Sheridan Course Outlines

ADVG34178
Media 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 2014
Prerequisites: (ADVG33551)
Corequisites: ADVG37028, ADVG39402
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising, Advertising/Marketing CommMgmt
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: Colin Robey
Version: 6.01
Status: Approved - Under Rev (AREV)

Section I Notes: N/A

Section II: Course Details

Detailed Description
By the end of this course, students are able to develop and evaluate media plans for presentation to a specific client, defend the rationale for their media strategies and assess the use of traditional and non-traditional media choices within a campaign. The relationship between media and other divisions of the advertising industry - including the client, account team and creative will be emphasised through the integration of this course with other courses in the sixth semester of the Advertising program. The success of the student's media plan is based, in part, on their understanding of different roles in the creation of an advertising campaign, in addition to identifying and defending media opportunities that would benefit a client's marketing communication plan. Judgement, organization, creative, critical thinking, analytical and research skills will be developed as students apply their learning by creating a multi-vehicle media plan to compliment the strategic campaign being planned in their Advertising Campaign Management course and the creative elements being developed in the Advanced Creative Development course.

Program Context

Advertising

Program Coordinator: Cathryn Oliver

This is a required course in semester 6 of the Advertising program which builds on the learning acquired from previous media courses. This also works in conjunction with the Advertising Campaign Management course and the Advanced Creative Development course to emphasize the importance media buying and planning plays within the development and execution of a complete marketing communications plan for a specified Canadian client.

Advertising/Marketing CommMgmt

Program Coordinator: Cathryn Oliver

Course Critical Performance and Learning Outcomes

 By the end of this course, students will have demonstrated the 
ability to discriminate between alternative complex media campaigns 
and defend those decisions.

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

1.  Use industry software to gather and interpret data to determine 
    current product users and expand on an identified target market.
2.  Participate in the creation of a media plan using industry 
    standard technologies efficiently and effectively.
3.  Develop a media plan including logical rationale for the selected 
    options, and defend it persuasively.
4.  Generate innovative alternatives within a media plan taking into 
    consideration all of aspects of the advertising and marketing 
    communications process.
5.  Identify issues that could impact on the implementation of the 
    media plan, the budget and the projected outcomes.
6.  Use appropriate tools to measure the effectiveness of the media 
    plan.
7.  Communicate effectively with team members and external 
    stakeholders and seek and incorporate constructive feedback on 
    ideas development.
8.  Work effectively in a team environment in the development of the 
    media plan and related communication materials.
9.  Meet deadlines by applying time management techniques.

Evaluation Plan
Students demonstrate their learning in the following ways:

Students demonstrate their learning in the following ways: 

1.	Mini-Media Plan (Individual)	15%
2.	Media Trends (Individual) 	15%
3.	Test 01				15%
4.	Media Plan Assessment (Group)	20%
5.	Media Plan(Group)   		20%
6.	Media Plan Presentation (Group)	15%

In addition to achieving a minimum 50% overall grade, a student must 
average at least 50% on the non-group components of the evaluation 
plan 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: Winter 2014
Professor: Colin Robey
Textbook(s):

Canadian Advertising Rates & Data, Rogers Publishing Limited

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

Module	Topic

1.  Introduction / Course Outline / Assignment Briefs
2.  Media Campaign Process / Blocking Charts / Media Plan Leave Behind
3.  Meeting: Marketplace Analysis
4.  Purchase Process / Media Strategy
    Mini Media Plan Due (15%)
5.  Meeting: Media Rationale
6.  Media Brainstorming / Creativity in Media 
7.  Meeting: Media Strategy
    Media Trends Due (15%)
8.  Meeting: Media Execution / Blocking Chart
9.  Meeting: Media Plan Assessment (20%)
10. Meeting: Media Plan Leave Behind
11. Defending Media Plans
    Media Plan Leave Behind Due (20%)
12. Test 01 (15%)
13. Media Plan Presentation (15%)
14. Media Plan Presentation (cont.)

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.

[ Printable Version ]