Information on Post-Graduate Media Management Program

The post-graduate program in advertising – media management is the right choice for those who wish to build careers in the advertising and communications industry, in the role of strategic media planning and buying. It’s an intensive and hands-on industry program that equips students with solid fundamentals in media management as well as advanced skills for working on the latest media channels.

Program Structure

A graduate certificate media management program runs for three semesters and helps students build strong integrated marketing foundations. With this, they also study business communications, digital communications, media research data and analyses, media planning, connection planning, broadcast buying and measurement, advertising planning and campaign management, media account administration, media buying and reporting, media advertising negotiation and sales and media industry issues.

The program places a strong emphasis on consumer-driven communication channel choices, such as mobile platform for advertising messages. It provides students with career-ready skills in media research, analysis, planning, estimation, buying and management. The program concluded with a field placement, which helps students apply their learning into practice.

Program Learning

The benefit of a postgraduate media management course is that it helps students:

• Develop expertise in drafting creative messages for their audience
• Understand the importance of conveying the right message to the right audience at the right time
• Identify the right media platform or channel for a particular set of their audience 
• Understand the importance of digital communication in the current scenario
• Understand the issues in media industry
• Learn how to administer a media account

In addition, the students develop:

• Excellent writing skills
• Good leadership skills
• Interpersonal skills
• Computer skills on the latest software applications        

Career Opportunities

The program prepares graduates for a variety of roles in advertising and marketing field. They can find employment with advertising industries, multimedia owners and sellers, marketing companies, advertisers, independent media management companies and research companies.  

The career prospects are bright in this field. As companies heavily rely on media planning and advertising, they need professionals who can help them identify the right media channels and create attractive advertising messages that catch the attention of their audience and remain in their memory.

Eligibility Criteria

For being able to apply to this program, students will need:

• College diploma or university degree in any discipline. Students with partial post-secondary education (minimum two years) are also eligible to apply; however, they must possess relevant experience in this field.
• To attend a mandatory program admission session and complete a basic mathematics test and written questionnaire.
• To submit their updated resume.

Fulfilling the requirements doesn’t guarantee admission. The program coordinators evaluate all the applications on the set parameters and grant admission to the most deserving applicants.

Where to Study Advertising Media Management in Toronto?

Centennial College’s program in media management may be the right choice. It is recognized by the Interactive Advertising Bureau for offering the most breadth of interactive/mobile curriculum. Plus, the college has a student-run communications agency that provides them with ample of opportunities to gather real experiences while they are still in school. Apart from that, the program offers them the eligibility to apply for a media management degree upon graduation.         

Advertising Media Management Program Ensures Wide Range of Knowledge in Short Amount of Time

Did you know that advertising media managers have an array of roles that include: consulting with clients to determine how to improve market share and sales; gathering and organize information to help with decision-making regarding media placement, campaign length, featured products and services, and technical details; staying in close communication with the client to answer questions, explain strategy and provide status updates; obtaining client approval on projects and communicating client feedback to the creative team; working to increase agency revenue by recommending new promotional opportunities or additional services; preparing advertising budgets, calendars and project schedules; meeting with the creative team during strategy sessions, and more?

Centennial College offers a first-of-its-kind in Canada, three-semester Advertising - Media management program that prepares anyone who has previously completed a college diploma or university degree in any discipline. Also considered are applicants with partial post-secondary (minimum two years) and relevant work experience. Additionally, applicants are required to attend a mandatory program admission session where they will complete a basic mathematics test and written questionnaire, and submit a resume.

Each Media Management course in this offering is delivered in a format that includes practical, hands-on learning delivered by high-level industry professionals. Having professionals who are still active in the field teach these courses not only insures that their knowledge goes beyond what they read in textbooks but also allows students the opportunity to become connected with the industry. In terms of topics, this program is concerned with the fundamentals of media management, with a focus on consumer-driven communication channel choices such as mobile platform for advertising messages.

Among specific courses are: Professional Practice, Digital Communications, Media Research Data and Analyses, Connection Planning, Media Account Administration, Media Buying and Reporting, Media Industry Issues, Media Advertising Negotiation and Sales and many others.

Students of this program also get to enjoy gaining experience in Tilt — the student-run communications agency. Participation enhances a student’s resume by providing him or her with real experience while he or she is still in school.

It is worth noting that extensive career and global job opportunities exist in this field. Once they complete their Centennial College training, students are prepared to enter the industry. In fact, past grads have been hired by reputable companies that include: PHD Canada, Mindshare, Media edge, MacLaren McCann, OMD, Media Contacts, MPG, Starcom, Mediacom and UM.

Meanwhile, those who wish to pursue a media management degree may do so through educational partnerships Centennial has established with selected universities, institutes and professional associations. These partnerships allow graduates to apply academic credit towards further study and include: Griffith University (Australia).

Building a Career in Advertising Media Management

It’s no surprise that the new media – social, digital and mobile, has become the platform that drives the advertising growth. Things got better for marketers and media managers, as they can remain connected to their audience 24/7 on social platforms through mobile technology. At the same time, it has become difficult for them to survive and grow in today’s tough competition. How they connect with their audience, what message is sent to them and how fast they respond to their queries play a critical role in the organizational success.

Around a decade ago, the job of advertising media manager was much simpler. They were expected to deploy existing media platforms to create brand image. But now the scenario has completely changed. Communication is now two-way; so, media managers can’t just get away with TV commercials or radio and newspaper ads but they need to develop expertise in reaching target audiences with creative messages. Nowadays, it’s about both – communication and media planning. Both selection of media, and content and tone of a message play a critical role.

Prerequisites for Building Careers in Advertising and Communications Industry

Today’s advertising media managers are expected to possess strong business acumen, excellent communication skills and in-depth understanding of various traditional and modern channels and consumer psychology. Centennial College’s post-graduate media management program provides graduates with the knowledge and skills necessary for the advertising and communication industry. The program prepares them for the role of strategic media planning and buying.

The three-semester hands-on intensive program provides aspiring media managers with the fundamentals of media management, with an emphasis on consumer-driven communication channel choices. It covers a wide range of subjects, including Integrated Marketing Foundations, Business Communications, Digital Communications, Media Research Data and Analyses, Introduction to Media Planning, Broadcast Buying and Measurement, and Connection Planning in first semester.

In the second semester, students are taught Advertising Planning and Campaign Management, Media Account Administration, Media Buying and Reporting, Digital Communications, Media Advertising Negotiation and Sales and Media Industry Issues. In the third semester, they get an opportunity to work in the industry and hone their skills through an industry field placement. The media management course provides students with career-ready skills in media research, analysis, planning, estimation and buying.

The Centennial Difference

Although a number of colleges in Toronto offer programs in advertising media management but not all are worth considering. Centennial College’s program:

• Is recognized by the Interactive Advertising Bureau for offering the most breadth of interactive/mobile curriculum.
• Is taught by high-level industry professionals
• Is first of its kind in Canada
• Offers extensive career and global job opportunities
• Incorporates industry field placement to provide students with practical hands-on training
• Includes industry-specific computer education
• Gives eligibility to apply for media management degree program at the university

The program graduates can seek employment with advertising agencies, marketing companies, research companies, advertisers, multimedia owners and sellers, and independent media management companies.

Program Eligibility

In order to apply for this program, individuals will need:

• College diploma or university degree in any discipline. Applicants with partial post-secondary education and relevant experience of minimum two years are also considered.
• To complete a basic mathematics test and written questionnaire
• Submit a resume