Sheridan Course Outlines

ADVG17005
Introduction to Strategic Advertising

I: Administrative Information II: Course Details III: Topical Outline(s) Printable Version

Section I: Administrative Information

Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2013
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: Program acceptance, entrance requirements

Program(s): Advertising/Marketing CommMgmt
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: Peggy Barnwell
Version: 13.0
Status: Approved - Under Rev (AREV)

Section I Notes: N/A

Section II: Course Details

Detailed Description
This course begins to develop the student's understanding of the role of advertising and the advertising agency, branding and the steps associated with the communication planning process. Students also begin to identify the core elements of a competitive analysis and use this information to develop specific marketing communication objectives and strategies and gain the confidence to recommend a "big idea" that drives an advertising pitch. This course applies the print media costing and layout design elements developed in other first semester courses in order to complete the final advertising presentation. Basic analysis of a market situation, defining a target audience, executing creative media and marketing communications elements as well as delivering a professional advertising pitch are explored.

Program Context

Advertising/Marketing CommMgmt

Program Coordinator: Cathryn Oliver

This course is fundamental to the basic understanding of advertising, what it is, where it fits within the realm of marketing, and its role as a marketing communications tool. This course is the touchstone upon which learning and experiences in other Advertising program courses build, in order for the student to develop a complete advertising learning background.

Course Critical Performance and Learning Outcomes

 Critical Performance:  by the end of this course, students will have 
demonstrated the ability to analyze a market situation in order to 
prepare a basic competitive analysis and develop an advertising pitch.

Learning Outcomes:  To achieve the critical performance, students 
will have demonstrated the ability to:

1.   Describe the marketing communications planning process.

2.   Utilize pertinent research data from the consumer marketplace. 

3.   Determine a product's key consumer benefit versus the 
     competitor's in order to formulate the core idea for an ad 
     campaign.

4.   Develop an effective advertising objective for a specified 
     product.

5.   Comprise effective advertising strategies, for a specified 
     product, which supports the advertising objective.

6.   Consider the advantages and disadvantages of a proposed 
     advertising strategy. 

7.   Present advertising recommendations persuasively.   

8.   Integrate print media costings and layout design into an 
     advertising presentation.

Evaluation Plan
Students demonstrate their learning in the following ways:

1.	Test 1 @ 20%
2.	Test 2 @ 20%
3.	Competitive Analysis:  Workshop: 5%, Final Report: 20%
4.	Adverting Pitch:  25%
5.	Professional Edge: 10%

Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:

Essential Employability Skills
Essential Employability Skills emphasized in the course:

X	Communication	X	Critical Thinking & Problem Solving	X	Interpersonal
	Numeracy		Information Management	X	Personal

Notes: N/A

Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) : Office of the Registrar
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous relevant work/life experience, service, self-study and training on the job. This course is eligible for challenge through the following method(s):

Challenge Exam	Portfolio	Interview	Other	Not Eligible for PLAR
	X

Notes: N/A

Section III: Topical Outline

Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Effective term: Fall 2013
Professor: Multiple Professors
Textbook(s):

Canadian Advertising in Action, 9th Edition, Keith J. Tuckwell, 
Pearson Prentice Hall, 2012.

Applicable student group(s): Advertising & Marketing Communications Management
Course Details:

ADVG17005:  Introduction to Strategic Advertising

Module 1:  The Advertising Environment
- Course Introduction
- Advertising Relationship to Marketing
- Forms of Advertising
- Issues in Contemporary Advertising

Module 2:  Consumer Behaviour, Target Marketing Concepts and Their 
Relationship to Advertising
- Consumer Behaviour Essentials
- Identifying and Selecting Consumer Target Markets
- Competitive Analysis Workshop: 5%
- Test #1:  20%

Module 3:  Branding and Product Positioning
- Branding
- 	Product Positioning Strategies

Module 4:  Strategic Advertising Planning
- Planning Overview
- Problem Identification

Module 5:  Strategic Planning Elements and Applications
- Advertising Objectives
- Creative Objectives
- Creative Strategies:  appeal Techniques
- Creative Execution
- Understanding and Utilizing Social Media
- Competitive Analysis Due: 20%
- Test #2:  20%
- Professional Edge: 10%

Module 6:  Advertising Pitches
- Advertising Pitch Presentations:  25%

Sheridan Policies

All Sheridan policies can be viewed on the Sheridan policy website.

Academic Integrity: The principle of academic integrity requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the professor, or otherwise submitting work that is not the student's own, violates this principle and will not be tolerated. Students who have any questions regarding whether or not specific circumstances involve a breach of academic integrity are advised to review the Academic Integrity Policy and procedure and/or discuss them with the professor.

Copyright: A majority of the course lectures and materials provided in class and posted in SLATE are protected by copyright. Use of these materials must comply with the Acceptable Use Policy, Use of Copyright Protected Work Policy and Student Code of Conduct. Students may use, copy and share these materials for learning and/or research purposes provided that the use complies with fair dealing or an exception in the Copyright Act. Permission from the rights holder would be necessary otherwise. Please note that it is prohibited to reproduce and/or post a work that is not your own on third-party commercial websites including but not limited to Course Hero or OneNote. It is also prohibited to reproduce and/or post a work that is not your own or your own work with the intent to assist others in cheating on third-party commercial websites including but not limited to Course Hero or OneNote.

Intellectual Property: Sheridan's Intellectual Property Policy generally applies such that students own their own work. Please be advised that students working with external research and/or industry collaborators may be asked to sign agreements that waive or modify their IP rights. Please refer to Sheridan's IP Policy and Procedure.

Respectful Behaviour: Sheridan is committed to provide a learning environment that supports academic achievement by respecting the dignity, self-esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination, Academic Integrity and other academic policies are available on the Sheridan policy website.

Accessible Learning: Accessible Learning coordinates academic accommodations for students with disabilities. For more information or to register, please see the Accessible Learning website (Statement added September 2016)

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Any changes to course curriculum and/or assessment shall adhere to approved Sheridan protocol. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.

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