Full-time Programs

ADVT 1003 Retail Research 1

Research is the backbone of good decision making. Finding out the background of the retail client, the product offering, the competition, and the customers is essential to better understand the client’s strengths, weaknesses, opportunities and threats. This course introduces students to the basics of effective research. (2 credits, 2 hr/wk.)

ADVT 1004 Writing for Advertising 1

In this course, students learn how to communicate a solid selling idea in the retail print environment, and practice analyzing the impact that good copywriting has on a newspaper ad’s success in “selling” a product or idea. This course allows students to work through the stages of development typical in creating retail advertisements for newspaper. In addition, students practice writing skills used in memos, reports, and other various written formats necessary in both their studies and their future in the advertising world. (3 credits, 3 hr/wk.)

ADVT 1005 Digital Graphics 1

This course focuses on the development of digital graphic skills on the Macintosh computer using industry standard software, Adobe InDesign. Key areas covered are as follows: basic desktop and file management; creation of simple page layouts for memos, letters, reports & ads; typographic considerations, type manipulation & an introduction to digital imaging. It is suggested that students without existing keyboarding skills undertake extra practice in that area either before or during the course. (2 credits, 2 hr/wk.)

ADVT 1021 Advertising Principles & Practice 1

Advertising is just one of the elements of marketing communications. These elements (advertising, public relations, sales promotion, point-of-purchase material, and direct mail) contribute to the success of the total marketing communications effort. The four primary players in the advertising world are the advertiser, the advertising agency, the media, and vendors. The principles and practices in use by these players, particularly in the retail environment, are the focus of this course. Retail advertising is action-oriented, short-term, product-focused, and concerned with attracting customers. It uses various media alternatives, depending on the retailer’s size and geographic area. In this course, students study all facets of retail advertising, including ethical issues and advertising guidelines. Case studies also allow students to work through advertising/promotions/marketing challenges, giving them an opportunity to examine the alternatives available to companies engaged in retail activities. (5 credits, 5 hr/wk.)

ADVT 1022 Advertising Presentations 1

This course focuses on the development of individual presentations skills: speaking in front of an audience, organizing and developing a short presentation, and integrating visual aids. In addition, students are introduced to the use of Powerpoint and/or Keynote software. (2 credits, 2 hr/wk.)

ADVT 1023 Layout and Design Theory & Critiques 1

This course covers the organization of necessary components in a retail advertisement so that they achieve impact and convey the intended message effectively. Students study the principles of design, the stages of design development, layout styles and approaches for retail advertising. They also explore the types of visuals that best support the intended advertising message. Students apply the theory learned and examine retail print advertisements to determine an ad’s success at “selling” a product or idea. Students learn about various printing methods, and practice the use of tools required in the preparation of advertising for print and the development of materials for presentations. (2 credits, 2 hr/wk.)

ADVT 1024 Exploring Careers in Advertising

Future advertisers must know the range of careers available, as well as the structures of the various types of companies involved. In this course, students explore and investigate many career directions. Guest speakers from various aspects of the industry offer an important opportunity to students to ask questions and learn from people currently working in agencies, publishing companies, media, etc. (2 hr/wk., P/F.)

ADVT 1012 Retail Research 2

Research helps in developing an understanding of consumers. The two methods of gathering information are primary and secondary research. Information is the basic ingredient from which all good decisions are made, both in the marketing sense and dealing with communication and message development. In this course, students practice collecting, organizing, assessing and presenting advertising research information. (2 credits, 2 hr/wk.)

ADVT 1013 Advertising Media—Level 1

The media play an important part in getting the advertising message to the target prospect/audience/market. Each media choice has many variables that play a part in the decision of where to place a single advertisement, or which combination of media to use for an ad campaign. The choices of media available to an advertiser, from a national to regional to local level, are varied and require an understanding of what strengths each medium has and what weaknesses may also exist. To accomplish the advertising objectives a good knowledge of media is essential. In this course, students are also introduced to the use of various media-buying software. (2 credits, 2 hr/wk.)

ADVT 1015 Digital Graphics 2

This course builds on skills learned in the first semester. Using Adobe InDesign, there is an emphasis in more challenging areas: page layout for retail advertising, page layout for comprehensive reports with multiple page formats, copyfitting, digital imaging and preparation for newspaper printing processes. Adobe Photoshop is used for scanning, and students also explore Illustrator and its applications for advertising communications. (2 credits, 2 hr/wk. Prerequisite: ADVT 1005)

ADVT 1016 Layout and Design Theory & Critiques 2

Students continue to study the dynamics of visual elements working together to achieve communication objectives. Print material of a more complex nature is studied, moving from newspaper to other print media. At this more challenging level, students continue to study print material, and analyze its degree of success in achieving its communication and advertising objectives. (2 credits, 2 hr/wk.)

ADVT 1025 Advertising Principles & Practice 2

Advertising is more effective when directed towards a specific target consumer group. In this course, students begin to understand how to position the product/brand in the minds of a target group, and to how best influence their decision making and ultimately their buying behaviour. The course also covers such things as the product life-cycle, what branding is all about, sales promotion strategies, push and pull strategies, marketing mix variables, directmarketing and direct-response advertising. This course focuses on principles and practices in these areas. Case studies also allow students to work through the strategic planning process. This process helps students differentiate the relevant from the non-relevant information, and allows them to critically apply the theoretical knowledge gained in their advertising studies.(4 credits, 4 hr/wk. Prerequisite: ADVT 1021)

ADVT 1026 Writing for Advertising 2

Students in this course focus on more challenging copywriting scenarios for retail advertising in newspaper, and also study and practice direct mail and radio copywriting. A higher degree of expertise is expected with demonstrated analytical, conceptual and functional skills. In addition, students continue to practice writing skills used in memos, formal reports, and other various written formats necessary in both their studies and their future in the advertising world. (4 credits, 4 hr/wk. Prerequisite: ADVT 1004)

ADVT 1028 Advertising Presentations 2

The advertising industry requires an ability to present ideas in a convincing manner. Presenting creative material, budgets, media plans, and advertising strategies requires different approaches; what remains consistent, however, is the necessity for the presenter to be convincing. This course focuses on individual and group presentation skills: organization of the information, creating an outline, preparing support material, and delivering the presentation in a convincing manner. Exercises and assignments are based on advertising industry scenarios. (2 credits, 2 hr/wk.)

ADVT 2003 Advertising Media - Level 2

Media efficiency and cost are of great concern to advertisers because much is spent on the delivery of the advertising creative message. The cost per thousand of an audience delivered or gross rating points are ways of calculating efficiency. Putting the message where it will get the biggest bang for the buck and reach the right target audience is what this course is about. (1 credit, 1 hr/wk. Prerequisite: ADVT 1013)

ADVT 2004 Writing for Advertising 3

Students hone their copywriting skills while working on more complex advertising challenges. Students also scrutinize and evaluate the success of existing advertising (print, radio and television). A major project involves writing a PSA for radio or television. Some projects may be selected for production by television students in the winter semester. There is an ongoing development of good business-writing skills as well; a high level of expertise in creating error-free written communications is the goal. (3 credits, 3 hr/wk. Prerequisite: ADVT 1026)

ADVT 2008 Layout and Design Theory and Critiques 3

In this third semester course, students study a variety of print media—for example, direct mail, magazine ads, point of purchase materials, and out-of-home advertising. Focus is on development of the creative idea from start to finish. Use of creative briefs, identification of communication objectives and strategies for complex advertising print material, and analysis of successes and failures of advertising case studies give students the opportunity to explore particular areas of personal interest, and further enhance skills crucial to the world of creative advertising. (2 credits, 2 hr/wk.)

ADVT 2020 Advertising Presentations 3

The advertising industry is an industry in which teamwork is the order of the day. This course emphasizes group presentation skills, with a focus on “pitching an idea.” Exercises and assignments are based on advertising industry scenarios, and challenge students to develop confidence and the necessary organizational skills necessary to convincingly present their work to a client. (2 credits, 2 hr/wk.)

ADVT 2026 Strategic Planning and Consumer Behaviour

This course covers advertising impact, creative strategy behind the message, and how to develop better creative briefs. It also delves into a marketing communications campaign and its structure. The consumer behaviour component involves understanding what motivates a consumer—the subject matter covers such things as consumer needs, wants and desires; consumer attitudes and perceptions; consumer values and beliefs. Students also study the importance of brand images, and how advertising contributes to their development. Case studies allow students to work through advertising/promotions/marketing challenges. Case studies in this course are increasingly complex, based often on real-life situations companies find themselves in. This gives students an opportunity to critically apply the knowledge and skills they develop, and demonstrate their understanding of the industry. (5 credits, 5 hr/wk. Prerequisite: ADVT 1025)

ADVT 2027 Digital Graphics 3

This course provides the opportunity to enhance Adobe InDesign, Photoshop and Illustrator skills. As students build their portfolios, projects they take on increasingly reflect their own interests. The course emphasizes the need for students to problem-solve and troubleshoot on their own. There is an ongoing challenge in bringing together all of the various components necessary in any printed advertising communication. Copy, illustrations, photographs, logos, etc., must be assembled in an organized manner to ensure successful printing: disk file formats, fonts, and original and imported files must all be sent to the printing house intact, with clear instructions governing their use. In addition to the design aspects of this course, the detail-oriented production requirements of file management and transfer are covered. (3 credits, 3 hr/wk. Prerequisite: ADVT 1015)

ADVT 2028 Career Preparation

This course allows students to analyze their personal characteristics, performable skills and character strengths. They then select material and competencies from their assignments that will demonstrate these characteristics and skills, and begin assembling their portfolio. Students also research, plan and carry out a visit to a workplace related to the advertising industry, and then share the experience with classmates. This industry visit has a dual focus: to learn about an advertising workplace, and (more importantly) to search for internship possibilities and decide on a specific short list of companies to approach. As part of this course, the students will also attend guest speaker sessions offered to the ADVT 1024 students; this is an additional opportunity to hear about the advertising industry directly from practicing professionals.(2 hr/wk. P/F.)

ADVT 2012 Marketing Communications - Client Case

In this course, students prepare strategies in support of some of the following marketing activities: inventing new products, creating product line extensions, developing new packaging ideas, and launching new products. Students come up with advertising and promotional “big ideas” to re-launch a brand, re-position a brand, or even develop a new brand. Students draw on their creativity to bring excitement, attention, and interest to the marketing communications project they develop. (4.6 credits, 6 hr/wk. Prerequisite: successful completion of all 1st, 2nd and 3rd semester courses)

ADVT 2013 Media Planning - Client Case

Media is the tool for connecting with consumers. Understanding the level of impact that a medium can have in delivering a message to consumers is what this course is about. Students explore unique and interesting ways to reach the right consumers, hold their attention and deliver a relevant message. (.7 credit, 1 hr/wk. Prerequisite: successful completion of all 1st, 2nd and 3rd semester courses)

ADVT 2014 Writing for Advertising 4

The purpose of advertising is to deliver an effective sales message to a large number of prospects at a single time and produce an agreeable response. Students in this course challenge themselves with a unique project, identifying the advertising challenge and developing creative communication material with a focus on the copywriting within it. A course contract allows the student to choose the level of challenge he or she wishes to undertake. Those planning a career in copywriting may use this opportunity to develop portfolio material. There is also an ongoing development of good business-writing skills as well; a high level of expertise in creating error-free written communications is the goal. (2.2 credits, 3 hr/wk. Prerequisite: ADVT 2004)

ADVT 2016 Creative Graphics - Client Case

In this semester, students undertake a creative case study challenge individually or in small groups. Focus is on solving an advertising problem in a creative and effective way, developing the idea from the creative brief through to final art. The case studies offer a broad range of subject matter as well as a degree of flexibility in allowing students to undertake challenges of particular interest to them. Projects are evaluated progressively throughout the semester, and this process of development forms a significant portion of the overall earned mark. (2.2 credits, 3 hr/wk. Prerequisite: successful completion of all 1st, 2nd and 3rd semester courses)

ADVT 2017 Client Case Presentations

The fourth semester of the Advertising Program offers a challenging scenario which presents the students with the opportunity of solving advertising/marketing and creative challenges. Culmination of this semester is a major presentation of the students’ plans to an audience in a formal, off-campus setting.( 1.5 credits, 2 hr/wk. Prerequisite: successful completion of all 1st, 2nd and 3rd semester courses)

ADVT 2018 Portfolio Development

In this course students will continue to develop their own book or portfolio. Emphasis will be placed on self-assessment of the material and focus on the development of items which specifically relate to the student's intended direction in the industry.

INTN 2000 Internship

A minimum of four weeks (160 hours approximately) in an advertising-related job. (Prerequisites: Students must have successfully completed all other courses in the program, and have an overall average of no less than 60%. P/F.)

ADVT 2021 Independent Studies 1

With permission of the Program Coordinator, a student may undertake an independent study project. The project is developed, supervised, and evaluated by one or more program faculty. The parameters of the project will be agreed upon before the student begins. Consultation times and appointments will be made as the work progresses.

ADVT 2022 Independent Studies 2

Independent Studies 2 With permission of the Program Coordinator a student may undertake an independent study project. The project is developed supervised and evaluated by one or more program faculty. The parameters of the project will be agreed upon before the student begins. Consultation times and appointments will be made as the work progresses.

ADVT 2023 Independent Studies 3

Independent Studies 3 With permission of the Program Coordinator a student may undertake an independent study project. The project is developed supervised and evaluated by one or more program faculty. The parameters of the project will be agreed upon before the student begins. Consultation times and appointments will be made as the work progresses.

ADVT 2024 Independent Studies 4

Independent Studies 4 With permission of the Program Coordinator a student may undertake an independent study project. The project is developed supervised and evaluated by one or more program faculty. The parameters of the project will be agreed upon before the student begins. Consultation times and appointments will be made as the work progresses.

ADVT 2025 Independent Studies 5

Independent Studies 5 With permission of the Program Coordinator a student may undertake an independent study project. The project is developed supervised and evaluated by one or more program faculty. The parameters of the project will be agreed upon before the student begins. Consultation times and appointments will be made as the work progresses.