School-run ad agency and field placement adds practical experience for media management students

  • Added:
    Mar 04, 2014
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School-run ad agency and field placement adds practical experience for media management students Photo by Natalie Carrigan

Are you in area of business or marketing but interested in the creative field? There is a way to combine your skills and experience for a career in advertising. Through a media management degree, college and university graduates of any discipline can upgrade their credentials and obtain employment in creative agencies and in-house creative departments or companies. A graduate certificate from the Advertising – Media Management (6403) program at Centennial College enables students to pursue a career in the highly competitive field of media and communications industry.

The three-semester media management course involves 14 in-class courses with practical applications of industry practices involving realistic issues, enforcing the importance of college-based training. Centennial College provides further experience through a school-based creative agency and a field placement in the final semester. This postgraduate program has many rewards as outlined in the following:

  • Knowledge of all aspects of media planning, from the formation of media strategies to the implementation of the media plan to the analytics and results of the campaigns; includes media buying and reporting, sales and negotiation, and media account administration
  • Obtain hands-on experience with professional software and measurement tools, including BBM and Nielsen Media Research
  • Participate in a realistic advertising campaign, which includes writing, presenting, and managing the advertising campaign
  • Agency experience throughout your schooling with the student-run communications agency called, Tilt Integrated Communications Agency, located at the Story Arts Centre campus
  • On-the-job training where students work with industry professionals on real client accounts and projects
  • Chance to test the fast-paced work environment of an advertising agency and analyze how suited you are for this position
  • Ability to attract potential employers for job opportunities after graduation by performing well during the field placement

Centennial prepares its students to handle the work load of media buyers and planners in advertising agencies. Here are some job responsibilities that students can expect in the workplace:

  • Meeting with clients to understand their target audience and promotional needs
  • Managing media and advertising budgets
  • Researching and analyzing consumer media habits, to find the best place, time, and form of advertising to reach them
  • Building relationships with media owners and negotiating for ad spaces and prices
  • Monitoring advertising campaigns using proper metrics and measurement tools

Advertising – Media Management students have been successful in managing a diverse client list during their time at the school-run agency. Their industry skills and professionalism will carry out on their jobs and increase their rate of employability. The media management program helped Centennial graduates acquire positions within global agencies including Mindshare, MacLaren McCann, and Omnicom Media Group.

Author's Profile

Jason White leverages the industry tools and hands-on training during the Advertising – Media Management program as an excellent experience for future media planners and buyers.

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