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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, consumer behaviour, advertising, marketing communications and marketing management. Students will explore concepts in social media marketing, public relations, events management, professional selling, and sales promotion. 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.
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Marketing & Advertising Management Courses
print full list with descriptionsTake the following course(s), minimum grade: Pass
On-The-Job-Training
On-the-Job-Training (OJT) is an essential part of student learning. The OJT provides an opportunity to demonstrate and build on the skills acquired during formal instruction. Students are exposed to the professional standards, routines and demands of an organization and are expected to add value through the application of their skills and abilities. The OJT is a wonderful opportunity for students to gain confidence and to experience their chosen career in a real-work setting.
Hours: 180
Course Code: MAM-155
Detailed Course Outline: MAM-155 On-the-Job-Training
Academic Year: 2012-2013
Take the following course(s), minimum grade: 60%
English
One of the most important assets professionals can bring to an office is the ability to communicate both orally and in writing. Employers want employees who have this skill. To be an effective and efficient employee, a learner must develop the ability to convey thoughts concisely, clearly, and grammatically correct. This course will provide students with the skills to demonstrate competency in the English language. Focus will be placed on grammar, punctuation, proofreading, editing, and spelling. Writing styles and word usage will also be explored to enable students to begin preparing business documentation. At the end of this course, students will develop an appreciation for how the spoken word impacts written communications.
Hours: 45
Course Code: MAM-135
Detailed Course Outline: MAM-135 English
Academic Year: 2012-2013
Computer Applications II
Using a self-directed learning approach, complimented with instructional lab sessions and instructor supports, students will develop competency in using electronic spreadsheets. Learners will create formulas to calculate various business situations, will use database functions of spreadsheets and will practice graphing data. In addition, the emerging world of electronic commerce will be explored.
Hours: 45
Course Code: MAM-140
Detailed Course Outline: MAM-140 Computer Applications II
Academic Year: 2012-2013
Marketing
This course is designed to enable the student to develop critical marketing skills related to analysis, creativity, implementation and evaluation. Students will acquire competency in the process of customer needs discovery and fulfillment. Further, students will explore the internal and external variables that require analysis and orchestration for marketing to be effective in achieving and retaining market share. Students will be challenged to continually seek ways to create relationships with customers that result in loyalty but, at the same time, try to balance the quest for profit with the interests of society.
Hours: 45
Course Code: MAM-145
Detailed Course Outline: MAM-145 Marketing
Academic Year: 2012-2013
Business Communications II
This course is designed to enable students to develop oral and non-verbal communication skills required to be successful in today's business environment. Students must be able to communicate by telephone or other electronic media as well as understand individual differences and act constructively in business situations. Students will be given opportunities to polish oral communication skills by allowing them to hold their own group discussions, debates, presentations, and meetings.
Hours: 45
Course Code: MAM-150
Detailed Course Outline: MAM-150 Business Communications II
Academic Year: 2012-2013
Marketing Research
This course is designed to enable the student to develop critical marketing research skills. Marketing decisions need to be based on objective, evidence based recommendations. Students will acquire the skills to indentify the issue, establish various data sources and interpret the findings to create evidence based recommendations. Further, students will explore the ethical considerations related to market research.
Hours: 30
Course Code: MAM-160
Detailed Course Outline: MAM-160 Marketing Research
Academic Year: 2012-2013
Computerized Financial Accounting
Computerized Financial Accounting
This course will provide students with the skills necessary to develop competency using accounting software. Students will be introduced to the basic features of a computer software package and will be given the opportunity to gain hands-on bookkeeping experience through practical assignments. Highlighted in this course will be the types of information that must be tracked in a business, how to enter that information, and how to track it through the program.
Hours: 30
Course Code: MAM-202
Detailed Course Outline: MAM-202 Computerized Financial Accounting (UPEI 2+2)
Academic Year: 2012-2013
Managerial Accounting
This course will provide students with the necessary skills to develop competency in the basics of managerial accounting. This course will begin with a financial accounting review and add additional exposure to compiling financial statements. Emphasis will be placed on analyzing and interpreting financial statements. Students will develop their managerial skills using ratio analysis on the statements they compile. Instruction will also be included in the areas of internal control, budgeting, and payroll.
Hours: 45
Course Code: MAM-209
Detailed Course Outline: MAM-209 Managerial Accounting (shared course but not in UPEI 2+2)
Academic Year: 2012-2013
Marketing for Non-Profit Organizations
Marketing for Non-Profit Organizations
This course introduces students to the issues and problems facing marketers in the not-for-profit sector. Students will learn to apply basic marketing concepts and techniques to market non-profit organizations. Topics specific to the non-profit environment including fundraising, volunteer recruitment, social and cause-related marketing will be examined.
Hours: 45
Course Code: MAM-222
Detailed Course Outline: MAM-222 Marketing for Nonprofit Organizations
Academic Year: 2012-2013
Consumer Behaviour
Consumer behavior is a very exciting facet of marketing. Every day the use of various media to inform, persuade, and influence purchase decisions compete with other stimuli for our attention133and hard-earned money! In studying consumer behaviour, students will learn how marketers identify and work with these sources of influence, from learning how we think and process information to how our relationships with others, even our dreams and aspirations, help shape our product choices and purchase decisions.
Hours: 45
Course Code: MAM-225
Detailed Course Outline: MAM-225 Consumer Behaviour
Academic Year: 2012-2013
Marketing Communications I
Integrated marketing communications involves the coordination of all forms of marketing communications in a unified effort to maximize the impact on an organization146s customers and stakeholders. This course, first of two courses in marketing communications, provides students with an in-depth look at the marketing communications mix elements public relations, event marketing, sales promotion and professional selling. (Advertising is covered in a separate course). Through a combination of theory and practical applications, students will learn the nature and dynamics of tools available to marketing communications planners.
Hours: 45
Course Code: MAM-230
Detailed Course Outline: MAM-230 Marketing Communications I
Academic Year: 2012-2013
Introduction to Advertising and Visual Communications
Introduction to Advertising and Visual Communications
This course provides an introduction to the business of advertising and design. Areas of study will include examining the roles of the client and the advertising agency in the creative planning process. The student will develop a client brief for the agency and explore research techniques for evaluating the creative strategy provided by the agency. In the role of the advertising agency, the student will experience how to provide the creative strategy and execution to respond to the client brief. Additionally, students will be provided with the tools to develop, design, and produce advertising. This will include the analysis and critique of essential elements of print advertising.
Hours: 45
Course Code: MAM-235
Detailed Course Outline: MAM-235 Introduction to Advertising and Visual Communications
Academic Year: 2012-2013
Marketing Management
Marketing is the essence of an organization's success and the key to marketing is the marketing plan. A marketing plan allows a company to see clearly where it is, where it wants to go, and what it needs to do to get there. A disciplined marketing plan enables a company to make good decisions based on facts and acts as a road map to guide a company towards achieving its goals and objectives. This course examines the marketing planning process including the marketing background and the marketing plan development process.
Hours: 45
Course Code: MAM-240
Detailed Course Outline: MAM-240 Marketing Management
Academic Year: 2012-2013
Marketing Communications II
This course is a continuation of Marketing Communications I and focuses on the marketing communications mix elements direct marketing and direct response advertising, Internet and Interactive marketing. The media planning process will also be examined. Through a combination of theory and practical applications, students will learn to develop the skills needed to prepare an integrated marketing communications plan.
Hours: 45
Course Code: MAM-245
Detailed Course Outline: MAM-245 Marketing Communications II
Academic Year: 2012-2013
Take - 1 course(s) from the following, minimum grade: 60%
Computer Applications I
This course will provide students with the opportunity to develop competency with a computer operating system. A large part of this course will encompass the development and integration of keyboarding techniques including using word processing software. Students will also communicate and access information via the Internet to assist in developing research skills and overall computer
Hours: 45
Course Code: BUSADM-1001
Detailed Course Outline: BUSADM-1001 Computer Applications I
Academic Year: 2012-2013
Information Technology
This course, using a self-directed model supported with instructor assistance, will give students the skills needed to establish competency with computers and computing technology. The purpose of this course is to introduce students to various types of information processing systems used in business environments. The four areas of focus for this course include computer concepts, word processing and desktop publishing, spreadsheets and electronic presentations.
Hours: 45
Course Code: MAM-102
Detailed Course Outline: MAM-102 Information Technology (UPEI 2+2)
Academic Year: 2012-2013
Take - 1 course(s) from the following, minimum grade: 60%
Financial Accounting I
This course is designed to introduce students to basic financial accounting theoretical and practical concepts. Students will acquire competencies in topics ranging from original entry to the preparation of financial statements, and closing the books for both service and retail sectors. Students will explore the appropriate internal control framework to ensure a business' accounting and administrative systems are operating efficiency and with the necessary accuracy. Further, students will be challenged with accounting and control of the various issues that surround cash and banking. Accounting for inventory and its valuation is also introduced.
Hours: 60
Course Code: BUSADM-2005
Detailed Course Outline: BUSADM-2005 Financial Accounting I
Academic Year: 2012-2013
Financial Accounting
This course will introduce students to the purpose of accounting, the various forms of business organization, and the financial statement formats for each. Emphasis will be placed on analysing business transactions by identifying the various types of accounts affected and the rules of debit and credit regarding these accounts. Students will develop their skills by working through the accounting cycle steps from analysing business transactions, journalizing, posting, and completing month-end and year-end activities with the accounting records of a business.
Hours: 45
Course Code: MAM-104
Detailed Course Outline: MAM-104 Financial Accounting (UPEI 2+2)
Academic Year: 2012-2013
Take - 1 course(s) from the following, minimum grade: 60%
Business Communications I
In this course, students will develop professional skills when writing a variety of business correspondence. Focus will be placed on developing written reports, preparing business correspondence and interpreting inferences and assumptions within written documents. In addition, students will have the opportunity to create and streamline correspondence including those found in a personal employment portfolio and news releases for various media. The goal of this course is to allow the student to develop strong written communication skills for a variety of business situations and functions.
Hours: 45
Course Code: BUSADM-2010
Detailed Course Outline: BUSADM-2010 Business Communications I
Academic Year: 2012-2013
Business Communications
This course is designed to enable the student to write and speak professionally in a diverse, technologically sophisticated workplace setting. Students will acquire competency in clear workplace language, writing, and proofreading skills. Students will draft and evaluate various correspondence, as well as demonstrate oral communication skills through business presentation scenarios. Further, students will conduct research, prepare an employment package, and participate in a mock employment interview.
Hours: 45
Course Code: MAM-105
Detailed Course Outline: MAM-105 Business Communications (UPEI 2+2)
Academic Year: 2012-2013
Take - 1 course(s) from the following, minimum grade: 60%
Human Resource Management I
Human Resources Management (HRM) is the management of people in organizations. Senior management in many firms realizes that human resources are an organization's most valuable assets. To survive, remain competitive, grow and diversify, an organization must ensure that its human resources are managed properly. Investment in sound HRM practices contributes to greater financial performance and productivity and reduces turnover. In this course, students develop an understanding of the functions of Human Resource Management, the value of an organization's human resources, and the challenges facing organizations to survive, remain competitive, grow, and diversify. Through seminars, research, group and individual projects, and practical applications activities, students develop skills in the areas of planning, job design, recruitment and selection, placement and orientation, documentation, and record management. Learners are introduced to the various acts and regulations that impact on human resource management. In both Human Resource Management I and Human Resource Management II, learners are expected to demonstrate their knowledge of this legislation. Students also demonstrate their skills as team members.
Hours: 45
Course Code: BUSADM-2050
Detailed Course Outline: BUSADM-2050 Human Resource Management I
Academic Year: 2012-2013
Human Resource Management
Successful completion of this course will equip students with a foundation of basic leadership skills. A special focus is placed on skills which relate to communication, teamwork, management functions, styles of leadership, motivation, staffing, training, delegating, and performance assessments.
Hours: 30
Course Code: MAM-107
Detailed Course Outline: MAM-107 Human Resource Management (UPEI 2+2)
Academic Year: 2012-2013
Take - 1 course(s) from the following, minimum grade: 60%
Entrepreneurship
This course is designed to enable students to create a business plan which depicts the financial and organizational road map used to increase the likelihood of business success. Generating a business idea and subjecting it to evidence based analysis will create a clear understanding of the complexities of creating business viability. Students will craft an organizational strategy which capitalizes on distinct or unique aspects of the business. This strategy is then filtered through the financial projections and analysis that complete the final business plan.
Hours: 60
Course Code: BUSADM-2036
Detailed Course Outline: BUSADM-2036 Entrepreneurship
Academic Year: 2012-2013
Entrepreneurship
Entrepreneurship education is the process of providing individuals with the concepts and skills to recognize opportunities that others have overlooked, and to have the insight and self-esteem to act where others have hesitated. This course includes instruction in opportunity recognition, obtaining resources, and initiating a business venture. It also provides instruction in business management processes such as business planning, capital development, marketing, and financial analysis. Students will have the opportunity to summarize much of what they have learned by researching and completing a business plan for a specific enterprise.
Hours: 45
Course Code: MAM-201
Detailed Course Outline: MAM-201 Entrepreneurship (UPEI 2+2 R)
Academic Year: 2012-2013
Take - 1 course(s) from the following, minimum grade: 60%
Business Law
This course is designed to provide students with an introduction to Canadian law. Students will develop an understanding of the legal concepts and principles that govern personal and commercial relationships, and will learn how our lives are intimately influenced by law. This course will also enhance the student's ability to anticipate and avoid many common legal problems before they arise.
Hours: 45
Course Code: BUSADM-2020
Detailed Course Outline: BUSADM-2020 Business Law
Academic Year: 2012-2013
Introduction to Law
This course is an introduction to Canadian law as it applies to the tourism and hospitality industry. Students will develop an understanding of the legal concepts and principles that govern personal and commercial relationships, and will learn how our lives are intimately influenced by the law. This course will also enhance the student's ability to anticipate and avoid many common legal problems before they arise.
Hours: 30
Course Code: MAM-203
Detailed Course Outline: MAM-203 Introduction to Law (UPEI 2+2)
Academic Year: 2012-2013
Take - 1 course(s) from the following, minimum grade: 60%
Economics
This course will introduce students to the basic principles and concepts in micro and macro economics. Students will gain an understanding of economic theories by discussing concepts such as supply and demand, competition, business cycles, monetary and fiscal policies, and economic indicators in relation to everyday events. The course will also identify some of the major economic opportunities and challenges facing Canada today and the policy choices for governments dealing with these issues. Competency in this area will increase student's competitive advantage as an employee or as a business owner / manager.
Hours: 45
Course Code: BUSADM-2030
Detailed Course Outline: BUSADM-2030 Economics
Academic Year: 2012-2013
Introduction to Economics
This course will introduce students to the basic principles and concepts in micro-economics. Students will gain an understanding of economic theories by discussing concepts such as supply and demand, competition, and business cycles. This course will also identify some of the major economic opportunites and challenges facing Canada today. Competency in this area will increase student's competetive advantage as an employee or as a business owner/manager.
Hours: 30
Course Code: MAM-208
Detailed Course Outline: MAM-208 Introduction to Economics (UPEI 2+2)
Academic Year: 2012-2013
Optional courses
Introduction to Tourism and Hospitality
Introduction to Tourism and Hospitality
This course will introduce students to the tourism industry by giving a comprehensive tour through the eight sectors of this rapidly expanding field. Students will develop a conceptual understanding of how these sectors interact with each other and contibute to the overall economic development of their communities. In addition, partnerships betweeen the private and public sectors will be examined as they impact on the growth of this dynamic industry. Significant focus will also be placed on career opportunities and future trends.
Hours: 30
Course Code: MAM-101
Detailed Course Outline: MAM-101 Introduction to Tourism and Hospitality (UPEI 2+2)
Academic Year: 2012-2013
Business Essentials
This course, as an introduction to working in a business environment, will provide students with a foundation to their development as business professionals. Students will have the opportunity to practice and hone essential skills such as time management, ethical development, goal setting, stress management, confidentiality, teamwork, community integration and basic numeracy. This course will also introduce students to some of the legislation related to taxes and other remittances. Additionally, learners will prepare for and participate in a job interview and various team activities.
Hours: 60
Course Code: MAM-130
Detailed Course Outline: MAM-130 Business Essentials
Academic Year: 2012-2013
| Profile Facts | |
|---|---|
| Start Date: | September |
| Length: | 2 years |
| Location: | Tourism and Culinary Centre, Charlottetown |
| Credential Issued: | Diploma, Marketing and Advertising Management |
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
- US Federal Student Aid - Gainful Employment Disclosure
Admission Requirements
- Grade 12 or equivalent with credits at or above the general level
- Resumé 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.
Tuition & Fees
| Tuition | |
|---|---|
| Year 1 | $3,500 |
| Year 2 | $3,500 |
|
View a full breakdown of costs and booklist for this program. |
|
Articulation Agreements
- Husson University / University of Fredericton
Graduates receive up to 90 credits (3 years) toward the Bachelor of Science in Business Administration degree from Husson University, which can be completed in one year. In order to graduate, students will be required to complete ten 8-week courses on site or through distance education. - St. Mary's University
Graduates may receive 30 credits hours (1 year) toward a Bachelor of Commerce degree. - Mount St. Vincent University
2 years credit toward a Bachelor of Business Administration degree.
We have 10 agreements for this Holland College program. For a complete listing, see our Degree Pathways page.
Contact
If you have any questions concerning the program, contact:
- Karen Scales
- Kathie Coffin Sulis - (902)894-6819
- Business Studies Office (902) 566-9657