Sheridan Course Outlines

ADVG38263
Integrated Marketing Communications 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: Fall 2012
Prerequisites: (MKTG29599)
Corequisites: ADVG25892
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising
Program Coordinator(s): Catherine Oliver
Course Leader or Contact: Yvonne Dineen
Version: 4.0
Status: Approved - Under Rev (AREV)

Section I Notes: N/A

Section II: Course Details

Detailed Description
Students develop a professional integrated marketing communications plan for a specified brand. They acquire a managerial understanding of advertising, promotion and public relations principles and practice and how they work within the realm of advertising. Participants should illustrate proper media planning and creative development in order to fully integrate the various elements of a communications plan. This course will work in conjunction with the Advertising Campaign Development course.

Program Context

Advertising

Program Coordinator: Catherine Oliver

Students need to understand the integration of media advertising, sales promotion, direct response, event marketing, and public relations in the development of a professional marketing communications plan.

Course Critical Performance and Learning Outcomes

 By the end of this course, students will have demonstrated the ability
to distinguish between effective integrated marketing communications
elements and construct an effective communications plan, utilizing
various strategies and techniques.

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

1.  Develop and write creative integrated communications objectives  
    and strategies.
2.  Create an integrated communication plan for a given product 
    combining advertising, sales promotion, public relations and    
    direct marketing principles, objectives and strategies.
3.  Assess and apply appropriate costing considerations for a  
    strategic implementation of balanced advertising/sales promotion 
    mixes for various product and service situations.
4.  Demonstrate the proper procedures used in the management of a
    corporate crisis in the media.
5.  Execute a mock press release defending your company's 
    position/involvement on a controversial issue.
6.  Demonstrate effective communication, presentation and written 
    skills.
7.  Illustrate creative and critical thinking.
8.  Execute effective interpersonal and group leadership skills.

Evaluation Plan
Students demonstrate their learning in the following ways:

1.	Test 10% 
2.	Situation/SWOT Analysis: 25%
3.	Integrated Communications Planning Brief:  15%
4.	Video PR Assignment:  15%
5.	Integrated Marketing Communications Plan:  35%

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		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

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 2012
Professor: Multiple Professors
Textbook(s):

To be developed

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

Week 1
The Science of Marketing Communications
Principles and Practices of IMC
Product Practices of IMC

Week 2
Managing the IMC Plan
Areas of research for the IMC Plan
Primary and secondary sources
 
Week 3
The Psychology and Sociology of Consumer Behaviour
Understanding your target audience

Week 4
Questionnaire Writing
Review how to write a survey
Review Survey Monkey
Survey writing workshop
Assignment #1 - 20%

Week 5
What Can Be Done When PRomotional Elements Are Integrated
Five Case Studies

Week 6
Developing IMC Objectives
Managing factors affecting the IMC Plan

Making all your Communications Work Together
Managing IMC strategies and tactics

Week 7
Managing Customer Relationship
Using Event Marketing to Build Goodwill
Assignment #2 - 15%

Week 8
Event Promotion & Publicity
Media relations
Stakeholder relations

Week 9
Crisis Management
Crisis Mmnagement and mdia taining
Defending Your Brand

Week 10
Communications Plan Workshop
Prepare for a crisis
Watch video examples of student's press conferences from previous 
years

Week 11
Crisis Management
Keeping Your Message on Target
Press Conference - 25%
         
Week 12
Reviewing Press Conference Tapes

Week 13 
Workshop
The Executive Summary

Week 14
IMC Plan Analysis
Revewing an integrated approach
Final Plan - 40%

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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