Advertising media management offering focuses on strategic media planning and buying


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Advertising media management offering focuses on strategic media planning and buying

  1. 1. Advertising Media Management Offering Focuses on Strategic Media Planning and Buying Did you know that companies such as PHD Canada, Mindshare, Media edge, MacLaren McCann, OMD, Media Contacts, MPG, Starcom, Mediacom and UM are looking to hire professionals for the areas of advertising and the communications industry in the role of strategic media planning and buying? These professionals, who must attend a post-secondary Media Management program to launch their careers, are responsible for tasks that include: media strategies and analysis (recommendations/research/rationale); target audience analysis and research; demographic research and circulation analysis; special event/promotional strategies; ratings analysis; cost analysis/negotiation services and much more. At Centennial College, students can attend the Advertising – Media Management program, which is designed for those who have completed a college diploma or university degree in any discipline as well as those with partial post-secondary (minimum two years) and relevant work experience. The aim of the offering is on ensuring that students obtain a solid foundation in media management, with a focus on consumer-driven communication channel choices such as mobile platform for advertising messages. As such, students develop an expertise in reaching target audiences with a creative message; and build their business and negotiating skills on behalf of advertising clients to achieve strategic results. Each Media Management course in the undertaking contains a balance of theory and practical application. Among specific courses are: Connection Planning (looks at matching media and messages to markets and motivations in terms of consumer behaviour. Students examine potential barriers to communication that lead to a greater understanding of engagement); Media Account Administration (teaches students the fundamentals of account finance as well as account administration and documentation skills required to effectively work with client as well as media suppliers, agency management and accounting departments); Broadcast Buying and Measurement (teaches students the fundamentals of estimating, costing, buying, analyzing and evaluation for both radio and television. Students also learn how to use the key broadcast research measurement tools from BBM and Nielsen Media Research); and many others. Training is rounded out by final-semester field placement that is actually the only “course” in the semester. This is an opportunity for students to roll up their sleeves and test their skills in the real life arena of an agency. Students polish their skills through real tasks that lead to real career advancement. Students who successfully complete all of their Centennial College courses but wish to continue their education in the hopes of obtaining a media management degree may do so through the program’s educational partnerships. The partnership with Griffith University (Australia) allows graduates to apply academic credit towards further study in the Arts and Media or Journalism and Mass Communication programs.
  2. 2. They are also ready to fill roles in a range of companies that include: advertising agencies, independent media management companies, marketing companies, multimedia owners and sellers, research companies and advertisers. For More Information Visit