Sheridan Course Outlines

ADVG70002
Marketing Promotion Strategies

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: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Marketing & Sales Certificate
Program Coordinator(s): Multiple Coordinators
Course Leader or Contact: Multiple Course Leaders
Version: 1.02
Status: Approved - Under Rev (AREV)

Section I Notes: This course is offered in a classroom version and an online version. In the classroom version, there are three hours per week of classroom instruction. The online version is a web-based course offered entirely online through Sheridan and hosted by Sheridan College. Students taking this course will need reliable access to the internet, and should have a basic level of comfort using computers as well as the self-discipline to study online. Students can expect to spend an additional three hours per week for online activities such as postings, discussions, and homework.

Section II: Course Details

Detailed Description
Students develop a marketing promotion plan for a brand and product. Emphasis in this course is placed on integrated marketing communication, social media and public relations strategies, target market segmentation, positioning for a brand, promotional objectives, and regulatory, ethical, and social issues with promotion management. Learning experiences include classroom lecture/discussion and self-directed learning through research. The ability to work effectively in teams is emphasized in written assignments and seminar presentations. In the online course students engage in online graded and non graded discussions, submission of online assignments, collaborative group work, online journal entries, and a seminar presentation. The ability to work effectively in teams is emphasized in group assignments and seminar presentations.

Program Context

Marketing & Sales Certificate

Program Coordinator: Multiple

This is a required course in the Marketing Sheridan Certificate Program, offered through the Faculty of Continuing and Professional Studies. Students develop a broad strategic understanding of promotion from the viewpoint of a marketing promotions manager.

Course Critical Performance and Learning Outcomes

 
CRITICAL PERFORMANCE:

By the end of this course, students will have demonstrated the ability
to produce a promotion plan for a brand.

LEARNING OUTCOMES:

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

1. Apply the concept of integrated marketing   communications as it
   relates to the development of a marketing promotion plan.

2. Identify the role of consumer behaviour in the consumer buying
   process. 

3. Describe a suitable target market and positioning for a brand,
   based on market segmentation and competitive analyses.

4. Differentiate various organizational structures and relationships
   that companies use for marketing communications.

5. Develop promotional objectives for a brand to serve as benchmarks
   for promotional initiatives.

6. Recommend promotional and public relations strategies to achieve
   specific promotional objectives for a brand/product.

7. Discuss effective digital marketing strategies for use in a
   brand/products promotional mix.

8. Discuss the regulatory, ethical, social and economic issues
   associated with promotion management.

9. Develop a promotion plan for a brand/product, including a variety
   of promotional strategies with budget and rationale.

10.Demonstrate professional behaviours, including:
    a. Working effectively in a team enivronment for all group
       assignments
    b. Meeting due dates.
    c. Producing professional quality reports and presentations.
    d. Exhibiting punctuality in all class and group activities.
    e. Using reference materials responsibly.

Evaluation Plan
Students demonstrate their learning in the following ways:

IN-CLASS Evaluation

Tests (3 x 15%)                    45%
Group Promotion Plan:              40%
	Phase 1 (10%)
	Phase 2 (20%)
	Presentation (10%)
Group Seminar Presentation         10%
	Summary (3%)
	Presentation (7%)
In-class activities                 5%
TOTAL                             100%

ONLINE Evaluation Plan

Group Promotion Plan:             48%
       Phase 1(10%) 
       Phase 2(23%) (including social media)
       Presentation(15%)
Tests(2 x 10%)                    20%
Journal Entries(7%)               7%
On-line Assignments(3x5%)         15%
       (essay responses)
On-line Discussions(5x2%)         10%   
Total                             100%

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.

Print	Effective Term	Professor	Applicable Student Group(s)
	Fall 2013	Multiple Professors	Faculty of Continuing and Professional Studies In-Class students.
	Fall 2013	Multiple Professors	Faculty of Continuing and Professional Studies Online students.

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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