Sheridan Course Outlines

ADVG23349
National & Retail Advertising Development

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 2015
Prerequisites: (ADVG18073)
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising/Marketing CommMgmt
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: Andy Byj
Version: 11.0
Status: Approved (APPR)

Section I Notes: N/A

Section II: Course Details

Detailed Description
Students assume the role of an advertising professional for a small, independent retail establishment and plan the marketing communications activities from a retail marketing perspective. Students develop a store concept, analyze the retail environment, and create a retail marketing plan designed to attract a specific target consumer. Learning includes the creation of a store name, image, position and use of research software learned in earlier courses, to define their target consumer. Utilizing the knowledge obtained in earlier marketing courses, students develop a retail marketing plan which includes pricing strategies, store location and design, and the creation of marketing communication strategies in order to launch the opening of this retail initiative. Students learn how to develop institutional and promotional advertising for this retail establishment, incorporate the elements of co-operative advertising and other integrated marketing communications. Students will gain an exposure of new communication techniques in retailing that include customer relationship marketing, managing a loyalty rewards program, digital point of purchase, social media, online and mobile communications. Students will examine the growth of ecommerce and the utilization of new digital communication tools.

Program Context

Advertising/Marketing CommMgmt

Program Coordinator: Cathryn Oliver

Understanding retail marketing and communication strategies are imperative for the advertising professional. Students research, develop, and execute an advertising communication plan for a small retail establishment and gain an understanding of ecommerce and the growing use of new digital communication tools in retailing. This course offers essential knowledge required for the planning course offered in subsequent semesters.

Course Critical Performance and Learning Outcomes

 By the end of this course, students will have demonstrated the 
ability to create a retail marketing plan incorporating marketing 
communication objectives and strategies.

Learning Outcomes

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

1.  Understand the size and importance of the retail environment 
    within the Canadian advertising industry.

2.  Identify the various retail opportunities and changes happening  
    within Canada.

3.  Distinguish between national and product retail advertising 
    objectives.   

4.  Comprehend the differences between vertical and horizontal 
    cooperative advertising activities.

5.  Develop a comprehensive retail plan.

6.  Demonstrate effective marketing communication objectives and 
    strategies.

7.  Effectively present a retail advertising campaign to an audience.

8.  Recognize the growing use of customer relationship marketing for
    retailers through rewards programs, and social media marketing.

9.  Analyze the differences between digital and non-digital point of
    purchase materials.   

10. Summarize the growth of ecommerce, online purchasing behaviour, 
    and the online and mobile communication options available for 
    retailers.

Evaluation Plan
Students demonstrate their learning in the following ways:

1.      Test 1                              25%
2.      Test 2                              20%
3.      Retail Assignment ( Plan Preview )  15%
4.      Retail Plan                         20%
5.      Retail Campaign Presentation        20%

A student must average at least 50% on the non-group components of 
the evaluation plan (as well as at least 50% overall) 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
X	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: Fall 2015
Professor: Tba
Textbook(s):

N/A

Applicable student group(s): Advertising and Marketing Communications students.
Course Details:

Unit  Subject Material				   

1.  Course Introduction
    Definition of Retailing and its functions
    Retail advertising with flyers

2.  Retail assignment overview and organization
    Vertical cooperative advertising

3.  Retail advertising themes and timing
    Horizontal cooperative advertising ( malls, central business
    districts, and plazas )                       
    Retail categories and trends                   

4.  Developing a marketing and advertising plan for retail
    Developing retail advertising objectives    

5.  Evaluating options for retail communications ( direct mail, door
    hangers, flyers, brochures, etc. ) 
    Consumer behaviour in the retail environment      

6.  Developing institutional and promotional advertising for retailers
    Defining your budget for retail advertising
    Retail Assignment Overview due: 15% 
  
7.  TEST #1:  25%    

8.  Assignment Workshop

9.  Retail Advertising Campaign Presentations: 20%
    Retail Assignment Due: 20%

10. Retail Advertising Campaign Presentations:  20%

11. Customer relationship marketing for retailers
    Creating and managing a loyalty rewards program 
    Point of purchase materials ( digital and non-digital )   

12. Customer relationship marketing for retailers 
    Social media marketing in retailing

13. Ecommerce and online purchasing behaviour 
    Online and mobile communications for retailers
    
14. TEST #2: 20%

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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