Sheridan Course Outlines

ADVG17005
Introduction to Strategic Advertising

I: Administrative Information II: Course Details III: Topical Outline(s) Printable Version Public

Section I: Administrative Information

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: Program acceptance, entrance requirements

Course Name (short): Intro to Strategic Advertising
School: All Sheridan Schools
Program(s): Advertising/Marketing CommMgmt
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: Peggy Barnwell
Originator: Brenda Ciolfi
Designate: Brenda Ciolfi
Version: 13.0
Status: Approved - Under Rev (AREV)

Calendar Description
This course begins to develop the student's understanding of the role of advertising and the advertising agency, branding and the steps associated with the communication planning process. Through this learning, students are able to recommend an introductory advertising strategy which drives an advertising campaign.

Typical Instructional Format

Lecture	28.0
Other	14.0
Total hours:	42.0

Courses may be offered in other formats.

Section I Notes: N/A

Section II: Course Details

Detailed Description
This course begins to develop the student's understanding of the role of advertising and the advertising agency, branding and the steps associated with the communication planning process. Students also begin to identify the core elements of a competitive analysis and use this information to develop specific marketing communication objectives and strategies and gain the confidence to recommend a "big idea" that drives an advertising pitch. This course applies the print media costing and layout design elements developed in other first semester courses in order to complete the final advertising presentation. Basic analysis of a market situation, defining a target audience, executing creative media and marketing communications elements as well as delivering a professional advertising pitch are explored.

Program Context

Advertising/Marketing CommMgmt

Program Coordinator: Cathryn Oliver

This course is fundamental to the basic understanding of advertising, what it is, where it fits within the realm of marketing, and its role as a marketing communications tool. This course is the touchstone upon which learning and experiences in other Advertising program courses build, in order for the student to develop a complete advertising learning background.

Course Critical Performance and Learning Outcomes

 Critical Performance:  by the end of this course, students will have 
demonstrated the ability to analyze a market situation in order to 
prepare a basic competitive analysis and develop an advertising pitch.

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

1.   Describe the marketing communications planning process.

2.   Utilize pertinent research data from the consumer marketplace. 

3.   Determine a product's key consumer benefit versus the 
     competitor's in order to formulate the core idea for an ad 
     campaign.

4.   Develop an effective advertising objective for a specified 
     product.

5.   Comprise effective advertising strategies, for a specified 
     product, which supports the advertising objective.

6.   Consider the advantages and disadvantages of a proposed 
     advertising strategy. 

7.   Present advertising recommendations persuasively.   

8.   Integrate print media costings and layout design into an 
     advertising presentation.

Evaluation Plan
Students demonstrate their learning in the following ways:

1.	Test 1 @ 20%
2.	Test 2 @ 20%
3.	Competitive Analysis:  Workshop: 5%, Final Report: 20%
4.	Adverting Pitch:  25%
5.	Professional Edge: 10%

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

Essential Employability Skills
Essential Employability Skills emphasized in the course:

X	Communication	X	Critical Thinking & Problem Solving	X	Interpersonal
	Numeracy		Information Management	X	Personal

Notes: N/A

Prior Learning Assessment and Recognition
PLAR Contact: Multiple PLA Contacts
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):

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 2013
Professor: Multiple Professors
Textbook(s):

Canadian Advertising in Action, 9th Edition, Keith J. Tuckwell, 
Pearson Prentice Hall, 2012.

Applicable student group(s): Advertising & Marketing Communications Management
Course Details:

ADVG17005:  Introduction to Strategic Advertising

Module 1:  The Advertising Environment
- Course Introduction
- Advertising Relationship to Marketing
- Forms of Advertising
- Issues in Contemporary Advertising

Module 2:  Consumer Behaviour, Target Marketing Concepts and Their 
Relationship to Advertising
- Consumer Behaviour Essentials
- Identifying and Selecting Consumer Target Markets
- Competitive Analysis Workshop: 5%
- Test #1:  20%

Module 3:  Branding and Product Positioning
- Branding
- 	Product Positioning Strategies

Module 4:  Strategic Advertising Planning
- Planning Overview
- Problem Identification

Module 5:  Strategic Planning Elements and Applications
- Advertising Objectives
- Creative Objectives
- Creative Strategies:  appeal Techniques
- Creative Execution
- Understanding and Utilizing Social Media
- Competitive Analysis Due: 20%
- Test #2:  20%
- Professional Edge: 10%

Module 6:  Advertising Pitches
- Advertising Pitch Presentations:  25%

Academic Honesty
The principle of academic honesty 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 faculty member, or otherwise submitting work that is not the student's own violates this principle and will not be tolerated. Instances of academic dishonesty, including assisting another student to cheat, will be penalized as detailed in the Student Handbook.

Students who have any questions regarding whether or not specific circumstances involve a breach of academic honesty are advised to discuss them with the faculty member prior to submitting the assignment in question.

Discrimination and Harassment
Sheridan is committed to provide a learning environment that respects 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 are available in the Student Handbook.

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