Diploma in Advertising and Marketing Communications


Durham College

oshawa, Canada

About Course

Key information
: 2 Year
Study Type
: Full Time
Tuition fees
: 13.00 CAD / Per Year
Exam Accepted
: IELTS 6.0/9 | TOEFL 80/120 | PTE 60/90
Exam Intake
: Sep
Conditional Scholarship
: NA
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  • Diploma in Advertising and Marketing Communications

  • If you want to create award-winning advertising and marketing campaigns, this program is for you. We live in an age of digital disruption. In order for advertisers to compete for ‘screen-time’ they must develop engaging content that harnesses the power to connect with consumers. As marketers strive to increase their share of consumer attention, they must research how people are spending time across multiple devices and platforms. When you understand consumer markets and behaviour, you can create great advertising campaigns.

    The Advertising and Marketing Communications program prepares you with the knowledge, skills and experience for an exciting career in the advertising industry. You can work at an agency, research or production firm, or within a media company; we will help you choose the path that best suits your skill-set. You will gain experience as an account manager and production artist working for campus media, and have the opportunity to participate in the college advertising agency – ‘collaboragency’. Our students manage real accounts and deliver both strategic and creative recommendations to achieve client goals.

  • The Advertising and Marketing Communications program is designed to provide students with the knowledge and skills in demand to succeed in the evolving and exciting world of advertising. Students will learn how to plan, create, and execute effective integrated campaigns while exploring how the advertising industry is structured, gaining insight into the unique roles, responsibilities and relationships among key participants, including: agencies, advertisers, the media, research companies and all other production suppliers.


  • Respond to client advertising and marketing communication objectives by applying the principles of marketing
  • Provide creative solutions to address specific advertising and marketing communication challenges
  • Perform a market segmentation analysis; identify potential target audiences and define the consumer behaviour for each segment
  • Develop and present advertising and media plan recommendations
  • Collaborate in the development of advertising and marketing communication materials using current industry software
  • Effective selling and presentation techniques
  • Creative copywriting involving content creation for various media including: online, mobile, video
  • Aspects of design theory
  • Photography and digital imaging
  • Use of current industry software in the production and evaluation of advertising materials
  • Development of digital media strategies
  • Planning, selling, and creating materials for community-based businesses
  • Media planning and buying; digital analytics
  • Marketing research and advertising law
  • Campaign/portfolio development
  • Participating in the collaboragency (on-campus ad agency)
  • Field placement

  • DC Advertising students create buzz with wins in national creative competition
  • Successful graduate returns to Durham College
  • DC student team wins $1,000 prize through Summer Accelerator Program
  • DC students pitch business ideas to win $2,500
  • Durham College alumni recount their roads to success
  • DC alumni share wisdom at Alumni in the Pit

  • Identify and respond to clients’ advertising and marketing communications objectives by applying principles of marketing and communications
  • Perform a market segmentation analysis, identify the organization’s target market/audience and define the consumer behaviour of each segment.
  • Develop an advertising plan and present and defend it persuasively.
  • Contribute to evaluating the effectiveness of advertising and marketing communications initiatives.
  • Collaborate in the development of advertising and marketing communications material, in compliance with current Canadian legislation, industry standards and business practices.
  • Participate in the development of creative solutions to address advertising and marketing communications challenges
  • Contribute to planning, implementing, monitoring and evaluating projects by applying the principles of project management.
  • Complete all work in a professional, ethical and timely manner.
  • This includes:

  • Career Options


  • Account executive
  • Production artist/designer

  • Advertising agencies (full-service or speciality)
  • Promotion or public relations agencies
  • Media companies and agencies
  • Research firms
  • Graphic design studios
  • Marketing coordinator
  • Media planner/buyer
  • Digital coordinator or social media manager
  • Strategic planner (junior)
  • Production studio coordinator
  • Media sales representative

Entry Requirement

  • Applicant must be high school passed.

Application Process

  • Ontario Secondary School Diploma (OSSD) or Mature Student Status
  • Grade 12 English (C or U)

  • Excellent written and oral communication skills

Durham College

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