Sheridan Course Outlines

ADVG58634
Advertising Media 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 2014
Prerequisites: (ADVG57028)
Corequisites: ADVG50036, ADVG56693, MKTG56859
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising-Account Management
Program Coordinator(s): Peggy Barnwell
Course Leader or Contact: Colin Robey
Version: 7.0
Status: Approved - Under Rev (AREV)

Section I Notes: N/A

Section II: Course Details

Detailed Description
Students focus on the construction and execution of an advertising media plan for a specific product by integrating their learning in this course with the knowledge and skills acquired from the previous media course. Combined with learning from the Advertising Planning Management, Creative Strategy and Development and Integrated Marketing Communications Planning courses, students support the execution of the plan through research into the brand, developing media objectives, planning the use of various media, and presenting a supporting rationale for recommendations and choices made. In addition, students construct a media blocking chart which outlines details of the media plan including weight levels, geographic and seasonal priorities. They generate and analyze data from industry specific software which they use to strengthen their media plan. As well, students examine the utilization and implications of industry measurement standards such as reach, frequency, Gross Rating Point (GRPs) and share.

Program Context

Advertising-Account Management

Program Coordinator: Peggy Barnwell

This required course builds on the knowledge and skills related to media measurement tools from previous courses and use these to develop planning for promotional communication activities. It is important the advertising students demonstrate a complete knowledge of media alternatives and put this knowledge into practice by constructing an industry standard media plan complete with rationale and statistical data demonstrating a working knowledge of current media industry software.

Course Critical Performance and Learning Outcomes

 Critical Performance:  by the end of this course, students will have 
demonstrated the ability to produce a comprehensive media plan.

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

1.  Assess individual medium strengths and limitations in relation to 
    a specified product
2.  Evaluate media alternatives for a given market situation
3.  Produce documents with clear, concise summaries of salient 
    information
4.  Compare fundamental quantifiable industry measurements of 
    audience delivery and the measurements of a media campaign success
5.  Evaluate media through combining/extracting relevant data from 
    secondary research data
6.  Refine particular software skills through compilation of media 
    plan costs
7.  Integrate media recommendations in a professional manner via      
    a full media plan.
8.  Collaborate effectively within teams to achieve common goals and 
    deadlines.

Evaluation Plan
Students demonstrate their learning in the following ways:

1.  Media Trends		  10%
2.  Mini-assignments              10%
3.  Media Brief 		  15%
4.  Media Selection               15%
5.  Media Execution Measurement    5%
6.  Media Execution               15%
7.  Media Plan Presentation       10%
8.  Test #1                       20%

Students must average at least 50% on the non-group components of 
the evaluation plan 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		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 2014
Professor: Colin Robey
Textbook(s):

Canadian Advertising Rates and Data, (CARD)
Frequent in-class costings require a standard pocket calculator.

Applicable student group(s): Advertising Account Management Graduate Certificate Program
Course Details:

Week	Topic
1	Introduction / Course Outline / Media Targets
        Media Trends (Ongoing - 10%)

2	Media Brief / Geographic Targeting / Seasonal Targeting /  
        Competition

3	Creative Requirements / Share of Voice / Spend by Medium

4	Media Objectives / Scheduling Strategy / Media Habit 
        Media Brief Due (15%)

5	Media Selection / Software

6	Campaign Measurement and Analysis / Print Measurement and
        Analysis

7	Brainstorms / Media Negotiation / Spending Charts
        Media Selection Due (15%)

8	Media Execution / Blocking Charts

9	Online Insight - Negotiations and Creativity / Review

10	Test (20%)

11	Media Execution
        Media Execution - Completed Runs Due (5%)

12	Defending Media Plans
        Media Execution Due (15%)

13	Media Plan Presentations (10%)

14	First Day on the Job

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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