Sheridan Course Outlines

ADVG23623
Strategic Media Planning

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: (ADVG13309)
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: Colin Robey
Version: 9.0
Status: Approved - Under Rev (AREV)

Section I Notes: N/A

Section II: Course Details

Detailed Description
This course builds on the knowledge of Canadian media characteristics gained in previous media courses. Focus is on the development of a media brief providing the basis for constructing and executing an advertising media plan. Students learn how to determine media targets, prioritize geographic and seasonal components, research brand and market dynamics and use research to complete the initial stages of a detailed media plan. The implications of industry measurement standards such as reach, frequency, GRPs and share are reviewed. Students learn about the planning and buying process and how to develop various media specific documents, including the creation of spreadsheets to calculate the cost of campaigns. Students also compare media using specified criteria to determine which vehicle is most appropriate for a campaign.

Program Context

Advertising/Marketing CommMgmt

Program Coordinator: Cathryn Oliver

Advertising students need to apply the learning developed in earlier media courses to develop a media plan. This third semester course establishes the initial plan components so that the student, in subsequent media courses, can prepare and finalize a media plan.

Course Critical Performance and Learning Outcomes

 Critical Performance
Upon successful course completion, students will have demonstrated 
the ability to construct multiple media planning and buying 
documents, including a media brief which involves researching the key 
components necessary for developing a media plan.

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

1.  Identify and construct different media planning and buying 
    documents used in advertising agencies.
2.  Using industry software, generate and analyze demographic, 
    psychographic and media consumption data to develop a media 
    target for a specific advertising and marketing communications 
    challenge.
3.  Design a spreadsheet that costs out campaigns for multiple media.
4.  Examine the product, brand and industry environment and identify 
    elements that may impact the construction of an advertising 
    campaign.
5.  Analyze geographic and seasonal data and explain how it may 
    impact the construction of an advertising campaign.
6.  Evaluate the competitive environment including target analysis 
    and media usage and explain how it may impact the construction of 
    an advertising campaign.
7.  Design a media brief based on multiple criteria that can be used 
    as the basis for media decisions.

Evaluation Plan
Students demonstrate their learning in the following ways:

1.	Media Costing Spreadsheets (Individual)	20%
3.	Media Brief (Group)			30%
4.	Test 01 				15%
5.	Test 02					25%
6.	Mini-Assignments			10%

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: Multiple Professors
Textbook(s):

Frequent in-class costings require a standard pocket calculator.

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

Module  	Topic
		          	
1.  Introduction / Course Outline / Media Functions
2.  Media Plan / Media Brief / Target Analysis
3.  Demographics / Attitudes and Usage / Clear Decisions Crosstab
4.  Media Negotiations / Media Pre and Post Buys / Costing 
    Spreadsheets

Online Test 01 Due (15%)

5.  Leisure Personal Characteristics / Media POV / Microsoft Excel
6.  Media Consumption / Target Analysis / Clear Decisions Crosstab
    Media Costing Spreadsheets Due (20%)
7.  Seasonality / Timing Rationale / Brand and Category Research
8.  Geography / Media Brief / Clear Decisions Crosstab
9.  Competition / Media Spending / Nielsen Annual Summary
10. Geography / Market Rationale / Microsoft Excel
11. Competition / Nielsen Annual Summary / Microsoft Excel
    Media Brief Due (20%)
12. Brand Attributes / Media Brainstorming
13. Review
14. Test 02 (25%)
    Media Brief Revision Due (10%)

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.

[ Printable Version ]