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Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2015
Prerequisites:
(ADVG18073)
Corequisites:
N/A
Equivalents:
N/A
Pre/Co/Equiv Notes: N/A |
Course
Name (short): National/Retail Advg Develop
School: All Sheridan Schools
Program(s):
Advertising/Marketing CommMgmt
Program Coordinator(s):
Cathryn Oliver
Course Leader or Contact: Andy Byj
Originator: Lesley Rumsby
Designate: Lesley Rumsby
Version: 11.0
Status: Approved (APPR)
Calendar Description
Students assume the role of an advertising professional for a small,
independent retail establishment and plan the marketing
communications activities from a retail marketing perspective.
Typical Instructional Format
Lecture
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42.0 |
| Total hours: |
42.0 |
Courses may be offered in other formats.
Section I Notes:
N/A
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Detailed Description
Students assume the role of an advertising professional for a small,
independent retail establishment and plan the marketing
communications activities from a retail marketing perspective.
Students develop a store concept, analyze the retail
environment, and create a retail marketing plan designed to attract
a
specific target consumer. Learning includes the creation of a store
name, image, position and use of research software learned in
earlier
courses, to define their target consumer. Utilizing the knowledge
obtained in earlier marketing courses, students develop a retail
marketing plan which includes pricing strategies, store location and
design, and the creation of marketing communication strategies in
order to launch the opening of this retail initiative. Students
learn how to develop institutional and promotional advertising for
this retail establishment, incorporate the elements of co-operative
advertising and other integrated marketing communications. Students
will gain an exposure of new communication techniques in retailing
that include customer relationship marketing, managing a loyalty
rewards program, digital point of purchase, social media, online and
mobile communications. Students will examine the growth of
ecommerce and the utilization of new digital communication tools.
Program Context
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| Advertising/Marketing CommMgmt |
Program Coordinator: Cathryn Oliver |
Understanding retail
marketing and communication
strategies are imperative
for the advertising
professional. Students
research, develop, and
execute an advertising
communication plan for a
small retail establishment
and gain an understanding of
ecommerce and the growing
use of new digital
communication tools in
retailing. This course
offers essential knowledge
required for the planning
course offered in subsequent
semesters.
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Course Critical Performance and Learning Outcomes
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By the end of this course, students will have demonstrated the
ability to create a retail marketing plan incorporating marketing
communication objectives and strategies.
Learning Outcomes
To achieve the critical performance, students will have demonstrated
the ability to:
1. Understand the size and importance of the retail environment
within the Canadian advertising industry.
2. Identify the various retail opportunities and changes happening
within Canada.
3. Distinguish between national and product retail advertising
objectives.
4. Comprehend the differences between vertical and horizontal
cooperative advertising activities.
5. Develop a comprehensive retail plan.
6. Demonstrate effective marketing communication objectives and
strategies.
7. Effectively present a retail advertising campaign to an audience.
8. Recognize the growing use of customer relationship marketing for
retailers through rewards programs, and social media marketing.
9. Analyze the differences between digital and non-digital point of
purchase materials.
10. Summarize the growth of ecommerce, online purchasing behaviour,
and the online and mobile communication options available for
retailers.
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Evaluation Plan
Students demonstrate their learning in the following ways:
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1. Test 1 25%
2. Test 2 20%
3. Retail Assignment ( Plan Preview ) 15%
4. Retail Plan 20%
5. Retail Campaign Presentation 20%
A student must average at least 50% on the non-group components of
the evaluation plan (as well as at least 50% overall) 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: Cathryn Oliver
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 |
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Notes: N/A
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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: Fall 2015
Professor: Tba
Textbook(s): N/A
Applicable student group(s): Advertising and Marketing Communications students.
Course Details:Unit Subject Material
1. Course Introduction
Definition of Retailing and its functions
Retail advertising with flyers
2. Retail assignment overview and organization
Vertical cooperative advertising
3. Retail advertising themes and timing
Horizontal cooperative advertising ( malls, central business
districts, and plazas )
Retail categories and trends
4. Developing a marketing and advertising plan for retail
Developing retail advertising objectives
5. Evaluating options for retail communications ( direct mail, door
hangers, flyers, brochures, etc. )
Consumer behaviour in the retail environment
6. Developing institutional and promotional advertising for retailers
Defining your budget for retail advertising
Retail Assignment Overview due: 15%
7. TEST #1: 25%
8. Assignment Workshop
9. Retail Advertising Campaign Presentations: 20%
Retail Assignment Due: 20%
10. Retail Advertising Campaign Presentations: 20%
11. Customer relationship marketing for retailers
Creating and managing a loyalty rewards program
Point of purchase materials ( digital and non-digital )
12. Customer relationship marketing for retailers
Social media marketing in retailing
13. Ecommerce and online purchasing behaviour
Online and mobile communications for retailers
14. TEST #2: 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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