Advertising & Consumer Culture

FILM 340/3.0

Course reviews print, online, and television advertising strategies to understand the construction of consumer culture and citizenship. Critically examines the historical evolution of integrated marketing and communications and public relations in North America. Assignments include online quizzes, moodle discussion forum participation, a short reflective writing assignment, and some creative design work.

Browse students' digital media projects on Pinterest.

Learning Outcomes

Learning Outcomes

  • Demonstrate and extend their digital literacy through reading, writing, researching, reviewing and creating digital communications and information objects
  • Improve their visual information design skills, visual literacy and critical vocabulary for analyzing images
  • Participate in and added value to an online academic community through contributing and
    responding to peer feedback
  • Read and respond to a range of scholarly and popular writings on IMC and IBP
  • Solve a number of technical issues and overcome a range of computer hurdles to experiment with using new web tools, software, apps and social platforms, and a bit of HTML coding
  • Engage in critical self-reflection concerning their own learning skills, styles, outcomes,
    challenges, preferences and processes.


Module 1Media Convergence
Module 2Brand love, by design
Module 3Connected Consumers
Module 4Events and Endorsements
Module 5Branded Content


FILM340 is a survey of selected topics in integrated marketing and communications (IMC) and integrated brand promotion (IBP) in North American context. We’ll consider issues and ideas related to 360-degree branding and positioning, content marketing and virality, audience segmentation and engagement, sponsored event planning, celebrity endorsement and media relations, and online community management.

Although we’ll study examples of traditional print, broadcast, instore and outdoor advertising creative, the focus of FILM340 is on emerging cross-platform initiatives combining social, digital and mobile media platforms for IMC/IBP campaigns.

To get started in FILM340 your first stop is Moodle where you’ll find a weekly tasklist to help you stay organized as you progress through the course. All readings are online in Moodle, no textbook to buy.


Fall 2016
Course Dates: 
Sept 12 - Dec 2, 2016
Exam Dates: 


Creative Assignments 75%

Quizzes 25%

 **Evaluation Subject to Change**


Professor Sidneyeve Matrix (

Time Commitment

Students can expect to spend approximately 10 hours a week (120 hours per term) in study/practice and online activity for FILM 340.

Course Resources


SOLUS is Queen’s Student On-Line University System. You’ll have access to a SOLUS account once you become a Queen’s student. You’ll use SOLUS to register for courses, add and drop courses, update your contact information, view financial and academic information, and pay your tuition.

About OnQ

OnQ is Queen's online learning platform. You'll log into Moodle to access your course. All materials related to your course—notes, readings, videos, recordings, discussion forums, assignments, quizzes, groupwork, tutorials, and help—will be on the OnQ site.

About Credit Units

Queen’s courses are weighted in credit units. A typical one-term course is worth 3.0 units, and a typical two-term course is worth 6.0 units. You combine these units to create your degree. A general (three-year) BA or BSc requires a total of 90 credit units.

Computer Requirements

To take an online course, you’ll need a high speed internet connection as well as a microphone and speakers to be able to watch videos, hear sounds, and participate in interactive online activities. A webcam is recommended but not necessary.

System Requirements:

  • Laptop or Desktop computer purchased within the last 5 years. (mobile devices are not supported)
  • Windows Vista SP2/Mac OSX 10.9 or higher
  • Up to date versions of Firefox, Internet Explorer or Safari. Please note that Google Chrome is not recommended for use in our courses.
  • Most recent version of Adobe Reader and Adobe Flash

 See also Getting Started.


The deadlines for new applications to Queen’s Arts and Science Online courses are in our Upcoming Application Dates section.

Tuition Fees

Tuition fees vary depending when you start, your year, faculty, and program. Fees for 2016-17 first-year Distance Career Arts & Science Canadian students are as follows: for a 3.0-unit course, $648.40; for a 6.0-unit course, $1296.80. See also Tuition and Fees.

Grading Scheme

The information below is intended for undergraduate students in the Faculty of Arts and Science. Academic Regulations in other Faculties may differ.

Letter Grade Grade Point

GPA Calculators
Have your SOLUS grade report handy and then follow the link to the Arts and Science GPA calculators.

How does this affect my academics?
See the GPA and Academic Standing page.

Follow the link above for an explanation of how the GPA system affects such things as the Dean’s Honour List, requirements to graduate, and academic progression.

Frequently Asked Questions on the Grading Scheme
Please follow this link to the FAQ's

Campus Bookstore

All textbooks can be purchased at Queen’s Campus Bookstore.

Non-Queen’s Students

All Queen’s Arts and Science Online courses are open to students at other universities. Before applying as a visiting student, request a Letter of Permission from your home university that states that you have permission to take the course and apply it to your degree. See also Apply.

Academic Integrity

Please see Queen’s policy statement on academic integrity for information on how to complete an online course honestly.