Course Calendar 2011-2012 - Champlain College Saint-Lambert

Advertising Management (410.D4) - Business Management Program (410.D0)
Entrance Requirement
In order to be admitted to a program leading to a Diploma
of College Studies (DEC), candidates must possess a Quebec
Secondary School Diploma including Math CST 4 or have
completed a level of education that is deemed equivalent
by the College. Additional admissions requirements can be
found in the admission section of this calendar.
For more information, please refer to our website at
www.champlainonline.com under Admissions.
General Program Goal
In this three-year diploma option, students will develop the
basic skills required for planning, creating and implementing
advertising and marketing communications activities. The
Advertising Management option is designed to provide
students with a well-rounded understanding of the technical,
creative and business aspects of the advertising industry.
Students will learn the importance of advertising in the
marketing mix while practicing their business, creative and
client-servicing skills. The option concludes with on-the-job
fieldwork.
Integrative Activity
Integrative activities are included in most program-specific
courses. However, the major integrative activities are in the
form of the practicum courses in business-to-business (or
industrial) advertising and campaign development for
consumer products and services (reflecting the two main
areas of study in the program). In the practicum courses,
students are coached through viable implementations of
real-world cases. One of the biggest differences between the
practicum courses and the other courses is that students will
work on projects that can be produced and executed while
integrating the knowledge and skill that they amassed in
previous courses and develop a viable campaign or solution
to a problem. The campaign or solution must be of high
quality, delivered on time and within budget and to a
market’s satisfaction. For these courses, students will be
required to work in a group - forming a practicum executive
of between three and five people. Each person will have
positions such as market researcher, public relations
coordinator, financial manager and creative director. This will
force students to be organized within their executive, and to
prove that they can work well as part of a team.
Comprehensive Assessment
The Comprehensive Assessment occurs in the Advertising &
Media Internship and comprises two components for
evaluation:
1. The internship company’s evaluation of the student’s
performance and competencies in the form of a
standardized questionnaire, worth 50% of the
evaluation.
2. The student-written Internship Report and defence of
the report worth 50% of the evaluation.
For the latter, the report must include a brief description of
the organization that the student worked for and a
summary of the Internship accomplishments in which a
description of how the student’s time was spent and what
achievement were attained is detailed. The report must
refer back to the Internship contract and must detail the
personal learning objectives that were achieved. The report
will refer to three management concepts that the student
learned during his/her studies and describe how each can
be used to explain the Internship experience. Finally, the
report must also include samples of work completed during
the Internship. After the report is submitted, the student
must do an Internship Presentation and Defence. In front of
a committee, the student will place in context and review
his/her Internship experience with the committee
members. If the committee determines that the Internship
requirements designated at any previous time have not
been met, they may require that the student does
additional work to fulfill these requirements. For example,
the committee could require the student to complete an
additional literature review, relevant to the Internship, or
to back-up his/her report with data.
Students who demonstrate that they have achieved the
objectives of the program at an acceptable standard in the
comprehensive assessment will have the notation RE
(réussi; passed) entered on their transcript. Students who
do not attain the objectives will be informed of what is
lacking in their work and be allowed to re-submit the
assessment, either in the current session if time permits, or
in a subsequent semester.
Graduate Profile
Students graduating from the program will:
• Be able to express themselves logically and concisely in
written and oral formats in both English and French.
• Demonstrate basic quantitative and technology abilities
relevant to advertising, marketing and management
(computer use, e-mail, web searching, system software,
Excel, Word,, Desktop publishing, Web publishing)
• Be able to develop a well-structured and well-integrated
marketing plan and an international marketing strategy
appropriate to a variety of environments