Graduate Certificate - Advertising - Account Management (15051)

Humber’s Advertising - Account Management graduate certificate program will prepare students to effectively manage the creative process for the benefit of clients at an advertising agency or within a client’s marketing department. Students will develop a greater understanding of the world of creative advertising, media buying and client-agency relationships, and prepare to be part of a team driving strong communication to their target audiences. This program is primarily directed at advertising agency account manager roles but is adaptable to other communication or design-based companies in need of skilful client management.

This unique, writing-intensive program prepares account managers for the advertising industry by exploring a balance of skills from the advertising and creative side of the communication process. An underpinning of the course work investigates how digital marketing and social media impact advertising today. Speakers from the industry, combined with current case studies, enable students to confidently present effective and efficient solutions. Building on their strong writing skills, students will develop other presentation and communication skills in order to better liaise with creative and commercial forces. By incorporating people skills and critical thinking skills, students will acquire the essential knowledge required to thrive in the fast-paced, creative world of advertising.

Graduates will be an asset in three key areas - client relationships, creativity and process management.

Students will learn about the link between successful creative and client success criteria including return on investment (ROI) and revenue goals, and how to develop briefs that inspire grounded, effective and exciting work. Digital storytelling and new media are integrated throughout the program. An in-depth understanding of integrated marketing communications and its relationship to other aspects of the business will help students succeed in a complex and challenging field.