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: 36.0
Credit Value: 2.5
Credit Value Notes: N/A
Effective: Spring/Summer 2022
Prerequisites: vdes70029
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Digital Photography
Program Coordinator(s): N/A
Course Leader or Contact: N/A
Version: 20220509_00
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
This course offers students a great opportunity to learn important business skills and techniques needed to start and operate a photography business. Through reflection and application activities, students create a vision and plan for building their own unique photography portfolio and professional brand, and craft actionable business strategies for client relations, marketing, and financial operations. Students will gain knowledge of important legal clauses and workflows that are essential to the success of a business and will be given guidance on how to create legal contracts and releases. The course also promotes networking opportunities and gives practical examples that help students understand how to navigate and be successful with freelance and other temporary work assignments.

Program Context

Digital Photography	Program Coordinator(s): N/A
Digital Photography

Course Critical Performance and Learning Outcomes

	Critical Performance:
	By the end of this course, students will demonstrate the key business skills and techniques, needed to start and operate a photography business or pursue photography freelance assignments.

Learning Outcomes:

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

Assess business goals and prepare a business plan and cash flow forecast for their first year(s) in business.
Develop a written marketing strategy including an analysis of competition.
Develop a sales and pricing strategy by creating a customer experience.
Develop an understanding of basic tax issues including GST and HST
Develop a network of peers with fellow photographers and freelancers.
Understand issues of copyright and liability as they relate to photography.
Understand and prepare client contracts.

Evaluation Plan
Students demonstrate their learning in the following ways:

Evaluation Plan: ONLINE

	Mission Statement	20.0%
	The Business Plan	35.0%
	Pricing PDF	25.0%
	Contracts and Releases	20.0%
	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.
Critical Thinking & Problem Solving - Apply a systematic approach to solve problems.
Information Management - Locate, select, organize and document information using appropriate technology and information systems.
Numeracy - Execute mathematical operations accurately.
Personal Skills - Manage the use of time and other resources to complete projects.

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):

Portfolio
Notes:
Interview
Notes:

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	There is no required text for this course. However, recommended readings will be suggested as the course progresses. Students will be expected to do some on line research. As time permits throughout the course, the class will research, examine and discuss web sites of other established professional photographers.

Applicable student group(s): Continuing Education Students
Course Details:

Module 1: Course Requirements and Getting Started

Discussion of the suggested self-study and of the gear required for this course

Time Management

Challenges to owning a business

Styles and Genres

In Class Activity: Time Management Calendar

Module 2: Business Basics

Creating a Business Plan

Registering a Business

Understanding the different types of business ownership

Determining a Mission Statement

Accounting Basics-Taxes and HST

Understanding Financial Forecasting and Goal Setting

Module 3: Policies, Procedures, Processes and Workflows

Determine and create business policies

Understand and create Legal Contracts and Releases

Discussion and video on Copyright Laws

Create a workflow for business

Discussion on outsourcing

(Assignment #1 - Mission Statement 20%)

Module 4: Building Your Portfolio and Brand

How to build a portfolio and discuss when they are “good” enough to be paid

Marketing plans: Logo, Marketing Materials, Welcome Guides etc.

Defining and designing a brand using Canva or Photoshop

(Assignment #2 - General contract and releases 20%)

Module 5: The Customer Experience

The customer journey: boutique style model vs a commercial style

How visual literacy will affect a client's experience and what they may experience when looking through a portfolio

Define a customer experience including what services and products to offer

Examples of products and services options to create a unique experience for clients

Module 6: Pricing, Product and Packages

DCODB (Daily Cost of Doing Business) and a strategic breakdown of what can be done based on availability that was determined in week 1

Cost of goods and the creation of 3 varied and complete pricing packages and a la carte PDF

Students will use class time to break down their packages

Module 7-8: Marketing Intensive

Target market: Strategies and campaigns to reach a desired market

Yearlong Marketing plan

Website creation and SEO

The 5 P’s of marketing

How to use social media effectively including building paid ad campaigns

How to create a Marketing Campaign and Strategy

Networking

Client Referral Programs

Google Analytics

(Assignment #3 - Pricing PDF 25%)

Module 9-10: Selling and Money Blocks

Selling and the 4 types of value points

IPS (In Person Sales) vs Online Digital Gallery

The Sales Funnel

Mastering each service point to ensure an easy sale where clients are connected and educated about each process

Learning to value your work and what you do

In class activity: Students will create an intro video, but practice in front of the group

Module 11: Learning to Pivot & Maintaining Your Creativity

Other forms of income and how to monetize the skills you have developed

The business plan you have created

Creating Personal Projects and how to monetize them

(Assignment #4-The Business Plan 35%)

Module 12: Building Your Studio & Your Budget

Where to shoot, where to do IPS

The essentials needed for a studio

When to create a studio

How to read real estate ads and determine commercial pricing

Creating a budget. How much should you spend on props, and other expenses?

Final Course Recap

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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