Brand Management: The Program


Branding, the strategic execution of a brand to create a specific reputation and/or role in the market, is a specialized function of the marketing communications industry. The one–year graduate certificate program at Algonquin College is created and taught by industry experts to prepare you for a career in the field of brand management.

A truly multi–faceted area of marketing, branding involves market research, creating promotional campaign concepts and execution plans, measuring campaign success, managing digital and social media channels, evaluating brand design elements, and many more layers of strategic thinking. The hands–on program is designed to give you experience in each of these layers, as well as focuses on how emerging/changing economies, and utilizing social responsibility are key in maintaining a brand in a fast–evolving industry.

The program also focuses on using/measuring social media channels as key tools in managing a brand and keeping up with industry trends. You will utilize strategic and innovative thinking to build integrated promotional campaigns from the ground up that will build brand equity.

By the end of the program, you will be able to:

  • Evaluate brand equity and performance
  • Make brand recommendations
  • Develop and execute brand strategy based on needs and market research
  • Manage digital and social media brand channels
  • Research, evaluate, and utilize external factors in brand strategies
  • Create promotional campaigns
  • Measure campaign success with brand metrics and tracking tools

Through case studies, classroom lectures, online study, group work, and practical industry– related learning experiences, the Brand Management program will help you develop strong leadership and interpersonal skills that will allow you to thrive in your future career.


A new journalism landscape


Blogging, podcasting, social media, photography, desktop publishing, print, radio and online news and feature reporting and writing, videography, WordPress, data sorting, HTML and CSS coding: What do these seemingly very different skills have in common?

They’re all taught in the two-year Algonquin College Journalism program. And they’re a reflection of how journalism has become a flexible process in the era of the 24/7 news cycle.

From the Vice Canadas to the Gawkers to the Yahoos to the Mashables to the Buzzfeeds to free print newspapers, and all of the tablet- based and other digital projects the legacy media is working hard to unveil, a new era has dawned in the information age; an age that still requires energetic people to make it all happen.

And yet, journalism has a public relations problem today, with news of some high- profile layoffs at Postmedia and Ottawa area radio and TV stations.

What we don’t hear about are all of the other news outlets that are still thriving, the new ones starting up, and all of the jobs being created that need the skills detailed above. We’re seeing website content creators and managers being hired that require employees to be technologically adept, comfortable with social media and flexible storytellers who can take photos or video.

At the same time, I see excellent journalism being practiced today at all levels in Canada, with more precision and transparency than when I first began in 1978. The tools we use are better and allows for more efficient information gathering in less time.

Algonquin Journalism teaches all of that from day one. By the winter semester of the first year, students are producing the Algonquin Times, and delivering their stories in both print and online. By the second year – the final year of the program – they’re publishing a print and digital magazine, creating websites, sorting data and continuing to learn all of the traditional skills that legacy media still need.

There will be more to come and any digital publisher that wants to offer original news and feature content, will need people with the skills journalists possess, the skills Algonquin Journalism teaches.

Written by Joe Banks,
Journalism Program Coordinator/Professor



Performing Arts: The Program

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Performing arts is a widely diverse industry that includes acting, live and digital performance, singing, dancing, theatre, musical theatre, comedy, hip hop, spoken
word and more. The one-year Ontario College Certificate Performing Arts program at Algonquin College provides you with valuable live and digital performance knowledge, skills, and experience.

The program revolves around a collaborative learning experience in professional studio settings. The coursework covers all aspects of performing arts including movement, spoken word, comedy, theatre, music, and other performance-related areas. You will
gain experience in creating and managing performing arts productions, and enhance your overall performance abilities by understanding and utilizing on-camera techniques as well as vocal, audition, stage presence, production, and audience interaction skills.

The Performing Arts program provides you with the knowledge, skills, and experience required to succeed in performing arts.

Learn more about the program at:


Illustration and Concept Art: The Program

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Illustration and concept art are significant aspects to various industries including television, film, and game development. The two-year Ontario College Diploma Illustration and Concept Art program at Algonquin College allows you to develop the versatile skills and techniques required to succeed in this field.

The program is delivered in a condensed format over 45 weeks through in-class discussions, hands-on learning activities, critical analysis, and technical applications. The coursework includes drawing exercises from sculptures, models, and life (on and off campus) to develop your skills and explore the aspects of form, proportion, space, and light. You will learn to develop art in various styles for the many different platforms in the industry, including print, digital, and mobile. You will gain a versatile and well–rounded skill set, as you explore various components of the industry such as print periodical illustration, children’s book illustration, illustration of graphic novels, and illustration techniques for websites and mobile devices which include storyboarding, character design, and asset building. Beyond artistic skills you will also learn technical skills in digital and traditional media, how to appeal to specific target audiences, clients, and formats, and how to use time and project management skills to produce industry- accepted work.

The thorough foundation of knowledge and wide range of skills provided by the Illustration and Concept Art program will allow you to develop your own personal artistic style which will enhance your portfolio as you prepare for entry into the industry.

This program requires you to submit a portfolio to showcase artistic abilities and overall program suitability. Learn more about portfolio requirements.

Learn more about the program.



InteInteractive Media Management: The Industry

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Interactive media is about utilizing rich media content to create innovative and engaging ways of interacting with consumers – a concept continuously growing in demand in an extremely cluttered and fast–paced society.

The industry is rapidly expanding but the objective remains: to encourage participation and create an interpersonal experience for consumers. It’s the combination of electronic text, graphics, moving images, and sound that transform a flat message into a memorable and interactive experience.

Video games, social media, and videos are all common examples of interactive media. Anything in which you, as the consumer, can make a decision that affects what happens next, is interactive.

Interactive media is the largest field of the creative media industry, and is continuously expanding as new trends, technological advancements, and innovations evolve.

To learn about jobs in the interactive media industry, check our next blog post.


Game Development: The Program

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Game development is a complex industry that involves many layers of artistic and technological skills. The three-year Ontario College Advanced Diploma Game Development program at Algonquin College prepares you for a career in this increasingly competitive industry by providing you with the skills and knowledge required to succeed.

The first year of the program is focused on building a foundation of skills in basic programming syntax and game development software tools. The remaining years of the program emphasize a hands-on and team-oriented environment, as found in real game studios. You will learn game designs, interactive game elements, asset modeling, game logic programming, user interface design, and shader programming in a production game environment. Throughout the variety of courses, you will learn to develop, debug, and modify code, design unique game levels and characters, create 2D and 3D artwork for game use, create and produce digital components, games, and documentation using a variety of computer platforms, and create games of strategy, skill, education, and entertainment.

As your final project, you will use your cumulative creative and technological skills to design and create a complete game title to be entered into internationally recognized game development competitions and promoted by the Game Development program.

The Game Development program is a valuable experience that will help you build your design, technological, and deep thinking skills to succeed in the profession which is continuously growing in demand.

Check out work done by previous students.

Learn more about the program .

Journalism: The Industry

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Journalism is an industry of storytelling – and great stories can’t exist without people, creativity and information.

That’s what journalism is about.

It’s the fast-paced cycle of researching/uncovering, writing and/or recording and publishing information. The various media platforms have evolved into new delivery avenues such as online and social media.

While effective and well-written content is the foundation of journalism, the creative and interpersonal aspects are just as significant. The way in which journalists interact with people while conducting interviews and present their content (photos, videos, news reports, etc.) can make or break a story and how it’s perceived.

If you want to learn about jobs in the journalism industry, be sure to check out our next blog.

Media & Communications: The Industry

Media Comm Blogs (Revised)

“The medium is the message.”

Marshall McLuhan best explained the media and communications industry in that one sentence; the media itself says more than the message that is being communicated.

Similar to a more well known quote – “actions speak louder than words” – McLuhan is saying showing a message is more powerful than just saying it, but he also believes the way you show a message (the medium) is equally significant. Of course the content of the message is important, but if it’s being communicated through the wrong media, its importance could be altered or diminished. If it’s being communicated through the right media, it’s importance could be supported and/or heightened.

This is what the media and communications industry is all about: communicating the right message through the right media to maximize its affect on the audience. The industry includes many different fields of media ranging from television and radio broadcasting to journalism to public relations and advertising – all of which are used to communicate different messages.

“The media industry is such a rapidly changing environment and along with it, the mediums as well. 21st century media is fast-paced, rapidly evolving and complex. Knowing which is the appropriate medium and how to use it effectively takes training and that’s what we help students begin to understand.” – Professor Lindsay James- 21st Century Media course.

If you want to learn more about jobs in the media and communications industry, be sure to watch for our next blog post.



Interior Decorating: The Program


The world of interior decorating is one full of imaginative and visual thinking, creative problem solving, and plans put into action. The two–year Ontario College diploma program at Algonquin College, recognized by The Canadian Decorators’ Association, is designed to teach you these hands–on skills, as well as decorating skills, business, project management, and client relations training.

Through hands–on assignments, lectures, guest speakers, field trips, work placement, and community projects, you will gain valuable experience and find a range of learning

opportunities. To bridge your experience to future real–life projects, the program revolves mostly around a hands–on learning approach.

You will build a well–rounded skill set as you study colours, drawing techniques (both hand and digital), design elements, history of furniture and decoration, lighting, and other skills required to succeed as an interior decorator. You will also get the chance to work with furnishings, finishes, lighting, and colour palettes to create the desired atmosphere in both residential and commercial spaces.

The Interior Decorating program is a valuable opportunity for you to gain hands–on experience with decorating, project management, and clients, as well as build a strong foundation of skills that will provide you with many career opportunities.

Check out this work done by previous students!

Sample Boards

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Sample Board2

This program requires you to submit a portfolio for entry to showcase drawing, decorating, and creative skills. To learn more about the portfolio requirements, click here: http://

Learn more about the program here:


Interactive Media Management: The Program

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Interactive media is about creating various and innovative ways of interacting with consumers by utilizing rich media content to create projects. The one–year Ontario College Graduate Certificate Interactive Media Management program at Algonquin College is industry–driven and designed to help you build the skill set required to work in the dynamic field of interactive media.

The program, in its 20th year, provides you with a hands–on learning experience that emphasizes the importance of both individual and collaborative skills in a quickly evolving industry. During your second term, you will work on a real client project, gaining valuable real–life experience and producing content that will greatly enhance your portfolio.

“The demand for web based experience is now standard in most disciplines, industries and organizations. Students in the Interactive Multimedia Post-Graduate program acquire the hands-on skills to plan and develop websites, online media and dynamic content, while learning industry-standard practices to meet the needs of today’s market.”  – Darin Faber, Program Coordinator

You will learn the crucial fundamentals of the latest version of the industry standard software package, Adobe Master Collection, and gain knowledge and experience in graphic layout, web and UX design, server–side development, project management, motion graphics, video composition, content management system (CMS), and Flash animation. You will have the opportunity to experience the complete design and development process which includes sketches, mind maps, wireframes, prototypes, testing phases, meetings, roll-out, and social media.

“The Interactive Multimedia course is an excellent program, the professors are always there for us providing ever so needed advice or help. The course material is very robust and keeps up with the ever changing technological times. I’m really glad I chose this program, I’m loving every moment of it!” – Leighton Rodney, Graduate – 2011, Freelancer

Check out previous students’ work here:

Learn more about the program here: