Course Calendar 2011-2012 - Champlain College Saint-Lambert
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Course Calendar 2011-2012 - Champlain College Saint-Lambert

Course Calendar 2011-2012 - Champlain College Saint-Lambert Course Calendar 2011-2012 - Champlain College Saint-Lambert

champlainonline.com
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26.11.2014 Views

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

• Be able to think critically and problem solve using problem-solving and critical thinking skills to select, analyze and interpret information • Understand ethical issues as they apply to management, marketing and advertising • Behave according to the legal standards of business • Be able to situate various issues in management, marketing and advertising related to informed, responsible participation in a world-wide and local context • Be able to develop an advertising budget to coincide with a sales profit • Be able to plan, organize, manage and evaluate an event or product/service launch or a campaign • Possess management and administrative aptitudes required for effective leadership within the advertising industry • Possess well-developed interpersonal skills which they can apply in a training, customer service, or sales setting • Be able to read and understand, as well as create, basic financial statements • Be able to plan, develop and provide customer service • Be able to understand and describe the life cycle of an advertising campaign and the factors that affect it including issues, budget constraints, community relationships and the public image, political and regulatory constraints, human resources and labour relations • Be able to design mass media campaigns as well as define marketing mixes that are most appropriate to reach target markets for products and services • Be able to apply various statistical techniques in the support of managerial decisions in the various functional areas of business including marketing • Be able to develop a well-structured and well-integrated marketing plan and an international marketing strategy appropriate to a variety of environments • Be able to demonstrate the ability to maintain an economically viable campaign-based on budget and campaign goals • Be able to demonstrate awareness of the need to develop lifestyle habits conducive to good physical, emotional and intellectual health

• Be able to think critically and problem solve using<br />

problem-solving and critical thinking skills to select,<br />

analyze and interpret information<br />

• Understand ethical issues as they apply to management,<br />

marketing and advertising<br />

• Behave according to the legal standards of business<br />

• Be able to situate various issues in management,<br />

marketing and advertising related to informed,<br />

responsible participation in a world-wide and local<br />

context<br />

• Be able to develop an advertising budget to coincide with a<br />

sales profit<br />

• Be able to plan, organize, manage and evaluate an event or<br />

product/service launch or a campaign<br />

• Possess management and administrative aptitudes<br />

required for effective leadership within the advertising<br />

industry<br />

• Possess well-developed interpersonal skills which they<br />

can apply in a training, customer service, or sales setting<br />

• Be able to read and understand, as well as create, basic<br />

financial statements<br />

• Be able to plan, develop and provide customer service<br />

• Be able to understand and describe the life cycle of an<br />

advertising campaign and the factors that affect it<br />

including issues, budget constraints, community<br />

relationships and the public image, political and<br />

regulatory constraints, human resources and labour<br />

relations<br />

• Be able to design mass media campaigns as well as<br />

define marketing mixes that are most appropriate to<br />

reach target markets for products and services<br />

• Be able to apply various statistical techniques in the<br />

support of managerial decisions in the various<br />

functional areas of business including marketing<br />

• Be able to develop a well-structured and well-integrated<br />

marketing plan and an international marketing strategy<br />

appropriate to a variety of environments<br />

• Be able to demonstrate the ability to maintain an<br />

economically viable campaign-based on budget and<br />

campaign goals<br />

• Be able to demonstrate awareness of the need to<br />

develop lifestyle habits conducive to good physical,<br />

emotional and intellectual health

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