Sheridan Course Outlines

ADVG17005
Introduction to Marketing Communications and Advertising Strategy

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: Winter 2016
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: Theresa Treutler
Version: 16.01
Status: Approved (APPR)

Section I Notes: N/A

Section II: Course Details

Detailed Description
Students will develop an understanding of the role of advertising within the marketing communications process. Students are introduced to the advertising agency structure and role within the communication planning process. Students identify the core elements of a competitive analysis and use this information to develop specific advertising objectives and strategies, leading to the development of a "big idea" that drives an advertising pitch. Students analyze a marketplace overview, establish a target audience, recommend creative media and marketing communications elements as well as deliver an effective advertising pitch.

Program Context

Advertising/Marketing CommMgmt

Program Coordinator: Cathryn Oliver

This course is fundamental to the basic understanding of advertising and marketing communications including its importance and vitality as an industry, its various types and forms, where it fits within the realm of marketing, and its role as a marketing communications tool. This course is the foundation upon which learning and experiences in other Advertising and Marketing Communications Program courses build.

Course Critical Performance and Learning Outcomes

 Critical Performance: By the end of this course, students will have 
demonstrated the ability to prepare a basic competitive analysis that 
includes analyzing a brand situation. 

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

1.  Explain the communication process.

2.  Describe a basic communications model and the marketing 
    communications planning process.

3.  Apply pertinent data from the industry and consumer marketplace 
    in the development of advertising recommendations.

4.  Explain the relevance and importance of research to  
    Advertising.  

5.  Describe the role and types of advertising agencies.

6.  Formulate the core idea for an advertising 
    campaign through identification of a brand's key benefit.  

7.  Develop an effective advertising objective for a specified brand.

8.  Develop an effective "big idea" advertising recommendation for a 
    specified brand. 

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

10. Produce an effective advertising recommendation presentation. 

11. Demonstrate contributions to effective group processes for idea 
    development and problem solving.

Evaluation Plan
Students demonstrate their learning in the following ways:

Individual Evaluation:*

1.	Mid-term test @ 25%
2.	Final test @ 25%
3.	Presentation of favorite advertisement @ 5%
4.	Quiz @ 5%

Group Evaluation: 

1.	Competitive Analysis: Report@ 15%,
2.	Advertising Pitch: Targeting Workshop  @ 5%
3.	Positioning/consumer insights Workshop @ 5%, 
4.      Group Pitch Presentation @ 15% 

*  A student must average at least 50% on the non-group components 
of the evaluation plan in order to receive credit for this course.

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	X	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: Winter 2016
Professor: Multiple Professors
Textbook(s):

Tuckwell, Keith, (2015) Canadian Advertising in Action, (10th Ed.). 
Pearson Canada

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

ADVG17005   Introduction to Marketing Communications and 
            Advertising Strategy

Module 1:   The Advertising Environment

	-   Course introduction
	-   Advertising relationship to marketing and marketing 
            communications
	-   Significance of advertising industry
	-   Advertising agency overview - role, types, and 
            compensation models
	-   Forms of advertising
	-   Issues in contemporary advertising
	-   Presentation of favorite ad: 5%
	-   Quiz: 5%

Module 2:  Consumer Behaviour and Target Marketing, and their 
           Relevance to Advertising

	-  Consumer behaviour essentials
	-  Identifying and selecting consumer target markets
	-  Advertising pitch workshop: 5%
	-  Mid-term test: 25%

Module 3:  Positioning, Consumer Insights, and Unique Selling 
           Points (USPs)

	-  Difference and significance
	-  Brand positioning strategies and positioning statement
	-  Review of industry resources
	-  Competitive analysis - Marketplace overview: 15%
	-  Advertising pitch workshop: 5%

Module 4:  Advertising Planning

	-  Planning overview
	-  Problem identification/ brainstorming
	-  In-class brainstorming exercises 

Module 5:  Initial Advertising Planning Elements

	-  Advertising objectives
	-  Role and development of the "big Idea"
	-  PowerPoint & presentation content review
	-  Final test: 25%

Module 6:  Advertising Pitches

	-  Advertising pitch presentations: 15%

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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