COURSE CURRICULUM

The Advertising and Marketing Communications – Management program at Sheridan offers a comprehensive and innovative curriculum designed to prepare students for dynamic careers in advertising and marketing. In the first semester, students build a strong foundation with courses such as The Business of Advertising, Business Learning Foundations, Message Delivery Channels, Computer Applications for Business, Business Communications, and a General Education course, totaling 18 credits. The second semester advances skills with Market Data Analysis, Creative Process and Digital Tools, Digital Media Channels, Advertising Metrics, Marketing Fundamentals for Advertising, and Creative Thinking: Theory and Practice, also totaling 18 credits. The third semester emphasizes consumer insights and media planning through courses like Consumer Research Advertising Planning, Advertising Art Direction & Design, Strategic Media Planning, Integrated Campaign Fundamentals, Business Development in a Digital Culture, plus a General Education course, summing up to 18 credits. In the fourth semester, students engage in Professional Development and Career Preparation, Creative Content Development, Strategic Media Delivery, Integrated Campaign Strategy focusing on Public Relations and Publicity, Advanced Business Development, and Emerging Trends in Advertising, again totaling 18 credits. The fifth semester deepens strategic and creative expertise with Strategic Consumer Insights for Campaign Planning, Creative Branding, Communication Channel Planning, a Capstone Client Project, The Art & Business Science of Digital, and a General Education course, making 18 credits. The final semester offers a choice between an Account Coordinator Client Experience course or an 18-credit Field Placement, allowing students to gain practical work experience. This thoughtfully structured program combines theoretical knowledge with practical skills and real-world application, preparing graduates to thrive in the fast-paced advertising and marketing industries.