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Graduate Certificate in Advertising: Media Management

Course content

Our Advertising Media Management program prepares you for the role of strategic media planning and buying within the advertising and communications industry. 

Intensive, hands-on, industry-approved Advertising Media Management courses provide you with the fundamentals of media management while focusing on consumer-driven communication channel choices (such as mobile platforms) for advertising messages.

In this School of Communications, Media, Arts and Design graduate program, you:

  • Develop an expertise in reaching target audiences with a creative message.
  • Build your business and negotiation skills on behalf of advertising clients to achieve strategic results.
  • Expand your knowledge of emerging media.
  • Master your knowledge of industry-specific syndicated research databases and software.
  • Complement your in-class education with an field placement that provides the opportunity to work in the industry and hone your skills.

Please note: This program requires you to have and use a mobile computing device that meets or exceeds the recommended hardware and software requirements. For more information, please visit Mobile Learning Programs.

Program Highlights

  • You receive realistic hands-on learning and partake in a 14-week field placement during which you gain practical industry experience.
  • Comprehensive digital media training is covered in two semesters.
  • The Advertising - Media Management program enhances career-ready skills in media management, research, analysis, planning, estimating and buying.
  • High-level industry professionals, who help you to connect with the industry, teach and mentor you.
  • The School of Communication, Media and Design campus, the Story Arts Centre, houses professional software to which you have access.
  • Tilt — a student-run communications agency — provides you with real advertising experience while in school.
  • The Interactive Advertising Bureau recognizes Centennial College as offering the largest breadth of interactive/mobile curriculum.

Companies Offering Jobs

The Advertising - Media Management program has one of the highest graduate emplyment rates in the entire college. Among the companies that have hired Centennial graduates are PHD Canada, Mindshare, Media Edge, MacLaren McCann, OMD, Media Contacts, MPG, Starcom, Mediacom, Publicis and UM.

Career Outlook

  • Digital strategist
  • Social media planner
  • Connection planner
  • Account planner
  • Broadcast buyer
  • Media sales executive
  • Research analyst
  • Business development coordinator
  • Analyst

Careers

Media placement is all about connecting the right people with the right message in the right place at the right time. There are multiple media streams to choose from that include analytics, strategic planning, media buying and media sales.

Here are some example job descriptions:

Digital Investments: The digital investment lead is responsible for demonstrating a strong working knowledge of the media space and available media research. This individual identifies business opportunities and solutions on a regular basis. He or she may be responsible for managing a digital investment team — developing their skills, evaluating their performance and managing their growth. The digital investment lead sets the tone for how the account is managed by assuring focus on key client objectives and delivering appropriate resources while maintaining profitability.

Broadcast Investments: The role of assistant buyer is to maintain and document the client's media buys. As well, this person assists the media buyer in preparing data for the purchase and subsequent evaluation of campaigns. This role requires the professional to work as part of an integrated media buying team, ensuring brilliant and flawless media executions.

Strategic Planning: The role of the assistant planner is to assist the media planner in the preparation of media plans, recommendations and analysis. Where required, the assistant planner also purchases, documents and maintains print and out of home purchases.

This role requires the professional to work as part of an integrated media planning team, ensuring that the product is based on superior knowledge and strategic insights, and that the resultant media execution is brilliant and flawless.

Areas of Employment

  • Advertising agencies
  • Independent media management companies
  • Marketing companies
  • Multimedia owners and sellers
  • Research companies
  • Advertisers

Visit the Graduate Certificate in Advertising: Media Management page on the Centennial College website for more details!

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