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Marketing and Advertising Management

Excitement, variety and a fast-paced environment are just a few of the benefits of entering the high-profile field of marketing and advertising. The Marketing and Advertising Management program is designed to develop the highly competitive marketing and advertising skills necessary to succeed in today's global market.

The program is structured to prepare students for a successful career in marketing with specific courses in market research, advertising, sales and marketing management. Areas of study include: direct marketing, nonprofit marketing, consumer behaviour, market research, professional selling and marketing management. Students will also gain insight into the main areas of advertising agency operation including layout, creative copy writing, research, media planning, and account management.

The Marketing and Advertising Management program emphasizes a hands-on approach with on-the-job placements, projects, presentations, case studies, and lab applications. Each student is provided numerous opportunities to meet and exchange ideas with industry professionals thereby building an enhanced learning environment.

Graduates of Marketing and Advertising may take advantage of the articulation agreements Holland College has with other institutions. For more information on this university articulation program, please click here.

Core Courses

• Information Technology
• Business Communications
• Introduction to Financial Accounting
• Human Resource Management
• Computerized Financial Accounting
• Law
• Entrepreneurship
• Economics
• Managerial Accounting

Areas of Competency

Introduction to Marketing
Provides an awareness and understanding of the marketing concept and how it can be applied to any type of organization or service. Study will include the role of marketing in strategic planning, marketing and its environment, and an introduction to the four P’s of Marketing - Product, Price, Place and Promotion.

Advertising I
Examines the role of advertising in the marketing process, including planning and managing advertising. Students will gain a working knowledge of the advertising business, the role of advertising and its relationship to marketing, and how advertising plans are developed from initial concept to finished creative and media plans.

Advertising Design
Provides an understanding of advertising design and basic printing methods. Graphic design and layout principles will be explored for print advertising, newsletter, brochures, flyers and promotional activities.

Business Presentations
Develops skills to plan, design, and deliver winning presentations. This course provides students with the practical expertise they will need for every audience and every situation - every time.

Consumer Behavior
Introduces the study of human behavior and how it relates in marketing management and strategic planning. Consumer behavior is studied to discover and understand why consumers buy, so that marketing efforts can satisfy their needs more effectively.

Professional Selling
Explores the sales process; prospecting, presenting, overcoming objections, and closing. The key role of the salesperson as part of the organization’s promotional mix and marketing program is emphasized.

Mass Communications
Introduces the student to the history, functions, roles and effects of mass communications from the earliest to the most current media methods. Communications such as newspaper, magazine, radio, television, and new media are studied.

Marketing Research
Focuses on the interpretation of marketing research data and its use in management decision making. Course topics include proposals, research design, data sources, data collection, sampling and analysis.

Computer Applications in Marketing
Provides students with a set of computer skills useful in marketing. Students will be introduced to techniques in electronic presentations and learn to select and use graphs, charts, tables and pictures to enhance their presentations.

Marketing Management
Emphasis is on in-depth study of marketing applications and management decision making based on marketing data and analysis. This course combines the knowledge and skills from the previous marketing and communications course into a workable and unified marketing plan.

Advertising II - Media Planning
Explores the relationship among media, advertising and consumers; marketing strategy and media planning, how to evaluate and select media vehicles, and setting and allocating the media budget.

Marketing for Nonprofit Organizations
Introduces the issues and problems facing marketers in the not-for-profit sectors such as the growth and development of nonprofit marketing, fundraising and resource development, recruiting, and working with volunteers.

Multimedia - Website Design
Explores multimedia technology and develops skills for producing planning and designing websites that work.

International Marketing
International marketing explores every aspect of the process of planning and implementing marketing strategies in a global marketplace. Students gain an appreciation of world markets, global trends and issues relevant to international marketers.

Graduate Opportunities

Graduates of Marketing and Advertising Management may pursue employment opportunities in:

• Marketing Departments
• Advertising Agencies
• Service Firms
• Government Agencies
• Retail Organizations
• Non Profit Organizations
• Market Research
• Public Relations
• Self Employment
• Sales

Internship

 All students are required to complete a mandatory term of paid internship in a work environment related to their field of study. The placement is a minimum of 500 hours occurring between the end of the first year and the beginning of second year. Internship placement officer and program instructor’s work to ensure students are prepared for potential summer employment; however it is the ultimate responsibility of the student to obtain their placement.

Educational Study Tour

In order to provide graduating students with the opportunity to observe the real world of the marketing and advertising profession, they will participate in an educational study tour to visit various facilities, sites, and attractions relevant to the industry.

Admission Requirements

• Grade 12 or equivalent with credits at or above the general level
• Resume including work and volunteer experience with applicable dates, membership in groups, associations or athletics, awards and distinctions, and any other information about yourself relevant to the program to which you are applying.

If you have any question concerning the Marketing and Advertising Management program, contact Karen Scales- kscales@hollandc.pe.ca