Sheridan Course Outlines

ADVG55892
Advertising Planning & Development

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 2013
Prerequisites: N/A
Corequisites: MKTG50229
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising-Account Management
Program Coordinator(s): Peggy Barnwell
Course Leader or Contact: Peggy Barnwell
Version: 9.0
Status: Approved - Under Rev (AREV)

Section I Notes: N/A

Section II: Course Details

Detailed Description
In this course, students begin to identify important consumer marketplace indicators for a product and develop specific marketing communication objectives and strategies. In addition, they develop their strategic thinking skills by recommending to clients the "big idea" that drives an advertising pitch. By understanding the roles of advertising, the advertising agency, branding and the steps associated with the communication planning process, students gain the confidence to recommend a creative solution that drives an advertising campaign. Students integrate the concepts and principles related to the research findings and print media costing developed in the Research Techniques and Consumer Insights and Advertising Media Administration courses. They research information, analyze situations, develop strategic components, execute creative media and marketing communications elements and deliver a professional advertising pitch.

Program Context

Advertising-Account Management

Program Coordinator: Peggy Barnwell

This required course is central to the program as it brings the disparate topics of student study together, integrating knowledge and applying decision-making to overall advertising planning. This course strengthens students' communication, critical thinking and problem solving skills.

Course Critical Performance and Learning Outcomes

 Critical Performance:  by the end of this course, students will have 
demonstrated the ability to apply the campaign management skills 
necessary to solve marketing communication problems.

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


1.  Integrate pertinent research data from the consumer marketplace 
    into a campaign proposal. 

2.  Distinguish the support roles played by research, creative 
    strategy briefs, and media recommendations in the development of  
    effective advertising campaigns.

3.  Analyze a product's key consumer benefit versus the competition  
    in order to formulate the core idea for an ad campaign.

4.  Construct effective advertising objectives and strategies to be 
    expanded into professional advertising plans.

5.  Present advertising recommendations persuasively.

6.  Differentiate between the responsibilities of various departments 
    in an ad agency.

7.  Assess the variances between the professional roles of an Account 
    Coordinator and an Account Planner within an advertising agency.

8.  Collaborate effectively with others to achieve common goals and 
    deadlines.
 
9.  Generate work that reflects a willingness to take calculated 
    creative risks.

Evaluation Plan
Students demonstrate their learning in the following ways:

Students demonstrate their learning in the following ways:

2 Tests @ 25%  							50%

Competitive Analysis    	
	Analysis Outline:  					5%
        Final Analysis and Recommendations:                    20%

Advertising Pitches						25%

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 2013
Professor: Peggy Barnwell
Textbook(s):

Tuckwell,Keith J.  Canadian Advertising in Action, 9th Edition. 
Toronto: Pearson Prentice Hall, 2009

Applicable student group(s): Advertising Management
Course Details:

ADVG55892:  Advertising Planning & Development

Module 1:  Advertising and the Marketing Communications Environment
-	Course Introduction
-	Advertising¿s Relationship to Marketing
-	Forms of Advertising
-	Conditions for Effective Marketing Communications
-	Issues in Contemporary Advertising

Module 2:  Composition of the Advertising Industry
-	Players in the Ad Game
-	Account Coordinators and Planners
-	Test #1:  25%
-	Competitive Analysis Outline  5%

Module 3:  Understanding Consumer Dynamics
-	Consumer Behaviour Essentials
-	Target Segmentation
-	Communication / Response Process Models
-	Market Positioning Strategies

Module 4:  Articulating The Message
-	Planning Overview
-	Identifying the Communication Problem and Establishing 
         Advertising Objectives
-	Positioning Strategy Statement
-	Planning Creative Objectives and Strategies
-	Creative Tactic Decisions
-	Writing The Creative Brief
-	Competitive Analysis and Recommendation Due:  20%
-	Test #2:  25%
-	Advertising Pitches:  25%

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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