Sheridan Course Outlines

ADVG54805
Advertising, Promotion and Public Relations

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 2014
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Marketing Management
Program Coordinator(s): Doug Greenwood
Course Leader or Contact: Peggy Barnwell
Version: 7.0
Status: Approved - Under Rev (AREV)

Section I Notes: N/A

Section II: Course Details

Detailed Description
Develop a professional communications plan for a brand. Learn about marketing communications strategies within the context of the overall marketing mix. Acquire a managerial understanding of advertising, promotion and public relations principles and practice. Gain an understanding of media planning and creative development in a wide range of media.

Program Context

Marketing Management

Program Coordinator: Doug Greenwood

The management of marketing communications is emphasized within this course. An understanding of effective communication strategies is an essential component of marketing management studies. The course endeavours to prepare the student for future planning discussions with marketing communications specialists. It is also designed to provide an in-depth understanding of media planning, selection and budgeting.

Course Critical Performance and Learning Outcomes

 Critical Performance

By the end of this course, students will have demonstrated the 
ability to research, write and present a basic communications plan.
   
Learning Outcomes

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

1.  Demonstrate knowledge of all components of a marketing 
    communications plan.

2.  Produce a professional marketing communications plan and 
    presentation.

3.  Designing the rough art work stage of a print ad to achieve 
    results in a given advertising/communications scenario.

4.  Apply appropriate costing considerations for the strategic 
    implementation of a balanced advertising/sales promotion mix.

5.  Demonstrate knowledge of a range of advertising/communications 
    skills including advertising research, media planning, and 
    print/broadcast/out of home media.

6.  Demonstrate knowledge of the complexities that exist in the 
    client/agency relationship.

7.  Demonstrate the ability to think creatively and critically as it 
    relates to the communication needs of the industry.

Evaluation Plan
Students demonstrate their learning in the following ways:

1.	Tests 2 @ 25%              50%
2.	Marketing Communication Plan:
	- Group Meeting             5%
	- Final Plan               25%
3.	Campaign Pitch		   20%
Total                             100%

Late Penalty:  20% of the available grade will be deducted for every 
day, including Saturday and Sunday, for which the assignment is past 
the due date.

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	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 2014
Professor: Peggy Barnwell
Textbook(s):

Integrated Marketing Communications, Strategic Planning Perspectives, 
Tuckwell K., Pearson Canada Inc., 4th Edition, 2014

Applicable student group(s): Marketing Management Ontario Graduate Certificate Program
Course Details:

MODULE 1:  Understanding Integrated Marketing Communications (IMC)
- Marketing and IMC
- Evolution of IMC Initiatives
- Players in the Game
- Issues Affecting the IMC Effort
- Consumer Behaviour and the Target Audience

MODULE 2:  Articulating the Message
- Communication / Response Process Models
- Communication Planning Overview
- IMC Objectives
- Branding/Positioning Strategies
- Planning Creative Strategies
- Creative Tactics Decisions
- Test 1:  25%

MODULE 3:  Delivering The Message
- Media Planning
- Broadcast
- Print / Out Of Home (OOH)
- Support Media
- Marketing Communications Plan Team Meeting 5% 

MODULE 4:  Strengthening the Message
- Budgeting for IMC
- Sales Promotions
- Public Relations
- Direct Marketing
- Interactive (Social) Media
- Measuring the Campaign's Effectiveness
- Communications Plan:  25%
- Test 2:  25%
- Campaign Pitch:  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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