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CAB001 - Advertising Insights

This subject takes a close-up look at the historic impact of the people, places, agencies, events and campaigns that helped shape today's advertising industry. This subject will enlighten students as to what advertising is. What is it like to work and be successful in the industry? Who are the pioneers and what their contributions are.  In addition, this subject will serve as a view to job opportunities and careers in advertising.
 
In addition, this subject introduces the student to importance of cultural trends and the impact on advertising. Students will examine past and present trends and link those trends to advertising. Students will practice effective ways to jump on existing trends or develop new trends in copy concepts or execution.

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CAB115 - Introduction to Advertising Design and Layout

This subject provides an introduction to the general field of advertising layout, graphic design, and visual communication. Topics covered will include the use of space, color and form, print production, principles of layout and design, and basic typography. The focus will be on the applications of these principles to the creation of print advertising materials.

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CAB137 - Effective Communication and Presentation

This fourteen-week course introduces students to the skills and techniques required to communicate and present your thoughts effectively in more formal settings than day-to-day conversation, such as business meetings, interviews, group presentations, or full-scale speaking assignments in front of large audiences. We will use a step-by-step approach to planning, preparation and delivery, along with regular practice and feedback, to increase your speaking competency and self-confidence in presenting to others as convincing and persuasive advertising professionals.

Prerequisites: CAB002, CAB214, CAB252, CAB262

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CAB162 - Introduction to Copywriting

This subject introduces the student to the basics of creating advertising copy for all forms of advertising with emphasis on print. This includes a broad range spectrum of media including newspapers, magazines, out-of-home media such as billboards, transit shelters, subway platform posters and the ever-growing on-line and social mediums where the print advertising message is placed. Students will examine and practice the creative use of headlines, body copy, visuals and effective taglines that have stemmed from the concept and are specifically directed to a defined target group. 

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CAB180 - Advertising Principles and Practices

This subject will introduce the student to the principles of the advertising industry including the agency structure, strategic planning, research in human/audience behaviours, and business practices/principles. The student will learn the creative communication techniques required to communicate the positive virtues of the product and/or service thus giving the consumer reassurance that, if used, the product and/or service will benefit the consumer. Topics will include the techniques that are required to change, modify or re- establish opinions about services and/or products in today's consumer environment. Students will gain an understanding of the philosophies, formulas, stratagem and concepts, which will help them understand the human psyche. In addition, discussion will include the methods that are required to establish a positive relationship with products and/or services or to change their buying habits. The subject will help students recognize that audiences (consumers) have varied and specified sets of wants, needs, and desires.                  
 
The subject consists of two distinct parts offered in the first and second seven weeks:
 
Buyer Behavior, Persuasion and Response (Weeks 1-7)
Creative Advertising Strategies (Weeks 8-14)

PART ONE: Buyer Behavior, Persuasion and Response
                                                                      
In the first half/seven-week session, the subject introduces the student to the principles of human behavior and the techniques that are required to change, modify or reestablish opinions about services and/or products in today's consumer environment. Students will gain an understanding of the philosophies, formulas, stratagem and concepts, which will help them, understand the human psyche. In addition, the methods required to entice the consumer to continue to establish a positive relationship with products and/or services or to change their buying habits if required or suggested to do so will be studied.

PART TWO: Creative Advertising Strategies

The focus of the second half/seven-week session the subject will help students recognize that audiences (consumers) have varied and specific sets of wants, needs and desires. The students are taught the game plan, the procedures required to have these targets positively respond to your creative messages. The student will learn the creative, communication techniques required to extol and communicate the positive virtues of the product and/or service thus giving the consumer reassurances that, if used, the product and/or service will benefit the consumer.

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CAB190 - Introduction:Integrated Marketing and Communication

In this foundation course students will learn the principles and practices of Integrated Marketing Communication in Canada as a cross-functional process for creating and nourishing relationships with advertisers and their target markets. This is to be achieved by strategically controlling or influencing all messages sent to these groups and encouraging purposeful dialogue with them. In this subject, students learn how to integrate all of the marketing communication elements and why they are critical to an organization's (client) success. Advertising, public relations, sales promotion, event marketing, direct response marketing, online advertising, digital and social media, and experiential marketing must be integrated in order to present advertisers and their target markets with a consistent message, identity, or theme which contributes to brand equity for the organization. Through group work and practical exercises, the student will learn how to develop consistent messages across all marketing communication elements to reach targets. The student will become familiar with the practices and terminology of the advertising and marketing communications industries.


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EAC150 - College English

College English is an introductory college writing and reading course fundamental to successful college studies. Through a variety of assignments and classroom activities, students will strive to develop the rhetorical and analytical skills essential to their success as communicators in college and upon graduation. Fiction and non-fiction will be a central vehicle for teaching writing.

PRE-REQUISITES: EAC149, EAP500, ESL934, ELI Level 8 or placement based on a Seneca College English Skills Assessment

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PSY204 - Perception and Communication

This subject examines the processes that determine perceptual experience and is intended to provide communication arts students with opportunities to enhance their creative and communicative abilities. At the same time, it focuses on many of the psychological themes found in more traditional introductory psychology courses. Included in the list of topics to be discussed are the brain and creative process, social perception, emotional intelligence, stress management and styles of interpersonal communication.

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