Humber
SEARCH
2012-13 Full-Time Programs
  • Increase
  • Normal
  • Decrease

Current Size: 100%

PROGRAM SEARCH


Advertising Copywriting

HOW TO APPLY
Print | Share

School of Media Studies & Information Technology

2012/2013 Program Availability

Lakeshore
Fall:
Open
Type:
Ontario Graduate Certificate
Postgraduate
Campus: Lakeshore
Program Code:
11621
Length:

Two semesters and an unpaid internship, beginning in September
CONTACT INFORMATION:
Jane Bongers, program co-ordinator | 416.675.6622 ext. 3027 | jane.bongers@humber.ca
  • Our Program

    Humber’s Advertising Copywriting program teaches the specialized skills needed to write and conceptualize ideas for all forms of printed advertising, radio and television commercials and interactive media. Graduates are usually teamed up with art directors from advertising and graphic design programs once they break into the industry. The program is well regarded by the Canadian advertising community and is highly recommended.

    Members of Humber’s strong alumni mentor new graduates and help them network.

    Applicants are accepted from all types of undergraduate degree majors or diplomas.

    A major in English, art or marketing is not required to be accepted into the program. Some of the finest graduates have undergraduate degrees in the social arts, humanities or the sciences.

    Our Advisory Committee provides regular review and input of our curriculum ensuring our program is always on the cutting edge of industry developments.

  • Your Career

    The average North American is exposed to close to 3,000 advertisements each day yet recalls only 12. To write memorable ads as a writer and conceptual thinker in the creative department of local and multinational advertising agencies, you need the specialized training that programs such as Advertising Copywriting can offer. The course work is very thorough, and covers all aspects of the craft of copywriting. This means students will also qualify for entry-level positions at direct response, pharmaceutical, social media and interactive agencies, as well as in-house writing opportunities with large corporations or with municipal or provincial governments.
     

  • Workplacement

    The two-month unpaid internship can take place as early as May or as late as July. Faculty work with students to help them find a suitable placement.

  • Admission Requirement
    • A bachelor’s degree
    • Attendance at an interview/orientation session where you will complete a writing sample and a conceptual thinking assess­ment test
    • If English is not your first language visit the English Language Proficiency Policy

    Note: For more information visit Selection Procedures.

    Meeting the minimum requirements does not guarantee admission to the program.

  • Your Future Study Options

    Qualified graduates of this program may be eligible to apply their academic credits toward further study at many postsecondary institutions. For detailed information, visit our website at humber.ca/transferguide.
     

  • Fees

    The 2011/2012 fee for two semesters was

    • domestic $7,326.38
    • international $12,200.

    Amounts listed are the total of tuition, lab and material fees, student service and auxiliary fees for the first two semesters of the 2011/2012 academic year.

    Fees are subject to change.

    For more information visit Fees and Financial Assistance.

    Note: Mac is the industry standard; however, identical software can be purchased for PC. Before buying, obtain information from specific instructors at the beginning of the program. This information will be finalized and discussed during orientation. Humber Mac labs are available for students without computers.

    Additional Costs
    Additional Costs

    $500 – textbooks; $10 to $20 – print cards (each); cost for software (Adobe Illustrator, Photoshop, InDesign), which can be purchased at significantly discounted educational prices.

Curriculum

  • Semester 1

    Course CodeCourseCredits
    COPY 500Integrated Communications 1

    Integrated Communications 1

    Course Code: COPY 500
    Credits: 4
    This course introduces the student to the emergent technologies and consumer behaviors that drive advertising in traditional, digital, ambient and web-based environments. Through the use of case studies, text, and their own research students will learn the importance of taking what is initially a media neutral idea into the appropriate media vehicles to plan and create an integrated advertising campaign in the 21st century.
    		4
    COPY 502Writing Direct Response and Health Care

    Writing Direct Response and Health Care

    Course Code: COPY 502
    Credits: 3
    This course introduces students to the art and techniques for and producing innovative direct mail packages and campaigns. Students will learn the importance of writing for selected lists and databases, as well as the importance of using a mix of traditional, digital, social, web-based or guerrilla media to get their strategic messages across to elicit a response from a variety of targets.
    		3
    COPY 503Professional Practice 1

    Professional Practice 1

    Course Code: COPY 503
    Credits: 3
    This course is designed to extend the student?s knowledge of the professional practices used to create strategic advertising. These practices include why good teamwork between copywriter and art director are imperative to the creative product, The course also covers how to successfully handle client-based business, and how to present and sell creative concepts to clients in real life and through role playing.
    		3
    COPY 504Macintosh Applications ? Copy 1

    Macintosh Applications ? Copy 1

    Course Code: COPY 504
    Credits: 4
    This hands-on self-directed course introduces students to the Macintosh skills they will need as a copywriter to create a portfolio of ads. Students will learn the basics of InDesign and Photoshop to translate their ideas into print and other mediums.
    		4
    COPY 505Writing for the Web 1

    Writing for the Web 1

    Course Code: COPY 505
    Credits: 3
    In this course students will learn how to create strategic, experiential marketing models and web concepts. They will also learn the principles of web technology, web theory, and how to create social, promotional, informative and experiential online marketing ideas. They will be asked to write creatively, and think visually, for select web projects.
    		3
    COPY 506Copywriting and Strategy

    Copywriting and Strategy

    Course Code: COPY 506
    Credits: 8
    Through observation reading, demonstration and practice, the copywriting student will develop the unique, integrated writing and strategic skills that make copywriting different from other forms of writing.
    		8
    COPY 509Introduction to Advertising Layout

    Introduction to Advertising Layout

    Course Code: COPY 509
    Credits: 4
    This course introduces students to the craft of advertising layout, design, typography and advertising concept. Students will acquire a working knowledge of advertising layout to prepare them for portfolio development. Students will be encouraged to solve advertising problems with creative typographic and design solutions. They will also be encouraged to come up with conceptual headlines and visuals at the brainstorming level as this is where the copywriter?s and the art director?s roles overlap.
    		4

    Semester 2

    Course CodeCourseCredits
    COPY 507Integrated Communications 2

    Integrated Communications 2

    Course Code: COPY 507
    Credits: 4
    This course will introduce students to the art and techniques for writing integrated offline and online communications campaigns that create, hype, social or viral effect. Students will learn the importance of writing for digital and broadcast media including television and radio.
    		4
    COPY 510Writing for the Web 2

    Writing for the Web 2

    Course Code: COPY 510
    Credits: 3
    This course continues to introduce students to the techniques required to plan, structure, visualize, idea-generate and write strategic copy for web-based and digital media.
    		3
    COPY 511Professional Practice 2

    Professional Practice 2

    Course Code: COPY 511
    Credits: 3
    This course immerses students in situational exercises which replicate professional practice in industry settings. Linkages with students in the Advertising Graphic Design program will be undertaken through assignments.
    		3
    COPY 515Macintosh Applications ? Copy 2

    Macintosh Applications ? Copy 2

    Course Code: COPY 515
    Credits: 4
    This course is designed to further develop the student?s computer skills in Adobe InDesign and Photoshop acquired in Mac Apps one. In addition, an introduction to Illustrator is included. These additional skills will help the student to produce a professional-looking portfolio. Students will also explore further techniques in layout, creating direct response pieces and typography.
    		4
    COPY 519Introduction to Advertising Layout 2

    Introduction to Advertising Layout 2

    Course Code: COPY 519
    Credits: 4
    In this course the professor will continue to conduct advertising layout classes that further enable the aspiring copywriter to layout ideas in a variety of media (including direct response, guerilla and digital) using and supporting the skills learnt in Macintosh software applications. This course also builds directly on to skills learned in Introduction to Advertising Layout 1.
    		4
    COPY 529Internship

    Internship

    Course Code: COPY 529
    Credits: 7
    In this course students are mentally prepared to acquire and secure an internship in the spring semester. The course covers interviewing and networking skills, as well as current events, inter-personal skills and presentation skills. In the spring students competitively interview against each other for placements with companies involved with advertising and promotion. Internships are not guaranteed, and they are unpaid. The success of the student in securing an internship depends on the quality of the student?s portfolio, their interpersonal and interviewing skills, their knowledge of the business, their level of enthusiasm and the ability to do their homework on agency staff and accounts. This course guides the student through the process of networking and interviewing, and compliments the building of an entry-level portfolio in Copy 533 Portfolio Development. Sponsor companies are selected from the advertising industry, business, retail and government. Sponsor companies are chosen on the basis of being able to provide the student with copywriting experience, and students are selected to interview with companies based on the fit of their portfolios and the inter-personal skills displayed in this course. 50 per cent of the final grade relates to coursework, and 50 per cent of the final grade is awarded upon successful completion of an internship. The internship grade is based on the sponsor?s final evaluation.
    		7
    COPY 533Portfolio Development

    Portfolio Development

    Course Code: COPY 533
    Credits: 12
    This capstone course helps students develop entry-level portfolios to secure entry-level copywriting positions and internships. To do so students will develop three to four portfolios (that build on each other) so they can showcase their best body of work to creative directors and hiring decision-makers. This class will also synthesize portfolio content created in other classes, and bring it together as one harmonious whole.
    		12