Advertising – Digital Media Management (graduate certificate)

Program Overview

We continue to see dramatic shifts in how people consume digital media, influencing the ways we communicate, play, shop and work. Each day, we are exposed to hundreds of digital advertising messages that compete for our attention. Every message attempts to inform and influence our decision-making and ultimately, our purchasing behaviour. This graduate certificate is designed for those with curiosity and passion for all things digital media – it explores how digital media is used in an advertising and marketing context to build successful brands. Students develop appropriate digital strategies to deliver targeted advertising messages, produce detailed buyer and brand personas, create impactful content that engages and builds consumer connections and develop and monitor digital plans, making necessary modifications to maximize performance.

Admission Requirements

Diploma or degree in advertising, marketing, communications, or a related field
Proof of English language proficiency required

A minimum of three years of related industry experience detailed in a professional resumé with a letter of intent may be considered
Proof of English language proficiency required

Note: this program has additional recommended requirements. Please visit the Admission Requirements tab for further information.

View All Requirements

Tuition

Year one domestic: $4,042 (CAD)
Year one international: $15,172 (CAD)

View Full Costs

Semester 1 Courses

View All Courses

Content & Connection

Ad Production

Data Visualization

Intakes and Availability

Date	Domestic Availability	International Availability
September 2022	Open	Open

Career Options

WHAT YOU COULD BE:

Digital strategist/ planner
Digital content manager
Brand or community ambassador
Social media manager
Digital media planner and/or buyer
Digital marketing coordinator

View all Career Options

Program Details

Designed for students with previous education and/or experience in advertising and promotional communication, this program broadens understanding of integrated campaigns, while teaching new skills in strategic planning, content creation, research, design, and implementation of digital programs. Students solve real-world challenges for clients utilizing digital engagement and activation strategies that help achieve specific advertising and marketing objectives.

You will learn how to:

Develop and defend a complete digital media plan (involving paid, owned, and earned strategies and tactics).
Explore effective digital strategy options, including: SEO, search, social, email, influencer marketing and more.
Cultivate a community with content designed for engagement and connection.
Conceptualize and produce digital advertising materials, including: standard online ad formats, posts, blogs, advertorials and other brand integrations.
Investigate popular digital analytics tools used to monitor and evaluate consumer media and buying behaviour.

Program Learning Outcomes

Resolve specific advertising and marketing communications challenges.
Develop, persuasively present and defend a professional advertising and marketing communications media plan based on research evidence.
Manage the execution of a digital advertising and marketing communications’ media plan applying project management principles.
Evaluate the effectiveness of a digital advertising and marketing communications’ initiative using industry monitoring and tracking tool.
Identify and adhere to digital advertising and marketing communications’ standards and practices in accordance with relevant Canadian Legislation.
Complete all work in a professional, ethical and timely manner.
Analyze historical and current issues and emerging trends affecting advertising and marketing communications.
Evaluate various digital strategies and media tactics to facilitate the execution of an effective integrated communications plan.
Conceive, write, design, edit, and produce digital advertising content utilizing industry-standard technologies.
Plan strategies for professional development to aid in the creation of an effective personal, digital online brand identity.

Admission Requirements

Diploma or degree in advertising, marketing, communications, or a related field
Proof of English language proficiency required

A minimum of three years of related industry experience detailed in a professional resumé with a letter of intent may be considered
Proof of English language proficiency required

RECOMMENDED

Strong communication skills, both written and verbal

Applicants whose first language is not English or who are internationally educated in a non‐English speaking country must meet Durham College’s English Language Proficiency Policy.

Courses

The courses listed below are for incoming students. If you are a current student, please refer to your program of study for the year you began your program. Your program of study can be found on MyDC.

Semester 1

Semester 2

Courses and course descriptions are subject to change. Please note that as a result of COVID-19 the 2022-23 program of study may be modified to accommodate program delivery changes.

Costs

Career Options

WHAT YOU COULD BE:

Digital strategist/ planner
Digital content manager
Brand or community ambassador
Social media manager
Digital media planner and/or buyer
Digital marketing coordinator

WHERE YOU COULD WORK:

Advertising agencies
Digital agencies (specialty boutiques)
Not-for-profit organizations and associations
Publishers
Media companies and agencies
Multi-media owners and sellers
Research companies and advertisers

Program Transfer, Degree Completion and Additional Credentials

Qualified graduates may be eligible to apply their academic credits toward further study through Durham College's partnerships with many Canadian and international colleges and universities.

Laptop Requirements

LAPTOP REQUIREMENTS

A Mac notebook computer is recommended. Please see the hardware requirements document for details.

SOFTWARE REQUIREMENTS

Operating System (bundled with new notebook computer purchase)
Membership in Adobe Creative Cloud™ is included in your Student Fees and will be made available during your first week. There is no need to purchase a subscription.
Microsoft Office (Available for free for students from Microsoft through your DC Mail account. Please do not buy it.)

Creative Cloud brings together everything you need to create your greatest work. One simple membership gives you and your classmates to the very latest versions of all the Adobe professional creative desktop applications like Photoshop®, Illustrator®, Premiere Pro® and more — plus new features and upgrades as soon as they're available. And that's just the beginning. With Creative Cloud™, everything you need to create intuitively and collaboratively is included.

Free downloadable software (please download and install prior to the start of classes. Caution: To avoid malware, only download from the actual developer or using the links below):

OTHER RECOMMENDED HARDWARE

All students MUST have a Cat 5e or Cat 6 Ethernet cable 2 meters long to connect to the campus network and an adapter to connect to Ethernet depending on the laptop.
USB flash drive for storing smaller amounts of data
External hard disk USB-3 or USB-C 1 TB or larger
Wacom Intuous 3 6×8-inch digital graphics tablet (optional)

NOTE: These requirements were accurate at the time of posting and are subject to change. Please be aware that hardware and software versions are subject to change and will be updated as needed. For further information and FAQ click here.

Advertising – Digital Media Management (graduate certificate)

Program Overview

Admission Requirements

Tuition

Semester 1 Courses

Intakes and Availability

Career Options

WHAT YOU COULD BE:

Program Details

Program Learning Outcomes

Admission Requirements

Courses

Semester 1

Semester 2

Costs

Career Options

WHAT YOU COULD BE:

WHERE YOU COULD WORK:

Program Transfer, Degree Completion and Additional Credentials

Laptop Requirements

LAPTOP REQUIREMENTS

SOFTWARE REQUIREMENTS

OTHER RECOMMENDED HARDWARE

Helpful Resources

Have a Question? Attend a Program Information Webinar

Financial Aid Information

Graduate Employment Report [PDF]

Have a Question?
Attend a Program Information Webinar