Executive Master of Design in Advertising
The EMDes in Advertising is a part-time, two year (seven-semester) program with flexible scheduling to allow working professionals to keep their jobs while pursuing an advanced degree. The program has been designed to produce innovative, multi-dimensional, ethical and socially responsible global leaders in advertising.
Program Guide
Objectives:
The objectives of the program are:
- To enable students to develop innovative, holistic approaches to advertising: By working in teams from different disciplines within the industry, students will learn to see advertising and marketing issues from many perspectives and break free of the limits imposed by traditional agency structures. By understanding the bigger picture graduates will be able to develop more comprehensive and groundbreaking strategies for reaching the target audience with a dynamic message that is meaningful, compelling and distinctive.
- To promote the development of multi-dimensional, problem-solving strategies: Graduates who successfully complete the program will be able to analyze, evaluate, and employ a variety of problem-solving strategies in advertising including all aspects of branding and media neutral strategies that solve business problems exclusive of advertising.
- To enable students to develop an ethical sensibility that promotes socially responsible and culturally sensitive strategies for advertising campaigns in the global marketplace: Graduates will be able to formulate socially responsible, non-traditional, innovative creative solutions for product and public service campaigns in the domestic and global marketplace. In addition each team will create a real world public service or sustainable advertising campaign as part of the Advertising for the Public Good course.
- To teach students the importance of global thinking: Students will travel to six different international advertising centres for case history presentations by the world’s leading advertising and marketing professionals.
These objectives will be achieved through a course of study including intensive summer residencies at OCADU, group work, independent studies and international seminars.
The program is comprised of:
- Three intensive two-week summer sessions in Toronto in three consecutive summers.
- Six four-day seminars at selected international advertising centres over a two-year period. During the seminars, students meet with and present advertising campaigns to their professors and executives at selected advertising agencies in places such as Montreal, Shanghai, New York, Los Angeles, and London.
- Two required courses which take place during the Fall and Winter. Student team members have regular contact with each other and meet bi-monthly with instructors. Depending on the geographic location of the students, these meetings take place live in Toronto and/or via videoconferencing.
Most courses require both individual and group work. Students are organized into teams during the first summer residency; members of each team work together in the first Fall/Winter course to prepare advertising campaigns for presentation at the four-day international seminars held during the first year. New teams are formed during the second summer residency for the second Fall/Winter course and round of four-day international seminars.
Key features:
- You will learn to think globally and master the new language of the global marketplace. During the off-site visits you will study case histories presented at renowned international advertising and marketing companies in cities like Shanghai, London, New York, Rio de Janeiro and Los Angeles.
- You will become a more advanced multi-dimensional thinker & holistic problem solver. Student teams will consist of marketers, agency planners, account managers, writers, art directors and designers who will take all classes together and work together as teams on all assignments.
- You will recognize the value of social and environmental responsibility. By studying case histories from around the world, you will learn that responsible marketing and advertising is good for your company and can greatly enhance a brand’s performance.
- You will learn from the masters in the industry. Sessions will be taught by a team of internationally acclaimed marketers, creative directors, new media experts, planners and professors—people you’ve read about and have always wanted to meet.
Last Modified:1/24/2012 12:57:26 PM
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