The program is divided into three core areas of study: (1) case study: advertising and marketing communications objectives and strategy, consumer needs and wants, and media strategy involving traditional and digital/social media. (2) creative strategy and creative execution: consumer insights, communications strategy, and concept execution (copywriting, layout and design, graphics). (3) creative thinking: an important component that involves thinking outside the box and expressing ideas differently. Throughout the program, students are exposed to a variety of advertising careers; they learn from guest speakers who currently work in the industry, and they plan and take part in visits to workplaces, where they have the opportunity to network with industry professionals. Students participate in workshops and other activities that promote social, cultural and personal understanding, and are challenged to put their knowledge into practice on various individual and team assignments. THE IDEAL ADVERTISING CANDIDATE A career in advertising and marketing communications appeals to people who could see themselves being in the position of informing, persuading, educating, reminding and coaxing people to participate in a promotion, an event, or a product offering, etc. This program attracts people who are interested in popular culture, computer gaming, and current events – all that is new, hip and cool. They might be described as being creative, insightful, artistic, inventive, innovative, expressive, talented or unique. People who see themselves as an idea person and as a thinker, are very likely great candidates for the Advertising and Marketing Communications program.

Graduates of the program can take their knowledge and experience and pursue job opportunities in a variety of companies within the advertising and marketing communications industry – a sector which is very large and continues to expand. They may work in large or small advertising and marketing communications agencies, or perhaps consider social media positions that now exist in a wide variety of companies. Positions may be found in many traditional areas such as the publishing industry, including newspapers and magazines, or in broadcast such as radio and television. Web development companies, too, are a growing source of employment. Graduates may also consider sales promotion and event promotion companies, or even research companies. Graduates may enter public relations or direct marketing. There are also opportunities in corporate advertising departments in large regional or national companies. Not-for-profit agencies such as city economic development departments, tourism, health services, and charities are often-overlooked areas of employment. Depending on career direction, type of company, and geographic location, entry-level starting salaries can range from $27,000 to $37,000.