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Detailed Description
Students build upon their prior learning of digital and social
advertising to determine how to reach the changing youth and ethnic
markets through various marketing communications methods. Through
online discussions and face to face group work, students analyze
current advertising issues and trends and examine how changes in
societal demographics have shaped areas such as Sport Marketing,
Experiential and Green Advertising. Utilizing their skills in social
and internet marketing technology and research, students continue to
develop their analytical and critical thinking skills through face
to face trend analysis presentations, online peer feedback and
solving case based problems. By examining areas of non-traditional
advertising, students will gain an appreciation for varied modes of
marketing communications providing varied opportunities for future
career choices.
Program Context
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| Advertising |
Program Coordinator: Cathryn Oliver |
This is a required course in
year three of the Advertising
advanced diploma program and
builds upon prior learning of
digital and social
advertising acquired in the
second year of the program.
Students explore various
advertising trends dealing
with contemporary advertising
issues. By examining areas
of non-traditional marketing
communications, students gain
an appreciation for varied
modes of advertising
providing varied
opportunities for future
career choices.
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Course Critical Performance and Learning Outcomes
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Critical Performance
By the end of this course, students will have demonstrated the
ability to analyze social trends in order to successfully harness
relevant advertising strategies required to adapt to the industry.
Learning Outcomes
To achieve the critical performance, students will have demonstrated
the ability to:
1. Assess the unique media vehicles which reach the specialized
youth and ethnic target groups.
2. Evaluate how current industry trends and issues impact the
future
of advertising.
3. Analyze the influence Sport Marketing plays in audience
targeting
and marketing communications.
4. Evaluate how Green Marketing has changed the advertising
culture.
5. Illustrate the impact of technology, target ethnicity and youth
on the advertising industry.
6. Investigate how experimental marketing connects with a specified
target market.
7. Critique advertising messages for various audiences in terms of
appropriateness for their target groups and the effectiveness of
the message.
8. Demonstrate the aging population as an emerging demographic.
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Evaluation Plan
Students demonstrate their learning in the following ways:
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Classroom:
A. Presentations (2) 45%
B. Campaign Investigation 15% (Module 5)
C. Tests
Mid-Term 10% (Modules 1-3)
Final 10% (Modules 4-5)
TOTAL 80%
Online:
A. Ongoing Evaluation Activities
Online activities 20% (Modules 1-5)
See Advertising Program Guidelines for expectations, late
penalties, etc.
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Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:
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Essential Employability
Skills
Essential Employability Skills emphasized in the course:
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Communication
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Critical Thinking & Problem Solving
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Interpersonal
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Numeracy |
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Information
Management |
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Personal
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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 |
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Notes: N/A
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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 2012
Professor: Maureen Garbutt
Textbook(s): Marketing and Strategy Magazines, various reference materials
Applicable student group(s): Third Year Advertising Students
Course Details:Week 1
Module 1: Introduction and review
Week/Lesson 1:
Classroom:
Introduction/Course Overview
Review Digital and Social Marketing
Trend Analysis Presentation Outline (15% - ongoing
throughout
semester)
Aging Population Presentation Outline
Online:
Familiarize yourself with SLATE
Give two questions you would like to see answered in this
course
Learning Outcome(s)
Explain the requirements to complete this course
successfully
Describe the importance social/digital media plays in
advertising
Comprehend the major assignments for this course
Learning activity: Familiarize yourself with SLATE, Sign up for
Trend
Analysis presentations
Weeks 2 - 3
Module 2: Aging Population
Week/Lesson 2:
Classroom:
Trend Presentation 1-4
Introduction to Aging Population
Online:
Campaigns targeting the aging population
Learning Outcome(s)
Describe important factors in the lives of the aging
population, with respect to values, beliefs, challenges and
needs
Identify reasons that this is an emerging demographic
Week/Lesson 3:
Classroom:
Past and present campaigns to aging population
Changes, the future, the strategy
Online:
State key difference in strategy with this demographic,
moving forward
Learning Outcome(s)
Explain habits of the aging population
Detail how these habits will affect advertising
Learning activity: comparing ads, strategies for this demographic
Week 4
Module 3: Ethnic and Youth Markets
Week/Lesson 4:
Understanding the motivators of the ethnic and youth markets
Classroom:
The Ethnic market in Canada now and in the future
Is advertising reaching the ethnic market?
Past and present campaigns to the youth market, changes, the
future and the strategy
Online:
Looking at effective and non effective ads for these
targets.
Discuss why we think either way to be true
Learning Outcome(s)
Discuss motivators of the youth market
Describe important factors in the youth markets lives, with
respect to culture, behaviours, beliefs, etc.
Assess the unique media vehicles which reach the specialized
ethnic group
Explain the needs of the ethnic market
Discuss motivators of the ethnic market
Describe important factors in the way retailers need to
change in order to reach the ethnic market
Apply advertising strategies to effectively reach this
market
Learning activity: Quiz of what the youth market is all about
Assessment/assignment, as required: online opinion about ads
Week 5
Workshop
Classroom:
Aging Population Assignment Workshop
Online:
Peer/group feedback
Week 6
Test - 10%
Classroom:
Test - 10%
Workshop for Aging Population Assignment
Week 7
Module 4: Changes in Societal Demographics/Expectations and Green
Marketing
Week/Lesson 7:
Classroom:
How societal demographics are changing
What areas of advertising trends are speaking to various
demographic groups
Discussing various experiential campaigns to determine
strategy, pros and cons
The evolution of Green Marketing
The challenges it still faces, and how society affects it
Online:
Readings
Learning Outcome(s)
Investigate how experiential marketing connects with a
specified target market
Determine effective experiential advertising campaigns
Explain how it connects with specified target markets
Identify current trends in the advertising industry
Describe the challenges that Experiential marketing faces
Evaluate how green marketing has changed the advertising
culture
Investigate how green marketing connects with a specified
target market
Identify effective green marketing campaigns
Describe the challenges that green marketing faces
Learning activity: Comparing various experiential campaigns based on
strategy and demographics.
Assessment/assignment, as required: Post articles pertaining to
Green
Marketing and comment. 5%
Weeks 8 - 9
Group Presentations - 30%
Weeks 10 - 11
Module 5: Sport Marketing
Week/Lesson 10:
The influence of sport marketing
Endorsements vs. Venue/team
Classroom:
Using the Facebook article, demonstrate the power of image,
how it can affect the brand.
Discuss various Sport marketing campaigns they can think
about.
Define Sport marketing.
Online:
Have them discuss various articles they found that spoke to
the discussion/information in the class
Learning Outcome(s)
Categorize the pros and cons of Sport Marketing.
Learning activity: research sport marketing campaigns and present to
class
Week/Lesson 11:
Classroom:
Investigating various areas of sport marketing: Olympic,
History, Celebrity endorsement, the sport consumer, Ambush
marketing, technology in sport marketing
Online:
Discuss most favourable form of Sport marketing
Watch video of expert in sport marketing
Learning Outcome(s)
Analyze the influence that sport marketing plays in audience
targeting and marketing communications.
Learning activity: Present findings of sport marketing concepts
Assessment/assignment, as required: Discussion of most favorable
form of sport marketing - 5%
Week 12
Campaign Investigation Presentations - 15%
Week 13
Test
Classroom:
Test 10%
Workshop for e-portfolio
Week 14
Reflections
Week/Lesson 14:
Classroom:
Review of e-portfolio - 10%
Online:
Reflections/feedback of term
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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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