Sheridan Course Outlines

ADVG26143
Professional Practices in Advertising Management

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: Winter 2015
Prerequisites: (ADVG23349)
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: Erin Craig
Version: 8.0
Status: Approved - Under Rev (AREV)

Section I Notes: N/A

Section II: Course Details

Detailed Description
This course integrates the learning obtained from numerous courses studied over the past four semesters bringing it together in the form of a professional advertising pitch. Students assume one of three roles within an advertising agency and present their area of expertise to the "client" in the form of a campaign presentation. Responsibilities assumed include those associated with the Account Director/Executive, Media Director and Creative Director and each presentation will incorporate market and consumer research, media planning and the creative execution for a consumer product. Emphasis is also placed on recognizing the various methods used to compensate an agency team and how to calculate different payment schedules. Students also learn the duties and responsibilities associated with the role of the Account Coordinator within a professional advertising agency. Documents such as budget control reports, status reports, contact reports, meeting minutes and workback schedules are emphasized. Students will also be required to practice their interview and Business Etiquette skills by interviewing a member of a real advertising agency and presenting their findings to the class. Project management as it relates to advertising will be introduced and incorporated into the Pitch assignment.

Program Context

Advertising/Marketing CommMgmt

Program Coordinator: Cathryn Oliver

Advertising graduates must understand the responsibilities associated with agency roles in order to build professional relationships and communicate effectively with clients, coworkers and managers.

Course Critical Performance and Learning Outcomes

 By the end of this course, students will have demonstrated the 
ability to understand the various roles within an advertising agency 
and present a professional advertising pitch.

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

1. Understand the key roles and responsibilities of the account 
   management, creative and media teams
2. Identify key agency business practices including ethical 
   dilemmas and ethical lapses.
3. Comprehend the role of the client in the advertising planning 
   process
4. Develop comprehensive Budget Reports, Contact Reports, Status 
   Update Reports and Meeting Minutes.
5. Demonstrate effective interview skills through an information 
   session with industry professionals
6. Analyze the various compensation methods clients use to 
   compensate agencies
7. Calculate agency compensation based on various commission and 
   fee based formulas
8. Design and present an effective advertising Pitch for a 
   specified consumer product
9. Utilize pre and post testing techniques to analyze the 
   effectiveness of the Pitch Assignment

Evaluation Plan
Students demonstrate their learning in the following ways:

Agency Resource Guide Development			10%
Budget Assignment					10%
Contact Report assignment				10%
Group Meeting			                         5%
Status Update Report					 5%
Agency Information Interview Presentations		25%
Compensation Assignment			                10%
Pitch Presentations					25%
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: Winter 2015
Professor: Multiple Professors
Textbook(s):

Various handouts

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

Module 1
- Course Introduction and context within Advertising Program
- Career Path Document
- Client/Agency Organization
- Roles within the agency
- Agencies in Canada: A Resource Guide: 10%
- Information Interview Assignment Overview and Handout: 25%

Module 2
- The Agency Pitch
- Pitch Assignment Overview and handout: 25%
- Introduction to Role of Account Coordinator
- Contact Reports/Status Updates, Meeting Minutes, Budget  Reporting, 
  Workback Schedules

Module 3
- Account Coordinator Responsibilities
- Budget Control Reports
- Budget Control Report Assignment Overview and Handout: 10%

Module 3
- Account Coordinator Responsibilities
- Meeting Minutes
- Contact Reports / Status Reports
- Contact Report Video Assignment Overview and Handout: 10%

Module 3
- Group Meeting Assignment Overview and Handout:
- Status Updates
- Workback Schedules

Module 3
- Individual Group Meetings
- Status Report/Meeting Minutes on Pitch 
  Assignment: 10%

Module 4
- Introduction to Project Management


Module 5
- Agency Information Interview Presentations: 25%

Module 6
- Agency Compensation
- Calculating Agency Fees
- Agency Compensation Assignment Overview and Handout: 10%
- Ethics / Professionalism in the Advertising Industry

Module 7
- Pitch Workshop

Module 7
- Pitch Presentations: 25%

Module 7
- Pitch Presentations

Module 7
- Pitch Presentations:

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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