By the end of this course students will demonstrate the ability to 
describe and apply the definition, significance and nature of 
advertising and promotion as they relate to esthetics and related 
industries.

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

1.  Identify the role of the marketing system in the esthetic 
    industry and in Canadian business.

2.  Apply market segmentation demographics and target market theory 
    to fundamental marketing scenarios.

3.  Differentiate between the marketing of goods and services.

4.  Explain the social and psychological influences on consumer 
    behaviour.

5.  Define the role of advertising as a component of marketing as it 
    relates to the esthetic sector.

6.  Determine the appropriate advertising position for a business.

7.  Examine appropriate budget and financial scenarios as they apply 
    to advertising.

8.  Explain types and roles of various media.

9.  Evaluate advertising for the correct application of legal and 
    ethical guidelines.

10. Explain the importance of public relations for a small 
    business. 
        
11. Analyze the role of the media in the development of self image   
    in the context of the esthetic industry.

12. Plan and deliver an effective learner directed activity.

Written test        	          30%	
Clinic Promotion                  20%
Media Advertising Seminar	  35%
In Class Activities               15%
Total	                         100%

TEST AND ASSIGNMENT PROTOCOL  
 
To encourage behaviours that will help students to be successful in 
the workplace and to ensure that students receive credit for their 
individual work, the following rules apply to every course offered 
within the School of Community and Liberal 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 professor.
2. Students must write all tests at the specified times. Missed 
   tests, in-class activities, assignments and presentations are 
   awarded a mark of zero.  If an extension or make-up opportunity 
   is approved by the professor as outlined below, the mark of zero 
   may be revised by subsequent performance.  The penalty for late 
   submission of written assignments is a loss of 10% per day for up 
   to five business days (excluding weekends 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.  
3. Students, who miss a test or in-class activity or assignment or  
   fail to submit an assignment on time due to exceptional 
   circumstances, are required to notify their professor in advance 
   of the class whenever possible.  A make-up test may be supplied 
   for students who provide an acceptable explanation of their 
   absence and/or acceptable documentation explaining their absence  
   (e.g., a medical certificate). All make-up tests are to be 
   written at a time and place specified by the professor upon the 
   student's return. Alternately, students may be given an 
   opportunity to earn the associated marks by having a subsequent 
   test count for the additional marks. Exceptional circumstances 
   may result in a modification of due dates for assignments.
4. Unless otherwise specified, assignments and projects must be 
   submitted at the beginning of class. 
5. Students must complete every assignment as an individual 
   effort unless, the professor specifies otherwise.
6. Since there may be instances of grade appeal or questions 
   regarding the timely completion of assignments and/or extent of 
   individual effort, etc., students are strongly advised to keep, 
   and make available to their professor, if requested, a copy of 
   all assignments and working notes until the course grade has been 
   finalized.  
7. There will be no resubmission of work unless this has been 
   previously agreed to or suggested by the professor. 
8. Students must submit all assignments in courses with practical 
   lab and field components in order to pass the course.

Essential Employability Skills
Essential Employability Skills emphasized in the course:

Notes: N/A

Prior Learning Assessment and Recognition
PLAR Contact: Ann Callaghan
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous life and work experiences. This course is eligible for challenge through the following method(s):

Notes: N/A