Strategic Communications

The Strategic Communications program prepares you to take your career into many industries. By combining business theory and creative messaging, this industry-respected program enables you to develop skills in idea conceptualizing, copywriting, layout and production design. You also develop integrated marketing communications strategies through researching what drives target audiences, and planning how to reach them effectively.

There are many job opportunities for graduates of this program. You may find employment with advertising or creative agencies and any organization that has a marketing, communications, media or promotions department. This includes:

  • retail
  • professional services firms
  • technology companies
  • associations
  • governments

You might even launch your own marketing and communications company.


This program is well-suited for students who:

  • Are creative and show initiative.
  • Are disciplined in their studies.
  • Have strong interpersonal skills.
  • Have above-average written and oral communication ability.
  • Enjoy problem solving in a team environment.

The Programs at European School Of Management are delivered using a variety of instruction modes. Courses may be offered in the classroom or lab, entirely online, or in a hybrid mode which combines classroom sessions with online learning activities. Upon registration, each full-time student is provided an School email account which is used to communicate important information about program or course events.

Course Name & Description

Ad Workshop I - Students focus on layout and design principles. Students learn to create advertisements, digital and print material while they learn to enter, edit and manipulate text and graphics.

The Marketing Concept - An introduction to marketing concepts, the role of marketing departments, marketing, the economy and the role of advertising is provided. While students receive an overview of the entire marketing process, emphasis is placed on areas of relevance to advertising.

Switching on Your Right Brain - Students develop important skills in group dynamics, problem solving and creative thinking. Students explore various techniques that allow them to work effectively in teams, generate ideas and apply them to real-life problem solving situations.

Advertising I - Students explore the evolution and development of advertising in North America in a social, historical, economic and cultural context. The historical context is brought to the present day with current examples and cases of the modern advertising industry,.

Communications I - Communication remains an essential skill sought by employers, regardless of discipline or field of study. Using a practical, vocation-oriented approach, students focus on meeting the requirements of effective communication. Through a combination of lectures, exercises, and independent learning, students practise writing, speaking, reading, listening, locating and documenting information, and using technology to communicate professionally. Students develop and strengthen communication skills that contribute to success in both educational and workplace environments. 

Ad Workshop II - Students enhance their understanding of layout, print production and InDesign.

Media Buying and SellingStudents are introduced to the elements within a media strategy including media objectives, media and vehicle selection and blocking charts. Using Canadian Advertising Rates and Data (CARD), students learn how to estimate the cost of paid media including print, broadcast, out-of-home and digital media. Additionally, students gain understanding of the media sales process and basic selling skills as a partnership function to media buying.

CopywritingStudents are provided with guidance in conceptual thinking and writing advertising strategies. Students learn the techniques to write headlines and body copy for a variety of print ads. 

Advertising II - Students learn the functions of advertising, its role in the marketing communications mix, economics and social influence. They learn how companies and agencies organize for advertising and new developments in the organizational structure of the marketing communications industry. Students are introduced to and study the integrated marketing communications plan and how to develop an IMC strategy.

How Consumers Get to YesThe role of behavioural studies in the marketing/advertising process is introduced. Psychological factors that affect consumer buying processes are explored.

Researching for Insight - Students examine how marketers and advertisers gain information about the marketplace and how they apply their findings to decision making. The basic principles of market research and their application to advertising campaigns are introduced. Students learn to establish the validity of independent studies and how to develop questionnaires for quantitative research.

Presentation SkillsStudents develop, practise and refine oral presentation skills. Through individual and small group presentations, students demonstrate effective delivery techniques and successful incorporation of audio-visual aids into a persuasive presentation. 

Advertising III - Students learn how to develop an integrated marketing communications plan. They practise the key elements of a comprehensive plan from situation analysis and defining objectives through to selecting the IMC mix and developing creative strategies.

Theatre of the Mind - Students are introduced to radio as an advertising medium, its advantages to advertisers and its opportunities for copywriters. Students are expected to write creative advertising commercials and become familiar with broadcasting production facilities.

Advertising in Practice I - Students apply theory to practice. Using learning contracts, students work on areas of interest including independent projects, and working with the student run advertising agency (DIGG), the Algonquin Times (newspaper/website/SM/events), SLiDE (marketing department for the Algonquin College social innovation lab), or glue/Ottawa Showbox (digital magazine/website/SM/events. Students assume responsibility for the development of projects from conceptualization to completion.

Ad Studio - Students enhance their knowledge of graphic design and visual communications techniques, and build on software program techniques. Specifically, Adobe InDesign and Photoshop are explored in depth to enable students to complete a series of projects integrating concepts and software learning. Students also learn how advertising agency creative departments function within the agency.

Creating Hype - Students learn a variety of ways of communicating with consumers beyond advertising. Focus is placed on the roles of social media, public relations, experiential and event marketing in the marketing communications mix. Students are introduced to strategies and techniques used to engage consumers with brands, including writing for digital media. The structure and organizational elements of experiential and event planning are explored from pre-promotion through to implementation and evaluation.

Media Planning Strategy - Students study and practice the development of a media strategy including media objectives, strategy and tactics, blocking chart development and evaluation metrics. They learn research techniques in order to drive audience insight and media usage, as well as vehicle recommendations. The planning and buying of digital and emerging media campaigns is emphasized.


Advertising IV - Students refine the skills and knowledge gained in developing integrated marketing communication plans. Students further develop their strategic planning skills while working on actual marketing communications challenges for a variety of business sectors.

Motion Storytelling - Students receive real-life experience strategizing, conceptualizing, writing, and scripting branded content that surprises, engages and delights. Working in teams, they learn the power and importance of collaboration as they create compelling, persuasive stories that not only move on the screen, but move their target audiences to action.

Advertising Design - Students enhance their knowledge of graphic design principles and software tools. The vector art drawing program, Adobe Illustrator, is introduced and practised thoroughly. Students also research and build awareness of successful advertising design, and meet in an advertising agency studio setting, applying their skills in design principles, InDesign, Illustrator and Photoshop to create a variety of projects, including effective, dynamic advertising creative solutions.

Push and Pull - Students learn a variety of ways to communicate with consumers beyond advertising. Focus is placed on the roles of sales promotions and direct marketing in the marketing communications mix. Students examine consumer and trade promotions techniques and how they contribute to the effectiveness of an integrated marketing communications campaign. Direct response and interactive advertising techniques, such as audience targeting, message design and creation, and message-delivery methods are also discussed and practised.

Digital Marketing Strategy - Digital marketing, which includes the use of the Internet, social media, search, apps, gaming and other emerging platforms and techniques, is an important component of most marketing communications plans. Students learn how to use these powerful communication tools and integrate them seamlessly into their communications strategies. Students are also introduced to website analytics and other digital evaluation methods to gauge campaign success.

Advertising V - Students enhance their creative product. By crafting voice, strategy and audience definition, advertising concepts are prepared for a variety of target audiences. Critical application of visual communication and creative copywriting allows students to hone their own advertising creative skill.

Branding -  Since the early days of advertising, a strong brand has been a major factor in the overall success of many marketers. The history of branding and the various brand strategies are covered. Students learn to develop brand personality and manage a brand. Innovative cases in branding are also discussed.

Portfolio Projects (Business) - Aspiring advertising professionals are provided the tools, feedback, and applied experience they need to strengthen their portfolios and their job-seeking prospects. Students learn how to fine-tune their work and develop projects that emphasize marketing, client services, and research for IMC skills that promote them in the best possible light. Industry leaders join the class to share creative and strategic insights, as well as presentation tips for getting the attention of agency decision-makers.

Web Techniques - Students are introduced to basic web design and development tools. They learn and practise UX design principles while developing webpages and sites. Current programming tools and software are introduced to augment learning.

Digital Marketing Execution and Analytics - Students gain further knowledge of how to develop and execute digital marketing strategies including online advertising, social media and search campaigns. They learn how to implement digital marketing strategies through hands-on projects using online tools and resources, as well as how to effectively evaluate them using evaluation methodologies and digital analytics.

Clients and Contracts - Students interested in pursuing a career in client services learn more about the process of client communication, project administration and negotiation with suppliers. Timekeeping, estimating and invoicing are discussed.

Motion Graphics - Students explore software and techniques used to create rich, interactive messages on mobile devices. Students also explore emerging programs that help bring traditionally static communications alive on mobile devices. Students suggest and explore additional motion graphics topics.

Project Management and Production - Students learn the difference between project managers, producers and production managers in the advertising and communications industry. They receive practical experience in the role of planning, managing and producing a project while learning the skills of an effective project leader. Students receive guidance through every stage of project development within large and small projects and from initial idea through to delivery of the final product.

Creative EntrepreneurshipStudents focus on enhancing their conceptual, writing, and design skills in a wide variety of genres that are most sought after by those looking to hire freelancers and consultants. Students also learn the necessary skills for building their personal brand to help them succeed as small business practitioners. Networking, cost estimating, invoicing, and tax implications will also be covered.

Trendspotting - Students explore the emerging trends in global culture and marketing in the modern world. Students learn to recognize and understand major social trends, and explore their impact on branding and communications.

Advertising VI - Students focus on how international differences in culture, consumer behaviour, and media affect global marketing communications strategies. Students delve into concepts of culture, and then see how those influence everything from branding and positioning strategies to creative execution and media coordination. In addition, various approaches to the management of international campaigns are examined. Two major projects allow students to zero in on cultures in foreign markets and make recommendations for global brands.

Field Work Preparation - Students develop the tools and skills necessary to confidently apply to field work positions. Students meet individually to discuss their work aspirations, and to be coached on performance and presentation.

Cases in Advertising -  Students complete cases and problems dealing with the management of advertising and promotional programs; media and creative strategies; consumer, retail, industrial and public service application.

Field Work - Students complete practical work experiences in advertising sales, creative services, management, and research with advertisers, agencies, media or auxiliary services.

Portfolio Presentation (Creative) -  Information and guidance required to build a more professional product is provided. Changing trends, market developments, and key components of a creative portfolio from structure, format and content through to final presentation are considered. Students plan, implement, edit and present their creative concepts and visuals.

Portfolio Presentation (Business)Information and guidance required to build a more professional way of presenting work is provided. Changing trends and market developments are key components of a portfolio of work that emphasizes business skills. Students are able to plan, implement, edit and present their plans and strategic thinking abilities.


Graduates may find employment in the creative and client-service roles in advertising agencies. They may also work in any organization, regardless of industry, that has a marketing, communications, media or promotions department. Opportunities and roles exist in advertising, events, PR, digital, social media, promotions, sales and media fields. With experience, graduates may become self-employed or launch new advertising or marketing communications businesses.

Learning Outcomes

The graduate has reliably demonstrated the ability to:

  1. Determine, analyze and respond to clients` advertising and marketing communications objectives, by applying principles of marketing and communications.
  2. Perform a market segmentation analysis, determine the organization`s target market audience and define the consumer behaviour of each segment.
  3. Develop an integrated advertising and marketing communications plan and persuasively present and defend it.
  4. Evaluate the effectiveness of integrated advertising and marketing communications initiatives.
  5. Develop advertising and marketing communications material in compliance with current Canadian legislation, industry standards and business practices.
  6. Develop creative solutions to address advertising and marketing communications challenges.
  7. Plan, implement, monitor and evaluate projects by applying principles of project management.
  8. Complete all work in a professional, ethical and timely manner.
  9. Identify and apply discipline-specific practices that contribute to the local and global community through social responsibility, economic commitment and environmental stewardship.

Tuition and related ancillary fees for this program can be viewed by using the Tuition and Fees Estimator tool at fee section.

Fees are subject to change.

Additional program related expenses include: Books and supplies cost approximately ₾ and can be purchased at the store and online. 


Application Information

Applications are available online at application section  100 ₾ fee applies.

Applications for Fall Term and Winter Term admission received by February 1 will be given equal consideration. Applications received after February 1 will be processed on a first-come, first-served basis as long as places are available.

International Student Application Form at Application Section or by contacting the admission Office.

For further information on the admissions process, contact at

Register now for our Virtual Open Day event and find out what school can offer you.
Our virtual open days are the perfect opportunity to research your options and explore the range of opportunities available to you at school. 


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