This program focuses on the core aspects of the advertising and marketing communications industry, providing you with the knowledge and skills needed to compete and succeed in the dynamic and ever-changing world of advertising. As a graduate, you will have knowledge and experience in: * Understanding the structure and diversity of the industry and its participants including marketers, advertising agencies, production suppliers and regulators * Understanding the theories and influences on consumer buying behavior with a focus on the trends driving consumer media consumption * Using the latest industry software to conceptualize and execute advertising materials for various media including television, radio, print and social and online environments * Understanding the strategic principles guiding the development and presentation of effective integrated marketing campaigns (IMC) * The development and presentation of media plans demonstrating how a campaign budget can be used to effectively reach specific consumer target audiences * The application of account management and selling principles working directly with campus media at Durham College (e.g. The Chronicle newspaper/website, Riot Radio and the Student Association) * Applying creative techniques and research fundamentals to create and evaluate impactful advertising messages As a graduate you can find work in many exciting areas including: * Account management (e.g. agencies, publishing and other promotional firms) * Creative production (e.g. production artist, designer, etc.) * Media planning and buying (e.g. estimator) * Media sales * Project co-ordination (e.g. print, broadcast and interactive) * Publishing (e.g. sales and production)

* Account service co-ordinator or representative * Direct marketing and promotional agency * Media planner or buyer * Media sales representative (e.g. print, broadcast, out of home and Internet) * Production artist or junior art director * Production or promotional co-ordinator * Publishing assistant (e.g. online, magazine or newspaper) * Specialty creative agency (e.g. social media, event marketing/planning, etc.)