Advertising and Marketing Communications (AMC) Management

This course provides instruction and practice in college and workplace communications skills, with an emphasis on the development of strategies to organize and express ideas in a clear and professional manner. Emails, memos, letters, short reports, and essays are used to develop effective writing skills suitable to a variety of audiences. Course work also provides opportunities for the development of students’ grammar, research, analytical, reading and listening skills. American Psychological Association (APA) format and documentation is introduced.

In this course, students learn the computer skills and software programs necessary to be an effective communicator in the field. Learners produce persuasive presentations, build budget sheets, and fine tune report writing skills. Students also create blogs and work to develop a professional digital presence. Finally, learners develop organizational and time management skills through a Personal Information Management (PIM) system.

In this course, students examine the role, influence, and importance of media today and the ways in which the media influences various segments of societies. Learners study how various types of media and the elements in marketing communications are combined to reach intended audiences. Students research different areas of media, analyze the strategic value of different types of media, and present their findings.

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.

In this course, students learn the fundamentals of marketing with a focus on the formulation and management of integrated marketing strategies that play a role in achieving organizational objectives. Learners examine the role of marketing in society and develop an enhanced awareness of the marketing process. Students also study the consumer market for goods and services, and the major decision areas of marketing (e.g., identifying and selecting targets, product, price, distribution, and marketing communications).

In this course, students examine professionalism, self-growth, communication skills, and career readiness. Learners will explore various careers in the field and the intersections of technical and personal competencies required for each. Students will gain skills that support them in job evaluation for their transition from college to the workplace.

Learners explore individual behaviour and environments in organizations, including such topics as perception, attitudes, work motivation, prevention, and wellness. The study of group dynamics is also addressed, including such topics as team building, leadership, and decision-making. Students also look at organizational structure, culture and change.

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.

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.

In this field placement course, students apply and develop many learned skills by working as a marketing communications specialist. Learners prepare for the professional environment they will enter upon graduation. Students research, secure, and confirm a work placement position in a marketing or advertising department or with a professional doing marketing communications related work, with approval by the instructor.

In this course, students refine their video design and production skills through the development of video marketing plans and video productions that are associated with strategies learned in other concurrent Advertising and Marketing Communications courses. Learners solve advertising and marketing communications challenges using multiple video strategies and create professional scripts and videos that align with pre-determined target markets with attention to professional quality production values.

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).