Sheridan Course Outlines

ADVG21252
Direct Advertising and Marketing

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 2004
Prerequisites: (MKTG16065) AND
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Course Name (short): Direct Advtg & Marketing
School: All Sheridan Schools
Program(s): Advertising
Program Coordinator(s): Ian Fisher
Course Leader or Contact: Kenneth Kirk
Originator: Marilyn Morrison
Designate: Jan Sayer
Version: 1.0
Status: Approved (APPR)

Calendar Description
In this second year advertising course, the student will gain an understanding of the expanding role and function of Direct Advertising /Marketing within the total marketing mix. Students will learn how to build a database and to analyze consumer purchase behaviour so to identify the most receptive prospects and customers. Students will also learn the types and components of direct advertising/marketing offers and the objectives they are intended to achieve. Further, students will learn the characteristics, strengths and limitations of radio, television, newspaper, magazines, direct mail, telemarketing and the internet in delivering direct advertising messages. Students will learn via lectures, hands on activity, AND constructive critique of real world direct advertising activity.

Typical Instructional Format

Lecture	42.0
Total hours:	42.0

Courses may be offered in other formats.

Section I Notes: Typically offered as 3 hours per week.

Section II: Course Details

Detailed Description
In this second year advertising course, the student will gain an understanding of the expanding role and function of Direct Advertising /Marketing within the total marketing mix. Students will learn how to build a database and to analyze consumer purchase behaviour so to identify the most receptive prospects and customers. Students will also learn the types and components of direct advertising/marketing offers and the objectives they are intended to achieve. Further, students will learn the characteristics, strengths and limitations of radio, television, newspaper, magazines, direct mail, telemarketing and the internet in delivering direct advertising messages. Students will learn via lectures, hands on activity, AND constructive critique of real world direct advertising activity.

Program Context

Advertising

Program Coordinator: Ian Fisher

This course is a compulsory component of the Advertising program. Direct Advertising is an increasingly important component in the modern marketer's integrated communications plan. It is important that advertising students understand the role that direct advertising can play and how it can work in combination with other marketing communication strategies and when it can be considered as an alternative strategy. Within the vocational learning outcomes for Advertising programs, graduates must demonstrate the ability to evaluate and select the appropriate integration of techniques such as ....direct response, event marketing, and public relations to support marketing communication objectives.

Course Learning Outcomes
Learning outcomes identify the critical performances, and the knowledge, skills and attitudes that successful students will have reliably demonstrated through the learning experiences and evaluation in the course. Successful students will have demonstrated the following:

 
            Knowledge
			
Successful students will have demonstrated knowledge of:

-  The role of Direct Advertising in the total context of marketing 
   communication
-  The strengths and limitations of Direct Advertising
-  Characteristics, applications and capabilities of databases
-  The information and activity essential to be included in a database
-  The sources of database information
-  The methods utilized to analyse database information to forecast 
   consumer response and purchase behaviour.
-  The types and components of a direct advertising offer
-  The strengths, limitations and characteristics of all media, 
   including the internet, related to their use for direct advertising 
   activity.
-  The components required to develop effective direct advertising 
   creative

 
            Skills
			
Successful students will have demonstrated development in their 
ability to:

- Utilize knowledge gained to effectively evaluate and develop a 
  critical analysis of current real world direct advertising activity.
- Use critical analysis to develop specific recommendations for future 
  action.
- Write clearly, concisely and convincingly.
- Work effectively as part of a team.
- Apply mathematical formulas and execute calculations to determine 
  consumer behaviour probabilities from database information.

 
            Attitudes
			
Successful students will have demonstrated attitudes of:

- Responsibility in attending, participating and learning in the    
  classroom and responsibility for meeting test and assignment due 
  dates.
- Dedication to personal and professional growth
- Maturity and responsibility towards their commitment to themselves 
  and to their partners in team project situations.

Evaluation Plan
Students demonstrate their learning in the following ways:

EVAL. I.D.  SUBJECT AREA	           	WEEK	       	VALUE

Test 1	    Chapts. 1,3,5 & 7		        4   	    	30%


Assign. 1   Direct Marketing                    9               30%
(Team)	    Campaign Analysis		      	          	

Assign. 2   Direct Mail Targeting		10		10%
	    (Team)

Test 2	    Chapts. 9,10,11,12,13,14 & 18	12     		30%
                                                               ____
 
                     				TOTAL	       100%

Tests 1 & 2 will include the identification and characterization of 
the various components of a direct marketing program and alternative 
direct marketing approaches and delivery systems.  Responses will be 
via written answers and multiple choice selection.

Assignment 2 will be a team project, limited to two people per team. 
Format, scope, requirements and expectations will be set out in a 
separate project assignment hand-out.

A passing grade for all Tests and Assignments will be 50% or a D.
=====================================================================
SPECIAL INSTRUCTIONS:
All student evaluation procedures are subject to the rules and 
regulations set out in the Student Handbook plus the regulations and 
policies published and practised within the Advertising program. 

A successful course is the result of a meaningful partnership between 
the professor and the student.  Each party plays a significant part.  
This course outline focuses upon the professor's role.  The student's 
role includes:  regular attendance when indicated, assignments and lab 
work done on time, written work in an accurate and legible fashion, 
prompt communication with the teacher if problems arise, and a 
conscientious effort to meet course goals.

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

Generic Skills
Generic Skills emphasized in the course:

X	communication - written		communication - oral		communication - visual
X	analytical	X	creative thinking		decision making
X	interpersonal		numeracy		organizational
	problem solving		technological	X	other (see below)

Notes: Other: Math skills

General Education
This General Education course relates to the following themes as specified by the Ministry of Training, Colleges and Universities.

	asthetic appreciation		social understanding
	civic life		understanding science
	cultural understanding		understanding technology
	personal development		work and the economy

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

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 2004
Professor: Kenneth Kirk
Textbook(s):

"The Canadian Direct Marketing Handbook", Marilyn Stewart, McGraw-Hill 
Ryerson

Applicable student group(s): Advertising students.
Course Details:

Week		Topic			      		Student Prep

1		Direct Marketing & its role in		Chapters 1 & 3
		the Marketing Mix				
	
2	        Database Marketing			Chapter 5 

3		Developing The Offer

4		Direct Marketing Creative		Chapter 7
					
5		TEST  1

6		Magazines & Newspapers		        Chapter 11

7 		Broadcast 				Chapter 12
	
8 		Direct Mail				Chapters 9&10

9               Canada Post                             Chapter 18

10		New Media....the Internet 		Chapter 13 
			
11		Telemarketing				Chapter 14

12		TEST 2

13 		Field Placement

14		Field Placement

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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