| Semester
One |
ADVT
1000 Advertising – Retail
Retail advertising is affected by many things, such as the location
of the retail business, the competition, and consumers’
knowledge of the product. This course deals with these concerns,
and how they affect a retailer’s ability to attract customers. |
ADVT
1001 Advertising Principles and Practice 1
Th four primary players in the advertising world are the advertiser,
advertising agency, the media, and vendors. In this course,
students will learn principles and practices commonly used by
the players in the industry. |
ADVT
1002 Advertising Case Study 1
These advertising/promotions/marketing case studies are based
on current situations faced by companies today. The cases studied
will give students an opportunity to examine the information
and the alternatives. |
ADVT
1003 Retail Research 1
Research is the backbone of good decision making. Finding out
the background of the client, product offering, the competition,
and their customers is essential to better understand the client’s
strengths, weaknesses, opportunities and threats. |
ADVT
1004 Copywriting for Advertising Theory and Critique 1
Students learn ways to communicate a solid selling idea in the
retail print environment, and practice analysing the impact
that good copywriting has on an ad’s success in selling
a product or idea. |
ADVT
1005 Desktop Publishing 1
Course focuses on the development of desktop publishing skills
on the Macintosh computer using QuarkXPress. It is suggested
that students without existing keyboarding skills undertake
extra practice either before or during the course. |
ADVT
1006 Production Art Techniques 1
Students learn the theory of various printing
methods, practice the use of tools required in the preparation
of advertising for print and techniques to develop materials
for advertising presentations. |
ADVT
1007 Layout and Design Theory and Critique 1
Students learn advertising layout theory, and then apply the
theory learned as they examine retail print advertisements to
determine an ad’s success at “selling” a product
or idea. |
ADVT
1008 Retail Ad Preparation and Application 1
This course allows students to apply the theory acquired in
other courses during the semester. Each student works through
the stages of development typical in creating a retail ad.
|
| Semester
Two |
ADVT
1009 Advertising – Retail and Direct Marketing
Retail advertising is action- and product-oriented, and concerned
with attracting customers. To attract customers some businesses
have moved to direct-marketing and direct-response advertising
to satisfy customer needs. This course focuses in this area. |
ADVT
1010 Advertising Principles and Practice 2
This course also covers such things as: the product life cycle,
what branding is all about, sales promotion strategies, push
and pull strategies, as well as marketing mix variables. |
ADVT
1011 Advertising Case Study 2
Students will work through the strategic planning process of
an advertising case study, and also develop two promotional
communications campaigns or projects. |
ADVT
1012 Retail Research 2
Research helps in developing an understanding of consumers.
The two methods of gathering information are primary and secondary
research. Students will practice collecting, organising and
presenting advertising research information. |
ADVT
1013 Advertising Media – Level 1
Media plays an important part in conveying the advertising
message. A good knowledge of media is essential in the industry;
learning the principles will be the focus of the course.
|
ADVT
1014 Copywriting Advertising Theory 2
Students will research product, prospect and marketplace, and
analyse advertising problems in retail and direct mail; radio
copywriting, TV commercials, direct mail packages are also studied. |
ADVT
1015 Desktop Publishing 2
This course builds on skills learned in the first semester.
Using QuarkXPress, there is an emphasis in more challenging
areas of page layout, as well as an introduction to scanning. |
ADVT
1016 Layout and Design Theory and Critique 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. |
ADVT
1017 Retail Ad Preparation and Application 2
Students are challenged with a more complex and demanding retail
print ad assignment. A higher degree of expertise is expected
with demonstrated superior analytical, conceptual and functional
skills. |
ADVT
1018 Direct Mail Preparation and Application
While acquiring the theory of direct mail advertising in other
second semester courses, students have the practical opportunity
of planning and creating a direct mail package. Practical hands-on
application is the focus of this course. |
ADVT
1019 Advertising Presentations 1
The advertising industry requires an ability to present ideas
in a convincing manner. This course focuses on individual presentation
skills. Exercises and assignments are based on advertising industry
scenarios. |
ADVT
1020 Ethics in Advertising
Students need to be sensitive to issues that can be controversial
in advertising, and aware of concerns that can arise when dealing
with topics that can have moral or ethical considerations. Responsible
advertisers must be diligent in ensuring that ethnicity, gender,
race, political views, religious beliefs and many other human
considerations are part of the communication process.
|
| Semester
Three |
ADVT
2000 Advertising, Promotions and Strategic Planning Theory
This course covers Advertising Impact, Creative Strategy, Creative
Beliefs, The Audience, and Breakthrough Advertising. It also
delves into the Psychology of Advertising, the importance of
brand images and how advertising contributes to their development. |
ADVT
2001 Advertising, Promotions and Strategic Planning Case Study
Case studies allow students to work through an advertising/promotions/marketing
challenge, and will give students an opportunity to examine
the information and the alternatives of a current challenge. |
ADVT
2002 Consumer Research
This course is about understanding the needs and wants of consumers,
in order to better understand the motives for purchasing or
using a product. Students will study what “appeals”
to develop in order to connect with the consumer through advertising
and promotion. |
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. 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. |
ADVT
2004 Copywriting Advertising – Critique 3
Students will hone their copywriting skills while working on
more complex advertising problems. Students explore copy-testing
techniques in case studies, and will scrutinize and evaluate
the use of copy voice, metaphor and analogy. |
ADVT
2005 Advertising Report Writing
Students will examine and compare formal reports and memo reports
to determine when each is appropriate, and will explore and
write a report which covers business-to-business advertising
with a focus on direct mail. |
ADVT
2007 Digital Graphics 1
Two graphic software programs used extensively in the advertising
industry are Adobe Photoshop and Adobe Illustrator. In this
course, the student becomes familiar with Photoshop tools and
techniques. In addition, a basic introduction to Illustrator
is covered. |
ADVT
2008 Layout and Design Theory and Critiques 3
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. |
ADVT
2006 Digital Production for Print
This course provides the opportunity to enhance QuarkXPress
skills in more complex page layouts, and emphasizes the need
for the student to problem-solve and troubleshoot on his or
her own. Bringing together all of the various components of
a print job to ensure its successful conclusion is the major
focus of student practice in this course. |
ADVT
2009 Advertising Presentations 2
The advertising industry is an industry in which teamwork is
the order of the day. This course emphasizes group presentation
skills. Exercises and assignments are based on advertising industry
scenarios. |
ADVT
2010 Introduction to Portfolio Development
This course allows students to analyse their personal characteristics,
performable skills and character strengths. Through this analysis
they will then select material from their assignments that will
demonstrate these characteristics and skills. |
ADVT 2011 Exploring Careers in Advertising
In this course, students will research, plan and carry out a
visit to a workplace related to the advertising industry, and
then share the experience with classmates. As well, a workshop
or guest speaker event during the mid-term. “Special Projects
Week” will offer the student the opportunity to
participate in a learning experience on a subject of particular
interest. |
| Semester
Four |
ADVT
2012 Marketing Communications – Client Case
Students learn how to ensure that the presentation of the marketing
communication concept, the “key selling idea” and
its rationale are clear, concise and persuasive and convincing. |
ADVT
2013 Media Planning – Client Case
Madia 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 will explore
unique and interesting ways to reach the right consumers, hold
their attention and deliver a relevant message. |
ADVT
2014 Creative Copywriting – Client Case
The purpose of advertising is to deliver an effective sales
message to a large number of prospects at a single time that
produces an agreeable response. Students will be assigned a
unique case study to analyse: the company/product, the advertising
challenge and the marketing/advertising strategy. They will
then determine communication objectives and strategies for the
company and execute the planned activities in a variety of media. |
ADVT
2015 Digital Graphics 2
In this continuation of Digital Graphics 1, the student gains
more experience with both Adobe Photoshop and Illustrator. Emphasis
will be placed on self directed exploration of the software,
and focus on development of creative projects reflecting the
student’s own areas of interest, level of expertise, and
intended direction in the industry. |
ADVT
2016 Creative Graphics – Client Case
The creative team will look at the overall advertising goal
and what media has been planned to be used, how much exposure
this will provide and what type of audience will be reached.
Students learn to create the visual images that convey the selected
message to the target market in a fresh, exciting yet cost-effective
manner. |
| ADVT
2017 Advertising Presentations 3
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
student’s plans to an audience in a formal, off-campus
setting.
|
ADVT
2018 Portfolio Development 2
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. |
ADVT
2019 Advertising Subject Report
Students will carry out an individual assignment which demonstrates
knowledge in the area of advertising research and strategic
planning. |
INTN
2000 Internship
A minimum of four weeks in an advertising-related job. Prerequisite:
students must have successfully completed all other courses
in the program with a minimum 2.0 GPA. |
ADVT
2021 - 2025 Independent Studies
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. |
