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Detailed Description
In this course students learn how to develop communications plans
appropriate to the global marketplace. Emphasis will be placed on
the
assessment of promotional opportunities in international markets. A
particular focus will be placed on political systems, new
technologies, consumer behaviour and culture. The learning
experience
will be characterized by case study discussions in order to develop
students' promotional planning skills in a variety of international
business situations.
Program Context
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| Advertising |
Program Coordinator: Cathryn Oliver |
This required subject for
advertising students is
intended to expand their
knowledge and awareness of
different cultures and
communities internationally
and in their own community.
It also builds upon their
generic skills in the areas
of
communication, interpersonal
and personal skills.
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Course Critical Performance and Learning Outcomes
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Critical Performance: By the end of this course, students will have
demonstrated the ability to distinguish the variances of
communication techniques and strategies within various cultures and
effectively approach advertising within these geographic areas.
Learning Outcomes: To achieve the critical performance, students will
have demonstrated the ability to:
1. Identify advertising opportunities in global markets through
recognition of various elements of market assessment.
2. Compare global promotional concepts, approaches and practices with
those of the Canadian marketplace.
3. Evaluate the viability of advertising a product/service in an
international market(s).
4. Conduct research utilizing the internet, newspapers, magazines and
other secondary sources.
5. Apply advertising concepts in various international situations.
6. Develop creative alternative approach solutions to communications
problems.
7. Contribute to effective group processes for solving promotional
problems.
8. Identify cultural, social and legal implications for advertising
in Quebec.
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Evaluation Plan
Students demonstrate their learning in the following ways:
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Students demonstrate their learning in the following ways:
In class global conference workshop 5%
In class Quebec case study assignment 10%
Test #1 - 20%:
Global marketing diversification strategies, social and cultural
implications worldwide, market segmentation and brand positioning.
Global Expansion Assignment - 25%:
Analysis of international brand.
Test # 2 - 20%:
Global advertising, promotional and marketing communications,
technology and convergence and
diversity in Canada (Quebec and French language).
Case Study Presentation - 20%:
Presentation of advertising, promotional choices, communication
differences for another country or culture/ethnic groups.
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Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:
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Essential Employability
Skills
Essential Employability Skills emphasized in the course:
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Communication
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Critical Thinking & Problem Solving
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Interpersonal
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Numeracy |
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Information
Management |
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Personal
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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 |
X |
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Notes: N/A
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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: Ian Fisher
Textbook(s): Global Marketing, 7th Edition, Pearson
Applicable student group(s): Advertising Marketing Communications - Management
Course Details:Week 1/Lesson 1:
Content: Orientation and Introduction into Advertising & the Global
Market, course overview and assignment review;
Learning Outcomes: LO1,2
Class room learning activity: In-class lecture, power point
presentation, activity, group discussion;
Week2 /Lesson 2:
Topic: The social cultural setting, regulating global marketing;
Learning Outcome(s)LO 2,3, 4
Class room learning activity: In-class lecture, power point
presentation, activity, group discussion;
Week 3: Global Conference Assignment - Mandatory Attendance (5%)
Week 4: Topic: The Global Electronics Marketplace.
Learning Outcome(s)LO4
Class room learning activity: In-class lecture, power point
presentation, activity, group discussion;
Week 5:
Topic: Segmenting, targeting & positioning in a global marketplace.
Learning Outcome(s)LO 4,5
Class room learning activity: In-class lecture, power point
presentation; research activity integrated with group "product"
assignment;
Week 6:
Workshop - Global Expansion Assignment ¿ Workback Schedule due
Week 7:
Test #1 (20%)
Learning Outcomes: LO 1, 2, 3, 4,
Week 8:
Topic: Developing global advertising strategies.
Learning Outcome(s)LO 5
Class room learning activity: In-class lecture, power point
presentation, activity, group discussion;
Week 9:
Topic: Developing global public relations, publicity strategies &
promotional strategies;
Learning Outcome(s) LO6, LO 7
Class room learning activity: In-class lecture, power point
presentation, group discussion assignment workshop;
Week 10:
Topic: Topic: Canada's Diversity & Quebec
Learning Outcome(s)LO2
Class room learning activity: In-class lecture, power point
presentation, group discussion test review;
*Global Expansion Assignment Due (25%)
Week 11:
Marketing Communications in Quebec - In class case study assignment
(10%)
Week 12:
Class room test # 2 (20%)
Learning Outcomes: LO 2,5,6,7,
Week 13/Lesson 13:
Class room activity: Group Presentations (15%)
Week 14/Lesson 14:
Class room activity: Group Presentations continue
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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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