Advertising and Marketing Communications Management
Unleash your creativity and unlock the potential of marketing communications.
- Students put classroom theory to work through hands-on creation in one of the second-year student-run business unit teams
- Second year students visit and tour select advertising and marketing agencies and visit program alumni in Toronto
- Third year students have the opportunity to visit New York City and attend one of the largest industry conferences in the world: Advertising Week
Program Availability and Schedule
Availability
Open
Closed
Waitlisted
Start Term
Availability
International
Availability
Competitive?
Fall 2024
No
Winter 2025
No
Schedule
Program Summary
Credential
Program Delivery
Program Code
Area of Interest
School
Campus
Work Integrated Learning
The three-year Advertising and Marketing Communications Management Ontario College Advanced Diploma program prepares you to take your career into many industries. By combining marketing theory and creative messaging, this industry-respected program enables you to develop skills in campaign planning, idea conceptualization, copywriting, and advertising design. You also develop integrated marketing communications strategies by researching what drives target audiences and planning how to reach them effectively.
Experienced industry-connected faculty prepare you to plan, create, and implement marketing communications. Class projects work on real advertising and marketing communications opportunities with industry clients. As well, alumni and industry leaders act as guest speakers in every semester....(read more)
Overview
Unleash your creativity and unlock the potential of marketing communications.
The three-year Advertising and Marketing Communications Management Ontario College Advanced Diploma program prepares you to take your career into many industries. By combining marketing theory and creative messaging, this industry-respected program enables you to develop skills in campaign planning, idea conceptualization, copywriting, and advertising design. You also develop integrated marketing communications strategies by researching what drives target audiences and planning how to reach them effectively.
Experienced industry-connected faculty prepare you to plan, create, and implement marketing communications. Class projects work on real advertising and marketing communications opportunities with industry clients. As well, alumni and industry leaders act as guest speakers in every semester.
Put classroom theory to work through hands-on creation in one of the second-year student-run business unit teams:
- the award-winning Algonquin Times: where teams work on websites, eNewsletters, social media channels, and events.
- DIG: the student-run ad agency where every client has a unique problem to be solved.
- SLiDE: the marketing department for the College`s social innovation lab that works with entrepreneurs and social enterprises.
This program encourages you to expand your learning and network through optional class trips in second and third year. As a second-year student, you have the unique opportunity to tour select advertising and marketing agencies in Canadian hubs like Montreal or Toronto. As a third-year student, you have the opportunity to visit New York City and attend one of the largest industry conferences in the world, Advertising Week.
At the end of the program, take your experience a step further with a six-week field placement within the advertising and marketing communications industries. This experience applies your program learning to help you succeed in this fast-paced and ever-evolving industry.
There are many job opportunities for graduates of this program. You may find employment with advertising agencies or any organization that has a marketing, communications, media, or promotions department. You might even launch your own marketing communications company.
SUCCESS FACTORS
This program is well-suited for students who:- Are creative, show initiative, and are curious.
- Can work in fast-paced environments, where it is critical to juggle multiple priorities and full workloads.
- Are disciplined in their studies.
- Have strong interpersonal skills.
- Have an interest in the art of communication and persuasion.
- Enjoy problem solving in a team environment.
Courses
Programs at Algonquin College are delivered using a variety of instruction modes. Courses may be offered in the classroom or lab, entirely online, or in a hybrid mode which combines classroom sessions with virtual learning activities. Upon registration, each full-time student is provided an Algonquin email account which is used to communicate important information about program or course events.
Code:
ADV1001
Course Name:
Advertising 1: Advertising in Society
Course Description:
Understanding how advertising works within and contributes to society is a foundation for working in the industry. Students explore the evol... + Read More
Hours:
42.0
Code:
ADV1003
Course Name:
Switching on Your Right Brain
Course Description:
Right-brain thinking unlocks the creative and intuitive powers of the mind. Students embark on a transformative journey to develop vital ski... + Read More
Hours:
42.0
Code:
ADV1601
Course Name:
Advertising Design 1
Course Description:
It's critical for advertising and marketing professionals to have a solid understanding of basic design principles. Students explore best pr... + Read More
Hours:
42.0
Code:
ADV1618
Course Name:
The Marketing Concept
Course Description:
Marketing is the process of driving interest in a company's products or services. Students examine basic marketing concepts and the function... + Read More
Hours:
42.0
Code:
ADV1679
Course Name:
Consumer Behaviour
Course Description:
An aim of marketing communications is to influence consumer behaviour. Marketers must have a deep understanding of the buying process, inclu... + Read More
Hours:
42.0
Code:
ENL1813M
Course Name:
Communications 1
Course Description:
Communication remains an essential skill sought by employers, regardless of discipline or field of study. Using a practical, vocation-orient... + Read More
Hours:
42.0
Code:
MGT8100
Course Name:
Career and College Success Skills
Course Description:
To succeed at college, in the workforce, and in the community, we must adapt to changing environments, manage our time effectively, study ef... + Read More
Hours:
42.0
Code:
ADV1602
Course Name:
Advertising Design 2
Course Description:
The ability to captivate audiences with impactful visual elements relies on a strong grasp of design principles. Students continue to apply ... + Read More
Hours:
42.0
Code:
ADV1619
Course Name:
Media Buying and Selling
Course Description:
The medium in which an advertisement appears is just as important as the ad's message. Students explore key elements within a media strategy... + Read More
Hours:
42.0
Code:
ADV1622
Course Name:
Copywriting 101
Course Description:
Effective copywriting and creativity are at the core of advertising. Students expand their conceptual thinking to write creative and compell... + Read More
Hours:
28.0
Code:
ADV1623
Course Name:
Advertising 2: Introduction to Marketing Communications
Course Description:
To be a successful marketer, it is critical to understand the essentials of how to craft marketing communications campaigns. Building on fou... + Read More
Hours:
42.0
Code:
ADV1696
Course Name:
Marketing Research Fundamentals
Course Description:
It's critical in marketing to make decisions based on evidence, not opinion. Marketing research is the process of collecting and analyzing d... + Read More
Hours:
28.0
Code:
ENL2031
Course Name:
Persuasive Presentation Skills
Course Description:
A strong marketer uses a presentation as an opportunity to persuade. Students learn key principles of persuasive communication and apply the... + Read More
Hours:
42.0
Code:
GED1456
Course Name:
General Education Elective
Course Description:
Students choose one course, from a group of general education electives, which meets one of the following five theme requirements: Arts in S... + Read More
Hours:
42.0
Code:
ADV1008
Course Name:
Social Media, Events, and Experiential Marketing
Course Description:
Creating hype beyond advertising can be an integral part of a marketing communications campaign. Students discover how to elevate marketing ... + Read More
Hours:
42.0
Code:
ADV1630
Course Name:
Advertising 3: Strategic Marketing Communications
Course Description:
A core skill of advertisers is the ability to build and present a comprehensive integrated marketing communications (IMC) plan effectively. ... + Read More
Hours:
56.0
Code:
ADV1634
Course Name:
Writing for Audio
Course Description:
Words, sound effects, and music can be combined to influence emotions, attitudes, and behaviors. Students explore audio in marketing communi... + Read More
Hours:
28.0
Code:
ADV1638
Course Name:
Advertising in Practice 1
Course Description:
Applying theory to practice is essential to the development of industry-ready skills. Through business units like the Algonquin Times (the C... + Read More
Hours:
28.0
Code:
ADV1641
Course Name:
Strategy and Media Toolkit
Course Description:
Marketers can harness the power of media tools to define a target audience and help shape strategy. Students work with a variety of media ma... + Read More
Hours:
28.0
Code:
ADV1678
Course Name:
Advertising Design 3
Course Description:
Graphic design plays a pivotal role in conveying information, evoking emotions, and shaping perceptions. Students continue to build their kn... + Read More
Hours:
42.0
Code:
ADV1710
Course Name:
Media Planning Strategy
Course Description:
An effective media plan ensures the target audience sees advertising at the right time and in the right place. Students build on their media... + Read More
Hours:
42.0
Code:
ADV1004
Course Name:
Sales Promotion, Direct Marketing, and Public Relations
Course Description:
Successful marketing communications campaigns often rely on more than just advertising. To round out their knowledge of the marketing commun... + Read More
Hours:
42.0
Code:
ADV1645
Course Name:
Advertising 4: Advanced Marketing Communications
Course Description:
In a highly competitive marketplace, it is essential to have a cohesive and optimized integrated marketing communications (IMC) plan. Studen... + Read More
Hours:
42.0
Code:
ADV1648
Course Name:
Advertising in Practice 2
Course Description:
Strengthening skills and building confidence in the workplace can be achieved through practice and hands-on experience. Through business uni... + Read More
Hours:
28.0
Code:
ADV1659
Course Name:
Motion Storytelling
Course Description:
Video has the power to activate multiple senses and trigger emotion, creating strong ties with a brand's audience. Students strategize, conc... + Read More
Hours:
28.0
Code:
ADV1676
Course Name:
Branding
Course Description:
Branding is the heartbeat of marketing. A brand strategy differentiates one product from another and defines visual identity. When built and... + Read More
Hours:
42.0
Code:
ADV1680
Course Name:
Advertising Design 4
Course Description:
Brands and organisations use graphic communications to convey meaning and persuade audiences. Through in-class demonstrations, discussion, a... + Read More
Hours:
42.0
Code:
ADV1709
Course Name:
Digital Marketing Strategy
Course Description:
Digital marketing is a vital part of today's integrated marketing communications mix. Students examine both the importance and core elements... + Read More
Hours:
56.0
Code:
GED1456
Course Name:
General Education Elective
Course Description:
Students choose one course, from a group of general education electives, which meets one of the following five theme requirements: Arts in S... + Read More
Hours:
42.0
Code:
ADV1007
Course Name:
Researching for Insights and Strategy
Course Description:
Mastering the art of connecting with consumers is no small feat. Research is a powerful process that can be used to uncover insights and mak... + Read More
Hours:
42.0
Code:
ADV1656
Course Name:
Advertising 5: Creative Strategy and Exeadvcution in Marketing Communications
Course Description:
An integrated marketing communications (IMC) plan is only as good as its creative. Students add to their strategic skills by enhancing their... + Read More
Hours:
42.0
Code:
ADV1691
Course Name:
Professional Practice and Career Preparation
Course Description:
To successfully navigate the rapidly changing work environment and chart a path for future success, it's important to understand workplace e... + Read More
Hours:
28.0
Code:
ADV1685
Course Name:
Portfolio Projects (Creative)
Course Description:
Aspiring advertising professionals showcase their creative work in a portfolio to use in job interviews and in other job-seeking endeavours.... + Read More
Hours:
28.0
Code:
ADV1686
Course Name:
Portfolio Projects (Strategy)
Course Description:
Aspiring advertising professionals showcase their strategic marketing communications work in a portfolio to use in job interviews and in oth... + Read More
Hours:
28.0
Code:
ADV1005
Course Name:
Web Techniques and Motion Graphics
Course Description:
Websites and motion graphics can transform digital experiences into immersive journeys. Students develop essential skills in web design, use... + Read More
Hours:
42.0
Code:
ADV1708
Course Name:
Digital Marketing Execution and Analytics
Course Description:
The ability to execute and analyze digital marketing is a highly sought-after skill. Students develop and execute digital marketing strategi... + Read More
Hours:
42.0
Code:
ADV1702
Course Name:
Niche Marketing
Course Description:
The ability to promote products and services to small, specific and well-defined audiences can lead to higher customer satisfaction, brand l... + Read More
Hours:
42.0
Code:
ADV1703
Course Name:
Art Direction
Course Description:
The advertising art director is responsible for shaping the visual identity of brands and creating impactful advertising campaigns that capt... + Read More
Hours:
42.0
Code:
ADV1006
Course Name:
Clients, Contracts, and Project Management
Course Description:
The strength of any project is amplified when it is well-planned and effectively managed. Students dig into topics such as client and suppli... + Read More
Hours:
42.0
Code:
ADV1009
Course Name:
Entrepreneurship
Course Description:
Becoming an entrepreneur can be an empowering option for marketing communications professionals. Students explore topics relevant to consult... + Read More
Hours:
42.0
Code:
ADV1010
Course Name:
Field Placement Preparation
Course Description:
Unlocking the full potential of field placement requires preparation and focus. Students develop the tools and skills necessary to confident... + Read More
Hours:
14.0
Code:
ADV1605
Course Name:
Trendspotting
Course Description:
In an ever-changing world, it is important for marketers to learn how to spot emerging trends in the industry and global culture. Students i... + Read More
Hours:
14.0
Code:
ADV1665
Course Name:
Advertising 6: International Marketing Communications
Course Description:
To advertise effectively, it's vital to know how differences in culture, consumer behaviour, and media feed into and affect marketing commun... + Read More
Hours:
28.0
Code:
ADV1699
Course Name:
Cases in Advertising
Course Description:
Real-world examples are invaluable to developing an in-depth understanding of advertising in practice. Students examine how campaigns are de... + Read More
Hours:
14.0
Code:
ADV1711
Course Name:
Field Placement
Course Description:
Field placement is a transformative experience where theory and practical skills collide, sparking a journey of personal and professional gr... + Read More
Hours:
140.0
Code:
ADV1688
Course Name:
Portfolio Presentation (Creative)
Course Description:
Advertising professionals present their portfolios in job interviews and job prospect meetings to make an impact. Students continue to build... + Read More
Hours:
21.0
Code:
ADV1689
Course Name:
Portfolio Presentation (Strategy)
Course Description:
Advertising professionals present their portfolios in job interviews and job prospect meetings to make an impact. Students refine their port... + Read More
Hours:
21.0
Careers & Pathways
Careers
Graduates may find employment in agency or marketing department entry-level roles such as junior account executive, account coordinator, marketing coordinator, media coordinator, digital marketer, content marketer, copywriter, and junior designer.
With experience, graduates may become self-employed or launch new advertising or marketing communications businesses.
Pathways
Please note: There may be more pathways available for this program than are listed here. Please use our Pathways search tool to see every option.
Learning Outcomes
The graduate has reliably demonstrated the ability to:
- Determine, analyze and respond to clients` advertising and marketing communications objectives by applying principles of marketing and communications.
- Perform a market segmentation analysis, determine the organization`s target market audience and define the consumer behaviour of each segment.
- Develop an integrated advertising and marketing communications plan and persuasively present and defend it.
- Evaluate the effectiveness of integrated advertising and marketing communications initiatives.
- Develop advertising and marketing communications material in compliance with current Canadian legislation, industry standards and business practices.
- Develop creative solutions to address advertising and marketing communications challenges.
- Plan, implement, monitor and evaluate projects by applying principles of project management.
- Complete all work in a professional, ethical and timely manner.
- Identify and apply discipline-specific practices that contribute to the local and global community through social responsibility, economic commitment and environmental stewardship.
Tuition & Fees
Get an idea of how much each semester will cost with our Tuition and Fee Estimator.
2024/2025 Academic Year
Tuition and related ancillary fees for this program can be viewed by using the Tuition and Fees Estimator tool at www.algonquincollege.com/fee-estimator.
Further information on fees can be found by visiting the Registrar`s Office website at www.algonquincollege.com/ro.
Fees are subject to change.
Additional program related expenses include:
- Books and supplies cost approximately $200.
- You must have a laptop for this program. Any size of Apple MacBook laptop is strongly recommended.
- Additional Bring Your Own Device (BYOD) information is found under the Additional Information tab of the program webpage.
Admissions Requirements
All applicants must satisfy both College Eligibility and Program Eligibility requirements.
College Eligibility
- Ontario Secondary School Diploma (OSSD) or equivalent. Applicants with an OSSD showing senior English and/or Mathematics courses at the Basic Level, or with Workplace or Open courses, will be tested to determine their eligibility for admission; OR
- Academic and Career Entrance (ACE) certificate; OR
- General Educational Development (GED) certificate; OR
- Mature Student status (19 years of age or older and without a high school diploma at the start of the program). Eligibility may be determined by academic achievement testing for which a fee will be charged.
Program Eligibility
- English, Grade 12 (ENG4C or equivalent) with a grade of 70% or higher.
- Mathematics, Grade 11 (MBF3C or equivalent).
- Applicants with international transcripts must provide proof of the subject-specific requirements noted above and may be required to provide proof of language proficiency. Domestic applicants with international transcripts must be evaluated through the International Credential Assessment Service of Canada (ICAS) or World Education Services (WES).
- IELTS-International English Language Testing Service (Academic) Overall band of 6.5 with a minimum of 6.0 in each band; OR TOEFL-Internet-based (iBT)-overall 88, with a minimum of 22 in each component: Reading 22; Listening 22; Speaking 22; Writing 22; Duolingo English Test (DET) Overall 115, minimums of 115 in Literacy and 90 in Production.
Not sure if you meet all of the requirements? Academic Upgrading may be able to help with that: https://www.algonquincollege.com/access/.
Should the number of qualified applicants exceed the number of available places, applicants will be selected on the basis of their proficiency in English and mathematics.
Application Information
ADVERTISING AND MARKETING COMMUNICATIONS MANAGEMENT
Program Code 1456X01FWO
Applications to full-time day programs must be submitted with official transcripts showing completion of the academic admission requirements through:
ontariocolleges.ca
60 Corporate Court
Guelph, Ontario N1G 5J3
1-888-892-2228
Students currently enrolled in an Ontario secondary school should notify their Guidance Office prior to their online application at www.ontariocolleges.ca.
Applications for Fall Term and Winter Term admission received by February 1 will be given equal consideration. Applications received after February 1 will be processed on a first-come, first-served basis as long as places are available.
International applicants please visit this link for application process information: https://algonquincollege.force.com/myACint/.
For further information on the admissions process, contact:
Registrar`s Office
Algonquin College
1385 Woodroffe Ave
Ottawa, ON K2G 1V8
Telephone: 613-727-0002
Toll-free: 1-800-565-4723
TTY: 613-727-7766
Fax: 613-727-7632
Contact: https://www.algonquincollege.com/ro
Additional Information
Program Resources
This program hasa field placement component that must be completed in order to graduate. Finding and securing an approved field placement is a shared responsibility. Your faculty and field placement supervisor/coordinator has contacts in industry and where feasible will assist you in finding an approved field placement.
Contact
Liz Babiak
Program Coordinator
Liz is a digital marketer and strategist with a penchant for social media marketing. Before finding her passion for teaching, she held various marketing positions at Algonquin College and in the not-for-profit, private, and public sectors. Liz has worked in both big and small teams to create digital content and advertising, drive revenue, organize events, and build digital communities. Some of her favourite social media initiatives include working with musician Jason Mraz for an Instagram photo contest and tweeting with Apple co-founder Steve Wozniak. She is a proud graduate of the Advertising program at Algonquin College and holds a Master of Science in Marketing from Heriot-Watt University in Scotland.
Laura Thorsell
Program Coordinator
Laura began her career in advertising at Ogilvy in Toronto, in client services. This sparked a 20-year career in marketing, brand management, and sales. She won many corporate awards for her work in marketing strategy and in leadership, and then began marketing and management consulting mainly for not-for-profit organizations. Some career highlights include, creating an internal agency at GlaxoSmithKline, designing first-of-its kind business models for the 2010 Olympics (2010 LegaciesNow), and later leading North American marketing task forces as a Brand Manager at Mead Johnson Nutrition. Laura has a BA(H) in Communications from Queen’s University and a Master of Leadership from Royal Roads University. She’s enjoyed managing marketing and brand research and has published research on engagement. She recently became a peer reviewer for The Canadian Journal of Higher Education. She’s now a proud full-time Professor in the School of Media and Design.
Greg Wheeler
Professor
Greg Wheeler is a Registered Graphic Designer and advertising art director with 15 years of experience in the design and advertising industries. He graduated with a Bachelor of Fine Arts degree from the Alberta College of Art and Design, where he majored in Visual Communications. Greg first worked as a freelance designer and illustrator, then moved on to several publishing, design and advertising firms in various design and art direction roles, leading to his favorite period as Associate Creative Director at Mediaplus Advertising in Ottawa. At Mediaplus, he worked on teams helping to build brands in the travel and tourism, high-tech, retail, cultural and not-for-profit sectors.
Jake Volt
Professor
Jake is a graduate of Centennial College’s Creative Advertising Program and has 30 years of experience in Toronto’s and Ottawa’s advertising industries. Jake has spent his entire career as a copywriter and creative director. He has extensive experience in all media and has worked for a diverse list of national and local clients in retail, packaged goods, government, tech, not-for-profit, associations, and business-to-business. Prior to joining Algonquin, Jake spent ten years as a Creative Director at Ottawa’s McMillan agency. Jake’s work has won awards from the Marketing Awards, International Radio Festival of New York, The Bessies, Communication Arts, Applied Arts, Graphic Designers of Canada, The Telly Awards, The Davey Awards, W3, numerous Ottawa Ad and Sales, and many Summit Awards.