Creative Advertising

Program Description

As a student in CAB, you’ll focus on the strategic planning and creation of advertising and marketing communications for both print and broadcast. Your studies will include the principles of advertising as they are applied across a broad spectrum of disciplines within the expanding field of advertising and marketing communications. In particular, you’ll focus on creative concept development and the writing of persuasive advertising copy.

In the first year you’ll gain understanding of the foundations of creative advertising, and develop the skills necessary to apply the principles of effective communication. In the second year you’ll plan and produce all aspects of complete advertising campaigns from business plan through to final creative execution.

In the final semester you’ll apply to a careeroriented “stream” with the opportunity to specialize in creative development or business management. In addition, you’ll participate in a self-directed learning practicum, which may include field placement or pre-approved independent projects and workshops.

This program is recommended for students who are interested in the co-ordination and creation of effective advertising and marketing communications. The advertising industry is an exciting fast-paced environment. To succeed in this field, you’ll need a strong imagination and superior writing and interpersonal skills.

Graduates of CAB join advertising agencies, major corporate advertising departments, newspapers, magazines and broadcasting companies. There are also opportunities in corporate communications firms, advertising sales and related fields.

Admission Requirements

Program Eligibility:

• Ontario Secondary School Diploma with a majority of senior credits at the College Preparation (C), University Preparation (U) or University/College Preparation (M) level or Mature Student Status (age 19 or older)
• Grade 12 English: ENG4(C) or ENG4(U)

Applicant Selection:

• In the event of oversubscription, the applicant selection may be a two step process. In Step 1, academic achievement (i.e. grades in pre-requisite subjects and/or scores in English and Reading Achievement Tests) and demonstration of written communication skills via academic achievement or written test may be used to select applicants who are eligible for Step 2. The second step will require attendance at an orientation and the completion of program-related assignments and personal profiles. Applicants who are unsuccessful in Step 1 will be notified by mail and will not be included in Step 2 of the selection process.

Note: Although not required for admission, credits in Grade 12 Mathematics, keyboarding skills, and any art and/or computer graphics credits are suggested.

The Importance of Learning Skills:

Student success in college requires well developed learning skills (such as being able to work independently, participate in a team, be well-organized, develop good work habits, and show initiative). These skills are as important as prior academic achievement. While it is expected that applicants would have developed these skills through previous education and life experiences, Seneca offers support to assist students with further development of these important skills.

Your Career

Build a career in the creative and fast-paced world of advertising. Your Creative Advertising diploma could lead to positions in the advertising and communications departments of a wide range of businesses. You may find yourself working as an advertising copywriter, account executive, media buyer, and marketing communications co-ordinator in the creative, media, and client services departments of advertising and sales promotion agencies.

Joint Program with York University

Program Code: CABY

Seneca College and York University offer a joint program which allows students to earn a Seneca diploma in Creative Advertising and a York University Bachelor of Arts Degree. This program is for students who have completed two years of a B.A. program, or three years of an honours B.A. program at York University. Information on the joint program may be obtained from the Advising Centre, Faculty of Arts, York University, or from the Admissions Office, Seneca College.

Diploma to Degree... and Beyond

Through transfer agreements and institution partnerships, graduates of this Seneca College program may be eligible for credit at the following post-secondary institution(s):

Toronto

Ontario

Canada

International

Affiliations and Associations

• Advertising and Design Club of Canada
• Advertising Educators Association of Canada
• Art Director Club (New York)
• One Club (New York)

General Education

One of the general education subjects must be a literature subject (from any category) for which EAC150 is a pre-requisite.

Curriculum

* Students select CAB315 and CAB342 for Creative Career stream.
** Students select CAB390 and CAB399 for Business Career stream.

Streaming subject to enrolment (students are required to make "stream" selection by week 8 of the third semester).

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