Sheridan Course Outlines

Land Acknowledgement

Sheridan College resides on land that has been, and still is, the traditional territory of several Indigenous nations, including the Anishinaabe, the Haudenosaunee Confederacy, the Wendat, and the Mississaugas of the Credit First Nation. We recognize this territory is covered by the Dish with One Spoon treaty and the Two Row Wampum treaty, which emphasize the importance of joint stewardship, peace, and respectful relationships.

As an institution of higher learning Sheridan embraces the critical role that education must play in facilitating real transformational change. We continue our collective efforts to recognize Canada's colonial history and to take steps to meaningful Truth and Reconciliation.

Section I: Administrative Information

Total hours: 30.0
Credit Value: 2.0
Credit Value Notes: N/A
Effective: Spring/Summer 2021
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): N/A
Program Coordinator(s): N/A
Course Leader or Contact: N/A
Version: 20210517_01
Status: Approved (APPR)

Section I Notes: Access to course materials and assignments will be available on Sheridan's Learning and Teaching Environment (SLATE). Students will need reliable access to a computer and the internet.

Section II: Course Details

Detailed Description
Students will learn fundamental marketing theories and apply the knowledge they acquire towards the development of a digital marketing campaign plan that meets a company's business and marketing goals. Students will analyze internal and external forces affecting business operations using a SWOT analysis and explore potential audiences and personas to target with the campaign. At the conclusion of the course, students will have determined a budget, identified scheduling details, selected appropriate marketing channels, and developed a digital marketing plan which they can add to their professional portfolio.

Course Critical Performance and Learning Outcomes

	Critical Performance:
	At the end of this course, students will have demonstrated the ability to create a complete marketing campaign plan for consumer and business markets.

Learning Outcomes:

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

Assess a company's business and marketing goals to develop marketing campaign objectives.
Evaluate internal and external forces affecting business operations and campaign strategies.
Identify an appropriate target audience for the campaign.
Create the campaign's value proposition to engage with the target audience.
Develop a campaign's budget and schedule.
Construct a digital marketing campaign plan to meet company's business and marketing goals.

Evaluation Plan
Students demonstrate their learning in the following ways:

Evaluation Plan: ONLINE

	Quizzes (4 x 5%)	20.0%
	Assignment 1	30.0%
	Assignment 2	25.0%
	Assignment 3	25.0%
	Total	100.0%

Evaluation Notes and Academic Missed Work Procedure:

TEST AND ASSIGNMENT PROTOCOL

The following protocol applies to every course offered by Continuing and Professional Studies.

1. Students are responsible for staying abreast of test dates and times, as well as due dates and any special instructions for submitting assignments and projects as supplied to the class by the instructor.

2. Students must write all tests at the specified date and time. Missed tests, in-class/online activities, assignments and presentations are awarded a mark of zero. The penalty for late submission of written assignments is a loss of 10% per day for up to five business days (excluding Sundays and statutory holidays), after which, a grade of zero is assigned. Business days include any day that the college is open for business, whether the student has scheduled classes that day or not.  An extension or make-up opportunity may be approved by the instructor at his or her discretion.

Provincial Context
The course meets the following Ministry of Colleges and Universities requirements:

Essential Employability Skills
Essential Employability Skills emphasized in the course:

Communication Skills - Communicate clearly, concisely and correctly in the written, spoken, visual form that fulfills the purpose and meets the needs of the audience.
Communication Skills - Respond to written, spoken, or visual messages in a manner that ensures effective communication.
Numeracy - Execute mathematical operations accurately.
Critical Thinking & Problem Solving Skills - Use a variety of thinking skills to anticipate and solve problems.
Critical Thinking & Problem Solving - Apply a systematic approach to solve problems.
Interpersonal Skills - Show respect for the diverse opinions, values, belief systems, and contributions of others.
Interpersonal Skills - Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

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 and Portfolio
Notes: This course requires both a portfolio and challenge exam.

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.
Instruction Mode: Online
Professor: Multiple Professors
Resource(s):

	Type	Description
Optional	Other	Recommended Readings: 1. Chaffey, D. and Ellis-Chadwick, F. Digital Marketing: Strategy, Implementation and Practice, 6th Edition. Toronto: Pearson. 2. Guolla, M. A., Belch, G. E. and Belch, M. A. Advertising & Promotion: An integrated Marketing Communications Perspective, 7th Canadian Edition. Toronto: McGraw-Hill Education.

Applicable student group(s): Continuing and Professional Studies Students.
Course Details:

Module 1 : Introduction

Marketing Campaign Planning

Module 2 : Situation Analysis

SWOT Analysis

SWOT Strategy

Quiz 1 (Module 1 and 2) 5%

Quiz 2 (Module 2) 5%

Assignment 1 SWOT Analysis and Strategy: 30%

Module 3 : Marketing Campaign Strategy

Target Market, Target Audience and Persona

Persona’s Buying Journey

USP, Value Proposition and Message Appeals

Quiz 3 (Module 3) 5%

Assignment 2 Target Audience and Value Proposition: 25%

Module 4 : Marketing Campaign Tactics

Promotion Channels and Campaign Schedule

Campaign KPIs and Budget

Quiz 4 (Module 4) 5%

Assignment 3 Promotion Channels, Schedule and Budget: 25%

Sheridan Policies

It is recommended that students read the following policies in relation to course outlines:

Academic Integrity
Copyright
Intellectual Property
Respectful Behaviour
Accessible Learning

All Sheridan policies can be viewed on the Sheridan policy website.

Appropriate use of generative Artificial Intelligence tools: In alignment with Sheridan's Academic Integrity Policy, students should consult with their professors and/or refer to evaluation instructions regarding the appropriate use, or prohibition, of generative Artificial Intelligence (AI) tools for coursework. Turnitin AI detection software may be used by faculty members to screen assignment submissions or exams for unauthorized use of artificial intelligence.

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. 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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