Sheridan Course Outlines

ADVG25892
Advertising Campaign 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: (ADVG26143)
Corequisites: ADVG38263
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising
Program Coordinator(s): Peggy Barnwell
Course Leader or Contact: Peggy Barnwell
Version: 13.0
Status: Approved - Under Rev (AREV)

Section I Notes: N/A

Section II: Course Details

Detailed Description
Students develop the skills necessary for professional Advertising Account Executives/Supervisors to make that crucial step from an advertising implementer to an advertising strategist, capable of building their client's trust and taking on the responsibility of leading the marketing communication process on behalf of the agency for the client. Students gain the confidence to recommend to clients the "big idea" that drives an advertising campaign. This course integrates the Marketing Communication Plan designed in the Integrated Marketing Communications Management course. Researching information, analyzing situations, developing strategic components, executing creative media and marketing communications elements as well as delivering a professional advertising pitch are emphasized.

Program Context

Advertising

Program Coordinator: Peggy Barnwell

This course provides the opportunity for students to integrate their learning by identifying an industry problem which they will analyze, evaluate and present alternate creative solutions to their peers and industry representatives. The provincial vocational outcomes for advanced advertising diplomas specifies successful students should reliably demonstrate the ability to develop complete integrated promotional campaigns as a member of a team to solve complex marketing problems with short deadlines, utilizing a realistic budget. This course strengthens students' generic skills in communication, personal and critical thinking and problem solving.

Course Critical Performance and Learning Outcomes

 Critical Performance:  By the end of this course, students will have
demonstrated the project management skills to perform the role of an
Account Supervisor, enabling them to manage the expectations of both
the agency and the client, while adding value for both parties.

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

1.    Employ group conflict resolution strategies to situations 
      experienced within advertising teams. 
2.    Identify different corporate cultures in a professional 
      advertising environment.
3.    Identify the support role played by research, creative strategy
      briefs, and media recommendations in the development of 
      effective advertising campaigns.
4.    Formulate the core idea for an advertising campaign.
5.    Formulate creative concepts that can be expanded into integrated
      marketing communication campaigns.
6.    Analyze the advantages and disadvantages of a proposed 
      advertising strategy.
7.    In teams, construct an advertising pitch to sell the "big 
      idea".  
8.    Analyze the effectiveness of the theme, communication objective 
      and accompanying creative strategies associated with various 
      Integrated Marketing communications campaigns.

Evaluation Plan
Students demonstrate their learning in the following ways:

1.	Test                                    25%
2.	IMC Presentations                       15%
3.	Positioning/Branding/Creative Brief     20%
4.	IMC Pitches                             25%
5.	Professional Edge Assessment            15%
Total                                          100%

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	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: Peggy Barnwell
Textbook(s):

Course readings:  Readings are derived from Tuckwell, Keith J. 
Integrated Marketing Communications, Strategic Planning Perpectives 
2nd Edition, various articles and related Industry books and 
periodicals.

Applicable student group(s): Third Year Advertising Program
Course Details:

Module 1:  Overview of the IMC Effort
	Course Introduction
	Overview of the IMC Effort

Module 2:  Consumer Insights
	Understanding the Canadian Consumer
	The Importance of Consumer Insights
	Target Research Considerations
	Hitting the Sweet Spot Through Consumer Insights
	IMC Presentations:  15%
	Test 1:  25%

Module 3:  Creativity and Creative Thought
	Demystifying Creativity
	Inspiring Great/Unique Creative

Module 4:  Branding and Positioning
	Brand Building Strategy
	Brand Positioning Strategy

Module 5:  The Creative Brief
	What Makes a Great Creative Brief
	Writing the Brief with Consumer Insight
	Position/Brand/Creative Brief Assignment:  20%
	IMC Pitches:  25%
	Professional Edge Assessment:  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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