Sheridan Course Outlines

ADVG35785
Integrated Marketing Communications

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: (ADVG20905)
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Business Admin Marketing
Program Coordinator(s): Carol Bureau
Course Leader or Contact: Derek Barnes
Version: 9.0
Status: Approved - Under Rev (AREV)

Section I Notes: This course is delivered in mobile format. Students make extensive use of computers during in-class activities. Students are required to have access to a laptop in class with Microsoft Office 2007 or later.

Section II: Course Details

Detailed Description
Students develop a professional integrated marketing communications plan for a brand. The course builds on the promotional learning from the prerequisite Marketing Promotion Management course, and introduces the students to advertising creative and media development. Emphasis is placed on a strategic understanding of integrated marketing communications as it relates to achieving a brand's overall marketing objectives. Students receive weekly feedback throughout the term to ensure continuous learning. The ability to work effectively in teams is emphasized in written assignments and presentations. Interactive lectures and in-class activities round out the learning experience.

Program Context

Business Admin Marketing

Program Coordinator: Carol Bureau

This core course in the Marketing program builds on the learning from the prerequisite Marketing Promotion Management course. Students develop a broad strategic understanding of communications from the viewpoint of a marketing communications manager.

Course Critical Performance and Learning Outcomes

 Critical Performance

By the end of this course, students will have demonstrated the 
ability to produce an integrated marketing communications plan for a 
brand.

Learning Outcomes

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

1. Develop an advertising creative strategy for a brand, including a
   creative objective, key consumer benefits and brand personality
2. Propose effective advertising message appeal techniques and
   creative execution styles for specific target markets and 
   communications objectives
3. Formulate an advertising media plan and budget for a brand based on
   predefined advertising media and creative objectives
4. Summarize the relative advantages and disadvantages of different
   types of advertising media
5. Contrast alternative measurement techniques for testing the 
   effectiveness of various advertising and promotion strategies
6. Discuss ethical, social, and economic issues relating to
   advertising communications
7. Develop an integrated marketing communications plan for a
   brand, with a full complement of advertising, digital media, 
   promotion and public relations strategies
8. Demonstrate professional behaviours, including:
a. Working effectively in a team environment for all group
   assignments
b. Meeting due dates
c. Producing professional quality reports and presentations
d. Exhibiting punctuality in all class and group activities
e. Using APA formatting to reference materials responsibly

Evaluation Plan
Students demonstrate their learning in the following ways:

Tests (3 x 15%)                  45%
Group Communications Plan:	40%
Phase 1 (10%)
Phase 2 (20%)
Presentation (10%)
Group Seminar Presentation	10%
Summary (3%)
Presentation (7%)
In-class activities		 5%
Total		                100%

Note: The penalty for a late assignment is 10% of the total value of 
the assessment for the first 24-hour period after it is due.  For 
every additional 24-hour period, 20% will be deducted.

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		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: In addition to completing three challenge tests, the PLA student must independently produce and present a Communications Plan for a brand, based on the assignment handout provided in the course.

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):

Belch, E. B., Belch, A. B., Guolla, M. A. (2011). Advertising and 
Promotion. (4th Canadian ed.). Toronto, ON. McGraw-Hill Ryerson.

Applicable student group(s): Business Administration - Marketing
Course Details:

Module 1: Creative Strategy Decisions

o Unit 1: Creative Strategy Decisions
    o Planning creative strategy; creative themes; message
      appeals 

o Unit 2: Creative Tactics Decisions
    o Creative execution styles; message structure; design 
      elements; creative evaluation

Module 2: Media Planning and Budgeting

o Unit 3: Media Planning and Budgeting
    o Media planning; media strategies and tactics, media budget 
      setting and allocation 

Test #1 - 15%

Communications Plan Phase 1 -  10%

Module 3: Broadcast and Print Media 

o Unit 4: Broadcast Media
    o Television, Radio media - planning and buying

o Unit 5: Print Media
    o Magazines, newspapers - planning and buying 

Module 4: Out-of-Home, Support Media, Direct Marketing

o Unit 6: Out-of-Home and Support Media
    o Outdoor, transit, place-based media; promotional products; 
     product placement

Test #2 - 15%

o Unit 7: Direct Marketing
    o Direct marketing planning and evaluation

Module 5: Measuring and Regulating the Communications Message

o Unit: 8: Measuring the Effectiveness of the Communications 
  Message
    o Measuring effectiveness of a campaign; what to test; 
     testing methods available

o Unit: 9: Regulatory, Ethical, Social and Economic Issues 
  for IMC
    o Advertising regulation in Canada; ethical, social and 
     economic effects of advertising

Communications Plan Phase 2  - 10%

Test #3 - 15%

Communications Plan presentations - 10%

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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