campus network and an adapter to connect to Ethernet depending on the laptop.
  • USB flash drive for storing smaller amounts of data
  • External hard disk USB-3 or USB-C 1 TB or larger
  • Wacom Intuous 3 6×8-inch digital graphics tablet (optional)

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.  

Field Placement

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 start in the final half 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 on-campus advertising agency or on an assigned, independent project.

Experiential Learning

Collaboragency is a fully integrated onsite communications agency here at Durham College. The collaborators are a multi-disciplinary team of students from the Advertising, Animation, Graphic Design, Photography, Video Production programs and more. Together, students tackle projects from actual 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, program co-ordinator and professor of Advertising and Promotion at Dawn.Salter@durhamcollege.ca.

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Land Acknowledgement

Durham College is situated on the traditional lands of the First Peoples of the Mississaugas of Scugog Island First Nation. These lands are covered under the Williams Treaties and rest within the traditional territory of the Anishinaabeg. We offer our gratitude to the Indigenous Peoples who care for and, through the treaty process, share the lands on which we live, learn, teach and prosper today.

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2000 Simcoe St. N.
Oshawa, ON, Canada L1G 0C5

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1610 Champlain Avenue
Whitby, ON, Canada L1N 6A7

905.721.2000
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