Bachelor of Digital Marketing Communication (Honours) (Co-op) Pathway for Public Relations
The four-year Bachelor of Digital Marketing Communication (Honours) degree provides students with a foundation in digital storytelling and digital technology, allowing them to effectively craft a message for a target audience and to create a communications plan to disseminate this message.
- Pathway options for Business and PR students
- Program contains three paid co-op terms (second year, third year and final year)
- Opportunities to work on projects with real clients
Program Availability and Schedule
Schedule
Program Summary
Credential
Program Delivery
Program Code
Area of Interest
School
Campus
Eligible graduates of the Public Relations Ontario College Diploma program can apply to this pathway program and receive credit for up to 11 courses in the degree, reducing the time to degree completion to 3 years.
Students gain theoretical and practical knowledge regarding media channel selection, digital storytelling, marketing communications research, digital analytics and global communications. The program utilizes case studies and fieldwork to provide opportunities for students to practice the newly-acquired skills in a real-world context. Additionally, students conduct marketing research, utilize digital analytics and marketing research to make decisions and craft communications plans for clients within the classroom setting....(read more)
Overview
The four-year Bachelor of Digital Marketing Communication (Honours) degree provides students with a foundation in digital storytelling and digital technology, allowing them to effectively craft a message for a target audience and to create a communications plan to disseminate this message.
Eligible graduates of the Public Relations Ontario College Diploma program can apply to this pathway program and receive credit for up to 11 courses in the degree, reducing the time to degree completion to 3 years.
Students gain theoretical and practical knowledge regarding media channel selection, digital storytelling, marketing communications research, digital analytics and global communications. The program utilizes case studies and fieldwork to provide opportunities for students to practice the newly-acquired skills in a real-world context. Additionally, students conduct marketing research, utilize digital analytics and marketing research to make decisions and craft communications plans for clients within the classroom setting.
Students also gain real-world experience through a paid co-operative education (co-op) work term(s) (see Additional Information for more details). Please note that places in the co-op work term(s) are subject to availability and academic eligibility. Please note admission to a co-op program does not guarantee a co-op placement.
Graduates may seek employment in media and communications departments within government, non-profit organizations, associations, advertising and digital agencies as well as private corporations. They may work in areas such as journalism, advertising, public relations, marketing communications, professional writing and social media.
SUCCESS FACTORS
This program is well suited for students who:
- Are passionate about understanding and working with the cultural differences inherent in the global marketplace.
- Possess critical thinking skills.
- Approach problems strategically.
- Think in innovative and creative ways to solve problems.
- Have strong interpersonal and communication skills.
- Work well both independently and in teams.
- Are comfortable with digital technology.
- Possess the traits of adaptability and curiosity.
- Believe in life-long learning.
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:
ADV4100
Course Name:
Introduction to Digital Media and Communications
Course Description:
To move beyond traditional formats, students learn how digital media have transformed the ways we communicate. The transformation includes t... + Read More
Hours:
42.0
Code:
ADV4301
Course Name:
Digital Analytics I
Course Description:
Digital communications technologies are an extremely important element of the marketing communications mix and the ability to track these ch... + Read More
Hours:
42.0
Code:
ADV4302
Course Name:
Digital Storytelling
Course Description:
Digital storytelling is utilized as a strategy for brand building and consumer engagement. By distinguishing digital storytelling from tradi... + Read More
Hours:
42.0
Code:
ADV4303
Course Name:
Audience and Media Insight
Course Description:
Media producers, advertisers and market consultants make recommendations and craft messages by distinguishing the audience as a target, a co... + Read More
Hours:
42.0
Code:
GEP1001
Course Name:
Cooperative Education and Job Readiness
Course Description:
Students are guided through a series of activities that prepare them to conduct a professional job search and succeed in the workplace. Thro... + Read More
Hours:
18.0
Code:
MKT4101
Course Name:
Marketing
Course Description:
Consumers and business professionals are continuously influenced by marketing. Students obtain an overview of the marketing function and its... + Read More
Hours:
42.0
Code:
PHI2000
Course Name:
Introduction to Research
Course Description:
Academic research requires students to possess a fundamental knowledge of accepted methodologies and practices. An overview of the research ... + Read More
Hours:
42.0
Code:
ADV4400
Course Name:
Digital Media Buying
Course Description:
As communication and advertising practitioners create a communications plan, it is important to understand how to efficiently and effectivel... + Read More
Hours:
42.0
Code:
ADV4401
Course Name:
Digital Analytics II
Course Description:
Tracking the effectiveness of digital communications technologies and making inferences and recommendations from this information is critica... + Read More
Hours:
42.0
Code:
DSN4401
Course Name:
Introduction to Creative Design
Course Description:
Visual communication is an essential component of all digital media. A basic knowledge of the skills, structures and contexts such as the de... + Read More
Hours:
42.0
Code:
MKT4203
Course Name:
Trendspotting in a Global Environment
Course Description:
International business communications are characterized by the interpenetration of major global trends and local cultural conditions. This i... + Read More
Hours:
42.0
Code:
WKT4402
Course Name:
Bachelor of Digital Marketing Communication Co-Op Work Term I
Course Description:
Co-op provides an experiential opportunity which is directly related to the field of study. This mandatory work term focuses on an entry-lev... + Read More
Hours:
Code:
ADV4502
Course Name:
Social Media Execution and Analytics
Course Description:
In an increasingly digital world, companies must find and communicate with consumers online. Students develop social media calendars, craft ... + Read More
Hours:
42.0
Code:
ADV4503
Course Name:
Digital Technologies
Course Description:
Digital media is an important element of a communications plan as consumers rely more and more upon online information to make decisions. St... + Read More
Hours:
42.0
Code:
ADV4505
Course Name:
Consumer Behaviour
Course Description:
Psychological factors such as motivation, self-concept and perception have a profound influence on the buying process. Understanding how con... + Read More
Hours:
42.0
Code:
BIO2200
Course Name:
Botany
Course Description:
Biologists with an interest in plant life may choose to specialize in botany. Beginning with the organic features of life, focusing on plant... + Read More
Hours:
56.0
Code:
ECO2000
Course Name:
Environmental Economics
Course Description:
Issues pertaining to the environment have a major financial impact on society and government. Environmental economics examines the way human... + Read More
Hours:
42.0
Code:
ENL2025
Course Name:
Interpersonal Communication
Course Description:
Effectively communicating with others, both professionally and personally, is an art that requires conscious development. Students address t... + Read More
Hours:
42.0
Code:
FLS3101
Course Name:
French as a Second Language - Beginner 1
Course Description:
The French language is an asset when communicating in the workplace. Students with no prior knowledge of French acquire basic forms and stru... + Read More
Hours:
42.0
Code:
FLS3102
Course Name:
French as a Second Language - Beginner 2
Course Description:
The workplace benefits from having professionals with knowledge of the French language. Students with basic knowledge of French gain more co... + Read More
Hours:
42.0
Code:
GEO2300
Course Name:
Principles of Urban Planning
Course Description:
Increasingly cities and communities are feeling the pressure of expansion, and people from all walks of life feel disconnected from the proc... + Read More
Hours:
56.0
Code:
LAN3101
Course Name:
Spanish - Beginner 1
Course Description:
The Spanish language is an asset when communicating in the workplace. Students with no prior knowledge of Spanish acquire basic forms and st... + Read More
Hours:
42.0
Code:
LAN3102
Course Name:
Spanish - Beginner 2
Course Description:
The workplace benefits from having professionals with knowledge of the Spanish language. Students with basic knowledge of Spanish gain more ... + Read More
Hours:
42.0
Code:
LAW2014
Course Name:
Law
Course Description:
The reach of the rule of law extends into our lives on a daily basis. As much as it is present in our lives, very few people are aware of th... + Read More
Hours:
42.0
Code:
PHI2002
Course Name:
Ethical Decision Making
Course Description:
To avoid potential prosecution, companies and their employees are well-advised to engage in ethical decision-making practices in all busines... + Read More
Hours:
42.0
Code:
PSI2000
Course Name:
Navigating Canada's Political Landscape
Course Description:
A developed knowledge of government and politics is key to an effective participation in public life. Drawing on current events, students e... + Read More
Hours:
56.0
Code:
PSY2100
Course Name:
Introductory Psychology
Course Description:
With its applications to behaviour and personality, psychology extends its reach into many aspects of our personal lives. The broad applicat... + Read More
Hours:
42.0
Code:
SCI2000
Course Name:
Environmental Science
Course Description:
Environmental science is an interdisciplinary study of how the earth works, human interaction with the earth and how to address the existing... + Read More
Hours:
42.0
Code:
SOC2000
Course Name:
Introduction to Sociology
Course Description:
When working with individuals and groups it is important to understand both the background and influences present. Students develop a famili... + Read More
Hours:
56.0
Code:
SOC2001
Course Name:
Anti-Racism: Theory and Practice
Course Description:
Anti-racism is the practice of identifying, challenging, and changing the values, structures, and behaviours that perpetuate systemic racism... + Read More
Hours:
42.0
Code:
WKT4604
Course Name:
Bachelor of Digital Marketing Communication Co-Op Work Term II
Course Description:
Co-op provides an experiential opportunity which is directly related to the field of study. This mandatory work term focuses on an expanded ... + Read More
Hours:
Code:
ADV4600
Course Name:
Multicultural Communications
Course Description:
In an increasingly multicultural environment, communications practitioners need to adapt communications campaigns to distinct domestic audie... + Read More
Hours:
42.0
Code:
ADV4601
Course Name:
Internal Communications
Course Description:
Internal communications are critical to employee engagement and organizational success. Communication professionals develop team skills, fos... + Read More
Hours:
42.0
Code:
ADV4603
Course Name:
Search Media Strategies and Tactics
Course Description:
As consumers research a product purchase, they often utilize a search engine to begin and refine their search for information. Being one of ... + Read More
Hours:
42.0
Code:
MKT4602
Course Name:
Market Research Foundations
Course Description:
Data regarding the audience, the product and the brand is required in order to make sound marketing decisions. Students utilize exploratory,... + Read More
Hours:
42.0
Code:
CUL4000
Course Name:
Global Citizenship
Course Description:
Informed citizens in today's world appreciate the meaning of civic life at the local, national and global level. Students reflect on and dev... + Read More
Hours:
42.0
Code:
ENL4016
Course Name:
World Literature
Course Description:
Exposure to broad sources of literature promotes an open-minded perspective on today's global society and encourages an appreciation of dive... + Read More
Hours:
42.0
Code:
ENL4100
Course Name:
Creative Writing
Course Description:
Whether for personal or public consumption, many people enjoy writing short fiction to express their creative energy while improving upon th... + Read More
Hours:
42.0
Code:
ENL4200
Course Name:
New Worlds and Alternative Realities: Speculative Fiction
Course Description:
Speculative fiction gathers together all those works of fiction in which new worlds or alternative realities are envisioned. Within this ca... + Read More
Hours:
42.0
Code:
PHI4001
Course Name:
Philosophy and Popular Culture
Course Description:
Many facets of today's popular culture engage, directly or indirectly, with the concerns of a variety of philosophical traditions. Students ... + Read More
Hours:
42.0
Code:
PHI4002
Course Name:
The Philosophy of Drugs
Course Description:
Drugs are everywhere: professionals prescribe them to us to make us "better"; we take them recreationally; we give them to our children, pet... + Read More
Hours:
42.0
Code:
PHI4003
Course Name:
The Philosophy of Love and Sex
Course Description:
Love and sex are central to the human condition, and have been topics of academic inquiry and controversy throughout history. Various practi... + Read More
Hours:
42.0
Code:
PHI4004
Course Name:
Technology, Society and the Environment
Course Description:
Environmental issues have come to occupy a central place in the marketplace, politics, policy, and society at large. Owing largely to the ma... + Read More
Hours:
42.0
Code:
PHY4000
Course Name:
Black Holes, Big Bangs and the Cosmos
Course Description:
The dynamic and exciting field of Cosmology outlines our current understanding of the Universe from its start, at the so-called Big Bang, th... + Read More
Hours:
42.0
Code:
WKT4704
Course Name:
Bachelor of Digital Marketing Communication Co-Op Work Term III
Course Description:
Co-op provides an experiential opportunity which is directly related to the field of study. This mandatory work term focuses on an expanded ... + Read More
Hours:
0.0
Code:
ADV4701
Course Name:
Mobile Strategies and Tactics
Course Description:
With much of the adult population owning a cell phone, mobile marketing is becoming an increasingly important part of the marketing communic... + Read More
Hours:
42.0
Code:
ADV4703
Course Name:
Global Communications
Course Description:
Combining the major skills of this program in an applied setting allows students to decipher the big picture of international communications... + Read More
Hours:
42.0
Code:
DSN4702
Course Name:
Interactive Website Design
Course Description:
In a digital world, the flow, function and content of a company's website are equally important in communicating to audiences and influencin... + Read More
Hours:
42.0
Code:
MKT4700
Course Name:
Niche Marketing
Course Description:
Respected strategists maintain that a company can create an extremely targeted campaign for a small, niche subset of the population as a way... + Read More
Hours:
42.0
Code:
CUL4000
Course Name:
Global Citizenship
Course Description:
Informed citizens in today's world appreciate the meaning of civic life at the local, national and global level. Students reflect on and dev... + Read More
Hours:
42.0
Code:
ENL4016
Course Name:
World Literature
Course Description:
Exposure to broad sources of literature promotes an open-minded perspective on today's global society and encourages an appreciation of dive... + Read More
Hours:
42.0
Code:
ENL4100
Course Name:
Creative Writing
Course Description:
Whether for personal or public consumption, many people enjoy writing short fiction to express their creative energy while improving upon th... + Read More
Hours:
42.0
Code:
ENL4200
Course Name:
New Worlds and Alternative Realities: Speculative Fiction
Course Description:
Speculative fiction gathers together all those works of fiction in which new worlds or alternative realities are envisioned. Within this ca... + Read More
Hours:
42.0
Code:
PHI4001
Course Name:
Philosophy and Popular Culture
Course Description:
Many facets of today's popular culture engage, directly or indirectly, with the concerns of a variety of philosophical traditions. Students ... + Read More
Hours:
42.0
Code:
PHI4002
Course Name:
The Philosophy of Drugs
Course Description:
Drugs are everywhere: professionals prescribe them to us to make us "better"; we take them recreationally; we give them to our children, pet... + Read More
Hours:
42.0
Code:
PHI4003
Course Name:
The Philosophy of Love and Sex
Course Description:
Love and sex are central to the human condition, and have been topics of academic inquiry and controversy throughout history. Various practi... + Read More
Hours:
42.0
Code:
PHI4004
Course Name:
Technology, Society and the Environment
Course Description:
Environmental issues have come to occupy a central place in the marketplace, politics, policy, and society at large. Owing largely to the ma... + Read More
Hours:
42.0
Code:
PHY4000
Course Name:
Black Holes, Big Bangs and the Cosmos
Course Description:
The dynamic and exciting field of Cosmology outlines our current understanding of the Universe from its start, at the so-called Big Bang, th... + Read More
Hours:
42.0
Code:
ADV4801
Course Name:
Global Brand and Reputation Management
Course Description:
The emergence of online word-of-mouth through discussion boards, social media, and bloggers has made brand reputation more vulnerable and co... + Read More
Hours:
42.0
Code:
ADV4802
Course Name:
Digital Marketing Research and Data Analytics
Course Description:
In the digital world, it is crucial that communications and marketing practitioners adapt the marketing research process to the online conte... + Read More
Hours:
42.0
Code:
ADV4803
Course Name:
Persuasive Campaigns
Course Description:
Crafting compelling campaigns is the goal of most communications and advertising professionals. Students plan and manage a persuasive campai... + Read More
Hours:
42.0
Code:
BUS4800
Course Name:
Business and Campaign Analytics
Course Description:
Combining the major skills of this program in an applied setting allows students to comprehend the big picture of research-based decision-ma... + Read More
Hours:
42.0
Code:
CUL4000
Course Name:
Global Citizenship
Course Description:
Informed citizens in today's world appreciate the meaning of civic life at the local, national and global level. Students reflect on and dev... + Read More
Hours:
42.0
Code:
ENL4016
Course Name:
World Literature
Course Description:
Exposure to broad sources of literature promotes an open-minded perspective on today's global society and encourages an appreciation of dive... + Read More
Hours:
42.0
Code:
ENL4100
Course Name:
Creative Writing
Course Description:
Whether for personal or public consumption, many people enjoy writing short fiction to express their creative energy while improving upon th... + Read More
Hours:
42.0
Code:
ENL4200
Course Name:
New Worlds and Alternative Realities: Speculative Fiction
Course Description:
Speculative fiction gathers together all those works of fiction in which new worlds or alternative realities are envisioned. Within this ca... + Read More
Hours:
42.0
Code:
PHI4001
Course Name:
Philosophy and Popular Culture
Course Description:
Many facets of today's popular culture engage, directly or indirectly, with the concerns of a variety of philosophical traditions. Students ... + Read More
Hours:
42.0
Code:
PHI4002
Course Name:
The Philosophy of Drugs
Course Description:
Drugs are everywhere: professionals prescribe them to us to make us "better"; we take them recreationally; we give them to our children, pet... + Read More
Hours:
42.0
Code:
PHI4003
Course Name:
The Philosophy of Love and Sex
Course Description:
Love and sex are central to the human condition, and have been topics of academic inquiry and controversy throughout history. Various practi... + Read More
Hours:
42.0
Code:
PHI4004
Course Name:
Technology, Society and the Environment
Course Description:
Environmental issues have come to occupy a central place in the marketplace, politics, policy, and society at large. Owing largely to the ma... + Read More
Hours:
42.0
Code:
PHY4000
Course Name:
Black Holes, Big Bangs and the Cosmos
Course Description:
The dynamic and exciting field of Cosmology outlines our current understanding of the Universe from its start, at the so-called Big Bang, th... + Read More
Hours:
42.0
Careers & Pathways
Careers
Graduates may find employment in media and communications industries that develop international business opportunities or work with global partners. Organizations may include governments, non-profit organizations, associations, international media, advertising and digital agencies, marketing communications departments in private corporations, as well as entrepreneurship and freelance opportunities. Sectors may include journalism, advertising, public/media/ government relations, marketing communications, publishing and professional writing and social media.
Prospective job titles include: communications officer, communications manager, communications practitioner, communications researcher, public relations officer, public relations manager, public relations practitioner, market researcher, digital communications officer, digital communications manager, digital communications practitioner, advertising analyst, advertising buyer, advertising copywriter, and advertising researcher.
Pathways
Please use our Pathways tool to search for pathway options.
Learning Outcomes
The graduate has reliably demonstrated the ability to:
- Create, evaluate and improve digitally-focused communications campaigns through the use of analytics and marketing communications research.
- Craft persuasive messages specific to target audiences, adapting them to adhere to regional ethical practices and legal codes.
- Analyze multiple research inputs in order to create sound communications strategies.
- Evaluate and select media channels and tools appropriate to the audience, product, message and region.
- Develop and implement a marketing communications and media plan independently or in groups.
- Develop, manage and execute communications plans within local, national and international business contexts.
- Present, persuade and defend marketing communications and media recommendations to various stakeholders.
- Develop personal and professional strategies and plans to adapt to change and stay current within the industry.
- Engage innovatively and creatively in the decision-making process.
- 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.
2023/2024 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 $1,270 in the second year of the program, $1,220 in the third year and $1,220 in the fourth year.
- Students must purchase their own Macintosh laptop computer and software.
Admissions Requirements
All applicants must satisfy both College Eligibility and Program Eligibility requirements.
Program Eligibility
- Graduates from Public Relations Ontario College Diploma with Grade Point Averages of 2.7 are eligible to enter into Year 2, Level 03 of the degree program.
Application Information
BACHELOR OF DIGITAL MARKETING COMMUNICATION (HONOURS)(CO-OP)
Pathway for Public Relations
Program Code 6450B03FWO
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
Algonquin College has been granted consent by the Minister of Colleges and Universities to offer this applied degree for a seven-year term starting September 17, 2019. The College shall ensure that all students admitted to the above-named program during the period of consent have the opportunity to complete the program within a reasonable timeframe.
CO-OP INFORMATION:
Co-operative education (Co-op) allows students to integrate their classroom learning with a real-world experience through paid work terms. Two academic terms prior to the cooperative education work term, students are required to actively participate in and successfully complete the self-directed co-op course, readiness activities and workshops.
Students must actively conduct a guided, self-directed job search and are responsible for securing approved program-related paid co-op employment. Students compete for co-op positions alongside students from Algonquin College and other Canadian and international colleges and universities. Algonquin College`s Co-op Department provides assistance in developing co-op job opportunities and guides the overall process, but does not guarantee that a student will obtain employment in a co-op work term. Co-op students may be required to relocate to take part in the co-op employment opportunities available in their industry and must cover all associated expenses; e.g., travel, work permits, visa applications, accommodation and all other incurred expenses.
Co-op work terms are typically 14 weeks in duration and are completed during a term when students are not taking courses. For more information on your program`s co-op level(s), visit the courses tab on your program`s webpage.
International students enrolled in a co-op program are required by Immigration, Refugees and Citizenship Canada (IRCC) to have a valid Co-op/Internship Work Permit prior to commencing their work term. Without this document International students are not legally eligible to engage in work in Canada that is part of an academic program. The Co-op/Internship Work Permit does not authorize international students to work outside the requirements of their academic program.
For more information on co-op programs, the co-op work/study schedule, as well as general and program-specific co-op eligibility criteria, please visit www.algonquincollege.com/coop.
Successful completion of all courses, including mandatory cooperative education (Co-op) Work Terms, is a requirement for graduation.
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.