About the Course

This extensive primer course is designed for people who have recently started a career in the communications industry and are interested in building their knowledge and skills by learning more about how the communications process and business works.

This course helps to build an understanding of the dynamics of marketing and the role that the communications discipline plays in building branded businesses. You will explore marketing and communications concepts in more depth and build your understanding of the core tools used in a communications project. The engaging course structure includes applied exercises, case discussions and expert guest lecturers.

Course Content

• Setting Context for the Communications Business
  • Building business - the purpose and value of communications
  • Key principles and processes
  • The business of running an agency
  • Agency roles and responsibilities
• Introduction to the Communications Discipline
  • Integrated Communications Strategy and Planning
  • Consumer Research
  • Positioning
  • Branding
  • Creative Development
  • Media Planning
  • Broadcast and Print Production
• Working in the Communications Industry
  • The key skills of a communications practitioner
  • What it takes to be successful

Suzanne Filiatrault directs this series of workshops working closely with handpicked guest lecturers from leading agencies who provide a comprehensive industry perspective. Suzanne is a communications practitioner with deep agency and client experience. She built her agency experience at Ogilvy & Mather, Vickers & Benson and DMB&B and has established her marketing credentials in packaged goods, on-line services, consumer research and the educational field. Suzanne is currently ICA’s Director of Professional Development and is an accomplished instructor, teaching part-time at the University of Toronto.

Who Should Attend

An ideal course for people who have just started a career in communications and want to enhance their knowledge of marketing and the role of communications. This course is highly recommended for those interested in accelerating into the CAAP industry accreditation stream.

The Investment

Member Early Bird*	Member Regular*	Non-Member Early Bird*	Non-Member Regular*
$1,068	$1,125	$1,418	$1,495

*Plus applicable taxes

Course Dates/Times/Location

Early Bird Deadline	Registration Deadline	Course Date(s)	Location
January 17, 2007	February 7, 2007	February 21-May 9, 2007	ICA Office, Toronto

• Course Length: Wednesday evenings for 12 weeks
• Classes: 6 pm to 8:00 pm

DOWNLOAD THE REGISTRATION FORM

Or call:
416-482-1396, ext. 221
ICA Professional Development Office