Bachelor of Creative Advertising

Our Program

Find out how one Creative Advertising student got a job before graduation.

Humber’s Creative Advertising degree program is unique in providing creative education for writers, future account executives and art directors, allowing them to work together in creative teams to produce the best of contemporary advertising. As well, students design real-world solutions for clients of the AdCentre, our on-campus agency.

Our faculty is composed of industry professionals and respected teachers from varied fields of academia. They teach the creative aspects of advertising through hands-on studio work combined with a theoretical, strategic, and historical perspective. Courses draw on the constructs and paradigms of fields such as marketing, research, sociology, psychology, ethics and literature to enrich and extend the understanding of advertising concepts and applications. Students develop and hone their advanced skills using state-of-the-art equipment in our multiple computer labs and digital classrooms.

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

Use your strong creative skills and versatility in a broad range of advertising industry careers in both agency and corporate settings. Work as an art director, copywriter, or account co-ordinator in all media, and ultimately as a creative director. This degree can also lead to graduate studies.

Our grads and students have won Cannes Young Lions Awards, a CMYK Magazine top 100 Creative Student Selection, large numbers of Applied Arts and Advertising, and Design Club of Canada Student Awards in advertising. Our students have been featured on the cover of Marketing Magazine, and have participated in many industry competitions, pitted against other colleges and universities throughout Canada. Teams of Creative Advertising students recently swept the Gold, Silver and Bronze awards for students at the National Advertising Awards and swept the top three spots and the People’s Choice Award in the first Sourz Design School Challenge for a product marketing campaign, among others.

Our Faculty

For information regarding faculty credentials for this program, visit humber.ca/faculty.

Work Placement

Students will complete a 14-week paid work term from January to April after semester seven. The school provides support, such as working with business and industry to identify co-op employment opportunities. Students must find their own placements and are encouraged to take career management workshops to develop effective job search skills.

Our Industry Partnerships

Industry partners supporting this program include: ddb Canada, DraftFCB, Drive Agency, Kenna, MacLaren McCann, New York Art Director's Club and Red Urban.

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 humber.ca/transferguide.

Admission Requirements

Ontario Secondary School Diploma (OSSD)
Grade 12U English (ENG4U) with a minimum grade of 70 per cent. If English is not your first language, refer to English Language Proficiency Policy
Five Grade 12U or M courses in addition to those listed above with a minimum 65 per cent overall average
Portfolio and writing sample to be submitted electronically. For an applicant portfolio sample list, visit humber.ca/admissions/portfolio/22041

Note: For further information, refer to the Selection Procedures.

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

Mature students (applicants 21 years of age or over) and/or transfer students (applicants with postsecondary education) should refer to the Mature and Transfer Student Admissions Regulations for admission criteria.

Applicants who do not meet the above admission requirements should consider applying for Humber's Advertising and Graphic Design diploma program. Graduates with an overall grade point average (GPA) of 75 per cent or more will be considered for admission to Humber's Bachelor of Creative Advertising degree program. Graduates may then complete the degree program with the equivalent of six semesters of full-time study plus a work term. Graduates must also possess ENG4U, Humber's COMM 200/WRIT 100 or COMM 300/WRIT 200 with a grade of 70 per cent or more.

Fees / Scholarships

The 2013/2014 fee for two semesters is

domestic $7,121.28
international $12,950.

Amounts listed are the total of tuition, lab and material fees, student service and auxiliary fees for the first two semesters of the 2013/2014 academic year.

Fees are subject to change.

For more information, refer to Fees and Financial Assistance.

Additional Costs

For information regarding fees for work terms, refer to Fees and Financial Assistance.

Alternative Course of Study

Humber offers a two-year Advertising and Graphic Design diploma program 04701 or a two-year Advertising and Marketing Communications diploma program 04621.

Curriculum (View the 2012/13 Curriculum)

All returning students can view your curriculum by logging into SRS

Semester 1

Course Code	Course Name
ADV 1000	Introduction to Advertising Introduction to Advertising Course Code: ADV 1000 This course is an overview of advertising from several perspectives. The forces contributing to the development of the modern advertising agency; the elements of advertising campaigns; who does what - the structure of an agency; advertising media; recent industry developments; and the role of advertising in society. Individual assignments and group projects will have two goals: to build a critical awareness of the rhetoric of advertising; and to put into practice the students' understanding of the industry.
ADV 1001	Visual Communications Visual Communications Course Code: ADV 1001 Theories of visual communication and their intellectual and practical applications will be covered in this course. Students will be introduced to social and visual semiotics, emotional and intellectual reaction to colour, form, imagery, language and image combination, image and advertising context, and typography. Through the study of the works of various theorists and practitioners, students will enhance their knowledge of the design elements used to build integrated communication materials. They will combine this acquired knowledge of form and colour in the graphic arts with analysis of target audiences, enabling students to provide effective and strong visual communications solutions to advertising and design problems.
DEGE	Degree Breadth Elective Degree Breadth Elective Course Code: DEGE Students will be allowed to choose from a variety of breadth courses. These courses span a broad range of disciplines including sociology, psychology, philosophy, history, economics, and geography, among others. Elective offerings will vary from semester to semester. Academic Writing AWCR 1004 Academic Writing and Critical Reasoning: Approaches to Literature AWCR 1006 Academic Writing and Critical Reasoning: Ecology, Nature and Society ENGL 102 Academic Writing and Critical Reasoning: Business and Society ENGL 103 Academic Writing and Critical Reasoning: Imagination, Self and Society ENGL 105 Academic Writing and Critical Reasoning: Individuals and Communities ENGL 107 Academic Writing and Critical Reasoning: Popular Culture Anthropology ANTH 1000 Principles of Anthropology Economics ECON 200 Money, Markets and Democracy ECON 402 Business in Politics - Advanced History HIST 200 Canadian Studies: The Challenge Ahead HIST 202 Prohibition: The History of "Bad" Behaviour Humanities HUMA 200 Film: Styles, Narratives and Techniques HUMA 202 Religions of the World HUMA 203 Music, Meaning and Values HUMA 300 Religion in Society HUMA 405 Shakespeare and Film HUMA 406 Desire and Discontent - Advanced HUMA 408 Good and Evil HUMA 413 Justice: Philosophical and Literary Perspectives - Advanced Literature ENGL 202 Betrayal in Contemporary Fiction HUMA 201 Trauma and Memory in Literature HUMA 403 Love Stories Philosophy PHIL 201 The Good Life PHIL 205 Love and Sex: Philosophical Perspectives PHIL 402 Knowing and Believing - Advanced PHIL 404 How is Society Possible? Conflict, Co-operation and Social Theory PHIL 405 Theories of Beauty PHIL 412 People, Mind and Body: Selfish Thoughts PHIL 413 Business and Professional Ethics: Your Money and Your Life PHIL 1000 Brainstorm - Advanced PHIL 2003 Ethics and Moral Theory Political Science POLS 201 Human Security and World Disorder POLS 202 Canada and the World: Trade, Diplomacy and War POLS 203 Leadership POLS 204 Democracy and Dictatorship POLS 205 International Relations POLS 212 The Corporation in Society POLS 250 Power: 701 POLS 401 War and Morality POLS 451 Power: 702: The Question of Legitimation - Advanced POLS 1000 Introduction to Politics Psychology PSYC 204 Abnormal Psychology PSYC 205 Human Sexuality PSYC 1000 Introduction to Psychology PSYC 2000 Lifespan Development PSYC 2500 Social Psychology PSYC 3000 Psychology of Criminal Conduct Science RSMT 2500 Qualitative Research Methods SCIE 200 Astronomy SCIE 202 Introduction to Environmental Studies SCIE 203 Science Matters: Introduction to the Sciences SCIE 403 Scientific Achievements Sociology SOCI 200 Sociology of Health SOCI 202 Canadian Families: Past, Present and Future SOCI 204 Sociology of the Everyday SOCI 300 Race, Gender and the Digital Age SOCI 301 Social Entrepreneurship SOCI 402 The Sociology of Technology - Advanced SOCI 450 City Life: 702 - Advanced SOCI 1000 Principles of Sociology SOCI 3000 Sociology of Consumption - Advanced
HIST 1002	History of Creative Advertising History of Creative Advertising Course Code: HIST 1002 Advertising is a part of modern culture. As an effective discourse, advertising signifies certain ideals and values, shaping and changing the way we perceive and understand the social world. The real and sometimes surreal effects of advertising challenge the way we identify our social environments including the family, work, and even international relations. With historical roots tracing back at least 150 years, the creative world of advertising has gone through many changes. This course will locate the developmental and creative aspects of advertising within a historical context. Focus will be placed on how advertising has developed in and for different markets. Students will be introduced to a variety of social factors that influence and even create various advertising campaigns. The relationship between the consumer and advertiser will be explained in terms of an ongoing creative process that is influenced by marketing agendas, consumer behaviour, world events, political agendas, and consumption patterns and identities.
MKTG 1001	Principles of Marketing Principles of Marketing Course Code: MKTG 1001 This course provides an overview, as well as a foundation for further studies of all aspects of marketing as practiced today both domestically and internationally. The course focuses on developing competencies in understanding the business environment and applying the tools and techniques of marketing research and analysis to develop effective marketing strategies. Legal, social, cultural and other elements of the marketing environment are considered in cases requiring research of current materials and practical application of course studies. Product, price, promotion and distribution frameworks are examined both as separate and integrated subsets of the marketing mix within strategies oriented toward satisfying consumer wants and needs to achieve organizational objectives.

Semester 2

Course Code	Course Name
ADV 1500	Creative Strategic Development Creative Strategic Development Course Code: ADV 1500 This course examines the importance of thinking strategically using creative strategies and in the development of effective advertising. Through the study of works by recognized marketing and advertising theorists, students will see the benefits of strategic thinking, from the branding of products and services through to the creative execution of advertising campaigns. They will hone their strategic thinking skills through in-class and graded exercises. Case studies will allow them to explore the relationship among organizational problems, objectives and strategies, with a special emphasis on the creative solution. This course will also demonstrate the importance of media strategy and its role in helping advertising campaigns achieve maximum impact in the marketplace.
ADV 1501	Creative Concepts Creative Concepts Course Code: ADV 1501 This course is designed to show students how to transform literal thought and an understanding of creative strategy into creative concepts. Through selected readings, theoretical study, demonstration and practice, students will learn about the psychology and science of creativity and discover how to maximize their own creative potential. They will develop the unique skills that make copywriting and art direction different from other forms of creative expression. They will be encouraged to think visually and verbally, and to develop engaging creative solutions to communication problems using both images and words. Project work includes investigating and developing a deep understanding of target audiences, writing creative briefs, and executing creative communication material based on their findings. Students will be required to assess and validate creative ideas against a given strategy, and justify their copy and design choices.
ADV 1502	Typography 1 Typography 1 Course Code: ADV 1502 Good typography can dramatically improve comprehension; bad typography can kill a reader's interest almost immediately. In our word-and-advertising-heavy culture, we are bombarded with thousands of printed messages on a daily basis. Written language is always presented to the viewer using typography, and, unfortunately, much of what currently surrounds us is compromised and amateurish due to many designers' lack of knowledge surrounding the well-established disciplines of manipulation of type and typographic elements. The results are potentially serious; bad typography can render even the most well written message incomprehensible.
ADV 1503	Presentation Skills Presentation Skills Course Code: ADV 1503 Advertising requires the sale of convincing ideas in succinct and powerful messages through a variety of media, both in print and in person. Persuasive presentation skills are essential in communicating your key message(s) and ideas. This course covers both the physical and theoretical components of public speaking.
DEGE	Degree Breadth Elective Degree Breadth Elective Course Code: DEGE Students will be allowed to choose from a variety of breadth courses. These courses span a broad range of disciplines including sociology, psychology, philosophy, history, economics, and geography, among others. Elective offerings will vary from semester to semester. Academic Writing AWCR 1004 Academic Writing and Critical Reasoning: Approaches to Literature AWCR 1006 Academic Writing and Critical Reasoning: Ecology, Nature and Society ENGL 102 Academic Writing and Critical Reasoning: Business and Society ENGL 103 Academic Writing and Critical Reasoning: Imagination, Self and Society ENGL 105 Academic Writing and Critical Reasoning: Individuals and Communities ENGL 107 Academic Writing and Critical Reasoning: Popular Culture Anthropology ANTH 1000 Principles of Anthropology Economics ECON 200 Money, Markets and Democracy ECON 402 Business in Politics - Advanced History HIST 200 Canadian Studies: The Challenge Ahead HIST 202 Prohibition: The History of "Bad" Behaviour Humanities HUMA 200 Film: Styles, Narratives and Techniques HUMA 202 Religions of the World HUMA 203 Music, Meaning and Values HUMA 300 Religion in Society HUMA 405 Shakespeare and Film HUMA 406 Desire and Discontent - Advanced HUMA 408 Good and Evil HUMA 413 Justice: Philosophical and Literary Perspectives - Advanced Literature ENGL 202 Betrayal in Contemporary Fiction HUMA 201 Trauma and Memory in Literature HUMA 403 Love Stories Philosophy PHIL 201 The Good Life PHIL 205 Love and Sex: Philosophical Perspectives PHIL 402 Knowing and Believing - Advanced PHIL 404 How is Society Possible? Conflict, Co-operation and Social Theory PHIL 405 Theories of Beauty PHIL 412 People, Mind and Body: Selfish Thoughts PHIL 413 Business and Professional Ethics: Your Money and Your Life PHIL 1000 Brainstorm - Advanced PHIL 2003 Ethics and Moral Theory Political Science POLS 201 Human Security and World Disorder POLS 202 Canada and the World: Trade, Diplomacy and War POLS 203 Leadership POLS 204 Democracy and Dictatorship POLS 205 International Relations POLS 212 The Corporation in Society POLS 250 Power: 701 POLS 401 War and Morality POLS 451 Power: 702: The Question of Legitimation - Advanced POLS 1000 Introduction to Politics Psychology PSYC 204 Abnormal Psychology PSYC 205 Human Sexuality PSYC 1000 Introduction to Psychology PSYC 2000 Lifespan Development PSYC 2500 Social Psychology PSYC 3000 Psychology of Criminal Conduct Science RSMT 2500 Qualitative Research Methods SCIE 200 Astronomy SCIE 202 Introduction to Environmental Studies SCIE 203 Science Matters: Introduction to the Sciences SCIE 403 Scientific Achievements Sociology SOCI 200 Sociology of Health SOCI 202 Canadian Families: Past, Present and Future SOCI 204 Sociology of the Everyday SOCI 300 Race, Gender and the Digital Age SOCI 301 Social Entrepreneurship SOCI 402 The Sociology of Technology - Advanced SOCI 450 City Life: 702 - Advanced SOCI 1000 Principles of Sociology SOCI 3000 Sociology of Consumption - Advanced

Semester 3

Course Code	Course Name
ADV 2000	Art of Persuasion Art of Persuasion Course Code: ADV 2000 Though we are not automatons directed by the mass media through advertising, there are numerous psychological elements that play a large role in the manipulation of our consumer habits. Advertising has long been criticized for being merely an obscene form of persuasion, a form of mass media, which tries a variety of methods to fool the everyday consumer. This course will critically examine the issue of persuasion in advertising by exploring various elements of behavioural science in an attempt to recognize the positive and negative effects of marketing and advertising. Personal identity, group behaviour, propaganda, social control, and the creation of desires will be some of the main topics to be discussed. Audiences and advertisers form a complex relationship that involves the creation of consumer needs and the effective tools necessary to address these needs. Using the skill acquired in the theoretical study of the course, students will create advertising campaign materials intended to change the reader's opinions and behaviours.
ADV 2002	Design Technology Design Technology Course Code: ADV 2002 Although the digital revolution has been with us for almost 15 years and is quickly becoming part of the history of design, this development is probably the most important change to affect the creative process in the commercial world since commerce recognized the importance of art in the promotion of products and services. In the final analysis, this course provides a foundation that will enable students to work comfortably in an ever-changing environment of which we have only seen a very small part.
ADV 2003	Advertising, Copywriting and Layout Advertising, Copywriting and Layout Course Code: ADV 2003 Students will consider the role of advertising copy and explore the ways in which words can be used to deliver a powerful, succinct and strategic message. They will be introduced to theories about the creation of successful and persuasive copy. They will also be exposed to award winning advertising, offered for critique, discussions and deconstruction. Students will develop their own copywriting and layout skills through problem solving exercises. Starting with a creative brief, they will produce original solutions to advertising problems. The course consists of lectures and labs.
ADV 2004	Digital Production Digital Production Course Code: ADV 2004 In this course students will examine the role of digital technology as a production tool within the context of the advertising industry. Through lectures, demonstrations, readings, and hands-on practicums, students will become familiar with industry standard practices for the final output of digital files ready for traditional ink on paper printing and small and large scale digital printing.
STAT 1115	Statistics: Interpreting Data for Advertising Statistics: Interpreting Data for Advertising Course Code: STAT 1115 This is an introductory course in statistics for media studies students. Emphasis is on the application of statistics methods in business and media studies, and creative advertising. Topics include descriptive statistics, probability and probability distributions, estimation and hypothesis testing, correlation and regression, chi-square tests and analysis of variance.

Semester 4

Course Code	Course Name
ADV 2500	Art Direction Art Direction Course Code: ADV 2500 Intelligent, purposeful art direction is critical for the success of any advertising effort. In this course, students will examine the role of the art director/designer in the advertising process, from strategy to concept development, and from presentation to final production. Students will explore the visual techniques and craft used to create arresting, effective advertising for a wide range of products and services. They will examine the ways in which graphical and typographical elements are selected, modified and organized. They will critique the overall effectiveness of various examples, with an eye for balance, composition and communication. Students will develop their own art directorial skills by experimenting with traditional and non-traditional techniques.
ADV 2502	The Business of Advertising The Business of Advertising Course Code: ADV 2502 This course examines the economic relationships that exist in advertising and how they are integrated into the domestic and international economy. The course includes an overview of the evolution and direction of advertising, how and why it has it evolved and where the future of advertising is headed. Students will explore the impact of international cultures, consumer behaviour, and overall international societal, economical, political and regulatory impacts on advertising strategies, execution and decision-making. They will examine current business practices, trends and, specifically, key issues, which are influencing the advertising industry worldwide. The course will examine the strengths and weaknesses of the traditional advertising agency, structure and alternative structures, and explore how clients and agency staff create viable working relationships in these environments. The implications of operating in a mixed economy where government is both a major client and a regulating body will also be explored.
DEGE	Degree Breadth Elective Degree Breadth Elective Course Code: DEGE Students will be allowed to choose from a variety of breadth courses. These courses span a broad range of disciplines including sociology, psychology, philosophy, history, economics, and geography, among others. Elective offerings will vary from semester to semester. Academic Writing AWCR 1004 Academic Writing and Critical Reasoning: Approaches to Literature AWCR 1006 Academic Writing and Critical Reasoning: Ecology, Nature and Society ENGL 102 Academic Writing and Critical Reasoning: Business and Society ENGL 103 Academic Writing and Critical Reasoning: Imagination, Self and Society ENGL 105 Academic Writing and Critical Reasoning: Individuals and Communities ENGL 107 Academic Writing and Critical Reasoning: Popular Culture Anthropology ANTH 1000 Principles of Anthropology Economics ECON 200 Money, Markets and Democracy ECON 402 Business in Politics - Advanced History HIST 200 Canadian Studies: The Challenge Ahead HIST 202 Prohibition: The History of "Bad" Behaviour Humanities HUMA 200 Film: Styles, Narratives and Techniques HUMA 202 Religions of the World HUMA 203 Music, Meaning and Values HUMA 300 Religion in Society HUMA 405 Shakespeare and Film HUMA 406 Desire and Discontent - Advanced HUMA 408 Good and Evil HUMA 413 Justice: Philosophical and Literary Perspectives - Advanced Literature ENGL 202 Betrayal in Contemporary Fiction HUMA 201 Trauma and Memory in Literature HUMA 403 Love Stories Philosophy PHIL 201 The Good Life PHIL 205 Love and Sex: Philosophical Perspectives PHIL 402 Knowing and Believing - Advanced PHIL 404 How is Society Possible? Conflict, Co-operation and Social Theory PHIL 405 Theories of Beauty PHIL 412 People, Mind and Body: Selfish Thoughts PHIL 413 Business and Professional Ethics: Your Money and Your Life PHIL 1000 Brainstorm - Advanced PHIL 2003 Ethics and Moral Theory Political Science POLS 201 Human Security and World Disorder POLS 202 Canada and the World: Trade, Diplomacy and War POLS 203 Leadership POLS 204 Democracy and Dictatorship POLS 205 International Relations POLS 212 The Corporation in Society POLS 250 Power: 701 POLS 401 War and Morality POLS 451 Power: 702: The Question of Legitimation - Advanced POLS 1000 Introduction to Politics Psychology PSYC 204 Abnormal Psychology PSYC 205 Human Sexuality PSYC 1000 Introduction to Psychology PSYC 2000 Lifespan Development PSYC 2500 Social Psychology PSYC 3000 Psychology of Criminal Conduct Science RSMT 2500 Qualitative Research Methods SCIE 200 Astronomy SCIE 202 Introduction to Environmental Studies SCIE 203 Science Matters: Introduction to the Sciences SCIE 403 Scientific Achievements Sociology SOCI 200 Sociology of Health SOCI 202 Canadian Families: Past, Present and Future SOCI 204 Sociology of the Everyday SOCI 300 Race, Gender and the Digital Age SOCI 301 Social Entrepreneurship SOCI 402 The Sociology of Technology - Advanced SOCI 450 City Life: 702 - Advanced SOCI 1000 Principles of Sociology SOCI 3000 Sociology of Consumption - Advanced
MKTG 2501	Promotion Promotion Course Code: MKTG 2501 In this course students will expand their knowledge of a variety of media as they explore the critical role played by promotion and publicity in building brand awareness and establishing customer loyalty. Students will examine the differences between advertising and promotion/publicity. Students will apply strategic communication planning principles to the development of integrated marketing communication programs.
RSMT 2500	Qualitative Research Methods Qualitative Research Methods Course Code: RSMT 2500 The purpose of this course is to equip students with a knowledge and understanding of key concepts and methodologies associated with qualitative data analysis and research design in the social sciences. The course will begin by defining what constitutes qualitative research and what distinguishes it from quantitative research. Students will learn how qualitative research studies are designed, why a particular research methodology is chosen and how that methodology is then carried out. Several research designs within qualitative research methodologies will be presented. Students will be introduced to methods such as ethnography, participant observation, interviewing and focus groups. In addition to covering ethical protocol in research, the course will investigate the interpretation of results, the writing up of findings and effective communication of data. In providing students with some background in how research is conducted and presented, the course will offer students the skills to think critically about research results that are presented to them in their coursework and in the media. Students will understand how qualitative research can provide important insights into problems or needs within a community or client populations, patterns of service delivery, consumer satisfaction and public opinion. Students who have taken STAT 201 Research Methods cannot take this course.

Semester 5

Course Code	Course Name
ADV 3000	Strategic Planning Strategic Planning Course Code: ADV 3000 This course will examine the fundamentals of strategic planning and review its evolving role within the business and marketing communications planning processes. Emphasis will be placed on mining consumer insights through the use of a variety of research methodologies, most requiring a more creative exploration of the consumer's world than ever before, to identify strategic opportunities and insights. Through case studies and class assignments, students will learn about the role market research plays in informing strategic thinking. They will demonstrate their ability to synthesize market research data and information into the more complex planning process that also utilizes vision, intuition and critical thinking skills. The student will apply original thinking to the strategic development and decision-making processes, developing effective strategies and briefs to convey strategic direction to all parties involved in the strategic planning process and evaluating the relevancy of program recommendations.
ADV 3001	Creative Concepts: Print/Outdoor Advertising Creative Concepts: Print/Outdoor Advertising Course Code: ADV 3001 In this course, students will explore the concepts, development and creation of print and outdoor advertising. They will gain the knowledge to assess the impact and effectiveness of billboards, transit and bus shelters, and other outdoor media compared to other forms of mass media. A key component of this course will be the development of advanced ad writing skills through two streams: an investigation of narrative theory (how words create stories); and directed practical writing exercises in traditional advertising forms particularly the ability to write various specific forms of advertising copy.
ADV 3002	Creative Concepts: Interactive Advertising Creative Concepts: Interactive Advertising Course Code: ADV 3002 In addition to developing advertising for traditional media, copywriters and designers are increasingly required to incorporate advertising and promotional material for the Internet into their campaigns. Successful execution requires an understanding what works and what doesn't, and why in the emerging technologies and design parameters of these new media.
ADV 3003	Advertising Studio 1 Advertising Studio 1 Course Code: ADV 3003 This course is a studio workshop that gives students an opportunity to put into practice the knowledge and skills they have learned to date. Students will be expected to function in a dynamic environment that replicates the demands and expectations of the advertising industry. There will be a combination of lectures, labs and independent study. This multifaceted delivery method is designed to support and guide students as they integrate and synthesize what they have learned in the preceding semesters. Students will work in teams to conceive and produce effective advertising campaigns for print, outdoor and other media.
DEGE	Degree Breadth Elective Degree Breadth Elective Course Code: DEGE Students will be allowed to choose from a variety of breadth courses. These courses span a broad range of disciplines including sociology, psychology, philosophy, history, economics, and geography, among others. Elective offerings will vary from semester to semester. Academic Writing AWCR 1004 Academic Writing and Critical Reasoning: Approaches to Literature AWCR 1006 Academic Writing and Critical Reasoning: Ecology, Nature and Society ENGL 102 Academic Writing and Critical Reasoning: Business and Society ENGL 103 Academic Writing and Critical Reasoning: Imagination, Self and Society ENGL 105 Academic Writing and Critical Reasoning: Individuals and Communities ENGL 107 Academic Writing and Critical Reasoning: Popular Culture Anthropology ANTH 1000 Principles of Anthropology Economics ECON 200 Money, Markets and Democracy ECON 402 Business in Politics - Advanced History HIST 200 Canadian Studies: The Challenge Ahead HIST 202 Prohibition: The History of "Bad" Behaviour Humanities HUMA 200 Film: Styles, Narratives and Techniques HUMA 202 Religions of the World HUMA 203 Music, Meaning and Values HUMA 300 Religion in Society HUMA 405 Shakespeare and Film HUMA 406 Desire and Discontent - Advanced HUMA 408 Good and Evil HUMA 413 Justice: Philosophical and Literary Perspectives - Advanced Literature ENGL 202 Betrayal in Contemporary Fiction HUMA 201 Trauma and Memory in Literature HUMA 403 Love Stories Philosophy PHIL 201 The Good Life PHIL 205 Love and Sex: Philosophical Perspectives PHIL 402 Knowing and Believing - Advanced PHIL 404 How is Society Possible? Conflict, Co-operation and Social Theory PHIL 405 Theories of Beauty PHIL 412 People, Mind and Body: Selfish Thoughts PHIL 413 Business and Professional Ethics: Your Money and Your Life PHIL 1000 Brainstorm - Advanced PHIL 2003 Ethics and Moral Theory Political Science POLS 201 Human Security and World Disorder POLS 202 Canada and the World: Trade, Diplomacy and War POLS 203 Leadership POLS 204 Democracy and Dictatorship POLS 205 International Relations POLS 212 The Corporation in Society POLS 250 Power: 701 POLS 401 War and Morality POLS 451 Power: 702: The Question of Legitimation - Advanced POLS 1000 Introduction to Politics Psychology PSYC 204 Abnormal Psychology PSYC 205 Human Sexuality PSYC 1000 Introduction to Psychology PSYC 2000 Lifespan Development PSYC 2500 Social Psychology PSYC 3000 Psychology of Criminal Conduct Science RSMT 2500 Qualitative Research Methods SCIE 200 Astronomy SCIE 202 Introduction to Environmental Studies SCIE 203 Science Matters: Introduction to the Sciences SCIE 403 Scientific Achievements Sociology SOCI 200 Sociology of Health SOCI 202 Canadian Families: Past, Present and Future SOCI 204 Sociology of the Everyday SOCI 300 Race, Gender and the Digital Age SOCI 301 Social Entrepreneurship SOCI 402 The Sociology of Technology - Advanced SOCI 450 City Life: 702 - Advanced SOCI 1000 Principles of Sociology SOCI 3000 Sociology of Consumption - Advanced

Semester 6

Course Code	Course Name
ADV 3500	Creative Concepts: Broadcast Advertising Creative Concepts: Broadcast Advertising Course Code: ADV 3500 Students will work with various development techniques and formats to create commercials for TV, radio, web and other broadcast media. The impact of production is explored, and students will learn what contributions the creative team can make and their responsibilities in the process. Students will have the opportunity to create advertising scripts and scenarios appropriate for broadcast. They will also practice integrating these creations executions into campaigns.
ADV 3501	Creative Concepts: Direct Response Advertising Creative Concepts: Direct Response Advertising Course Code: ADV 3501 This course introduces the special writing and design skills needed for direct marketing, one of the fastest-growing areas in the advertising industry. The techniques taught in this course will provide each student with expertise that is increasingly in demand. From creating direct mail packages and point-of-sale material through to the humble coupon, all aspects of direct response will be explored.
ADV 3502	Typography 2 Typography 2 Course Code: ADV 3502 Building upon the basic understanding of the history, language and application of typography gained in ADV 1502 Typography 1, students will continue to investigate the critical role of type in the process of visual communication. As in ADV 1502 Typography 1, this course will be offered in a combination lecture and lab format.
ADV 3503	Advertising Studio 2 Advertising Studio 2 Course Code: ADV 3503 In this studio workshop, students will build on their experience in ADV 3003 Ad Centre 1 as they continue to integrate and synthesize the knowledge and skills they have learned to date. Working in teams, students will produce projects for a wide variety of applications. They will be expected to function effectively in an environment that replicates the demands and expectations of the advertising industry.
DEGE	Degree Breadth Elective Degree Breadth Elective Course Code: DEGE Students will be allowed to choose from a variety of breadth courses. These courses span a broad range of disciplines including sociology, psychology, philosophy, history, economics, and geography, among others. Elective offerings will vary from semester to semester. Academic Writing AWCR 1004 Academic Writing and Critical Reasoning: Approaches to Literature AWCR 1006 Academic Writing and Critical Reasoning: Ecology, Nature and Society ENGL 102 Academic Writing and Critical Reasoning: Business and Society ENGL 103 Academic Writing and Critical Reasoning: Imagination, Self and Society ENGL 105 Academic Writing and Critical Reasoning: Individuals and Communities ENGL 107 Academic Writing and Critical Reasoning: Popular Culture Anthropology ANTH 1000 Principles of Anthropology Economics ECON 200 Money, Markets and Democracy ECON 402 Business in Politics - Advanced History HIST 200 Canadian Studies: The Challenge Ahead HIST 202 Prohibition: The History of "Bad" Behaviour Humanities HUMA 200 Film: Styles, Narratives and Techniques HUMA 202 Religions of the World HUMA 203 Music, Meaning and Values HUMA 300 Religion in Society HUMA 405 Shakespeare and Film HUMA 406 Desire and Discontent - Advanced HUMA 408 Good and Evil HUMA 413 Justice: Philosophical and Literary Perspectives - Advanced Literature ENGL 202 Betrayal in Contemporary Fiction HUMA 201 Trauma and Memory in Literature HUMA 403 Love Stories Philosophy PHIL 201 The Good Life PHIL 205 Love and Sex: Philosophical Perspectives PHIL 402 Knowing and Believing - Advanced PHIL 404 How is Society Possible? Conflict, Co-operation and Social Theory PHIL 405 Theories of Beauty PHIL 412 People, Mind and Body: Selfish Thoughts PHIL 413 Business and Professional Ethics: Your Money and Your Life PHIL 1000 Brainstorm - Advanced PHIL 2003 Ethics and Moral Theory Political Science POLS 201 Human Security and World Disorder POLS 202 Canada and the World: Trade, Diplomacy and War POLS 203 Leadership POLS 204 Democracy and Dictatorship POLS 205 International Relations POLS 212 The Corporation in Society POLS 250 Power: 701 POLS 401 War and Morality POLS 451 Power: 702: The Question of Legitimation - Advanced POLS 1000 Introduction to Politics Psychology PSYC 204 Abnormal Psychology PSYC 205 Human Sexuality PSYC 1000 Introduction to Psychology PSYC 2000 Lifespan Development PSYC 2500 Social Psychology PSYC 3000 Psychology of Criminal Conduct Science RSMT 2500 Qualitative Research Methods SCIE 200 Astronomy SCIE 202 Introduction to Environmental Studies SCIE 203 Science Matters: Introduction to the Sciences SCIE 403 Scientific Achievements Sociology SOCI 200 Sociology of Health SOCI 202 Canadian Families: Past, Present and Future SOCI 204 Sociology of the Everyday SOCI 300 Race, Gender and the Digital Age SOCI 301 Social Entrepreneurship SOCI 402 The Sociology of Technology - Advanced SOCI 450 City Life: 702 - Advanced SOCI 1000 Principles of Sociology SOCI 3000 Sociology of Consumption - Advanced

Semester 7

Course Code	Course Name
ADV 4001	Professional Practices Professional Practices Course Code: ADV 4001 This course prepares students for the advertising workplace. Emphasis will be placed on interpersonal skills and critical thinking skills needed in the competitive field of advertising. Practical approaches such as resum? writing, job search skills and interviewing techniques will be applied. Guest speakers from the advertising industry will emphasize employer expectations and current and future trends in the profession.
ADV 4002	Advertising Studio 3 Advertising Studio 3 Course Code: ADV 4002 In this course, students will tackle increasingly sophisticated and challenging projects. Working in teams, they will gain the confidence they need to meet with a client and recommend the big idea - the core idea that will drive an advertising campaign. Students will prepare presentations for clients that reflect and advance their skills as strategic and creative thinkers. At the same time, they will further their mastery of the presentation techniques needed to sell advertising ideas and build client relationships.
ADV 4003	Digital Interactive & Emerging Technologies Digital Interactive & Emerging Technologies Course Code: ADV 4003 This course builds on skills and knowledge gained in the prerequisite Creative Concepts: Interactive Advertising course, and puts into practice students? learned skills. Students will develop integrated, targeted advertising campaigns designed to roll out over a range of media and channels particularly those needing advanced digital, interactive media such as those created in Flash. Students will be expected to stay abreast of trends and activity in the industry. Social context, target market demographics and psychographics, appropriate use and integration of media channels, campaign timing, and consumer and competition response will also be considered. Close attention will be paid to the consumer, both in applying consumer research and understanding the psychology of consumer response. Traditional and alternative response hierarchies and information processing models will be examined as tools to develop and assess campaign strategy.
DEGE	Degree Breadth Elective Degree Breadth Elective Course Code: DEGE Students will be allowed to choose from a variety of breadth courses. These courses span a broad range of disciplines including sociology, psychology, philosophy, history, economics, and geography, among others. Elective offerings will vary from semester to semester. Academic Writing AWCR 1004 Academic Writing and Critical Reasoning: Approaches to Literature AWCR 1006 Academic Writing and Critical Reasoning: Ecology, Nature and Society ENGL 102 Academic Writing and Critical Reasoning: Business and Society ENGL 103 Academic Writing and Critical Reasoning: Imagination, Self and Society ENGL 105 Academic Writing and Critical Reasoning: Individuals and Communities ENGL 107 Academic Writing and Critical Reasoning: Popular Culture Anthropology ANTH 1000 Principles of Anthropology Economics ECON 200 Money, Markets and Democracy ECON 402 Business in Politics - Advanced History HIST 200 Canadian Studies: The Challenge Ahead HIST 202 Prohibition: The History of "Bad" Behaviour Humanities HUMA 200 Film: Styles, Narratives and Techniques HUMA 202 Religions of the World HUMA 203 Music, Meaning and Values HUMA 300 Religion in Society HUMA 405 Shakespeare and Film HUMA 406 Desire and Discontent - Advanced HUMA 408 Good and Evil HUMA 413 Justice: Philosophical and Literary Perspectives - Advanced Literature ENGL 202 Betrayal in Contemporary Fiction HUMA 201 Trauma and Memory in Literature HUMA 403 Love Stories Philosophy PHIL 201 The Good Life PHIL 205 Love and Sex: Philosophical Perspectives PHIL 402 Knowing and Believing - Advanced PHIL 404 How is Society Possible? Conflict, Co-operation and Social Theory PHIL 405 Theories of Beauty PHIL 412 People, Mind and Body: Selfish Thoughts PHIL 413 Business and Professional Ethics: Your Money and Your Life PHIL 1000 Brainstorm - Advanced PHIL 2003 Ethics and Moral Theory Political Science POLS 201 Human Security and World Disorder POLS 202 Canada and the World: Trade, Diplomacy and War POLS 203 Leadership POLS 204 Democracy and Dictatorship POLS 205 International Relations POLS 212 The Corporation in Society POLS 250 Power: 701 POLS 401 War and Morality POLS 451 Power: 702: The Question of Legitimation - Advanced POLS 1000 Introduction to Politics Psychology PSYC 204 Abnormal Psychology PSYC 205 Human Sexuality PSYC 1000 Introduction to Psychology PSYC 2000 Lifespan Development PSYC 2500 Social Psychology PSYC 3000 Psychology of Criminal Conduct Science RSMT 2500 Qualitative Research Methods SCIE 200 Astronomy SCIE 202 Introduction to Environmental Studies SCIE 203 Science Matters: Introduction to the Sciences SCIE 403 Scientific Achievements Sociology SOCI 200 Sociology of Health SOCI 202 Canadian Families: Past, Present and Future SOCI 204 Sociology of the Everyday SOCI 300 Race, Gender and the Digital Age SOCI 301 Social Entrepreneurship SOCI 402 The Sociology of Technology - Advanced SOCI 450 City Life: 702 - Advanced SOCI 1000 Principles of Sociology SOCI 3000 Sociology of Consumption - Advanced
FOTO 4000	Photography Photography Course Code: FOTO 4000 This course is designed as a survey introduction to photography as a commercial medium, with special emphasis on photography as applied to advertising through a study of the role of the art director and how they work with photographers.
WORK 4000	Work Experience Work Experience Course Code: WORK 4000 This 14-week paid work placement takes place during the winter semester of fourth year.

Semester 8

Course Code	Course Name
ADV 4502	Senior-Level Thesis Project Senior-Level Thesis Project Course Code: ADV 4502 Students will work with the program co-ordinator to develop a unique and comprehensive thesis on the discipline of advertising. The thesis will draw upon the theory and skills developed by the student throughout the previous seven terms of study and his/her work placement.
ADV 4503	Advertising Seminar Advertising Seminar Course Code: ADV 4503 This seminar focuses mainly (though not exclusively) on social media marketing, and is designed to simplify and demonstrate the many new channels of marketing, advertising and communication that make up the social media and web 2.0 space. Students will learn about online social networks, rich site summary (RSS), social bookmarking/tags, consumer generated content, blogs/microblogs, pod/vidcasting, social applications, widgets, mashups and wikis ? and more importantly, how to leverage these marketing channels for optimal results.
ADV 4504	Mobile Marketing Mobile Marketing Course Code:
ADV 4505	Interactive & Online Advertising/SEO Interactive & Online Advertising/SEO Course Code: ADV 4505 This course in interactive marketing and online advertising is designed to provide students with a thorough understanding of the interactive medium that will be critical to buying, selling and executing successful display, email, search and emerging platforms interactive advertising campaigns. In addition, this course will address search engine optimization (SEO): focusing on practical techniques and considerations that are critical to optimizing a website ? and also the myriad of assets that are built and pushed out across both Interactive advertising and social media channels ? can help maximize a brand?s performance. It is designed to provide students with a thorough understanding of how SEO fits into web design and development, and its impact on advertising and marketing.
DEGE	Degree Breadth Elective Degree Breadth Elective Course Code: DEGE Students will be allowed to choose from a variety of breadth courses. These courses span a broad range of disciplines including sociology, psychology, philosophy, history, economics, and geography, among others. Elective offerings will vary from semester to semester. Academic Writing AWCR 1004 Academic Writing and Critical Reasoning: Approaches to Literature AWCR 1006 Academic Writing and Critical Reasoning: Ecology, Nature and Society ENGL 102 Academic Writing and Critical Reasoning: Business and Society ENGL 103 Academic Writing and Critical Reasoning: Imagination, Self and Society ENGL 105 Academic Writing and Critical Reasoning: Individuals and Communities ENGL 107 Academic Writing and Critical Reasoning: Popular Culture Anthropology ANTH 1000 Principles of Anthropology Economics ECON 200 Money, Markets and Democracy ECON 402 Business in Politics - Advanced History HIST 200 Canadian Studies: The Challenge Ahead HIST 202 Prohibition: The History of "Bad" Behaviour Humanities HUMA 200 Film: Styles, Narratives and Techniques HUMA 202 Religions of the World HUMA 203 Music, Meaning and Values HUMA 300 Religion in Society HUMA 405 Shakespeare and Film HUMA 406 Desire and Discontent - Advanced HUMA 408 Good and Evil HUMA 413 Justice: Philosophical and Literary Perspectives - Advanced Literature ENGL 202 Betrayal in Contemporary Fiction HUMA 201 Trauma and Memory in Literature HUMA 403 Love Stories Philosophy PHIL 201 The Good Life PHIL 205 Love and Sex: Philosophical Perspectives PHIL 402 Knowing and Believing - Advanced PHIL 404 How is Society Possible? Conflict, Co-operation and Social Theory PHIL 405 Theories of Beauty PHIL 412 People, Mind and Body: Selfish Thoughts PHIL 413 Business and Professional Ethics: Your Money and Your Life PHIL 1000 Brainstorm - Advanced PHIL 2003 Ethics and Moral Theory Political Science POLS 201 Human Security and World Disorder POLS 202 Canada and the World: Trade, Diplomacy and War POLS 203 Leadership POLS 204 Democracy and Dictatorship POLS 205 International Relations POLS 212 The Corporation in Society POLS 250 Power: 701 POLS 401 War and Morality POLS 451 Power: 702: The Question of Legitimation - Advanced POLS 1000 Introduction to Politics Psychology PSYC 204 Abnormal Psychology PSYC 205 Human Sexuality PSYC 1000 Introduction to Psychology PSYC 2000 Lifespan Development PSYC 2500 Social Psychology PSYC 3000 Psychology of Criminal Conduct Science RSMT 2500 Qualitative Research Methods SCIE 200 Astronomy SCIE 202 Introduction to Environmental Studies SCIE 203 Science Matters: Introduction to the Sciences SCIE 403 Scientific Achievements Sociology SOCI 200 Sociology of Health SOCI 202 Canadian Families: Past, Present and Future SOCI 204 Sociology of the Everyday SOCI 300 Race, Gender and the Digital Age SOCI 301 Social Entrepreneurship SOCI 402 The Sociology of Technology - Advanced SOCI 450 City Life: 702 - Advanced SOCI 1000 Principles of Sociology SOCI 3000 Sociology of Consumption - Advanced

Humber has been granted a consent by the Minister of Training, Colleges and Universities to offer this applied degree for a seven-year term starting April 30, 2012. In conformity with the Minister’s criteria and requirements, Humber will submit an application for the renewal of the consent for this program 12 months prior to the expiration of the consent. Humber will ensure that all students admitted to this program will have the opportunity to complete the program within a reasonable time frame.

September 2013 Program Availability

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Bachelor of Creative Advertising

School of Media Studies & Information Technology

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Curriculum (View the 2012/13 Curriculum)

Semester 1

Introduction to Advertising

Visual Communications

Degree Breadth Elective

History of Creative Advertising

Principles of Marketing

Semester 2

Creative Strategic Development

Creative Concepts

Typography 1

Presentation Skills

Degree Breadth Elective

Semester 3

Art of Persuasion

Design Technology

Advertising, Copywriting and Layout

Digital Production

Statistics: Interpreting Data for Advertising

Semester 4

Art Direction

The Business of Advertising

Degree Breadth Elective

Promotion

Qualitative Research Methods

Semester 5

Strategic Planning

Creative Concepts: Print/Outdoor Advertising

Creative Concepts: Interactive Advertising

Advertising Studio 1

Degree Breadth Elective

Semester 6

Creative Concepts: Broadcast Advertising

Creative Concepts: Direct Response Advertising

Typography 2

Advertising Studio 2

Degree Breadth Elective

Semester 7

Professional Practices

Advertising Studio 3

Digital Interactive & Emerging Technologies

Degree Breadth Elective

Photography

Work Experience

Semester 8

Senior-Level Thesis Project

Advertising Seminar

Mobile Marketing

Interactive & Online Advertising/SEO

Degree Breadth Elective