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Ministry-approved title: Advertising - Media Management
In the ever-evolving landscape of digital media, how we communicate, work, play, and shop is constantly changing. With thousands of messages vying for our attention daily, the need for impactful digital marketing and management is more critical than ever. Our graduate program is tailored for those passionate about digital media. Through experiential learning, students participate in our on-campus ad agency, Collaboragency, working directly with clients to develop real digital marketing, advertising, and graphic design solutions. Using industry-leading tools and technology, including cutting-edge artificial intelligence (AI) applications, students develop practical skills that position them for success in their careers.
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Applicants who are internationally educated in a non‐English speaking country must meet Durham College’s English Language Proficiency Policy.
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Beginning a career in digital media management opens up a world of diverse opportunities. From foundational knowledge to advanced digital marketing tactics, our digital media management program equips you with the skills needed to excel in various professional settings.
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Designed for students with previous education and/or experience in advertising and promotional communication, the digital media management 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. The integration of artificial intelligence (AI) into these strategies ensures students are at the forefront of digital marketing and management innovation.
Our Advertising and Digital Media Marketing Certificate program goes beyond traditional learning by integrating social media and marketing courses to ensure you are adept at navigating the digital landscape. The curriculum covers essential topics such as content strategy, SEO, data analytics, social media management, digital advertising, and graphic design, providing you with a comprehensive understanding of modern digital marketing tactics. With a focus on marketing and management, our program empowers students to create and implement effective marketing strategies that drive engagement and conversion.
As part of the hands-on experience, students gain expertise in digital marketing through advertising and graphic design projects that emphasize visual communication and brand aesthetics. The digital marketing certificate program also includes a digital marketing component where students learn how to leverage data-driven insights to optimize marketing campaigns and enhance ROI. This holistic approach ensures you are well-prepared to meet the demands of the digital marketing industry.
By engaging with contemporary digital marketing practices, you will deepen your proficiency in creating and managing comprehensive marketing campaigns that integrate various promotional tools. Our digital marketing courses are meticulously designed to bridge the gap between traditional marketing tactics and modern digital strategies, preparing you to tackle the complexities of the current technological landscape.
You will learn how to:
Through experiential learning opportunities with our on-campus ad agency, Collaboragency, and the use of industry-leading tools and AI technology, students gain hands-on experience that prepares them for success in the dynamic field of digital media.
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.
Courses, course descriptions and delivery formats are subject to change.
Hybrid
The rest of the coursework will be delivered using hybrid, flexible or online formats. Detailed schedules, with course-specific delivery information, will be available after registration. Courses, course descriptions and delivery formats are subject to change.
By integrating academic learning with practical experience, the Advertising Digital Media Management program prepares you to meet the demands of the digital age. The practical knowledge you acquire through hands-on projects and the use of industry-leading technologies ensures that you are ready to contribute from day one. The program's emphasis on digital marketing, advertising, and graphic design prepares graduates for versatile roles in various industries, including technology, entertainment, retail, and more.
Collaboragency is a fully integrated onsite communications agency at Durham College. The collaborators are a multi-disciplinary team of students from the Advertising, Graphic Design, Photography, Video Production programs and more. Together, students tackle projects for real clients looking to improve their businesses. From web, social media and marketing content creation to strategic planning, Collaboragency creates unique business solutions for our local entrepreneurs. Through the production of both strategic and creative materials, students can leverage work in portfolios when applying for desired occupations. This work also allows students to forge lasting connections with clients, who one day may be responsible for launching careers.
Watch the video below to see how Collaboragency’s work impacted their Bohemian Bliss Yoga client.
Any inquiries about Collaboragency can be directed to Shannon Cone, Advertising – Digital Media Management Professor and Program Coordinator at Shannon.cone@durhamcollege.ca
Our Advertising and Digital Media Management program integrates industry-standard tools to provide students with hands-on learning experiences similar to what you would encounter in your future career.
Some examples include:
Monday.com: Students use this project management platform to organize and execute tasks collaboratively, sharpening project management skills essential for media and marketing roles.
Vividata: With Vividata’s audience insights, students conduct market research, gaining experience in media planning and analytics—critical skills in the industry.
Semrush for Education: Through Semrush, students gain hands-on experience with SEO, content marketing, and social media analytics, earning valuable certifications that enhance their career prospects.
Stukent Mimic Social: This simulation tool provides students with an immersive experience in managing social media campaigns, allowing them to experiment with budgets, strategy, and content in a risk-free environment that mimics real-world social media advertising dynamics.
By incorporating these industry-standard tools into daily learning, graduates are prepared with the skills and experience demanded in today’s digital marketing landscape.
Ready to launch your career? Apply today and start creating the future of digital media!
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.
Looking for more pathway opportunities or to transfer to Durham College? Click here for more information.
A Mac notebook computer is recommended. Please see the hardware requirements document for details.
Creative Cloud brings together everything you need to create your greatest work. One simple membership gives you and your classmates access to the 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 use the links below):
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.
Shannon Cone is a digital marketing specialist with over 15 years of experience. As a Professor and Program Coordinator at Durham College, Shannon excels in strategic planning, content development, and digital marketing. Holding a Master’s in Education and Digital Technologies from Ontario Tech University, she also co-directs Collaboragency’s experiential learning initiatives in the Advertising Programs.
Kimron Corion is a seasoned digital media and communications strategist with over a decade of experience. He holds a Master's in Digital Media, a Postgraduate Diploma in Digital Business, and a Bachelor’s in Economics. Currently, Kimron serves as a Business Analyst on the Social Media team at the Federal Government of Canada and teaches courses in Advertising Programs.
Melissa is an award-winning media professional with extensive experience in government, healthcare, and finance. Holding a Creative Advertising Diploma and a Creative Writing Certificate, she excels in both traditional and digital media. As a passionate educator, Melissa enhances her students' strategic thinking and creativity, preparing them for the evolving media landscape.
Kory Gray is a seasoned graphic designer with over 25 years of industry experience and 12 years as a design educator. He collaborates actively with advertising agencies and clients and holds a Graphic Design Diploma and an Instructing Adults Certificate. Kory is dedicated to nurturing student creativity and professional development.
Siobhan brings over 15 years of experience as a copywriter in Toronto's top digital advertising agencies. Known for her problem-solving skills, she excels in simplifying and communicating complex ideas to diverse audiences, making her transition to teaching a natural fit.
Jennifer, a Durham College Graphic Design graduate, began her career in an advertising agency's production department. With 19 years at WPP Network agencies, focusing on Ford Motor Company, she now leads Hogarth Worldwide's Canadian Production team as Studio Director. Jennifer also teaches in the Graphic Design program.
Dawn Salter brings extensive account management experience having worked at various advertising agencies on both national and global brands. She holds a Master's in Global Marketing Management, a Bachelor's in Adult Education, and a Diploma in Advertising Administration. Her research interests focus on digital media consumption and its impact on purchase behaviour. Dawn has been teaching at Durham College within the Advertising program for the last 17 years while remaining active in industry associations. She loves to write and has published numerous articles on brand management and gender representation in advertising.
Olga Senko is a seasoned digital analytics expert with over a decade of experience. Currently managing Media Data and Analytics at Procter & Gamble, she enriches the Durham College faculty with her industry insights. Olga holds a Certificate in Data Science from the University of Toronto and a Master’s degree in Social Sciences from Taras Shevchenko National University of Kyiv.
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