ADVG17005
Introduction to Marketing Communications and Advertising Strategy
 
  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: Winter 2016
Prerequisites: N/A
Corequisites: N/A
Equivalents:
N/A
Pre/Co/Equiv Notes: Program acceptance, entrance requirements

Course Name (short): Intro to Mktg Comm & Adv Strat
School:
All Sheridan Schools
Program(s): Advertising/Marketing CommMgmt
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: Theresa Treutler
Originator: Lesley Rumsby
Designate: Julie Thomson
Version:
16.01
Status: Approved (APPR)

Calendar Description
Students will develop an understanding of the role of advertising within the marketing communications process. Students are introduced to the advertising agency structure and role within the communication planning process. Students identify the core elements of a competitive analysis and use this information to develop specific advertising objectives and strategies, leading to the development of a "big idea" that drives an advertising pitch. Students analyze a marketplace overview, establish a target audience, recommend creative media and marketing communications elements as well as deliver an effective advertising pitch.

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
Students will develop an understanding of the role of advertising within the marketing communications process. Students are introduced to the advertising agency structure and role within the communication planning process. Students identify the core elements of a competitive analysis and use this information to develop specific advertising objectives and strategies, leading to the development of a "big idea" that drives an advertising pitch. Students analyze a marketplace overview, establish a target audience, recommend creative media and marketing communications elements as well as deliver an effective advertising pitch.

Program Context

 
Advertising/Marketing CommMgmt Program Coordinator: Cathryn Oliver
This course is fundamental to the basic understanding of advertising and marketing communications including its importance and vitality as an industry, its various types and forms, where it fits within the realm of marketing, and its role as a marketing communications tool. This course is the foundation upon which learning and experiences in other Advertising and Marketing Communications Program courses build.


Course Critical Performance and Learning Outcomes

 
 Critical Performance: By the end of this course, students will have 
demonstrated the ability to prepare a basic competitive analysis that 
includes analyzing a brand situation. 

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

1.  Explain the communication process.

2.  Describe a basic communications model and the marketing 
    communications planning process.

3.  Apply pertinent data from the industry and consumer marketplace 
    in the development of advertising recommendations.

4.  Explain the relevance and importance of research to  
    Advertising.  

5.  Describe the role and types of advertising agencies.

6.  Formulate the core idea for an advertising 
    campaign through identification of a brand's key benefit.  

7.  Develop an effective advertising objective for a specified brand.

8.  Develop an effective "big idea" advertising recommendation for a 
    specified brand. 

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

10. Produce an effective advertising recommendation presentation. 

11. Demonstrate contributions to effective group processes for idea 
    development and problem solving. 

Evaluation Plan
Students demonstrate their learning in the following ways:

 
Individual Evaluation:*

1.	Mid-term test @ 25%
2.	Final test @ 25%
3.	Presentation of favorite advertisement @ 5%
4.	Quiz @ 5%

Group Evaluation: 

1.	Competitive Analysis: Report@ 15%,
2.	Advertising Pitch: Targeting Workshop  @ 5%
3.	Positioning/consumer insights Workshop @ 5%, 
4.      Group Pitch Presentation @ 15% 

*  A student must average at least 50% on the non-group components 
of the evaluation plan in order to receive credit for this course.
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 X Information Management X Personal

Notes: N/A

Prior Learning Assessment and Recognition
PLAR Contact: Savanna Mehrad

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: Winter 2016
Professor: Multiple Professors
Textbook(s):
Tuckwell, Keith, (2015) Canadian Advertising in Action, (10th Ed.). 
Pearson Canada

Applicable student group(s): Advertising & Marketing Communications Management
Course Details:
ADVG17005   Introduction to Marketing Communications and 
            Advertising Strategy

Module 1:   The Advertising Environment

	-   Course introduction
	-   Advertising relationship to marketing and marketing 
            communications
	-   Significance of advertising industry
	-   Advertising agency overview - role, types, and 
            compensation models
	-   Forms of advertising
	-   Issues in contemporary advertising
	-   Presentation of favorite ad: 5%
	-   Quiz: 5%

Module 2:  Consumer Behaviour and Target Marketing, and their 
           Relevance to Advertising

	-  Consumer behaviour essentials
	-  Identifying and selecting consumer target markets
	-  Advertising pitch workshop: 5%
	-  Mid-term test: 25%

Module 3:  Positioning, Consumer Insights, and Unique Selling 
           Points (USPs)

	-  Difference and significance
	-  Brand positioning strategies and positioning statement
	-  Review of industry resources
	-  Competitive analysis - Marketplace overview: 15%
	-  Advertising pitch workshop: 5%

Module 4:  Advertising Planning

	-  Planning overview
	-  Problem identification/ brainstorming
	-  In-class brainstorming exercises 

Module 5:  Initial Advertising Planning Elements

	-  Advertising objectives
	-  Role and development of the "big Idea"
	-  PowerPoint & presentation content review
	-  Final test: 25%

Module 6:  Advertising Pitches

	-  Advertising pitch presentations: 15%


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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