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Immersive Marketing Academy

The program

The Immersive Marketing Academy is a six-week marketing program for undergraduate students who seek to expand their marketing knowledge and skills by enrolling in two or three specific courses for academic credit (3 units per course). These courses are designed not only to enhance academic knowledge, but also to provide practical insights into the dynamics of marketing through experiential learning. Since the courses take place over the summer at the University of Ottawa’s Telfer School of Management, participants also immerse themselves in Ottawa’s cultural and social life, and undertake activities that showcase the city’s spirit. Join us for a summer of learning, exploration, and unforgettable events. Experience the Immersive Marketing Academy at the Telfer School of Management, where your academic journey intersects with the vibrant life of Canada’s capital.

The application period for the summer 2024 term is closed. The deadline to submit applications for the summer 2025 term is April 15, 2025.

Why enrol in the Immersive Marketing Academy?

Quickly earn up to 9 units by taking intensive marketing courses this summer.

As a G7 capital and a city of 1.5 million people, Ottawa is at the heart of Canada’s federal government and technology sectors, providing a rich backdrop for students to explore a multitude of industries. The Telfer School of Management is located in downtown Ottawa and is ranked among the top 1% of business schools around the world, earning the triple crown of business accreditations, namely AACSB, EQUIS, and AMBA.

Telfer offers many courses and programs during the summer term and welcomes students from over 40 countries.

Apply for the Immersive Marketing Academy

Quick facts

Immersive Marketing Academy

Students earn 6 or 9 units over the course of one term
6 weeks
Class experience:
50 to 60 students per class
Monday and Wednesdays 8:30 a.m. to 11:30 a.m., and Tuesdays and Thursdays 2:30 p.m. to 5:30 p.m.
Language of instruction:
June 17 to July 26


Students choose either two or three courses, which will be taught by some of Telfer’s most well-regarded and experienced marketing professors. These intensive courses are highly experiential and apply to key marketing areas relevant to businesses today. Once their admission has been confirmed, students will indicate whether they intend to take two or three courses. Final exams will be held on or before July 30. Here are brief descriptions of the courses:  

Two mandatory courses:

ADM 3321 (3 units – 36 credit hours): Consumer Behavior

This course is a synthesis of behavioural analyses of the consumer (psychology, sociology, social psychology). Recent applications of behavioural theory will be investigated in light of consumer behaviour, individually and as mediated by group processes. The course will also cover the behavioural impact of the corporate and marketing strategies on the consumer.

ADM 4326 (3 units - 36 credit hours): Digital Marketing 

The internet and a wide range of related digital technologies have changed the way businesses design and implement marketing strategies. This course focuses on the strategic and tactical applications of these ever-changing digital marketing technologies on decision-making and strategy formulation in areas such as content marketing, email marketing, social media, data analytics, paid digital advertising (Google, Meta, etc.) AI, mobile marketing, UI / UX, and e-commerce. The course also includes hands-on experience with selected technologies and tools.

One optional course:

ADM 4904 (3 Units - 36 credit hours):  Connexions ‘Internship’ Opportunity

This internship opportunity bridges the gap between university and the workplace. The internship will require students to work with a client organization to help with specific marketing project(s). Telfer will provide assistance in matching students to potential organizations for such projects. For each student, the scope and deliverables will be determined directly with the client organization. Students will receive a grade of S (satisfactory) or NS (non satisfactory) for this course and will commit approximately 10 hours of work per week over the duration of their stay to ensure appropriate completion of the necessary deliverables.

Students will receive a digital certificate from the Academy upon completion of the program.


Michael Mulvey
Michael Mulvey

Michael Mulvey is an associate professor of marketing at the University of Ottawa’s Telfer School of Management and a member of the LIFE Research Institute. He is a two-time finalist for the University of Ottawa Award for Excellence in Teaching and was nominated for TVOntario’s 2010 Best Lecturer Competition. Previously, he held research and teaching positions at Rutgers (1996-2002, 2005-2006), Penn State (1993-1996), and the Bucharest School of Management (since 2006). At Rutgers, Professor Mulvey was named GE Teaching Fellow in 2000 for his innovative use of technology in the classroom. He was also a three-time finalist for the Paul Nadler Award for Teaching Excellence and a finalist for the Thomas H. Mott Teaching Excellence Award.

Jonathan Simon
Jonathan Simon

Jonathan Simon is a part-time professor as well as the director of marketing and communications at the Telfer School of Management. With over twenty years’ experience in digital marketing, Jonathan has developed expertise in content marketing, demand generation, paid digital advertising, mobile marketing, mobile ad monetization, programmatic marketing, user acquisition, email marketing, community building, search engine optimization (SEO), and more. Jonathan uses experiential learning techniques in the classroom to ensure that students learn digital marketing by doing digital marketing.

Application deadline

Submit your application by:


of the year of the summer term


Current undergraduate students must use the Application for Summer 2024 Telfer Immersive Marketing Academy form to apply for this opportunity.

Applicants must be in good academic standing at their home institution (generally speaking, a 70% average or higher with preference given to top academic candidates).

Finally, students must also submit their transcript as part of the process. Applications will be processed within one week. Note that preference will be given to top-performing students who demonstrate an interest in the subject matter and have completed an introductory marketing course.


Tuition fees

Fees for this program include: tuition,  lodging in a uOttawa residence hall and a dining hall pass (i.e., room and board), incidental fees, and access to several experiential learning opportunities.

Fees for Canadian students:

  • Two courses + room and board + associated experience fees = $6,000 CDN (cost without room and board = $3,500)
  • Three courses + room and board + associated experience fees = $7,500 CDN (cost without room and board = $5,000)

Fees for international students:

  • Two courses + room and board + associated experience fees = $10,000 CDN (cost without room and board = $7,500)
  • Three courses + room and board + associated experience fees = $13,500 CDN (cost without room and board = $11,000)

*Note that current Telfer BCom students may take these courses without enrolling in the Immersive Marketing Academy. These students can enrol in these courses through the registration portal.


Feel free to This email address is being protected from spambots. You need JavaScript enabled to view it. if you have any questions about this experience.

Apply for the Immersive Marketing Academy now


Set against the backdrop of Ottawa’s vibrant summer scene, the Telfer School of Management is proud to launch the Immersive Marketing Academy this summer. This unique setting offers an invaluable opportunity for students to connect academic theory to the practical realities of marketing for government and IT sectors. Additionally, Ottawa boasts a diversity and cultural richness to rival that of any major city in Canada and North America. The city celebrates more than 50 festivals and cultural events over the summer and attracts over 11 million visitors each year. The success of these events heavily depends on effective marketing strategies, making Ottawa the perfect real-world classroom for aspiring marketers. 

From June 17 to July 26 2024, the Immersive Marketing Academy offers students the opportunity to enrol in two or three marketing courses for academic credit (three units per course). These courses are designed not only to enhance academic knowledge but also to provide practical insights into the marketing dynamics of a bustling city. Participants will immerse themselves in Ottawa’s cultural and social life, engaging in activities that showcase the city’s spirit.

The Telfer School of Management has curated a program that blends academic rigour with cultural immersion. Participants could explore a variety of Ottawa summer highlights, including: 

Beyond these events, Ottawa offers countless opportunities to explore national museums, expansive parks, and continuous celebrations of art and culture.

Moreover, the program’s strategic location provides easy access to explore Toronto and Montreal, offering a glimpse of urban life in Canada’s major cities.

Learn more about studying in Ottawa

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