Advertising and Marketing Communications (AMC) Management

COMM 34 provides instruction and practice in college and workplace communication skills with an emphasis on the development of strategies to organize and express ideas in a clear and professional manner suitable to a variety of audiences. Course work also provides opportunities for the development of writing, grammar, research, citation, analytical, reading, and listening skills.

This is the first, in a series of courses, which will provide you with the computer skills to be effective in marketing communications. You will learn the Mac OS and some of the Apple apps that help you create video, audio and other functions that help produce content. You will create persuasive presentations using MS PowerPoint, build budget sheets with MS Excel and fine tune your report writing using MS word. You will be introduced to Vector drawings through Adobe Photoshop. (Next term you will learn about bitmap images through Adobe Photoshop.) You will create your own bldg through WordPress, thereby giving you a professional presence on the web. As a basis for all your communications with your faculty and fellow students, and with future employers, you will use a PIM (Personal Information Manager) to manage your contacts,send and receive email, and organize and manage your time (keeping track of test dates, assignment deadlines etc).

This course examines the role, influence and importance of media today and the ways in which the various media can shape the thinking of the various segments of societies. Students will examine how each type of media and the elements in marketing communications blend together to produce the cultures in which we live. Assignments will require that students use critical-thinking skills to analyse and interpret the many messages of the information age.

In this course, students learn the fundamentals of marketing communications and the various components of the marketing communications mix. Learners examine the relationships between various forms of communications and how organizations might use them individually and collectively to resolve business challenges. Finally, students develop an integrated marketing communications solution and a coordinated plan.

Make better and faster business decisions by delving into the heart of digital marketing: data. In this course, you will learn strategies for understanding data, the tools to measure common marketing data sources, frameworks and methodologies for data analysis, and best practices for reporting. By the end of this course, you will have proficiency in the art of measuring and reporting results across diverse marketing platforms, sharing insights to drive strategic business improvements.

In this course, students learn the basic requirements for the development of visual communication materials in the advertising and marketing industry. Learners nurture creative thinking and visual communication skills through the use of current industry layout and design digital tools.

In this course, students learn the fundamentals of the advertising industry and the role that advertising plays in achieving marketing and business objectives. Learners examine client-agency relations, fundamentals of strategic planning, creative planning, media planning, and advertising research. Students explore core advertising concepts through industry-focused learning experiences and assessments. In this course, students learn the skills to create marketing communications copy for print, audio, video, and digital media. Learners explore the fundamentals of copywriting and the creative ideation process for print, script writing, and digital copywriting. For example, students practice the building of marketing communications themes and slogans through creative thinking and planning processes. Finally, student teams develop a series of marketing communications materials based on a creative brief and advertising plan for a client.

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In this course, students explore their core strengths and values and use them to refine their career vision. Learners also practice and apply verbal and written communication skills necessary for a successful career search. Students will leave the course with a career portfolio to use with prospective employers that includes evidence of proficiency in presentation skills and the development of professional career search materials.

Modern creative agencies require effective teamwork to manage projects and cultivate client relationships. This course emphasizes collaborative skills to prepare students for diverse agency roles. You will learn how to document client objectives and strengthen partnerships through professional practices. Utilizing project management principles and approaches, you'll understand how tools and techniques can be deployed at various stages of the project lifecycle to meet customer requirements. By the end of this course, you will prepared to develop and deliver project artifacts including client-facing plans, reports and presentations.

Field placement provides the student the opportunity to work with practitioners in advertising and/or public relations so that they may familiarize themselves with the realities of the workplace in this field. Students will demonstrate resourcefulness and initiative in uncovering opportunities and, working with their faculty supervisor, secure a work placement suitable for their skills and abilities.
Prerequisite: 4th Semester APR student ready for graduation

VIDE35 is the focus on the Production elements of digital videos based on concepts and scripts developed in VIDE30. These concepts were established as a result of having needs assessment meetings with assigned clients and the agreement between the student(s) and the client on a course of action that is in line with the client's marketing needs, The student will be a part of a team that will shoot, edit and produce two videos that reflect the marketing needs of the client and can be used by the client for a variety of purposes. This is an experiential course that requires students to attend weekly Production meetings with the instructor, work on assigned tasks Students are expected to contribute to team objectives and to contribute on a regular basis. Teams are responsible for arranging times to shoot, edit and produce their projects - deadlines are outlined in the delivery schedule. Only projects that are submitted on time will be eligible for a Greg Award.

Prerequisites: VIDE30

In this course, you will explore the intricacies of the user journey, strategically planning marketing funnels to implement drip campaigns across multiple platforms and incorporating advanced remarketing tactics. You will dive into best practices for collecting, storing, segmenting, and leveraging user data inside of a customer relationship management (CRM) system, ensuring sustained engagement post-purchase.

In this course, students learn to run a simulated creative agency and work with a corporate client. Learners will create an advertising campaign strategy and all the related advertising and marketing communications components based on a client briefing. Students work in teams to create an entire advertising and marketing communications plan with sample/proposed executions and present the plan in a final pitch to the client(s). Finally, learners complete an industry-standard certification (e.g., Google Analytics).