Advertising and Marketing Communications (AMC)

Program Overview

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The Advertising and Marketing Communications (AMC) program at St. Lawrence College is a 2-year diploma program that equips students with the knowledge and skills to develop effective marketing communication messages. The program covers a comprehensive range of topics, including consumer behavior, advertising strategy, creative development, and social media marketing. Students gain practical experience through group projects, case studies, and real-world client projects. The program features experienced faculty with industry expertise and a focus on experiential learning.

Program Outline

It equips students with the knowledge and skills to deeply understand consumer behavior and develop effective marketing communication messages that reach and influence target audiences.

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Objectives

• Develop a deep understanding of consumer psychology and how it influences buying decisions.
• Master the complete realm of advertising communications, including planning, media buying, direct response, digital advertising, and content development.
• Prepare advertising campaigns for real clients, encompassing all elements of communication.
• Evaluate and recommend various marketing communication solutions to resolve business challenges.

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Program Description

• 2-year diploma program with a 3-year option available.
• First two years are common to all AMC students.
• Students can choose to graduate with a 2-year diploma or continue for a 3rd year to explore the full breadth of integrated marketing communications.
• Strong job prospects across all industries.

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Outline

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Program Content

The AMC program covers a comprehensive range of marketing and communication topics, including:

• Creative planning and media buying
• Direct response and digital advertising
• Content development (blogging, video production)
• Integrated marketing communications
• Consumer behavior
• Marketing principles
• Advertising strategy
• Creative development
• Social media marketing
• Business management and entrepreneurship
• Emerging trends in marketing communication
• Media planning and buying
• Video production basics

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Program Structure

The program is structured with a combination of theoretical and practical learning, including:

• Classroom lectures and discussions
• Group projects
• Case studies
• Real-world client projects
• Field placements

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Course Schedule

The program offers courses across four semesters, with each semester focusing on specific topics. The course schedule provides a detailed outline of the modules covered in each semester:

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Semester 1

• COMM 34: Introduction to College Communications
• COMM 34: Introduction to College Communications
• GENE 114: Professional Effectiveness
• MCOM 1: Computer Skills for Communications
• MCOM 12: Media Awareness
• MCOM 15: Introduction to Integrated Marketing Communications
• MARK 101: Marketing Principles

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Semester 2

• MCOM 2: Intro to Layout and Design
• MCOM 5: Writing for Marketing Communications
• MCOM 13: Advertising 1 - Strategy
• MCOM 14: Advertising 2 - Creative Deve
• MCOM 19: Consumer Behaviour
• HUMA 40: Perspectives of Leadership
• GENE: General Education Course
• Semester 3
• MCOM 3: Advanced Layout and Design
• MCOM 2000: Social Media Marketing
• MCOM 29: Career & Placement Preparation
• MCOM 30: Direct & Interactive Marketing
• MCOM 35: Market Research & Analytics
• GENE: General Education Course

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Semester 4

• MCOM 7: Bus Mgmt & Entrepreneurship
• MCOM 9: Emerging Trends in Mark Comm
• MCOM 6: Media Planning and Buying
• VIDE 30: Video Strategies 1
• WORK 25: Field Placement 1
• GENE 24: Ethics and Critical Thinking

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Module Descriptions

Each module in the program has specific learning objectives and focuses on developing specific skills.

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Assessment

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Assessment Methods

• Assignments
• Exams
• Presentations
• Projects
• Field placement evaluations

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Assessment Criteria

• Knowledge and understanding of course material
• Critical thinking and problem-solving skills
• Creativity and originality
• Effective communication skills
• Teamwork and collaboration

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Teaching

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Teaching Methods

• Interactive lectures
• Group discussions
• Hands-on projects
• Guest speaker presentations
• Industry field trips

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Faculty

The program features experienced faculty with industry expertise and a passion for teaching.

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Unique Approaches

• Small class sizes
• Focus on experiential learning
• Real-world client projects
• Strong industry connections
• Career-focused curriculum