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  • Advertising – Digital Media Management (graduate certificate)

Advertising – Digital Media Management (graduate certificate)

Credential
Ontario College Graduate Certificate
Location
Oshawa
School
School of Media, Art & Design (MAD)
Length
Two semesters
OCAS Code
ADMM
Next Intake
September 2021   +View all Intakes
Laptop
Learn more about laptop requirements
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  • Overview
  • Program Details
  • Admission Requirements
  • Courses
  • Costs
  • Career Options
  • Transfer
  • Laptop

Program Overview

We continue to see dramatic shifts in the way people consume digital media, influencing the way we communicate, entertain and work together. Today’s world is populated with a myriad of digital products, services and platforms all competing for our attention to inform decision-making, especially our purchasing behaviour. This graduate certificate is designed for individuals with a curiosity and passion to understand how digital media is used in an advertising and marketing context to build and maintain strong brands. Students will learn how to create and curate shareable content, determine the most appropriate platforms for advertising messages, build and manage social media profiles and presence, and direct paid search and social campaigns while monitoring and analyzing results to improve performance.

Admission Requirements

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

OR

  • 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: $14,642 (CAD)

View Full Costs

Semester 1 Courses

  • Digital Strategy 1 (INAD 5500)
  • Content Management 1 (INAD 5501)
  • Search Marketing & Search Engine Optimization (INAD 5503)
  • Copywriting For Digital Media (INAD 5504)
  • Interpersonal Communication And Group Dynamics (INAD 5507)
  • Graphic Design For Digital Media 1 (INAD 5508)

View All Courses

Search & SEO
Search & SEO
Big Data
Big Data
Graduate Program
Graduate Program

Intakes and Availability

Date Domestic Availability International Availability
September 2021OpenOpen

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 marketing communications, this program will broaden understanding of integrated campaigns, while teaching new skills in the strategic planning, content creation, research, design, and implementation of digital programs. Students will have the opportunity to solve real-world challenges for clients utilizing digital engagement and activation strategies that help achieve specific marketing communication objectives.

You will learn how to:

  1. Resolve specific challenges in digital advertising and marketing communications
  2. Develop, present and defend a digital advertising and marketing plan utilizing various research bases
  3. Manage the execution of a digital advertising and marketing communications plan by applying project management principles
  4. Evaluate the effectiveness of a digital advertising and marketing communications initiative using industry monitoring and tracking tools
  5. Identify and adhere to digital advertising and marketing communication standards and practices in accordance with relevant Canadian Legislation
  6. Evaluate various digital strategies and media tactics to facilitate the execution of an effective integrated communications plan
  7. Conceive, write, design, edit and produce digital advertising content using industry-standard methods and technologies
  8. Plan strategies for professional development to aid in the creation of an effective personal online brand identity

Program Learning Outcomes

  1. Resolve specific advertising and marketing communications challenges.
  2. Develop, persuasively present and defend a professional advertising and marketing communications media plan based on research evidence.
  3. Manage the execution of a digital advertising and marketing communications’ media plan applying project management principles.
  4. Evaluate the effectiveness of a digital advertising and marketing communications’ initiative using industry monitoring and tracking tool.
  5. Identify and adhere to digital advertising and marketing communications’ standards and practices in accordance with relevant Canadian Legislation.
  6. Complete all work in a professional, ethical and timely manner.
  7. Analyze historical and current issues and emerging trends affecting advertising and marketing communications.
  8. Evaluate various digital strategies and media tactics to facilitate the execution of an effective integrated communications plan.
  9. Conceive, write, design, edit, and produce digital advertising content utilizing industry-standard technologies.
  10. 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

OR

  • 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 MyCampus.

Semester 1

  • Digital Strategy 1 (INAD 5500)
  • Content Management 1 (INAD 5501)
  • Search Marketing & Search Engine Optimization (INAD 5503)
  • Copywriting For Digital Media (INAD 5504)
  • Interpersonal Communication And Group Dynamics (INAD 5507)
  • Graphic Design For Digital Media 1 (INAD 5508)

Semester 2

  • Digital Strategy 2 (INAD 6500)
  • Content Management 2 (INAD 6501)
  • Digital Analytics Management (INAD 6502)
  • Search Marketing And Search Engine Optimization 2 (INAD 6503)
  • Personal Branding Digital Footprint (INAD 6504)
  • Graphic Design For Digital Media 2 (INAD 6506)
  • Digital Media Acct Management (INAD 6507)

Courses and course descriptions are subject to change. Please note that as a result of COVID-19 the 2020-21 program of study may be modified to accommodate program delivery changes. Students should refer to their timetable for the most up-to-date course information.

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):

  • Adobe Flash Player
  • Audacity
  • Mozilla Firefox web browser
  • Google Chrome web browser 
  • Brackets

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.  

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