Sheridan Course Outlines

ADVG34049
Advertising Case Analysis

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 2013
Prerequisites: (ADVG38263)
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: Andy Byj
Version: 6.0
Status: Approved (APPR)

Section I Notes: N/A

Section II: Course Details

Detailed Description
Defining problems and developing appropriate solutions are two essential business skills. This course is designed to develop these skills through case analysis and problem solving dealing with the management of advertising, marketing and communication programs; media and creative strategies; consumer, retail, industrial, and public service applications. Students will develop workable, quantifiable solutions to real-world communication situations set out in cases and will expand their knowledge through solving advertising problems from the perspective of managers.

Program Context

Advertising

Program Coordinator: Cathryn Oliver

This course provides the opportunity for students to integrate their learning by working with real industry cases that require the analysis, evaluation, and presentation of various solutions. This course strengthens students' generic skills in communication, analytical 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 ability to assess complex marketing communication
problems and offer effective alternatives and solutions to these
situations.

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

1.  Assemble imaginative options and solutions to communication 
    problems.
2.  Develop persuasive and creative advertising presentations
3.  Examine the advantages and disadvantages of recommended strategies
    and executions through evaluating complex advertising case 
    problems.
4.  Employ creative, critical and analytical thinking.
5.  Explore imaginative options and solutions to communications 
    problems and situations.
6.  Behave with professional collegiality as an active participant in
    group projects and discussions.

Evaluation Plan
Students demonstrate their learning in the following ways:

Case Analysis and Preparation (4 @ 5% each) 20%
Tests (3 @ 20% each)                        60%        
Presentation                                20%
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:

X	Communication	X	Critical Thinking & Problem Solving	X	Interpersonal
X	Numeracy	X	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 2013
Professor: Andy Byj
Textbook(s):

Advertising 34049 Case Studies package(in bookstore).  Additional 
material posted on Slate and hand-outs in class.  You are required to 
bring the cases listed below to class as well as for tests.

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

Class 1 
-  Introduction to Case Analysis
-  How to perform a Case Analysis

Class 2 
-  Case analysis and preparation 5%: Canadian Blood Services - SWOT 
   analysis

Class 3
-  Case analysis and preparation: Canadian Blood Services - Utilizing 
   consumer insights in marketing communications 

Class 4
-  Case analysis and preparation 5%: Matchstick Inc. - Word of mouth 
   marketing communications            

Class 5
-  Test #1   (20%)

Class 6
-  Case analysis and preparation: Matchstick Inc. - Consumer and 
   trade word of mouth marketing communications            

Class 7
-  Case analysis and preparation 5%: Porsche Canada - Identifying 
   consumer insights in research

Class 8
-  Case analysis and preparation: Porsche Canada - Utilizing research 
   to create advertising and marketing communication programs

Class 9  
-  Case analysis and preparation: Measuring campaign success  

Class 10
-  Test #2   (20%)

Class 11
-  Case analysis and preparation 5%: Pepsi Canada - Developing a 
   social marketing communications program


Class 12
-  Case analysis and preparation:  Pepsi Canada - Evaluating a social 
   marketing communications program

Class 13
- Case analysis and preparation: Evaluating consumer and trade 
  promotional programs

Class 14
-  Test 3:   (20%)

-  Presentations: Ongoing          (20%)

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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