Durham College

Course Details

Advertising and Marketing Communications – New (two-year)

Course Description

he Advertising and Marketing Communications program is designed to provide students with the knowledge and skills necessary to succeed in the evolving and exciting world of advertising. Students will learn how to plan, create, and execute effective integrated communications’ programs while exploring how the industry is structured, gaining insight into the unique roles, responsibilities and relationships among its key participants, including: advertising agencies, advertisers, the media and all other production suppliers. Program outcome highlights * Respond to client advertising and marketing communication objectives by applying the principles of marketing * Provide creative solutions to address specific advertising and marketing communication challenges * Perform a market segmentation analysis; identify potential target audiences and define the consumer behaviour for each segment * Develop and present advertising and media plans * Collaborate in the development of advertising and marketing communication materials This includes: * Effective sales and presentation techniques * Creative copywriting involving scripting for broadcast, print, and digital * Aspects of design theory * Photography and digital imaging * Use of current industry software in the production of advertising materials * Web and video production * Social and interactive media * Planning, selling, and creating materials for campus media * Media planning and buying * Advertising law and research * Campaign/portfolio development

Course Duration


Career outcomes

* Account service co-ordinator or representative * Media estimator, planner or buyer * Media sales representative * Production artist or junior art director * Production or promotional co-ordinator * Publishing assistant (print or online) * Assistant at a specialty agency including social media, direct marketing, interactive marketing, sales promotion, event marketing, etc.

Advertising and Marketing Communications – New (two-year) Durham College