Advertising – Media Sales - Humber College

Our Program

Humber’s Advertising – Media Sales program covers everything from evaluating the major media in Canada and assessing their strengths and weaknesses, to developing focused media campaigns and compelling media presentations.

The expansive curriculum covers translating marketing objectives into media objectives, analyzing audience data, and estimating costs, as well as buying/selling advertising time or space for TV, radio, outdoor, magazines, Internet and newspapers. You will learn to speak knowledgeably and persuasively, and to negotiate on behalf of a buyer/seller of time and space. Technology is important, so students learn the computer systems used by the media. The course culminates with a six-week work placement at a radio or TV station, newspaper, magazine, or advertising agency.

Our Advisory Committee provides regular review and input of our curriculum ensuring our program is always on the cutting edge of industry developments.
Industry Partnerships
Industry partners include major advertising/ media agencies such as Mediaedge:cia, Starcom, Mindshare, ZenithOptimedia, M2 Universal and Mediacom. Also involved in the program are media outlets such as: CTV, Corus, Canwest and Rogers.

Your Career
Media advertising is big business in Canada where total print and broadcast advertising expenditures were more than $14.6 billion in 2008, including daily newspapers that had advertising revenues of nearly $2.5 billion, general interest magazines ($692 million), television ($3.3 billion), radio ($1.5 billion) and Internet ($1.6 billion). As a sales representative for a radio or TV station, newspaper, or magazine, sell your medium’s effectiveness to major advertisers like retailers and to advertising/media agencies. Or put the shoe on the other foot, and work in the media departments of advertising/media agencies or major advertisers, and plan media placement and/or execute the plan by purchasing media time and space.

Workplacement
The six-week unpaid internship is arranged by the school, and takes place in May/June of the graduating year. Students request an area that interests them, and faculty make every attempt to arrange a suitable placement.

Admission Requirement
- Ontario Secondary School Diploma (OSSD) or equivalent, or mature student status
- Grade 12 English (ENG4C or ENG4U). If English is not your first language visit the English Language Proficiency Policy
- Grade 11 Mathematics (MBF3C, MCF3M or MCR3U) or above
- Two Grade 11 or Grade 12 C, U or M courses in addition to those listed above
- Applicants who do not possess the required courses may complete admission testing to determine equivalencies. Invitation and booking of admission testing is done using the email address provided on the online application
- Attendance at an information session where you will be required to com-plete an English writing sample (topic assigned at session), which will be assessed for English proficiency
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 $3,417.08
- 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.

Curriculum

Semester 1
Course Code	Course	Credits
COMM 200	College Writing Skills College Writing Skills Course Code: COMM 200 Credits: 3 College Writing Skills emphasizes elements of the writing process. Although subject matter and format may change from one program to another, the skills necessary for effective writing remain the same, as do the professional standards that all Humber students are expected to attain. Students will practice the reading and writing skills that will be valuable in their college programs and build a strong base for professional business writing. Those students who plan to further their studies will develop the fundamental skills for writing acceptable academic English. To help students reach these goals, the course covers the following: analytical reading and critical thinking; essay organization and development; and the elements of clear writing, including grammar and punctuation skills. To complete COMM 200 successfully, students must produce writing that meets or surpasses the minimum departmental standards as set out in the attached criterion sheet.	3
MEAD 105	Fundamentals of Media 1 Fundamentals of Media 1 Course Code: MEAD 105 Credits: 8 MEAD 105 will provide students with an overview of the advertising media industry. The role of the advertiser, advertising agency, media and media sales organizations will be studied. This course will introduce students to the various media available in Canada and familiarize them with terminology, research and methods of costing. The course is designed to provide a basic understanding of the tools and techniques utilized in the marketing of each medium. Daily newspaper, community newspaper, magazine and out-of-home advertising will be examined.	8
MEAD 106	Professional Selling 1 (Media) Professional Selling 1 (Media) Course Code: MEAD 106 Credits: 0 In this course, delivered by a media professional, students will learn the basics of developing and delivering a presentation to a large group. They will develop poise and confidence in both formal and informal situations. Using vocabulary, style, tone as well as identification of verbal and nonverbal cues they will deliver clear, concise, correct and coherent oral messages to specific audiences. In addition they will study the structure, use and various types of written presentations. Students will understand how the marketing strategy of a product/service will affect their job performance whether employed in the advertising agency or media sector of the business.	0
MEAD 108	Advertising and Marketing 1 (Media) Advertising and Marketing 1 (Media) Course Code: MEAD 108 Credits: 0 This course will introduce media sales students to the fundamentals of marketing in Canada. In conjunction with MEAD 208, students will learn the various tools available to a marketer. Emphasis will be placed on case studies and the role of advertising and marketing strategies. Students will understand how the marketing strategy of a product/service will affect their job performance whether employed in the advertising agency or media sector of the business.	0

Semester 2
Course Code	Course	Credits
COMM 300	Business Writing Skills Business Writing Skills Course Code: COMM 300 Credits: 3 Business Writing Skills introduces students to the strategies of effective written workplace communication. This course is designed to build on and reinforce the writing skills developed in COMM 200 and requires students to apply these skills to vocationally relevant assignments. Students will learn how to select and organize pertinent information according to purpose and audience and will practise presenting their ideas clearly, precisely, and effectively in various written formats. To complete COMM 300 successfully, students must produce writing that meets or surpasses the minimum departmental standards as set out in the criterion sheet.	3
GNED 000	General Education Elective General Education Elective Course Code: GNED 000 Credits: 3 The following courses represent the GNED General Education electives that you can choose from as part of your program's curriculum. Anthropology ANTH 002 Anthropology ANTH 005 Cultural Anthropology Economics ECON 004 People, Money and Markets ECON 005 Real-Life Economics ECON 006 The History of Money Geography GEOG 010 The Nature of Ontario GEOG 012 Political Geography: Conflict and International Affairs History CULS 300 Encounter with Latin America HIST 003 Monsters of the 20th Century HIST 017 History of War HIST 018 Making of the Modern World HIST 020 The Good, The Bad and The Ugly HIST 022 The Age of Europe: From the Enlightenment to 1989 MILE 100 Italy: History and Culture MILE 110 Great Cities: USA Humanities HESL 024 ESL ˗ Humanities: An Introduction to Arts and Sciences HESL 035 ESL ˗ World Religions: Western and Eastern Traditions HUMA 024 Humanities: An Introduction to Arts and Sciences HUMA 026 The Arts and the 21st Century Imagination: Longing for Paradise HUMA 028 Popular Culture: Shaping How We Live HUMA 029 Musical Pioneers HUMA 035 World Religions: Western and Eastern Traditions HUMA 036 China: The Next Superpower HUMA 037 Art Matters HUMA 038 Understanding Movies: An Introduction to Film Studies HUMA 039 Digital Culture HUMA 040 Law and Society HUMA 041 Exploring Music and Film HUMA 042 Vampires in Film and Literature HUMA 043 Crossing Borders: Migration and Culture HUMA 044 Ordinary Heroes: Extraordinary Lives HUMA 045 The Body: Beauty, Sex and Consumerism HUMA 046 Art and Artists – Money, Madness and Masterpieces HUMA 050 God, Religion and Science HUMA 060 The World of Myths and Legends HUMA 084 Pulp Fiction SPN. 100 Introductory Spanish 1 Literature ENGE 025 ESL Literature: Introduction ENGL 039 Dark Days Ahead ENGL 046 Contemporary Fiction ENGL 047 Life Stories ENGL 048 Voices from the Underground: Modern Narratives of the Self Philosophy PHIL 001 Ideas: An Introduction to Philosophy PHIL 008 The Love of Wisdom: An Introduction to Philosophy PHIL 017 Ethical Issues PHIL 022 Justice PHIL 025 Philosophy of Love and Sex PHIL 027 Business Ethics PHIL 028 Success PHIL 029 Violence, Order and Justice: An Introduction to Poltical Philosophy PHIL 030 Environmental Ethics Political Science BEH. 002 Surveying Society POLS 004 Morality, Democracy and Politics POLS 019 Globalization POLS 023 War and Terrorism POLS 024 Justice, Equality and Rights POLS 025 Environmental Policy and Economics POLS 104 Introduction to Politics Psychology PSYC 001 Psychology: Introduction PSYC 002 Psychology: Developmental PSYC 003 Psychology: Social PSYC 004 Psychology: Abnormal PSYC 007 Psychology of Sport PSYC 105 Psychology Applied - Recreation Leadership PSYC 121 Psychology Applied 1: Paramedic PSYC 122 Psychology Applied 2: Paramedic PSYC 123 Psychology Applied 3: Paramedic Science SCIE 008 Water: A Life or Death Issue SCIE 013 Astronomy: The Evolving Universe SCIE 016 Origins of Life SCIE 019 Dangerous Earth SCIE 020 The Universe in a Lab SCIE 021 The Environment SCIE 022 Global Warming Concepts SCIE 023 Astrobiology: Life in the Universe SCIE 024 Discovering Dinosaurs SCIE 028 The Science of Everything Sociology SOCE 006 ESL Canadian Society and Culture SOCE 037 ESL: Canada Today SOCE 039 ESL ˗ Citizenship, Immigration and Democracy SOCI 002 Sociology: Introduction SOCI 006 Canadian Society and Culture SOCI 014 AlterNative Pathways: Aboriginal People in Canada SOCI 019 Sport and Society SOCI 027 Environmental Citizenship SOCI 029 Understanding Diversity: The World in Canada SOCI 032 Gender, Power and Society SOCI 033 Sociology of Cultural Difference SOCI 034 Society and Conflict SOCI 036 Issues in Crime SOCI 037 Sociology of Fashion SOCI 038 Sociology of Food SOCI 040 Sociology of the Family SOCI 041 Risky Business: Living in a Dangerous World SOCI 042 Culture, Technology and Identity SOCI 046 Sociology of the Emotions SOCI 047 Leadership SOCI 048 Corporations, Modern Capitalism and Economic Disorder SOCI 049 Imagining the City SOCI 075 Racism and Discrimination SOCI 077 Introduction to Intercultural Communication	3
HUMA 024	Humanities: An Introduction to Arts and Science Humanities: An Introduction to Arts and Science Course Code: HUMA 024 Credits: 3 The Humanities course focuses on fundamental questions individuals ask of themselves as they proceed through life. Why are we the way we are? Do we have free will or are we prisoners of our past experience or our biological inheritance? What motivates societies to change? Why do societal changes so often divide people into opposing camps? Why do so many people find contemporary life at home, at work, and in the community unfulfilling? What constitutes good government? How should injustice be fought? Can nations successfully deal with global problems? What is science and how does it differ from other kinds of inquiry? Can scientists provide solutions to the problems we face? What is art and does it offer answers of its own? What is its relationship to beauty, to knowledge, and to ethics? Is objectivity about art (or anything) possible? These questions are organized into units that begin with issues concerning the nature of the individual and then extend outward to various social, cultural and physical contexts. The issues explored in this course are too complex to have any one right answer. Rather, individuals must search for answers that make sense of their experiences via various theoretical perspectives. The Humanities course supports this endeavour through study of different thinkers presented in the readings and exploration of different points of view explored in class discussions. ESL students should consider taking the ESL Humanities course. Students may transfer into ESL Humanities (HESL 024) either at the Registrar?s Office or the School of Liberal Arts & Sciences Office (K201) on a first-come, first-served basis before the Last Day to Add.	3
MEAD 205	Fundamentals of Media 2 Fundamentals of Media 2 Course Code: MEAD 205 Credits: 8 This course will introduce the students to the various media available in Canada and familiarize them with terminology, research and methods of costing. The course is designed to provide a basic understanding of the tools and techniques utilized in the marketing of each medium. Television and radio will be covered.	8
MEAD 206	Professional Selling 2 (Media) Professional Selling 2 (Media) Course Code: MEAD 206 Credits: 4 This course will capitalize on the skills learned in MEAD 106 Professional Selling 1. The emphasis will be placed on one-on-one presentations.	4
MEAD 208	Advertising and Marketing 2 (Media) Advertising and Marketing 2 (Media) Course Code: MEAD 208 Credits: 3 This course is a continuation of MEAD 108 Advertising and Marketing 1 (Media). The student will learn the basic components of marketing in greater detail and depth. Fundamentals of marketing strategies and management decision-making will be studied.	3

Semester 3
Course Code	Course	Credits
GNED 000	General Education Elective General Education Elective Course Code: GNED 000 Credits: 3 The following courses represent the GNED General Education electives that you can choose from as part of your program's curriculum. Anthropology ANTH 002 Anthropology ANTH 005 Cultural Anthropology Economics ECON 004 People, Money and Markets ECON 005 Real-Life Economics ECON 006 The History of Money Geography GEOG 010 The Nature of Ontario GEOG 012 Political Geography: Conflict and International Affairs History CULS 300 Encounter with Latin America HIST 003 Monsters of the 20th Century HIST 017 History of War HIST 018 Making of the Modern World HIST 020 The Good, The Bad and The Ugly HIST 022 The Age of Europe: From the Enlightenment to 1989 MILE 100 Italy: History and Culture MILE 110 Great Cities: USA Humanities HESL 024 ESL ˗ Humanities: An Introduction to Arts and Sciences HESL 035 ESL ˗ World Religions: Western and Eastern Traditions HUMA 024 Humanities: An Introduction to Arts and Sciences HUMA 026 The Arts and the 21st Century Imagination: Longing for Paradise HUMA 028 Popular Culture: Shaping How We Live HUMA 029 Musical Pioneers HUMA 035 World Religions: Western and Eastern Traditions HUMA 036 China: The Next Superpower HUMA 037 Art Matters HUMA 038 Understanding Movies: An Introduction to Film Studies HUMA 039 Digital Culture HUMA 040 Law and Society HUMA 041 Exploring Music and Film HUMA 042 Vampires in Film and Literature HUMA 043 Crossing Borders: Migration and Culture HUMA 044 Ordinary Heroes: Extraordinary Lives HUMA 045 The Body: Beauty, Sex and Consumerism HUMA 046 Art and Artists – Money, Madness and Masterpieces HUMA 050 God, Religion and Science HUMA 060 The World of Myths and Legends HUMA 084 Pulp Fiction SPN. 100 Introductory Spanish 1 Literature ENGE 025 ESL Literature: Introduction ENGL 039 Dark Days Ahead ENGL 046 Contemporary Fiction ENGL 047 Life Stories ENGL 048 Voices from the Underground: Modern Narratives of the Self Philosophy PHIL 001 Ideas: An Introduction to Philosophy PHIL 008 The Love of Wisdom: An Introduction to Philosophy PHIL 017 Ethical Issues PHIL 022 Justice PHIL 025 Philosophy of Love and Sex PHIL 027 Business Ethics PHIL 028 Success PHIL 029 Violence, Order and Justice: An Introduction to Poltical Philosophy PHIL 030 Environmental Ethics Political Science BEH. 002 Surveying Society POLS 004 Morality, Democracy and Politics POLS 019 Globalization POLS 023 War and Terrorism POLS 024 Justice, Equality and Rights POLS 025 Environmental Policy and Economics POLS 104 Introduction to Politics Psychology PSYC 001 Psychology: Introduction PSYC 002 Psychology: Developmental PSYC 003 Psychology: Social PSYC 004 Psychology: Abnormal PSYC 007 Psychology of Sport PSYC 105 Psychology Applied - Recreation Leadership PSYC 121 Psychology Applied 1: Paramedic PSYC 122 Psychology Applied 2: Paramedic PSYC 123 Psychology Applied 3: Paramedic Science SCIE 008 Water: A Life or Death Issue SCIE 013 Astronomy: The Evolving Universe SCIE 016 Origins of Life SCIE 019 Dangerous Earth SCIE 020 The Universe in a Lab SCIE 021 The Environment SCIE 022 Global Warming Concepts SCIE 023 Astrobiology: Life in the Universe SCIE 024 Discovering Dinosaurs SCIE 028 The Science of Everything Sociology SOCE 006 ESL Canadian Society and Culture SOCE 037 ESL: Canada Today SOCE 039 ESL ˗ Citizenship, Immigration and Democracy SOCI 002 Sociology: Introduction SOCI 006 Canadian Society and Culture SOCI 014 AlterNative Pathways: Aboriginal People in Canada SOCI 019 Sport and Society SOCI 027 Environmental Citizenship SOCI 029 Understanding Diversity: The World in Canada SOCI 032 Gender, Power and Society SOCI 033 Sociology of Cultural Difference SOCI 034 Society and Conflict SOCI 036 Issues in Crime SOCI 037 Sociology of Fashion SOCI 038 Sociology of Food SOCI 040 Sociology of the Family SOCI 041 Risky Business: Living in a Dangerous World SOCI 042 Culture, Technology and Identity SOCI 046 Sociology of the Emotions SOCI 047 Leadership SOCI 048 Corporations, Modern Capitalism and Economic Disorder SOCI 049 Imagining the City SOCI 075 Racism and Discrimination SOCI 077 Introduction to Intercultural Communication	3
MEAD 303	Professional Selling 3 (Media) Professional Selling 3 (Media) Course Code: MEAD 303 Credits: 4 In this course, students will build on the communication skills and knowledge of the sales process achieved in Professional Selling 1 and 2. Students will study and achieve understanding of the media sales process and specific selling skills through lectures, class exercises, oral and written presentations, role plays and sales experience.	4
MEAD 309	Advertising and the Workplace 1 Advertising and the Workplace 1 Course Code: MEAD 309 Credits: 2 This course is designed to help students acquire skills that are essential to success in both their field placement and in their future career. By becoming more efficient and effective, students will learn how to manage and control their lives, as well as how to relate to others within the business.	2
MEAD 312	Media Planning/ Buying 1 Media Planning/ Buying 1 Course Code: MEAD 312 Credits: This course will examine the dynamics of small groups and introduce the concepts of problem solving. Students will be assigned to a small group and will prepare a presentation addressing the Internet and its impact on Canadian life. Guest speakers from the advertising industry will give insight into the media sales industry and provide sales problems for student solutions.
MEAD 314	Seminar Series 1 (Media) Seminar Series 1 (Media) Course Code: MEAD 314 Credits: 4 This course will examine the dynamics of small groups, and introduce the concepts of problem solving. Students will be assigned to a small group and will prepare a presentation addressing a topic under the broad umbrella digital media, its importance to Canada over the next decade and its effect on the advertising industry. Guest speakers from the advertising industry will give insight into the media sales industry and provide sales problems for student solutions.	4

Semester 4
Course Code	Course	Credits
MEAD 403	Professional Selling 4 (Media) Professional Selling 4 (Media) Course Code: MEAD 403 Credits: 4 This course will continue to build on the communication and selling skills and knowledge achieved in Professional Selling 1, 2 and 3. It will further develop the student's selling skills through role-plays, class exercises and oral and written presentations.	4
MEAD 405	Seminar Series 2 (Media) Seminar Series 2 (Media) Course Code: MEAD 405 Credits: 2 Guest speakers will be invited to provide insights into the advertising agencies and sales organizations in the media field. Problem solving sessions will be included in the agenda.	2
MEAD 408	Media Planning/ Buying 2 Media Planning/ Buying 2 Course Code: MEAD 408 Credits: 7 Students will be introduced to the buying process with specific emphasis placed on the role of the salesperson and the buyer. Negotiation strategies and techniques will be highlighted. Digital media will be discussed in depth.	7
MEAD 409	Advertising and the Workplace 2 Advertising and the Workplace 2 Course Code: MEAD 409 Credits: 2 This course continues to assist students in acquiring basic human relation skills that are essential to success. Time management, stress, business entertainment, and ethics are studied.	2
MEAD 413	Computer Applications (Media) Computer Applications (Media) Course Code: MEAD 413 Credits: 4 This course will introduce the students to the various industry computer tools used to evaluate Canadian media and document media purchases. The techniques used to develop broadcast planning guides will be presented.	4
MEAD 500	Internship (Media) (May/June) Internship (Media) (May/June) Course Code: MEAD 500 Credits: 4 In the May and June following successful completion of all required program courses, students will spend six weeks in an internship with an approved employer.	4

Curriculum Notes

*Each student is required to complete a minimum six-week (full business week) internship with an approved employer during May and June following successful completion of all other required courses in the program.

The Business School		2012/2013 Program Availability Lakeshore Fall: Open
Type: Diploma	Campus: Lakeshore
Program Code: 04601	Length: Four semesters, beginning in September, plus a May/June six-week internship
CONTACT INFORMATION: Wanda Buote, associate dean \| 416.675.6622 ext. 3800 \| wanda.buote@humber.ca

Advertising – Media Sales

The Business School

2012/2013 Program Availability

Semester 1

College Writing Skills

Fundamentals of Media 1

Professional Selling 1 (Media)

Advertising and Marketing 1 (Media)

Semester 2

Business Writing Skills

General Education Elective

Humanities: An Introduction to Arts and Science

Fundamentals of Media 2

Professional Selling 2 (Media)

Advertising and Marketing 2 (Media)

Semester 3

General Education Elective

Professional Selling 3 (Media)

Advertising and the Workplace 1

Media Planning/ Buying 1

Seminar Series 1 (Media)

Semester 4

Professional Selling 4 (Media)

Seminar Series 2 (Media)

Media Planning/ Buying 2

Advertising and the Workplace 2

Computer Applications (Media)

Internship (Media) (May/June)