Advertising and 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.

View the course website, download the course e-flyer for FILM 340 (1.25 MB PDF) and browse students' digital media projects on Pinterest.


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.


Grades in FILM340 are based on:
• online quizzes based on lecture material, plus two multiple choice exams (a midterm delivered online and a final delivered on campus or at a remote testing centre, depending on your registration)
• three creative assignments involving basic visual design and critical analysis skills (no extra software purchase required, expertise with Photoshop or equivalent not required)
• short writing assignments including a self-reflection piece and weekly online participation in
online forums/discussion boards


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

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.


Moodle 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 Moodle 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 requires a total of 90 credit units.

Computer Requirements

To take an online course, you’ll need a good-quality computer (Windows XP/Vista/7, Pentium III, or Mac OS X 10.5, G4 or G5 processor, 256 MB RAM) with a high-speed internet connection, soundcard, speakers, and microphone, and up-to-date versions of free software (Explorer/Firefox, Java, Flash, Adobe Reader). See also Preparing For Your Course.


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

Tuition Fees

Tuition fees vary depending when you start, your year, faculty, and program. Fees for 2014-15 first-year Distance Career Arts & Science Canadian students are as follows: for a 3.0-unit course, $605.31; for a 6.0-unit course, $1210.62. See also Tuition and Payment.

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.