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 2013
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: 9.01
Status: Approved - Under Rev (AREV)

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 also learn the duties and responsibilities associated with the role of the Coordinator within a professional advertising agency. Documents such as budget control reports, status reports and contact reports are emphasized.

Program Context

Advertising/Marketing CommMgmt

Program Coordinator: Cathryn Oliver

Understanding retail marketing and communication strategies are imperative for the advertising professional. Students must also understand the role and duties of the coordinator if they are choosing a career in account services within an advertising agency. 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 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.  Describe the role and importance of the Account Executive within 
    an advertising agency.

9.  Demonstrate the purpose and importance of budget control reports, 
    status reports, and contact reports within the role of the 
    professional advertising coordinator.

10. Write an effective contact report from a simulated meeting 
    situation.

Evaluation Plan
Students demonstrate their learning in the following ways:

1.	Tests 2 @ 20%                       40%
2.	Retail Plan                         25%
3.	Retail Campaign Presentation        20%
4.	Contact Report                      15%

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

Essential Employability Skills
Essential Employability Skills emphasized in the course:

	Communication		Critical Thinking & Problem Solving		Interpersonal
	Numeracy		Information Management		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: Tba
Textbook(s):

N/A

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

Unit  Subject Material				   


1.  Course Introduction
      Evaluation Outline	
      Retail Advertising Opportunities	

2.  Roles and Importance of Retailing		   
      Current Retail Trends			     
      Retail Assignment Overview and Organization

3.    Advertising and promotional objectives in Advertising	  
      Promotional/institutional and co-op advertising		
		     
4.  Developing a Marketing/Advertising Plan in Retailing	   

5.  Advertising methods used in the retail sector  

6.  In-store advertising
    Designing point of purchase materials  
     
7.  TEST #1:  20%				   Weeks 1 - 6

8.  Assignment Workshop

9.  Retail Advertising Campaign Presentations: 20%
         Retail Assignment Due: 25%

10. Retail Advertising Campaign Presentations:  20%

11. Role of the Advertising Coordinator
    The Brief

12. Contact Reports
    Status Reports				      

13. Budget Control Reports
    Using a Critical Path Report	
      Contact Report Due: 15%

14. TEST #2: 20%				      Week 11 -13

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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