CAB470 - Account Management

Outline information
Schools offering this subject
Last revision date Sep 30, 2019 12:00:29 AM
Last review date Dec 2, 2019 12:15:20 AM

Subject Title
Account Management

Subject Description
This subject will provide the student with the opportunity to understand the role of account management within the overall advertising agency environment, and specifically the relationship between account services and the other agency departments. Students will also have the opportunity to understand how the account executive interfaces with the client organization, and what are the specific job functions and responsibilities.

Credit Status
Creative Advertising Diploma Program

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Understand the nature and scope of managing a client relationship as an account executive:
* The role of the Account Executive within the agency, and the interface with other departments.
* The role of the Creative Team within the agency, and the interface with other departments
* The expectations of clients with respect to services provided by the agency
* The specific tasks and responsibilities of the account executive.

2. Possess a detailed knowledge of advertising agency structure, general operations and overall management practices
3. Possess a knowledge of the role advertising agencies fulfill in today's changing marketplace and the different kinds of agencies that exist.
4. Understand how agencies position themselves against client organizations, and how they are compensated for the services they deliver.
5. Understand how agencies measure their financial success by client type.
6. Understand the mechanics involved in creating advertising work from initial client briefing through until final production.
7. Understand the strategic development process involved in the creation of advertising
8. Understand how agencies work with third parties such as market research companies, database vendors and client direct suppliers.
9. Understand the different levels of responsibility within the account service group, such as Account Supervisor, Account Director and Vice President.
10. Better understand the "non tangible" skills required to be a successful account executive.
11. Be an active participant contributing effectively to the assigned tasks and the process of group work within in-class and/or workshop exercises for evaluation.
12. Understand the purpose of, and effectively meet all deadlines and project requirements.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.