Sheridan Course Outlines

ADVG33551
Communication Channel 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: (ADVG27906)
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: Paula Tillmann Peirce
Version: 4.0
Status: Approved (APPR)

Section I Notes: N/A

Section II: Course Details

Detailed Description
Students elevate the study of communication delivery channels, and strategic media analysis and delivery to communication channel planning.. Through the use of case studies in all media including digital, broadcast and video, print (press and magazine) and OOH, students encounter multiple potential scenarios including paid, earned and owned message delivery and corresponding ROI. They formulate solutions to particular consumer communication challenges faced by marketers. Students identify the function of paid media message delivery channels versus media owned and earned by the advertiser. Creative thinking and Data insights play a key role. Through formulating solutions students continue to increase effective use of industry specific software tools, spreadsheets and calculations that facilitate learning and are reflective of industry practices. Case studies involve industry activities specific to the Communication Planner and Buyer. In addition students will execute practical activities that will increase their marketability for entry positions in the industry.

Program Context

Advertising

Program Coordinator: Cathryn Oliver

This is a required course in Semester 5 of the Advertising program which builds on the learning acquired from the Communication Delivery Channel courses in Semesters 1 and 2, and the Strategic Media Courses in Semester 3 and 4. This course places into context the overall communication channel planning beyond paid-for message delivery. As consumers are in increasingly more control of their 'personal media environment' it is important for students to expand their knowledge and skills of building consumer connections. Successful completion of this course leads to the integrated activities that frame Semester 6.

Course Critical Performance and Learning Outcomes

 Critical Performance:
By the end of this course, students will have demonstrated the 
ability to apply creative, critical thinking
to `consumer-centric' communication channel planning and buying by
identifying trends, quantifying characteristics, and judging the
value of multi-channel campaigns to connect with consumers.

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

1. Assess relevant issues and innovations in Canadian media and how
   they apply to different communication scenarios.
2. Analyse data and drawing out insights for the development of 
   consumer media strategies.
3. Develop creative message delivery strategies from established and 
   emerging channels for the optimal target market/audience 
   connection.
4. Analyse issues that could impact on the implementation of the
   communication plan and execution.
5. Modify the implementation to satisfy the marketers' objectives.
6. Recommend the most relevant option to address specific consumer
   communication challenges.
7. Present a logical rationale for recommended media channel
   strategies that support the marketers¿ objectives.
8. Demonstrate professional behaviours, such as working 
   collaboratively, meeting project due dates and responsibility for
   self-direction.

Evaluation Plan
Students demonstrate their learning in the following ways:

Creative Use of Communication Channels(Individual) 10%
Broadcast Plan/Buy (Individual) 15%
Internet Plan/Buy (group) 25%
Print/Out-Of-Home Plan/Buy (group) 25%
Test 25%
TOTAL 100%

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):

Canadian Advertising in Action, 9th Edition, Keith J. Tuckwell, 
Pearson Prentice-Hall.

Mediaincanada.com subscription

Use of Library materials and self-directed search.

Frequent in-class costings require a standard pocket calculator.

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

Module 1
Introduction / Course Outline / Communication Channel Planning and
Buying Review

Module 2
Case Study: Role of Broadcast in Reaching Consumers (Television,
Radio), Assignment 01 (Broadcast Plan/Buy 15%)

Module 3
Case Study: Broadcast Executional Strategies (Video (TV and Digital), 
Radio)

Module 4
Case Study: Role of Broadcast in Digital Delivery (Television, Radio)

Module 5
Case Study: Role of Print/Out-of-Home in Reaching Consumers
(Newspapers, Magazines, Out-of-Home); Assignment #1 Due

Module 6
Case Study: Print/Out-of-Home Executional Strategies (Newspapers,
Magazines, Out-of-Home ), Assignment 02 (Print/Out-of-Home Plan/Buy 
25%)

Module 7
Case Study: Print/Out-of-Home Digital Innovations (Newspapers,
Magazines, Out-of-Home)/ Creative Use of Communication Channels 
(Individual) 1st half completed (5%)

Module 8
Case Study: Digital Planning; ROI Analysis; Assignment #2 Due

Module 9
Case Study: Digital Execution, ROI Analysis; Infosys Analysis Tools, 
Assignment #3 (Internet Plan/Buy 25%)

Module 10
Case Study: Digital Measurement and ROI Evaluation

Module 11
Case Study: Paid/Owned/Earned Media

Module 12
Case Study: Multi-Media Campaign Analysis (Who achieved What?);
Assignment #3 Due

Module 13
Case Study: Multi-Media / Review / Communication Channel Trends
(Individual) 2nd half completed (5%)

Module 14
Test #1 (25%)

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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