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  • Advertising – Digital Media Management (graduate certificate)

Advertising – Digital Media Management (graduate certificate)


Featured image for program.
Credential
Ontario College Graduate Certificate
Location
Oshawa
OCAS Code
ADMM
Next Intake
September 2023
View all intakes
Faculty
Faculty of Media, Art & Design (MAD)
Length
Two semesters
Laptop
Learn more about laptop requirements
Delivery
More than 50% of this program is delivered in-person. Learn more.
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Come visit us at OPEN HOUSE
Saturday, April 1 Register Now for Open House

Program Overview

We continue to see dramatic shifts in how people consume digital media, influencing the way we communicate, work, play, and shop. Each day we are exposed to thousands of messages competing for our attention. Every message attempts to inform and influence our decision-making and ultimately our behaviour. This graduate program is designed for those with a curiosity and passion for all things digital media – it explores how digital applications and platforms are used to build successful brands. Students gain experience working with real businesses to create impactful digital plans and content that will engage and build strong consumer connections.

Intakes and Availability

Date Domestic Availability International Availability
September 2023OpenWaitlistedApply now
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Content & Connection
Creative Production
Data Visualization

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.

Tuition

  • Year one domestic: $4,042 (CAD)
  • Year one international: $15,506 (CAD)

View full costs

Semester 1 Courses

  • Digital Strategy Foundations (INAD 5500)
  • Content Marketing and Management (INAD 5501)
  • Paid Media Advertising (INAD 5503)
  • Copywriting for Digital Media (INAD 5504)
  • Project Management and Team Dynamics (INAD 5507)
  • Graphic Design for Digital Media 1 (INAD 5508)

View all courses

Content & Connection
Content & Connection
Creative Production
Creative Production
Data Visualization
Data Visualization

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 digital media plans as part of a client’s overall marketing communications (integrated plans will include paid, owned and earned strategies and tactics).
  • Explore effective digital strategy options, including: SEO, search, social, email, influencer and affiliate 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

  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 MyDC.

Semester 1

  • Digital Strategy Foundations (INAD 5500)
  • Content Marketing and Management (INAD 5501)
  • Paid Media Advertising (INAD 5503)
  • Copywriting for Digital Media (INAD 5504)
  • Project Management and Team Dynamics (INAD 5507)
  • Graphic Design for Digital Media 1 (INAD 5508)

Semester 2

  • Digital Transformation and The Customer Experience (Cx) (INAD 1200)
  • Digital Media Planning and Technology (INAD 1201)
  • Digital Analytics Management (INAD 6502)
  • Digital Media Career Choices (INAD 6504)
  • Graphic Design for Digital Media 2 (INAD 6506)
  • Digital Agency Operations (INAD 6507)

Courses and course descriptions are subject to change. Please note that as a result of COVID-19 the 2023-2024 program of study may be modified to accommodate program delivery changes.

Course delivery

More than 50% of this program is delivered in-person.

The rest of the coursework will be delivered using hybrid, flexible or online formats. Students will come to campus to complete in-person learning requirements. Detailed schedules, with course-specific delivery information, will be available after registration. Courses, course descriptions and delivery formats are subject to change.

In-person:
Course is delivered in person, on campus within a classroom, lab, shop or studio.
Flexible:
Course is taught in one of DC’s technology-enabled learning classrooms and online at the same time. Students can choose to attend in-person or online.
Hybrid:
Part of the course is delivered online, remotely, and part is in-person on campus within a classroom, lab, shop or studio.
Online:
Fully remote course delivery.

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.

  • MSc International Marketing  - Robert Gordon University

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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Durham College is situated on the traditional lands of the First Peoples of the Mississaugas of Scugog Island First Nation. These lands are covered under the Williams Treaties and rest within the traditional territory of the Anishinaabeg. We offer our gratitude to the Indigenous Peoples who care for and, through the treaty process, share the lands on which we live, learn, teach and prosper today.

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