COURSE CURRICULUM

The Advertising and Marketing Communications program is structured over six semesters to provide students with a comprehensive, hands-on education in marketing, advertising, media, and digital communication. In Semester 1, students build foundational skills in communication, media awareness, integrated marketing communications, digital analytics, and basic computer skills. They begin to understand the tools and software used in the industry, including WordPress, Adobe Photoshop, and Microsoft Office, while also learning professionalism in the field. Semester 2 deepens their understanding of layout and design, writing for marketing communications, consumer behaviour, and the creative advertising process. Team dynamics and a general education elective also support collaborative learning. Semester 3 introduces more advanced skills such as electronic publishing using Adobe Creative Suite, direct and interactive marketing, social media marketing, and market research. Career preparation and project management are also emphasized. In Semester 4, students explore entrepreneurship, ethical decision-making, and emerging marketing trends while gaining video production skills and media planning expertise. A field placement provides real-world experience. Semester 5 covers event marketing, public relations, interactive web marketing, content marketing, and advanced video production based on client needs. Students are also introduced to AI and marketing automation strategies for optimizing customer engagement. Finally, in Semester 6, students complete a second field placement and participate in a capstone course, Creative Agency, where they operate a simulated agency to produce and pitch a full campaign to a real client. This comprehensive and practical program ensures students graduate with a diverse portfolio, extensive real-world experience, and industry-recognized certifications, preparing them for a wide range of roles in the advertising and marketing communications field.