Advertising and Marketing Communications Management
Turn your creativity into your career.
- 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 business theory and creative messaging, this industry-respected program enables you to develop skills in idea conceptualization, copywriting, layout and production design. You also develop integrated marketing communications strategies through 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. Key class projects work on real advertising and marketing communications opportunities with local companies as clients. As well, alumni and industry leaders act as guest speakers in every semester....(read more)
Overview
Turn your creativity into your career.
The three-year Advertising and Marketing Communications Management Ontario College Advanced Diploma program prepares you to take your career into many industries. By combining business theory and creative messaging, this industry-respected program enables you to develop skills in idea conceptualization, copywriting, layout and production design. You also develop integrated marketing communications strategies through 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. Key class projects work on real advertising and marketing communications opportunities with local companies as 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, print editions, eNewsletters, social media channels, events and apps
- DIG - the student-run ad agency where every client has a unique problem to be solved
- SLiDE - the in-house marketing department for Algonquin`s DARE District that works with Ottawa entrepreneurs and social enterprises.
The 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 visit and tour select advertising and marketing agencies and visit program alumni in 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 real-world experience a step further with a six-week job placement within the area of advertising and marketing communications. Upon graduating, be ready to start your career in this field.
There are many job opportunities for graduates of this program. You may find employment with advertising or creative agencies and any organization that has a marketing, communications, media or promotions department. This includes:
- retail
- professional services firms
- technology companies
- associations
- governments
You might even launch your own marketing and communications company.
SUCCESS FACTORS
This program is well-suited for students who:
- Are creative and show initiative.
- Are disciplined in their studies.
- Have strong interpersonal skills.
- Have above-average written and oral communication ability.
- 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:
ADV1601
Course Name:
Ad Workshop I
Course Description:
Students focus on layout and design principles. Students learn to create advertisements, digital and print material while they learn to ente... + Read More
Hours:
42.0
Code:
ADV1618
Course Name:
The Marketing Concept
Course Description:
An introduction to marketing concepts, the role of marketing departments, marketing, the economy and the role of advertising is provided. Wh... + Read More
Hours:
42.0
Code:
ADV1639
Course Name:
Switching on Your Right Brain
Course Description:
Students develop important skills in group dynamics, problem solving and creative thinking. Students explore various techniques that allow t... + Read More
Hours:
42.0
Code:
ADV1695
Course Name:
Advertising I
Course Description:
Students explore the evolution and development of advertising in North America in a social, historical, economic and cultural context. The h... + Read More
Hours:
56.0
Code:
ENL1813M
Course Name:
Communications I
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:
Ad Workshop II
Course Description:
Students enhance their understanding of layout, print production and InDesign.Prerequisites: ADV1601 ... + Read More
Hours:
42.0
Code:
ADV1619
Course Name:
Media Buying and Selling
Course Description:
Students are introduced to the elements within a media strategy including media objectives, media and vehicle selection and blocking charts.... + Read More
Hours:
42.0
Code:
ADV1622
Course Name:
Copywriting 101
Course Description:
Students are provided with guidance in conceptual thinking and writing advertising strategies. Students learn the techniques to write headli... + Read More
Hours:
28.0
Code:
ADV1623
Course Name:
Advertising II
Course Description:
Students learn the functions of advertising, its role in the marketing communications mix, economics and social influence. They learn how co... + Read More
Hours:
42.0
Code:
ADV1679
Course Name:
How Consumers Get to Yes
Course Description:
The role of behavioural studies in the marketing/advertising process is introduced. Psychological factors that affect consumer buying proces... + Read More
Hours:
42.0
Code:
ADV1696
Course Name:
Researching for Insight
Course Description:
Students examine how marketers and advertisers gain information about the marketplace and how they apply their findings to decision making. ... + Read More
Hours:
28.0
Code:
ENL2011
Course Name:
Presentation Skills
Course Description:
Students develop, practise and refine oral presentation skills. Through individual and small group presentations, students demonstrate effec... + 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:
ADV1630
Course Name:
Advertising III
Course Description:
Students learn how to develop an integrated marketing communications plan. They practise the key elements of a comprehensive plan from situa... + Read More
Hours:
42.0
Code:
ADV1634
Course Name:
Theatre of the Mind
Course Description:
Students are introduced to radio as an advertising medium, its advantages to advertisers and its opportunities for copywriters. Students are... + Read More
Hours:
28.0
Code:
ADV1638
Course Name:
Advertising in Practice I
Course Description:
Students apply theory to practice. Using learning contracts, students work on areas of interest including independent projects, and working ... + Read More
Hours:
28.0
Code:
ADV1641
Course Name:
Strategy and Media Toolkit
Course Description:
Students learn how to further define a target audience's demographics, psychographics, behaviour, lifestyle and media choices. Students work... + Read More
Hours:
28.0
Code:
ADV1678
Course Name:
Ad Studio
Course Description:
Students enhance their knowledge of graphic design and visual communications techniques, and build on software program techniques. Specifica... + Read More
Hours:
42.0
Code:
ADV1684
Course Name:
Creating Hype
Course Description:
Students learn a variety of ways of communicating with consumers beyond advertising. Focus is placed on the roles of social media, public re... + Read More
Hours:
42.0
Code:
ADV1710
Course Name:
Media Planning Strategy
Course Description:
Students study and practise the development of a media strategy including media objectives, strategy and tactics, blocking chart development... + Read More
Hours:
42.0
Code:
ADV1645
Course Name:
Advertising IV
Course Description:
Students refine the skills and knowledge gained in developing integrated marketing communication plans. Students further develop their strat... + Read More
Hours:
42.0
Code:
ADV1648
Course Name:
Advertising in Practice II
Course Description:
Students are provided an opportunity to apply theory to practice. Using learning contracts, students work on areas of interest including ind... + Read More
Hours:
28.0
Code:
ADV1659
Course Name:
Motion Storytelling
Course Description:
Students receive real-life experience strategizing, conceptualizing, writing, and scripting branded content that surprises, engages and deli... + Read More
Hours:
28.0
Code:
ADV1680
Course Name:
Advertising Design
Course Description:
Students enhance their knowledge of graphic design principles and software tools. The vector art drawing program, Adobe Illustrator, is intr... + Read More
Hours:
42.0
Code:
ADV1687
Course Name:
Push and Pull
Course Description:
Students learn a variety of ways to communicate with consumers beyond advertising. Focus is placed on the roles of sales promotions and dire... + Read More
Hours:
42.0
Code:
ADV1697
Course Name:
Insights and Strategy
Course Description:
Finding a way to make a product or a company connect with the consumer is not easy. Account Planning is the research process for uncovering ... + Read More
Hours:
28.0
Code:
ADV1709
Course Name:
Digital Marketing Strategy
Course Description:
Digital marketing, which includes the use of the Internet, social media, search, apps, gaming and other emerging platforms and techniques, i... + Read More
Hours:
42.0
Code:
ADV1656
Course Name:
Advertising V
Course Description:
Students enhance their creative product. By crafting voice, strategy and audience definition, advertising concepts are prepared for a variet... + Read More
Hours:
42.0
Code:
ADV1676
Course Name:
Branding
Course Description:
Since the early days of advertising, a strong brand has been a major factor in the overall success of many marketers. The history of brandin... + Read More
Hours:
42.0
Code:
ADV1685
Course Name:
Portfolio Projects (Creative)
Course Description:
Aspiring advertising professionals are provided the tools, feedback, and applied experience they need to strengthen their portfolios and the... + Read More
Hours:
28.0
Code:
ADV1686
Course Name:
Portfolio Projects (Business)
Course Description:
Aspiring advertising professionals are provided the tools, feedback, and applied experience they need to strengthen their portfolios and the... + Read More
Hours:
28.0
Code:
ADV1701
Course Name:
Web Techniques
Course Description:
Students are introduced to basic web design and development tools. They learn and practise UX design principles while developing webpages an... + Read More
Hours:
42.0
Code:
ADV1708
Course Name:
Digital Marketing Execution and Analytics
Course Description:
Students gain further knowledge of how to develop and execute digital marketing strategies including online advertising, social media and se... + Read More
Hours:
42.0
Code:
ADV1702
Course Name:
Niche Marketing
Course Description:
In successful marketing, you need to be able to identify niche markets and understand the unique characteristics these industries or markets... + Read More
Hours:
42.0
Code:
ADV1703
Course Name:
Art Direction
Course Description:
Students gain an understanding of the roles, theory, and methods of advertising art direction and the practice of generating and shaping cre... + Read More
Hours:
42.0
Code:
ADV1704
Course Name:
Clients and Contracts
Course Description:
Students interested in pursuing a career in client services learn more about the process of client communication, project administration and... + Read More
Hours:
42.0
Code:
ADV1705
Course Name:
Motion Graphics
Course Description:
Students explore software and techniques used to create rich, interactive messages on mobile devices. Students also explore emerging program... + Read More
Hours:
42.0
Code:
ADV1706
Course Name:
Project Management and Production
Course Description:
Students learn the difference between project managers, producers and production managers in the advertising and communications industry. Th... + Read More
Hours:
42.0
Code:
ADV1707
Course Name:
Creative Entrepreneurship
Course Description:
Students focus on enhancing their conceptual, writing, and design skills in a wide variety of genres that are most sought after by those loo... + Read More
Hours:
42.0
Code:
ADV1605
Course Name:
Trendspotting
Course Description:
Students explore the emerging trends in global culture and marketing in the modern world. Students learn to recognize and understand major s... + Read More
Hours:
14.0
Code:
ADV1665
Course Name:
Advertising VI
Course Description:
Students focus on how international differences in culture, consumer behaviour, and media affect global marketing communications strategies.... + Read More
Hours:
28.0
Code:
ADV1691
Course Name:
Professional Practice
Course Description:
Attitude, communication and human relations are the key to surviving in the ever-changing world of advertising. Students are prepared for wo... + Read More
Hours:
28.0
Code:
ADV1698
Course Name:
Field Work Preparation
Course Description:
Students develop the tools and skills necessary to confidently apply to field work positions. Students meet individually with faculty to dis... + Read More
Hours:
7.0
Code:
ADV1699
Course Name:
Cases in Advertising
Course Description:
Students complete cases and problems dealing with the management of advertising and promotional programs; media and creative strategies; con... + Read More
Hours:
14.0
Code:
ADV1711
Course Name:
Field Work
Course Description:
Students complete practical work experiences in advertising sales, creative services, management, and research with advertisers, agencies, m... + Read More
Hours:
140.0
Code:
ADV1688
Course Name:
Portfolio Presentation (Creative)
Course Description:
Information and guidance required to build a more professional product is provided. Changing trends, market developments, and key components... + Read More
Hours:
21.0
Code:
ADV1689
Course Name:
Portfolio Presentation (Business)
Course Description:
Information and guidance required to build a more professional way of presenting work is provided. Changing trends and market developments a... + Read More
Hours:
21.0
Careers & Pathways
Careers
Graduates may find employment in the creative and client-service roles in advertising agencies. They may also work in any organization, regardless of industry, that has a marketing, communications, media or promotions department. Opportunities and roles exist in advertising, events, PR, digital, social media, promotions, sales and media fields. 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.
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 $1,220 in the first year, $1,270 in the second year and $1,220 in the third year.
- Students must purchase their own Mac laptop computer and software.
- In second year, students are required to subscribe to a program-recommended digital media buying simulation program. Cost is estimated to be $60.
- Throughout the program students are also required to submit colour print outs of creative work. Although the program aims to minimize this expense, students are advised to plan for this additional outlay.
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 of $50 (subject to change) 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; OR Duolingo English Test (DET) Overall 120, minimum of 120 in Literacy and no score below 105.
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.
Direct entry into second year: Block transfer from Algonquin College Business Marketing program into second year:
Applicants who have successfully completed the Algonquin College Business Marketing diploma may be admitted directly into second year. Applicants should contact the coordinator for more information.
Applicants with a university degree may be admitted directly into second year. Applicants should contact the coordinator directly for more information.
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 has a field work component that must be completed in order to graduate. Finding and securing an approved fieldwork opportunity is a shared responsibility. Your faculty and field work 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.