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Advertising Ontario College Diploma

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  • Objectives
    The Advertising program provides strategic and creative experiential opportunities within the exciting world of advertising. The primary strength of this advertising program is ?Experiential Learning' whereby a student can feel, touch and be actively engaged in a dynamic learning process. This approach prepares students to be strong contributors in the classroom and the work place. Another asset of the Advertising program is the consistent work with clients to enhance their communication competencies. The emphasis in Conestoga Colleges' Advertising Program is placed on the integration of creative and planning by blending projects and assignments throughout the courses. You will learn about advertising principles, advertising sales management and develop advertising concepts from idea to finished product. You will also be introduced to the principles of public relations, media planning, web design, event planning and entrepreneurship.
  • Practical experience
    A 5-week work experience placement provides a hands-on, real life experience to further prepare the students for the advertising industry.
  • Academic Title
    Advertising Ontario College Diploma
  • Course description
    Level One
    ADVT1010     Advertising I

    Description: This is an introductory Advertising course designed to get the student motivated to apply advertising concepts to the inner workings of the advertising business. Students are introduced to the advertising strategy and process to develop creative briefs and advertising plans. More importantly, the student is introduced to the concept of actually producing a great advertisement. This course investigates the major media from both a message and delivery point-of view
    Hours: 60
    Credits: 4

    ADVT1090     Concept And Copy

    Description: This course focuses on understanding the process of developing an effective creative strategy as well as the technical issues of writing headlines, copy and using visuals to communicate a message. Students develop their problem-solving skills and learn how to gather, evaluate, interpret and analyze information that will become the structure from which the concept will be developed. Encompassing a number of assignments both individually and as a group, students learn how to build a strong relationship between language and imagery. Students will learn to develop a selling proposal by identifying not only the core value of a product or service but additional values that satisfy the consumer’s needs.
    The creative process will be broken down to allow the students to develop their own personal creative methodology, to get ideas happening, to generate concepts. Utilizing a step by step process, students will conceive, write and design a selected mix of challenging projects through a variety of media using QuarkXpress, Photoshop, Illustrator and Adobe Acrobat.
    Hours: 30
    Credits: 2

    ADVT1130     Layout Theory/Workshop

    Description: This course focuses on layout principles and production techniques for a variety of print communications using QuarkXpress, InDesign and Illustrator the industry standards in page makeup software. The practical skills of layout will be taught, balance, colour, the ability to control the readers eye, typography, the use of thumbnail linears to express and develop concepts and the technical knowledge to produce final files for print production.
    The learning format includes lectures, in-class demonstrations, the development of communication materials, group discussions, critiques from the instructor and the study of professional projects as they progress through the creative process.
    Hours: 60
    Credits: 4

    COMM1030     Interpersonal And Group Dynamics

    Description: In this introductory level course, students learn to apply knowledge from interpersonal relations and group dynamics to working in a team. Emphasis will be placed on utilizing effective communication skills with individuals and groups. Group cohesiveness and group decision-making will be discussed.
    Hours: 45
    Credits: 3

    COMM1230     Presentation Skills
    Description: This experiential presentation skill-building course utilizes techniques to improve and enhance students’ presentation abilities. Profiling your audience, focusing on your message, planning content, displaying content, controlling nerves and managing client participation are just a few of the topics that will be covered. Using a team approach, the professors of this course blend the success of many unique presentation styles while introducing the student to the many mechanics of preparing a presentation.
    Hours: 30
    Credits: 2

    COMP1660     Advertising Production Software

    Description: This course teaches the basic fundamentals of industry standard production applications, with the focus directed towards target driven communications design. The student will not only learn how to layout simple documents, but will also learn the basics of how to prepare it’s individual elements to produce an overall more pleasing and functional communications piece, with an emphasis on proper page layout techniques. Applications used will include such desktop standard programs as QuarkXPress, Adobe InDesign, Adobe Photoshop, Adobe Illustrator and Adobe Acrobat.
    Hours: 45
    Credits: 3

    MKT1070     Principles Of Marketing
    Description: This course is an introduction to marketing concepts. The students receive an overview of the entire marketing process with a focus on the role of advertising and the concept of branding. Product policy, pricing policy, channels of distribution policy, promotion policy and analytical techniques useful to marketing management, as well as social, economic, legal and competitive issues are examined. These skills allow the students to apply marketing principles to a comprehensive marketing plan prepared for a client.
    Hours: 45
    Credits: 3

    Level Two
    ADVT1060     Advanced Advertising Production Software

    Description: This course builds on the information covered in Advertising Production Software. Students improve and expand their knowledge of QuarkXPress to include multi-page document set-up, the creation of master pages to implement like items within a document and the creation and application of style sheets. Collecting files for output, creating post script files and the updating of linked files will also be covered.
    Students further develop their knowledge of industry standard production software including Illustrator, Photoshop and InDesign.
    Students will review the use of software on a Macintosh format and understand the differences between Quark and Adobe InDesign.
    The learning format includes lectures, in class demonstrations, the development of communication materials, group discussions and critiques from the instructor.
    Hours: 30
    Credits: 2

    ADVT1070     Advertising Sales and Sales Management
    Description: This core course introduces the advertising student to all aspects of professional selling and sales management with emphasis on media sales. It reinforces the selling strategies used throughout the advertising professions. Students will learn and apply how to prospect and qualify a client(s) in a buy/sell situation; how to make a presentation and handle buyer objections. The student will also learn and apply management strategies required to succeed in a professional sales management environment. Topics such as recruiting and selecting, training, compensating, and supervising sales people will be discussed and applied in a variety of ways.
    Hours: 45
    Credits: 3

    ADVT1080     Broadcast Advertising - Radio

    Description: This course introduces students to Radio as an advertising medium, exploring its advantages and limitations for advertisers. Students learn to write creative advertising commercials and become familiar with the various audio tools used in radio production facilities. In addition, students will become familiar with audience estimates and industry pricing practices with references to station formats and industry terms. A combination of lectures, assignments and workshops are used.
    Hours: 30
    Credits: 2

    ADVT1120     Advertising Research Techniques
    Description: This course is an in-depth look at advertising research. Students examine quantitative and qualitative research applications. The student will also learn how to evaluate the soundness of the information gathered by research and how to evaluate the appropriateness of various research techniques for different informational needs. Most importantly, the student will learn how better advertising decisions occur when they are able to support their professional judgment with research insights.
    Hours: 45
    Credits: 3

    ADVT1140     Layout and Print Theory/Workshop
    Description: This course builds on the information covered in Layout Theory/Workshop. Throughout the course, students improve and expand their knowledge of Layout and Print production through more in-depth projects and assignments.
    The process from objective and strategy development through thumbnail, copy and layout will be expanded to include Newspaper, Billboard, Transit and Point of Purchase design solutions.
    The learning format includes lectures, in class demonstrations, the development of communication materials, group discussions, critiques from the instructor and the study of professional projects as they progress through the creative process.
    Hours: 45
    Credits: 3

    ADVT1150     Design to Prepress/Digital Imaging Dynamics
    Description: This course provides an overview of how to design and produce various print materials that are commonly utilized in the Advertising Industry. Students will develop a clear understanding of the production processes and procedures related to print media.
    Students will learn the step by step production processes that result in final artwork and file format for the printer. They will develop an understanding of how to evaluate the equipment capabilities of the many printers, film houses and service bureaus available in today’s high tech marketplace. Students will explore the various printing methods used within the industry, when to specify a specific process and why. Stock selection, finishing techniques, scheduling and estimating will also be covered.
    The learning format includes lectures, in class demonstrations, exposure to modern printing facilities, the development of communication materials, group discussions and critiques from the instructor.
    The Digital Imaging Dynamics element introduces students to the many file formats used in the production of Advertising initiatives. They will learn what type of format is required for what type of application and at what time within the production process. Through the use of industry standard technology (Photoshop) they will develop the skills necessary to manipulate, adjust and enhance electronic images. Instruction in the use of digital cameras, scanners and other applicable hardware will give the students an understanding of the pre-production equipment involved within the industry. Encompassing a number of assignments, students will blend their knowledge of design with the latest in production techniques.
    Hours: 45
    Credits: 3

    PRLN1010     Public Relations
    Description: This introductory course provides a theoretical and experiential base of public relations from the skills needed for an advertising professional. Students are introduced to the following topics: public relations process, learning the scope and nature of public relations management roles, specialized functions with an emphasis on media relations and publicity activities and the integration between advertising and public relations. Lectures and hands-on exercises deal with such areas as news values and characteristics, the evolving relationship between public relations practitioners and advertisers and public relations tactics used in supporting advertising goals.
    Hours: 45
    Credits: 3

          Electives: General Education
    Description: Student must complete a minimum of 36 Hours

    Level Three
    ADVT2050     Web Techniques/New Media

    Description: This introductory course teaches the basics in preparation and implementation of communications driven websites. From the creation and optimization of web graphics to the construction and upload of simple interactive websites, this is an overall start to finish course on designing and creating functional web marketing tools. The course involves teaching the introductory basics to programs such as Dreamweaver and Fireworks, with further practical experience in previously learned programs such as Photoshop and Illustrator.
    The Advertising on the internet portion of this course teaches the student to explore and realize the opportunities that internet advertising can have upon their communication messaging. It evaluates the internet as a viable marketing medium based upon specific target markets and how the advertiser can more effectively use their marketing budget to reach these specific markets. From creating successful banner campaigns to implementing well created email messaging, they’ll discuss, determine and implement based on specific market needs. The course will include lectures, practical exercises and simple layouts using Photoshop, Illustrator, Fireworks and Dreamweaver.
    Hours: 75
    Credits: 5

    ADVT2060     Media Planning
    Description: This course examines the planning and implementation of advertising strategies for single, medium and multi-media campaigns. Students learn to develop and present a media plan examining the processes of media selection, scheduling and the evaluation of local, regional and national campaigns. The students also develop additional planning skills with the introduction of Media Planning software such as IMS.
    Hours: 30
    Credits: 2

    ADVT2100     Direct Response
    Description: This second year Direct Response course, is designed to give the student practical experiential learning in the role and function of Direct Response within Integrated Marketing Communications. Students will learn the use, benefit and interpretation of a database and then apply that learning to analyze consumer purchase behavior, to identify the most receptive prospects and customers. Students will also learn the components of direct response and the objectives they are intended to achieve.
    Hours: 45
    Credits: 3

    ADVT2120     Creativity and Design
    Description: This course further develops the student’s ability to produce effective creative strategies. Connecting closely with the Entrepreneurship and Direct Response courses students will work on a variety of Design challenges including Corporate Identity development, Promotional events, Consumer awareness campaigns and Direct Response programs. Working both individually and in groups’ students will improve their problem solving skills with the emphasis on Concept developed through a defined strategy. Students will also be updated on the latest technology upgrades to industry standard software such as InDesign, QuarkXPress, Photoshop and Adobe Acrobat.
    Hours: 60
    Credits: 4

    BUS2120     Entrepreneurship & Entrepreneur You!
    Description: The focal point of this course is to develop the skills needed to become a successful entrepreneur. Course lessons and assignments necessitate the student to develop the written components of an entrepreneur plan. Students will examine current entrepreneurial opportunities in the community and assess entrepreneurial ventures in order to select a business opportunity. Research, case studies and trade periodicals will augment class lectures, web and assignments. The course focuses on the entrepreneurship process and entrepreneurship in Canada. There is emphasis on practical vocational skills in researching, analyzing and reporting on a business opportunity. This course is ideal for those who see themselves working as or with an entrepreneur in a small to medium size business.

    This portion of the course emphasizes the total career planning process that a student must go through to create great advertising employment opportunities. During this section, the student will prepare a self assessment, conduct personal inventory taking including transferable skills and prepare a resume. Job search skills, interviewing techniques and interview follow-up will also be an integral part of the course.
    Hours: 60
    Credits: 4

          Electives: General Education
    Description: Student must complete a minimum of 36 Hours

    Level Four
    ADVT2015     Integrated Marketing Communications

    Description: In this hands-on course, students build on their knowledge gained from all other courses including advertising research, media planning, budgeting, design and copy principles, and advertising elements to prepare and execute an Integrated Communications Plan. The students will be developing a variety of IMC Plans including B2B and not-for-profit. This course comprises classroom instruction, application in a practicum period with a capstone exercise.
    Hours: 45
    Credits: 3

    ADVT2045     Broadcast Advertising - Television
    Description: This course introduces students to Television as an advertising medium exploring its advantages and limitations for advertisers. Students learn commercial production with an emphasis on script writing and the production of storyboards. In addition, students become familiar with audience estimates, industry pricing practices and standard industry terms. This course employs a combination of lectures, assignments and workshops. A practicum period is included in this course.
    Hours: 45
    Credits: 3

    ADVT2070     Portfolio Development

    Description: This course focuses on the preparation of a professional portfolio that demonstrates the skills and capabilities of the student. After a review of career goals, students will learn how to identify and select examples of their work that emphasize their strengths. Students will be taught how to customize a portfolio to fit specific job requirements and take advantage of visual continuity to enhance a presentation. Students will have the opportunity of practicing their presentation technique before conducting a client interview for final evaluation. This course will also give the student the opportunity to refine their creative skills to create a more powerful portfolio using new media techniques such as portfolio’s online and CD ROM resumes. A practicum period is included in this course.
    Hours: 45
    Credits: 3

    ADVT2090     Work Experience (Advertising)
    Description: The Advertising Work Experience Placement provides the student learner with the opportunity to experience the theory taught in the classroom. The learner will work with a company in the industry to develop the appropriate knowledge, skills and attitudes consistent with entering the advertising profession. The facilitator or supervisor will act as a role model, share knowledge, facilitate learning experiences and assist in the development of the learner’s professionalism and awareness of practice in the business. It is expected that the learner will create a relationship of mutual exchange through his/her contributions to the work experience placement. The work experience placement, an experiential learning opportunity, encourages the learner to reflect on experiences in order to find personal meaning and to further incorporate their learning into their lives and career choices.
    Hours: 120
    Credits: 8

    ADVT2135     Copy Writing

    Description: This course provides the foundational skills required to write convincing copy for advertising and promotional materials. Lectures and assignments will focus on copywriting styles with an emphasis on grammar, spelling, and punctuation for clear and precise writing. This course requires a high degree of independent research and writing work. Students will be required to produce on-going drafts and evidence of their writing as the course progresses. The course comprises classroom instruction, application in a practicum period with a capstone exercise.
    Hours: 30
    Credits: 2

    ADVT2140     Advanced Web Techniques
    Description: This course provides an overview of how to effectively implement more intermediate elements to create a more sophisticated website with a higher level of functionality.
    Students will learn how to take a simple website and add a much higher level of sophistication, making the viewers experience much more rewarding. They will also gather a much higher understanding of registering domains, forwarding to URLs and choosing the right service provider to host any given website. A practicum period is included in this course.
    Hours: 45
    Credits: 3

    CDEV2055     Advertising Career Planning
    Description: This course emphasizes the work experience elements and career planning process that a student will go through to generate good work experience and employment opportunities. During the course, the student will finalize their resume, cover letter and work experience goals. The student will also conduct a mock interview with internal personnel to prepare for their work experience positions. Job search skills, interviewing techniques and interview follow-up will also be an integral part of the course. A practicum period is included in this course.
    Hours: 30
    Credits: 2

    MKT2105     Event Marketing and Promotions
    Description: This course introduces the student to the field of special event marketing and planning. Students will have the opportunity to design, budget, plan, implement and evaluate a special event. The world of corporate sponsorship and planning for profit and nonprofit organizations is explored as well. In addition, the students will be exposed to the role of the media and marketing in special events planning. They will experience the value of relationship and negotiation with vendors and suppliers to the special event industry.
    Hours: 45
    Credits: 3
          

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