Sheridan Course Outlines

ADVG37028
Advertising Campaign 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 2016
Prerequisites: (ADVG25892)
Corequisites: ADVG34178, ADVG39402
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: Peggy Barnwell
Version: 5.0
Status: Approved (APPR)

Section I Notes: N/A

Section II: Course Details

Detailed Description
This course continues with the principles and learning developed in Advertising Campaign Development by developing students' ability to analyze creative approaches and address the debate on 'award winning' vs. 'strategic' creativity. The purpose of this course is to allow the students to see the entire advertising process from start to finish and to continue with the experience of presenting campaigns to a potential client. Students continue the integration of their learning by linking assignments from the sixth semester creative and media courses in the development of their final advertising pitch. Emphasis is placed on interpersonal, managerial, and critical thinking skills required in the competitive advertising management field. Students continue to develop their strategic planning and evaluation skills in addition to pitching an integrated marketing communications campaign. Students incorporate critical thinking skills, research and analytical techniques while employing creative and tactical skills. Students will demonstrate an advanced understanding of the importance of agency/client relationships through various assignments and expectations. Through continuous role play with the instructor acting as the client, students will demonstrate effective communication strategies while maintaining professional business practices.

Program Context

Advertising

Program Coordinator: Cathryn Oliver

This is a required course in semester 6 of the Advertising program. It builds on knowledge from the Advertising Planning and Preparation courses as well as Advertising Campaign Development. Complementing other courses within the sixth semester of the advertising program, it places students in an environment which closely mirrors that of the agency/client relationship.

Course Critical Performance and Learning Outcomes

 Critical Performance:  By the end of this course, students
will have demonstrated the ability to effectively manage a client's
marketing communication needs.

By the end of this course, students will have demonstrated the 
ability to:

1.  Synthesize learning from creative, media, IMC Management, 
    International Advertising and Advertising Law and Ethics to 
    formulate a professional ad campaign from the initial 
    client         
    background stage to final execution.
2.  Clearly identify the main advertising problem associated with a 
    given company and prepare a range of strategies and proposed 
    executions that solve this problem.
3.  Create a complete advertising campaign according to client's 
    budget and deadlines and show appropriate management of these 
    funds and timelines.
4.  Apply performance management strategies to improve motivation 
    and productivity among creative, media and account management
    teams.
5.  Apply performance management strategies to build client 
    relationship and loyalty.
6.  Judge the impact of different corporate cultures on the 
    organization and delivery of a campaign providing special
    consideration in the effects on the staff and agency as a whole.
7.  In teams, assemble a presentation clearly outlining the client's
    main advertising problem justifying how their creative and media
    recommendations solve these problem(s).
8.  Demonstrate respect for the client through a variety of methods,
    including but not limited to, role-played meetings, phone calls, 
    last minute campaign changes and difficult client requests.

Evaluation Plan
Students demonstrate their learning in the following ways:

Competitive Analysis         15%
Contact Reports 4 @ 5% each  20%
Creative Brief               15%
Time Sheets                  10%
Agency Pitch                 25%
Professional Edge            15%
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:

	Communication		Critical Thinking & Problem Solving	X	Interpersonal
	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: 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 2016
Professor: Peggy Barnwell
Textbook(s):

Various reference materials

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

Module 1
Course Introduction 
Brand Selection/Group Determination
The Dysfunctional Team

Module 2
Research Methodology:  Finding Consumer Motivators / Insights
Competitive Analysis Overview

Module 3
Client/Agency Meeting:  Competitive Analysis
Competitive Analysis:  15%

Module 4
Client/Agency Meeting:  Creative Target Motivators
Contact Report 1 Due: 5%
24 hours later

Module 5
Buzz and Guerrilla Marketing

Module 6
Client/Agency Meeting: Defending The Brief
Creative Brief and Discussion Due:  15% 

Module 7
Client/Agency Meeting:  Media
Media Recommendations and Rationale
Contact Report 2 Due: 5%
24 hours later

Module 8
Client/Agency Meeting:  Media
Media Executional Considerations
Contact Report 3 Due: 5%
24 hours later

Module 9
Surviving your Internship / First Job
Resumes - Job Interview

Module 10
Client/Agency Meeting:  Creative
Campaign Summary
Contact Report 4 Due: 5%
24 hours later

Module 11
Group Debate

Module 12
Dealing With Difficult Clients 
Agency Approaches
Individual Time Sheets Due:  10%

Module 13
Advertising Pitches 
Agency Teams: 25%

Module 14
Advertising Pitches
Agency Teams: 
Professional Edge Assessment:  15%

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 ]