Do you have an interest in the field of Advertising
Account Management, which involves working in advertising research and the client service area
of the integrated marketing and communications industry? Have you already
completed a post-secondary diploma or degree program and can offer an official transcript demonstrating proof of
successful completion? Are you willing to attend a program admission session
during which a writing test and questionnaire will be conducted? If so, you may
want to consider applying for Centennial College’s Advertising Account
Management program, which takes just three semesters to complete.
This program, which is
geared at mature students and those who have already worked in advertising but
are looking to advance their career, prepares students to manage clients’
accounts and work for advertising account executives. As such, at the very
basis of this advertising branch is the responsibility of acting as a liaison
between a company and its clients. It is also account managers duty to
maintain, retain and usually up sell to their portfolio of clients or accounts.
Specific tasks vary from agency to agency, but commonly involve: managing a
portfolio of accounts, dealing with all aspects of an advertising campaign,
researching new business leads and “pitching” ideas, achieving sales targets by
using existing networks of industry contacts to generate revenue, leading
project management activity, attending client meetings, completing
administrative work, and conducting advertising research, as required.
Advertising Programs are
hired at places such as advertising agencies, sales promotion, event marketing,
interactive marketing, direct marketing, account planning, research, client
marketing companies.
But how does Centennial
College get students to the point where they are experts who are confident and
ready for the field? First and foremost, there is an intense pace in the
program that is full of hands-on training to ensure that students are equipped
with career-ready skills. Throughout, a team of seasoned professionals mentors
students
as they build new skills and confidence for the industry. These professionals
may also help to connect students to the industry. In addition, on-site professional computer
software, media planning and research systems are available to students so they
can conduct advertising research and much more. Specific courses offered in
this undertaking include: Advertising Research, Professional Practice,
Integrated Marketing Foundations, Account Management Practices, Media for
Account Managers, Communications Agency Primer, Broadcast Production Basics
Business Communications, and more.
While hands-on training is
provided throughout the program, the highlight comes in the form of a 15-week
industry field placement that allows students to gain critical knowledge,
professional relationships and work experience. During the field placement,
students have the opportunity to use the skills and knowledge they have
acquired in the previous two semesters of the program. Exposure to advertising
agency personnel and the daily tasks such as advertising research and meetings
offer a valuable, practical experience. Students select their own Account
Management placement position in an advertising agency or closely related
specialty area to match their career goals and interests.
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