ADVG18073
Consumer Research Advertising Planning |
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I: Administrative Information II: Course Details
III: Topical Outline(s) Printable Version Public |
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Section I: Administrative Information
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Credit Value: 3.0
Credit Value Notes: N/A
Effective: Spring/Summer 2014
Prerequisites:
(ADVG17005)
Corequisites:
N/A
Equivalents:
N/A
Pre/Co/Equiv Notes: N/A |
Course
Name (short): Consumer Research Advg Plan
School: All Sheridan Schools
Program(s):
Advertising and Marketing Comm, Advertising/Marketing CommMgmt
Program Coordinator(s):
Cathryn Oliver
Course Leader or Contact: Annie Tarzi
Originator: Brenda Ciolfi
Designate: Brenda Ciolfi
Version: 14.0
Status: Approved - Under Rev (AREV)
Calendar Description
Learners assume the role of an advertising agent commissioned to
develop an advertising plan for a product. Students apply research
methodology to gather, evaluate, and analyze primary and secondary
data to determine a target group and select the appropriate
advertising message directed to that group.
Typical Instructional Format
Lab
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14.0 |
Lecture
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28.0 |
Total hours: |
42.0 |
Courses may be offered in other formats.
Section I Notes:
N/A
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Section II: Course Details
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Detailed Description
Learners assume the role of an advertising agent who has been
commissioned to develop an advertising plan for a national product.
Students review research options available to the advertiser and
select the appropriate source for the most useful information for
promotional communications development. They apply research
methodology to gather, evaluate, and analyze primary and secondary
data to determine a suitable target group and select the appropriate
advertising message directed to that group. Topics include the steps
of the research process and how to develop a questionnaire.
Learners
will design, administer, compile, interpret and analyze a
questionnaire to obtain information regarding consumer demographics,
brand awareness, brand attitudes and purchase intentions. The
results of this survey will be instrumental in the development of an
advertising plan.
Program Context
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Advertising and Marketing Comm |
Program Coordinator: Cathryn Oliver |
Understanding how to use
primary and secondary
research effectively is
imperative for developing
comprehensive advertising
plans.
Advertising/Marketing CommMgmt |
Program Coordinator: Cathryn Oliver |
Understanding how to use
primary and secondary
research effectively is
imperative for developing
comprehensive advertising
plans.
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Course Critical Performance and Learning Outcomes
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Critical Performance: by the end of this course, students will have
demonstrated the ability to gather and utilize primary and secondary
research data in the development of an advertising plan.
Learning Outcomes
To achieve the critical performance, students will have demonstrated
the ability to:
1. Choose the appropriate secondary research data/sources to solve a
communication challenge.
2. Conduct primary research through the preparation of a consumer
questionnaire.
3. Analyze research material to identify core target market.
4. Interpret research data to understand consumer behaviour.
5. Develop advertising objectives and strategies in response to
findings of primary and secondary research.
6. Integrate media audience data to determine the most effective
medium for a given consumer market.
7. Compile data into a professional report.
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Evaluation Plan
Students demonstrate their learning in the following ways:
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Cross Tab #1 (IMS Report) 10%
Product Analysis 10%
Cross Tab #2 (IMS Report #2) 10%
Secondary Research Assignment 20%
Questionnaire Report Assignment 20%
PMB Test 20%
In-class Assignments throughout semester 10%
Total 100%
In addition to achieving a minimum 50% overall grade, a student must
average at least 50% on the non-group components of the evaluation
plan in order to receive credit for this course.
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Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:
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Essential Employability
Skills
Essential Employability Skills emphasized in the course:
X
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Communication
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X
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Critical Thinking & Problem Solving
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X
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Interpersonal
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X
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Numeracy |
X
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Information
Management |
X
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Personal
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Notes: N/A
Prior Learning Assessment and Recognition
PLAR Contact: Ian Fisher
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 |
X |
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Notes: N/A
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Section III: Topical Outline
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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: Spring/Summer 2014
Professor: Multiple Professors
Textbook(s): Integrated Marketing Communications, Strategic Planning Perspectives,
Second Edition, Keith J. Tuckwell, Pearson Prentice Hall, 2008.
Applicable student group(s): Advertising Marketing and Communications
Advertising Marketing and Communications Management
Course Details:WEEK 1
Course Introduction
Review from APP1, USP
Introduction to Advertising Research
Discuss Product Choice
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WEEK 2
The need for consumer insight
Groups pick products
In-class assignment worth 2%
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Week 3
Gathering Data and Information
Basics of Print Measurement Bureau.
Groups formed and product choice
Reading Category Specific
PMB Data
LAB: PMB in Practice
In-class assignment worth 1%
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Week 4
Review reading category specific PMB data
Lab: Crosstab Exercises
In-class assignment worth 2%
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Week 5
Understanding Brand Specific PMB Data
Learn how to generate brand specific reports
Cross Tab #1 assignment due - 10%
In-class assignment worth 2%
Lab: Individual earns 10 pts for creating crosstab
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Week 6
Gathering data and information
Lab: Continue working on product analysis
Product Analysis Due - 10%
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Week 7
PMB Test - 20%
Lab: IMS Run #2,
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Week 8
Observation and focus group questioning
Movie on observation and focus groups
In-class assignment worth 1%
Lab: Continue Cross tab assignment #2
Secondary research report due - 10%
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Week 9
Collecting Data and Questionnaire Writing using Survey Monkey as an
additional tool
Crosstab #2 due - 10%
Lab: Individual earns 10 pts for creating crosstab
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Week 10
Questionnaire Approval
In-class assignment worth 2%
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Week 11
Questionnaire and interview workshop
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Week 12
Compile, analyze and present data
LAB: Write and executive summary
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Week 13
Questionnaire report - group discussions
Research methods
LAB: Importance of research in the advertising process
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14
Questionnaire report due - 20%
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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