Diploma in Advertising and Marketing Communications

at Humber College - Lakeshore Campus Canada

Humber’s Bachelor of Creative Advertising degree program will give you the solid foundation necessary for a variety of advertising careers. A wide range of courses cover important topics in digital marketing, communications, copywriting, promotion, persuasion and typography. Many instructors have significant and ongoing industry experience and will help you develop head-turning creative approaches to advertising.

Our program is enriched by opportunities to work in BuildingF, our in-house creative shop, giving you the chance to work on briefs for real clients while gaining valuable experience, connections and skills. With instruction in industry-standard design and production software, marketing and business principles, and content development and production, you will have a thorough understanding of contemporary advertising and insights into its future. Throughout this program, you will work in creative teams and gain the collaborative skills that will prepare you for the agency workplace.

The program is designed to offer you the flexibility to choose an area of focus, be it account management, art direction or copywriting. Should you find an avenue that suits you, you can immerse yourself in Humber’s advertising graduate certificate programs and continue to hone your abilities and marketability.

Learning Outcomes:

Upon successful completion of the program, a graduate will:

• Discuss key historical influences on current practices in creative advertising
• Identify relevant legal, regulatory and ethical considerations that apply to specific advertising areas
• Analyze the social, cultural, political, economic and technological influences on consumer behaviours
• Conduct effective primary and secondary research to derive insights applicable to advertising or marketing issues
• Employ a variety of creative strategies to generate ideas for solving advertising or marketing problems
• Create a campaign to solve an identified business challenge that influences the attitudes and behaviours of a described target audience
• Develop a targeted creative brief informed by insightful interpretations of marketing demographic and user experience research
• Contribute to a creative advertising team using acquired specialized competencies in one of creative strategy, art direction, or copywriting
• Express concepts, ideas, information, brand stories and research insights presented through refined verbal and visual techniques appropriate to the audience
• Questions assumptions and biases through listening, reading and observing critically
• Self-assess continuously to appreciate the lessons available in failure and the place of critique in the improvement process
• Collaborate effectively in team environments to achieve identifiable goals
• Employ entrepreneurial skills and thinking to identify market opportunities.
• Develop a showcase portfolio to represent industry ready competency in creative advertising

Work Placement
Students will gain practical, hands-on experience in the industry by completing a mandatory work placement in the winter semester of 4th year. As students are often hired directly from their placements, the final summer term is fully online.

Humber’s Bachelor of Commerce – Finance degree program offers comprehensive knowledge of both business and finance. Our program starts with a foundation of business studies in areas such as organizational behaviour, law, economics, finance, accounting, marketing and operations management. Specialization courses will focus on theories, methods and techniques in various aspects of finance including analysis, planning and risk management. Our project-based curriculum, designed by industry experts, helps you develop the skills to move from idea to execution, all while learning core business concepts and financial strategies. A senior-level project in your final year will give you experience in problem solving, evaluating strengths and limitations, and making appropriate decisions in a real-world, team-based environment.
The program requires that you complete 14 weeks/420 hours of paid work in the summer between your sixth and seventh semesters. This gives you the hands-on, real-world experience that employers value. Your work placement will give you the opportunity to explore the field you’d like to work in when you graduate. We will work with employers and our industry partners to help you identify opportunities to pursue.
Both the private and public sectors are looking for financial analysts, managers and advisors, and the demand will only grow in the future. Our degree will help you work towards a career that will see you build, shape and support financial organizations. Our program provides the knowledge, hands-on experience and skills necessary for you to become an analyst or consultant in:

• Finance
• Financial services
• Planning
• Investments
• Risk management
• Insurance

You’ll also be positioned to pursue graduate studies or take on a more specialized role as a financial analyst, financial advisor/planner, banker, money manager or claims adjuster. As a highly qualified financial expert, you’ll have the potential to be promoted to mid- or senior-management positions as your career progresses. And if working for yourself appeals to you, you’ll have the know-how and experience to channel that entrepreneurial spirit and start your own business.

Humber’s Advertising Media Management graduate certificate program gives you the knowledge and skills to effectively research and analyze both the marketplace and a target audience, and subsequently develop the best and most creative media solutions that meet the client or the company’s advertising goals.

Throughout the program, you will learn how to translate marketing objectives into focused media campaigns, assess the strength and weaknesses of different media types, analyze media data, and determine how best to sell advertising time/space for both traditional (TV, radio, outdoor media, print) and emerging (all things digital) platforms.

Upon graduation, you will have learned how to speak knowledgeably and persuasively in a media environment, and how to negotiate as buyers and sellers of media time and space. Through the enhancement of your client and customer communications skills, you will gain the ability to focus on the needs of an organization, build lasting relationships across the industry and add tremendous value to the companies you work with.  Finally, you will build your technology skillset through the use of industry specific research databases and softwares throughout your studies.

With this comprehensive understanding of both the traditional and digital media landscape, you will hit the ground running in your new career at a boutique or world leading advertising agency or any number of small to large companies across the media management landscape. 

Work Placement
Gain hands-on industry experience with a 160-hour (minimum) work placement. Here you will have the opportunity to apply what you’ve learned in the classroom to a real-world business environment. With our support, you’ll find your placement at any number of local, national or international advertising/media-related companies or brands. Placements can be completed on a part-time basis throughout the academic year or full-time once your classes are complete. 

By combining the latest recording technologies and entrepreneurial business strategies with performance, production, songwriting and composition in jazz, pop, R&B, Latin and world music, you will be well equipped with the knowledge and skills needed for success in today’s music world.

Founded in 1972, the program has consistently produced many of the most successful commercial and jazz musicians in Canada and the world. With more than 350 students and a faculty of 18 full-time and 80 part-time teachers, our program is one of the largest, most diverse and highly regarded programs of its kind in the country. Long known for the strength of its professors, Humber offers you the opportunity to study privately, in classroom situations, and in several of the more than 50 ensembles directed by a who’s who of Canadian music. As Toronto is the centre of Canada’s entertainment industry, Humber attracts the top professionals in jazz, musical theatre, television, film, commercials and pop.

After two years of core music courses, you will continue with lessons on your major instrument, as well as take classes in music production and music business while also choosing from electives in arranging, composition, advanced improvisation, film scoring, music production techniques, songwriting, ethnomusicology or pedagogy.

You’ll develop musicianship and artistry by presenting your own recital, arranging and composing original material, and recording and marketing your own music.
In addition, you will take courses in music history, theory, aural training and improvisation, and have the opportunity to participate in a variety of ensembles.

All students complete a major recording project/portfolio in their fourth year. The assembled portfolio, which includes a complete press kit and professional-quality recording, as well as other promotional materials, functions as your calling card for entrance into the music industry upon graduation.

Learning Outcomes
Upon successful completion of the program, a graduate will:

• Perform, compose, produce music at a professional level for entry to the competitive, global music industry.
• Demonstrate a knowledge of diverse musical styles and contextualize themselves within contemporary music history: specifically defined as the idioms of African American musical genres, mainstream pop music, country/folk music, Latin music, music for musicals and film, art music and jazz.
• Demonstrate, through performance and composition, a technical and musical mastery of harmonic, melodic and rhythmic structures.
• Demonstrate, through performance, an extensive knowledge of contemporary musical repertoire and apply appropriate performance skills in diverse music contexts.
• Compose and arrange in a broad range of contemporary music styles.
• Prepare and present a portfolio of recorded material reflecting a broad range of styles.
• Record, edit and produce a broad range of contemporary music.
• Apply computer applications/music technology skills in composition, arranging and production.
• Critically analyze and evaluate sound recordings and describe their production characteristics.
• Demonstrate, through production and performance, organizational, project management, and implementation skills.
• Demonstrate leadership, teamwork, communication, critical thinking, research and problem-solving skills.
• Demonstrate a working knowledge of contract law, copyright law, intellectual property rights, royalties, and rules of public domain.
• Make use of entrepreneurial music business skills to engage in the competitive contemporary music industry.
• Demonstrate professional “freelance” etiquette relating to job seeking and keeping skills.
• Demonstrate an ability to research and present findings from primary and secondary sources.
• Formulate, articulate and present their own ideas about music, art and society through discussion and writings.
• Demonstrate an artistic awareness and understanding of musical aesthetics.
• Assess personal strengths, musical and business skills, knowledge, artistic vision, interests, and abilities.

Work Placement

• You will participate in a work placement designed to mirror the professional music world, which is largely characterized by contract, freelance and part-time employment. You are responsible for accumulating the equivalent of 420 hours of experience which will allow you to establish contacts and relationships with key companies and industry professionals.

Humber’s Bachelor of Public Relations degree program will prepare you for all aspects of public relations in a variety of sectors including agency, corporate, consumer, government and nonprofit. You will learn how to plan, manage, and implement a full spectrum of public relations initiatives including social and digital media management, marketing communications, media relations, investor and government relations, international PR, and corporate philanthropy.

Anchored in theoretical and real-life examples, this program features skill-based courses in topics such as planning, consulting, research, measurement, writing, social and digital media, presentation skills and public speaking, project management, and proposal development. All of our professors are experienced PR professionals who bring their day-to-day experiences and projects into the classroom, offering students a glimpse into communications trends and issues. Industry guest speakers provide further insight into various PR settings and issues. Additionally, students will have access to networking, mentoring, and career and professional development from the Canadian Public Relations Society and the International Association of Business Communicators.

Learning  Outcomes
Upon successful completion of the program, a graduate will:

• Describe the history and the development of the public relations profession and its practice.
• Examine current trends, emerging issues and global best practices in public relations.
• Gather, review, evaluate and interpret information using appropriate research methodologies consistent with the RACE formula.
• Design, implement, monitor and measure comprehensive, multi-year communication plans that support strategic objectives in line with organizational vision and mission according to specific timelines and budgets applying professional, ethical and legal standards.
• Analyze issue and trends, synthesize information to create effective communication strategies to solve a variety of complex organization problems.
• Develop a portfolio that demonstrates expertise in a variety of public relations disciplines, including internal communication, media relations, crisis management, social media, public affairs, event management and investor relations.
• Write clear, targeted materials that are appropriate for the intended audience and medium.
• Produce visually effective print, graphic and digital communications materials.
• Present communication strategies utilizing effective verbal and presentation skills.
• Analyze the impact of economic, environmental, ethical, legal, political, societal/ demographic and technological factors upon organizations and their communication strategies.
• Evaluate organizational challenges to interpret the role of communications.
• Collaborate with team members to achieve desired goals and objectives in resolving issues and finding effective means to deal with differing points of view.
• Adhere to standards of academic integrity, social responsibility and the ethical guidelines of the public relations profession.

Work Placement

• You will participate in one mandatory work placement of 14 weeks where you will gain a broad range of public relations skills. There are a variety of roles in corporate, nonprofit, government or agency settings that range from large multinationals to small proprietorships. It is up to you to apply for and secure the position. We will provide support, working with our contacts and industry partners to help identify employment opportunities.

The Advertising - Art Direction Graduate Certificate is designed to arm you with a comprehensive understanding of advertising art direction, design and copywriting combined with marketing, branding and strategy development. This combination of skills enables students to create effective communication and advertising solutions across a wide range of media – both emerging and traditional

Learning Outcomes

• Upon successful completion of the program, a graduate will:
  • Conduct secondary research to derive insights for proposed advertising and marketing solutions.
  • Create a campaign that influences the attitudes and behaviours of a described target audience evidenced by identified metrics of campaign success.
  • Analyze the social, cultural, political, economic, psychological, technological, and historical influences on current practices and emerging trends in art direction to design creative advertising campaigns.
  • Complete all work in a professional, ethical and timely manner.
  • Express concepts, ideas, information, brand stories and research insights presented through verbal and visual techniques appropriate to the audience.
  • Collaborate in professional team environments to produce and present creative solutions to client challenges.
  • Self-assess to identify the lessons available in failure and the place of critique in the improvement process.
  • Develop a showcase portfolio to represent industry ready competency in art direction.
  • Generate visual content for use in various media channels that aligns with the creative brief and is in compliance with legislation, industry standards and accepted business practices.
  • Question assumptions and biases through listening, reading and observing critically to validate the intentions of a proposed advertising solution prior to presentation

Humber’s Bachelor of Commerce – Marketing degree program gives you a comprehensive grounding in both general business knowledge and specialized marketing skills.  Our program starts with a foundation of business studies in areas such as organizational behaviour, law, economics, finance and accounting, marketing, and operations management. Specialization courses that focus on marketing strategies will give you the skills, knowledge and experience needed to stand out from the crowd. You’ll learn from professors recognized for their expertise and extensive industry contacts. The program curriculum, based on current trends, technologies and methodologies, brings real world challenges into the classroom. By graduation, you’ll have developed a wide range of marketable skills, including:

• Creating a strategic marketing plan
• Conducting a product analysis
• Using social media and advertising for product promotion
• Using databases to create consumer relationships

Humber’s project-based curriculum means you will take projects from idea to execution while working in a real-world, team-based environment.
The program requires that you complete 14 weeks/420 hours of paid work in the summer between your sixth and seventh semesters. This gives you the hands-on, real-world experience that employers value. Your work placement will give you the opportunity to explore the field you’d like to work in when you graduate. We will work with employers and our industry partners to help you identify opportunities to pursue.
Canada’s service sector is poised for strong growth. The field of marketing in particular is predicted to grow exponentially – which means that companies are looking for top talent to help them achieve success. Our program will prepare you to pursue a career as a marketing analyst or a product, sales, marketing or communications manager in a wide range of sectors including consumer goods, electronics, entertainment, fashion, leisure and tourism, manufacturing, music, retail, and sports. You’ll learn how to market yourself and get your career underway in advertising firms, retail chains, wholesalers and consumer product companies. The hands-on experience you’ll gain during your studies means you will be able to add value quickly to a wide range of workplaces.

The Fundraising Management graduate certificate program prepares you for a career that makes an immediate, positive contribution to the world. You will be a part of an innovative and industry recognized program that gives you hands-on experience in methods the growing nonprofit sector uses to create and maintain relationships with their communities of support. Humber has been a leader in the post-secondary education of fundraisers for 20 years with an exceptional reputation and hiring rate. Fundraising Management alumni work from coast-to-coast in leadership roles throughout the sector.

Learning Outcomes
Upon successful completion of the program, a graduate will:

• Articulate the roles of the volunteer and staff in charitable organizations.
• Manage staff and volunteer resources including the recruitment and selection of personnel, and their subsequent orientation, training and evaluation.
• Conceptualize, plan and execute fundraising projects and programs, including defining goals and objectives, outputs, outcomes, and project budgets. Such activities may include major gifts, planned giving, annual giving, corporate giving or capital campaigns.
• Prepare proposals and administer grants.
• Manage computer application and databases in order to input, compile and report data, and analyze new markets for development opportunities.
• Develop basic financial management skills relevant to the charitable sector.
• Conduct research and analysis associated with the management of fundraising programs (For example, sector research, prospect research).
• Develop, implement and administer marketing and direct marketing strategies and activities.
• Evaluate the environmental forces affecting Canadian business, not-for-profit and charitable Organizations and the state of philanthropy.
• Demonstrate the attitudes, values and behaviours of the effective manager/administrator in relationship to ethics and public/community service, legal issues and leadership in organizational fundraising.
• Demonstrate effective interpersonal and communications skills, both orally and in writing.
• Use critical thinking and problem-solving skills and techniques.

Work Placement
Placements are typically abundant and secured with charities and non-profit groups although can be completed with consulting firms, corporate donation offices, foundations or government granting agencies across the philanthropic sector. Work placements normally take place in the spring and are often paid.

Humber’s Art Foundation certificate program offers you the opportunity to investigate different areas of artistic media and develop portfolios for entry into further study. Expand your horizons with comprehensive training in the basics of current visual arts exploration within a diverse studio environment. Discover your strengths and creative options, and your future in the world of art.

This program integrates visual art skills across several media and is designed to encourage you to explore a wide range of techniques and concepts. You will work closely with experienced faculty from a variety of creative industries developing innovative approaches and building your strengths through a variety of painting, drawing, photography, digital design, video, animation and fine art classes, as you gain valuable insights about the art world. In just two semesters, you will gain a thorough understanding of many artistic disciplines and build well-developed visual literacy and creative skills. You will apply your acquired skills to create a portfolio that will support your personal work and/or prepare you to pursue related programs at Humber and beyond.

Learning Outcomes:

Upon successful completion of the program, a graduate will:

• Analyze, simplify and deconstruct complex forms to solve artistic problems.
• Employ basic measurement systems to produce accurate proportional and perspective renderings.
• Create traditional and digital artwork which reflects adherence to accepted design principles.
• Apply basic principles of visual perception, simplification, organization and the nine-point value scale to create realistic images.
• Identify types and applications of drawing, painting and photographic tools and equipment used to produce original artworks.
• Apply basic principles of colour observation, colour and pigment mixing, and digital colorization to accurately depict value, hue and saturation.
• Create the illusion of three dimensions on a plane surface by applying techniques of texture, shading and linear perspective.
• Discuss and present a range of critical issues of visual culture, examining how images gain meaning in cultural arenas.
• Develop, refine and present drawings, digital images, animated images, video and photographs in professional portfolio format suitable for presentation to higher education admission panels or employers.
• Research and pursue opportunities for on-going artistic development.
• Define and use correct terminology to discuss and critique the impact of historical and contemporary visual, digital, animated, video and photographic images.
• Create photographic and video art for specific purposes using basic technical capabilities of cameras and computer imaging software.
• Plan and design animated sequences using basic classical animation.

Humber’s Introduction to Commercial Jazz Music certificate is a performance-based program designed to help you assess and strengthen your skills. It solidifies your knowledge of the fundamentals of western music and develops your current performance skills through the jazz-specific areas of improvisation, repertoire development and small group ensemble performance. You will emerge from the program with a clearer understanding of the field and your own career potential within it, and as a stronger candidate for entry into postsecondary music degree and diploma programs. All courses have a particular focus on the commercial jazz field.

Learning Outcomes

• Upon successful completion of the program, a graduate will:
  • Recognize & identify common styles of music.
  • Describe the commercial/jazz field in terms of tradition, artists, & styles.
  • Explain the contribution of various artists to the development of particular styles & idioms.
  • Analyze the components & performance differences of recorded selections.
  • Play a repertoire of memorized materials that are considered standards in the commercial/jazz field & reflect the various styles inherent in this music.
  • Write diatonic melodies in various styles demonstrating knowledge of relevant harmonic & melodic concepts & structures of form.
  • Perform in an ensemble demonstrating basic ensemble skills such as intonation, tuning, time, feel, balance & dynamics.
  • Identify their own musical strengths & weaknesses in terms of a performance career in the commercial/jazz field.
  • Implement strategies & plans for on-going personal & professional growth & development.
  • Establish a practice of critical self-assessment & professional goal setting.