Graduate Certificate - Advertising - Account Management (15051)

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.