The Advertising – Media Management program is a one-year post-graduate program that launched in the Fall of 2008. Over the years, the program has transformed along with the ever-changing industry, and students have been able to obtain relevant material through a hands-on, industry-approved approach. As a result, graduates of the program have a better grasp of the industry and can feel confident pursuing a career, knowing they have the skills needed to succeed.
Since this is a post-graduate program, students enter with a pre-existing educational background, and Program Coordinator, Colette Brochu, says this can range from undergraduate degrees in communications to engineering. “This broad spectrum of students provides interesting personalities and unique insights. That is, it is wonderful to observe them apply either a systemic approach or a creative approach to problem-solving. In any regard, their previous educational credentials ground them in critical thinking and in general a more disciplined approach to course workloads. What unites them in the program is their desire to learn all about media management and be career-ready by their 3rd semester,” she explains.
There was a push to create this type of program, as Colette says those with a post-secondary education, who are seeking a career in advertising, often do not want to spend an additional three years pursuing a post-secondary diploma program only to be accepted into an entry-level position within the advertising field. Rather, interested applicants want a program that will fast-track their careers in the media management field. “The demand for the program also arose from the industry. Senior-level media managers sought graduates with training in media planning and buying,” she adds.
HOW DOES THE PROGRAM PREPARE STUDENTS FOR THIS INDUSTRY?
Colette explains, “The Advertising – Media Management program benefits from a curriculum architecture that reflects real-life media communications planning. It covers the whole spectrum of media disciplines from research, planning, buying, sales, digital, and data analytics. The curriculum in the program is considered quite fluid, which allows for quick adjustments to market requirements allowing the program to remain relevant. That is, any new form of advertising can be taught within existing courses.”
The program also offers great employment opportunities with a 2:1 ratio of job offers to students. “The nature of media planning and buying requires more individuals to execute and monitor a campaign than it does to create one,” Colette says.
“Students are ready to tackle any project or assignment on the first day of their new job. The feedback I get from students is that they are comfortable to start working right away and the 'new job jitters' dissipate by mid-afternoon because they understand the lingo and tasks that are being asked of them.”
The faculty within this program bring their own industry experience, which provides students with knowledge directly aligned with what is discussed in the workplace. “They are committed to the students and they often offer networking events and leads for job opportunities. The faculty are highly qualified and connected, and they consistently receive high praise, either through Class Climate surveys or through KPIs,” Colette says.
ADVICE FOR FUTURE ADVERTISING – MEDIA MANAGEMENT STUDENTS
Colette says it is important to remain adaptive and be a problem-solver, especially since it is vital to keep up with the forever-changing media landscape. “You must be able to keep up with your knowledge levels in order to solve your client’s business problems,” she adds.
“The media planning industry is going through a transitional period whereby most media is bought and sold programmatically. Agencies and vendors are redefining their roles. The proliferation of 'big data' is challenging the industry to shift through the data to find the nuggets of actionable items. Given the [Advertising – Media Management] program's ability to be fluid, the knowledgeable faculty, and a strong program advisory committee, we can meet the demands of the industry to adjust and adapt the curriculum to meet the changes.”
With a strong KPI in both student and graduate satisfaction, having received the President’s Award in 2011, the Advertising – Media Management program has high market demand for two job offers for every one student to date, with 100% employment. Considerable networking and experiential opportunities are available to students in this program, such as The Shine N’ Dine lunch event, The Media Summit, Storyworks, and New York Adweek.
For further details about this program, be sure to check out the Program Overview page, where you will find information about courses, admission requirements, faculty, and more.
Article by: Alexandra Few
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