Advertising Research and Client Services Combine In Account Management

Do you have an interest in the field of Advertising Account Management, which involves working in advertising research and the client service area of the integrated marketing and communications industry? Have you already completed a post-secondary diploma or degree program and can offer an official transcript demonstrating proof of successful completion? Are you willing to attend a program admission session during which a writing test and questionnaire will be conducted? If so, you may want to consider applying for Centennial College’s Advertising Account Management program, which takes just three semesters to complete.

This program, which is geared at mature students and those who have already worked in advertising but are looking to advance their career, prepares students to manage clients’ accounts and work for advertising account executives. As such, at the very basis of this advertising branch is the responsibility of acting as a liaison between a company and its clients. It is also account managers duty to maintain, retain and usually up sell to their portfolio of clients or accounts. Specific tasks vary from agency to agency, but commonly involve: managing a portfolio of accounts, dealing with all aspects of an advertising campaign, researching new business leads and “pitching” ideas, achieving sales targets by using existing networks of industry contacts to generate revenue, leading project management activity, attending client meetings, completing administrative work, and conducting advertising research, as required.


Advertising Programs  are hired at places such as advertising agencies, sales promotion, event marketing, interactive marketing, direct marketing, account planning, research, client marketing companies.


But how does Centennial College get students to the point where they are experts who are confident and ready for the field? First and foremost, there is an intense pace in the program that is full of hands-on training to ensure that students are equipped with career-ready skills. Throughout, a team of seasoned professionals mentors students as they build new skills and confidence for the industry. These professionals may also help to connect students to the industry. In addition, on-site professional computer software, media planning and research systems are available to students so they can conduct advertising research and much more. Specific courses offered in this undertaking include: Advertising Research, Professional Practice, Integrated Marketing Foundations, Account Management Practices, Media for Account Managers, Communications Agency Primer, Broadcast Production Basics Business Communications, and more.


While hands-on training is provided throughout the program, the highlight comes in the form of a 15-week industry field placement that allows students to gain critical knowledge, professional relationships and work experience. During the field placement, students have the opportunity to use the skills and knowledge they have acquired in the previous two semesters of the program. Exposure to advertising agency personnel and the daily tasks such as advertising research and meetings offer a valuable, practical experience. Students select their own Account Management placement position in an advertising agency or closely related specialty area to match their career goals and interests.
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