Course Code
Academic Year
This course is divided into two segments: introductory marketing, and professional and portfolio development. In the marketing segment, students study the importance of marketing, not just as a business practice, but as a powerful influence in our everyday lives. Students study a number of factors which influence marketing campaigns including buyer behaviour, demographic and psychographic variables, the marketing environment, and brand identity and positioning. Through the assignments, students apply the connection between target markets, buyer behaviour and brand positioning. In the professional and portfolio development section, interpersonal relations and workplace skills are discussed. Students also consider the concept of emotional intelligence and how it can contribute to a successful career. In preparation for their internships, students produce effective resumes and cover letters, conduct and document interviews with successful media professionals or potential internship sponsors, and create engaging online portfolios which showcase examples of their writing, photography, design, web and videography skills. They also research and secure an appropriate internship placement.