Advertising – Media Management
How To Apply
Program Details
- Program Code6403
- SchoolSchool of Communications, Media, Arts and Design
- CredentialOntario College Graduate Certificate
- Program TypeGraduate Certificate program
- Program Length1 year/ 3 semesters
- LocationStory Arts Centre
- Emailcbrochu@centennialcollege.ca
- Telephone416-289-5000, ext. 58657
- Technology Requirements
- Program Overview
- Courses
- Career Options and Education Pathways
- Admission Requirements
- How to Apply
- Tuition and Fees
- Technology Requirements
- Program Vocational Learning Outcomes
- Field Placement FAQs
- Faculty
- Advising
- Entrepreneurism
Centennial College's Advertising Media Management program will prepare you for a media planning and buying career within the advertising and communications industry.
Intensive, hands-on, industry-approved advertising media management courses will provide you with the fundamentals of media management. At the same time, they'll highlight consumer-driven communication channel choices (such as mobile platforms) for advertising messages.
In this graduate certificate program, you'll:
- Develop expertise in reaching target audiences with creative messages;
- Build your business and negotiation skills on behalf of advertising clients to achieve strategic results;
- Expand your knowledge of emerging media;
- Master industry-specific syndicated research databases and software;
- Complement your in-class education with a 14-week industry field placement.
Program Overview
Centennial College's Advertising Media Management program will prepare you for a media planning and buying career within the advertising and communications industry.
Intensive, hands-on, industry-approved advertising media management courses will provide you with the fundamentals of media management. At the same time, they'll highlight consumer-driven communication channel choices (such as mobile platforms) for advertising messages.
In this graduate certificate program, you'll:
- Develop expertise in reaching target audiences with creative messages;
- Build your business and negotiation skills on behalf of advertising clients to achieve strategic results;
- Expand your knowledge of emerging media;
- Master industry-specific syndicated research databases and software;
- Complement your in-class education with a 14-week industry field placement.
Courses
Career Options and Education Pathways
Companies Offering Jobs
The Advertising - Media Management program has one of the highest graduate employment 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
- UM
Program Highlights
- You'll receive realistic, hands-on learning and partake in a 14-week field placement during which you'll gain practical industry experience.
- Comprehensive digital media training will be covered in just two semesters.
- The Advertising - Media Management program will enhance career-ready skills in media management, research, analysis, planning, estimating and buying.
- High-level industry professionals, who help you to connect with the industry, will teach and mentor you.
- Tilt, a student-run communications agency, will provide real advertising experience while you're in school.
- The Interactive Advertising Bureau recognizes Centennial College as offering the largest breadth of interactive/mobile curriculum.
Career Outlook
- Digital strategist
- Social media planner
- Connection planner
- Account planner
- Broadcast buyer
- Media sales executive
- Research analyst
- Business development coordinator
- Analyst
Education Pathways
Please visit our website at //centennial.adv-pub.moveonca.com/outgoing-home/ for more information on articulation agreements.
For pathways to other Ontario post-secondary institutions, please visit ONCAT.
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
Admission Requirements
Academic Requirements
- Degree or a three-year college diploma in any discipline
- We will consider applicants who have successfully completed partial post-secondary education (minimum two years) and have relevant work experience
Additional Requirements
Note:
Students who are accepted into the program will be invited to:
- Submit a resume and/or complete an intake questionnaire after receiving their offer
- Attend a mandatory Program Welcome Session* online, prior to program start up
- Complete an English language assessment upon registration. Students who test below the required COMM 170/171 English proficiency level will take the ENGL-700 Professional English Communications course or the pre-requisite English COMM course for ENGL-700 in the first semester.
*All new students must attend a session prior to their program start date.
How to Apply
1. Apply Online
Domestic Students
If you are applying through the Better Jobs Ontario Program, please apply at the Employment Training Centre (Progress Campus). The Better Jobs Ontario Program is a funding initiative for those who have been laid-off and are in need of training. For more information go to Better Jobs Ontario Program.
If you have previously attended a full-time program at Centennial College, you may be eligible for a Program Transfer. Visit Enrolment Services at any Campus for information.
All other applicants must apply online at Ontariocolleges.ca. A non-refundable application fee of $125 must accompany applications. The fee is payable online, by telephone, online banking, by mail, or in-person to Ontariocolleges.ca. For more information go to Ontariocolleges.ca Application Fees.
International Students
Apply directly to Centennial College here.
2. Submit Documents
Domestic Applicants
Current Ontario high school students and graduates from Ontario high schools: Notify your guidance counsellor that you have applied to college and your school will forward transcripts to Centennial College via Ontariocolleges.ca.
Graduates of college/university, or high school outside Ontario but within Canada: You are responsible for requesting that your educational institute sends any required documents and transcripts to Ontariocolleges.ca.
Domestic applicants who attended school outside of Canada: If you are submitting transcripts to meet admission requirements, you must have the transcripts assessed by an independent credential assessment agency such as World Education Services (WES) or International Credential Assessment Service (ICAS). For more information go to Submitting your Transcripts.
International Applicants
Please refer to the International Education Application Guide.
3. Confirm Your Offer of Admission
Offers of Admission are sent by mail to eligible applicants. When you receive your offer, you must login to your account at Ontariocolleges.ca and confirm before the Deadline to Confirm noted in your offer letter.
You may confirm only one college and one program offer at a time.
You must confirm your offer by the Deadline to Confirm noted in your Offer of Admission letter or your seat may be given to another applicant.
When you confirm your Offer of Admission at Centennial College you are given access to your personal myCentennial account where you can check your email, grades, register for courses, pay tuition fees, and see your class timetable.
4. Pay Fees
Centennial fees statements are sent by email to your personal email account and to your myCentennial email account. Fees statements are not mailed.
You must make a minimum payment by the Fees Deadline noted in your Fees Statement or your seat may be given to another applicant.
5. Build Your Timetable (Register for Courses)
Build your timetable (web-register for courses) at my.centennialcollege.ca.
Fall registration begins mid-July
January registration begins mid-December
May registration begins mid-April
Your web-registration will not open if:
You have not submitted your minimum fee payment by the deadline
You received a Conditional Offer of Admission and you have not met the conditions of your offer.
Once you have paid your fees or have made appropriate arrangements, register for your courses online through myCentennial.
Tuition and Fees
Fees noted below are estimates only. Tuition is based on three semesters, beginning Fall 2024.
| Student | Tuition (3 Semesters) | Ancillary Fees | Total |
|---|---|---|---|
| Canadian | $6,899.25 | $1,667.76 | $8,567.01 |
| International | $24,973.50 | $2,063.94 | $27,037.44 |
Technology Requirements
Technology Requirements
Bring IT programs will require students to own and use a mobile computing device that meets or exceeds the recommended hardware requirements.
Note: If you require accommodation for a documented disability, please consider your adaptive technology needs when you select a device for your BringIT programs (click for recommendations). If you wish to access disability services, please make an appointment with the Centre for Accessible Learning and Counselling Services, by calling 416-289-5000, ext. 3850, or by email at calcs@centennialcollege.ca.
Have questions? Check out Frequently Asked Questions for our Bring IT Program.
Students from this program will require to own/purchase a device and software relevant to the program:
Minimum Recommended Hardware Specifications
- MacBook Pro 13-inch
OR - Laptop with Windows 7 or higher operating system
Minimum Required Software
- Microsoft Office Suite (Word, Excel, PowerPoint) 2010 or higher version
Please note: You will need regular access to a computer with an internet connection. High speed broadband access (LAN, Cable or DSL) with minimum 10mbps download speed is highly recommended. Some courses have more advanced system requirements.
Program Vocational Learning Outcomes
Program Vocational Learning Outcomes
Program Vocational Learning Outcomes describe what graduates of the program have demonstrated they can do with the knowledge and skills they have achieved during their studies. The outcomes are closely tied to the needs of the workplace. Through assessment (e.g., assignments and tests), students verify their ability to reliably perform these outcomes before graduating.
- Resolve specific advertising and marketing communications challenges.
- Develop, persuasively present and defend a professionally produced advertising and marketing communications media plan based on research evidence.
- Manage the execution of an advertising and marketing communications media plan from conception to completion.
- Evaluate the effectiveness of an advertising and marketing communications initiative.
- Identify and adhere to advertising and marketing communications standards and practices in accordance with relevant Canadian legislation and established business practices.
- Complete all work in a professional, ethical and timely manner.
- Analyze historical and current issues and emerging trends affecting advertising and marketing communications.
Field Placement FAQs
Field Placement FAQs
What is Field Placement?
It's a course in Semester 3 that gives you the opportunity to demonstrate to an advertising agency, media buying shop (or other approved company) all the knowledge and skills you have learned about advertising media management. If you take it in an alternative semester, you may not be eligible for OSAP. You must pay tuition for the Field Placement semester for it to be recognized as a course.
What are the benefits of taking Field Placement?
During your Field Placement, you'll learn the day-to-day operations of media management and gain hands-on experience that you can highlight on your resume. Field Placement is a great time for you to work hard and impress your agency with your dedication and work ethic. Many students are offered full-time or contract positions while on Field Placement.
What credits or courses do I need in order to be eligible for Field Placement?
Completion of all courses in Semester 1 and Semester 2.
How do I register for placement?
Field Placement is a tuition course similar to your previous semester courses. Your Field Placement occurs in the summer and tuition for the semester will not be included on your fall fees statement. You will receive a separate fee statement in March/April for your Field Placement semester. Please observe your fees deadline. When web-registration opens for summer semester, be sure to visit myCentennial and build your timetable as you would for other semesters. If you do not register for Field Placement, you will not be allowed to report to your agency.
Why do I pay for field placement?
Your Field Placement hours are part of your program and contribute to the mandatory hours required to complete your program, as approved by the Ministry of Training, Colleges and Universities. Payment for your entire program is distributed over the number of semesters you attend.
Mandatory non-tuition fees are also included in your fees for Field Placement semester. These fees are reviewed and approved each new academic year by several committees and your Student Association.
During your Field Placement you are still considered a student of Centennial College with all associated privileges and responsibilities. You will have access to the campus computer labs, college libraries and your Workers' Compensation is covered by the college.
Will I be paid while on Field Placement?
During Field Placement you apply your skills, without pay, in a professional environment. You should start budgeting and saving for your placement early. Some agencies will let you leave an hour or so early to get to your part-time job. You must negotiate this with the agency when they offer you the Field Placement. See your coordinator for advising if you have extenuating circumstances.
Will the program find me a Field Placement?
The Advertising - Media Management program does not find you a Field Placement. Our experience has been that our students want to be in control of what agency they work at and what department they work in.
The experience of securing a Field Placement is very valuable and we will give you all the necessary interview skills.
If not, how will I get a Field Placement?
The faculty in the Advertising - Media Management program will give you support such as:
- Internship postings. We will send you via e-mail and post in the office all opportunities that agencies give us. Some years our postings exceed the number of students looking.
- Agency tours: We will visit small, medium and large agencies that will talk about their business, clients, philosophy and give you other insight to help you make your decision.
- Past recommendations from grads
- In class discussions about agencies
- Guest speakers from ad agencies
- One-on-one counsel from faculty
Faculty
Faculty
Colette Brochu (Program Coordinator)
Colette Brochu has more than 18 years of experience in developing and executing advertising and media campaigns for well-renowned Canadian companies in a variety of industries. She has held senior roles in the television industry, working for two major Canadian stations: CBC Television and W Network. She has a strong background in the advertising business's print and broadcast areas.
If you are interested in applying or have questions about the Advertising - Media Management program, please get in touch with Colette at:
- cbrochu@centennialcollege.ca
- 416-289-5000 ext. 8657
Dean Cowell
Dean Cowell spent 18 years in advertising agencies working on the business's account management/marketing side in various industries, including banking, retail, food service, and confectionary, with a focus on packaged goods.
Dean helped develop advertising plans for brands like Caramilk (he knows how they get the caramel in the Caramilk bar), Ralston Purina and Philadelphia Cream Cheese (worked on the "made in Canada" now global, award-winning "Heaven" campaign). Dean also managed a team responsible for a highly successful integrated marketing program for the Nabob Coffee Company.
He teaches several courses across our advertising programs, including Marketing, Integrated Marketing, Account Management and Advertising Issues.
David Chalmers
David Chalmers has been active in the consumer marketing world for more than 30 years. He began his career at the international research company A.C. Neilsen before turning to communications. In 25 years with Leo Burnett Advertising, where he became an executive vice-president and client services director, David gained experience with and insight into every area of communications. He has successfully led programs for high-profile, strategically driven, national and international clients, including Bell, Pepsi Cola, Kellogg's, P&G, Pillsbury Green Giant, VISA, Nintendo, Wrigley, Carter-Horner and Signature Vacations.
More recently he has partnered in a venture to help clients market to the Boomer target group: Boomers Marketing. He combines this communications consulting business with teaching Account Management Practices and Advertising Planning/Campaign Management at Centennial College.
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