Sheridan Course Outlines

ADVG23349
National & Retail Advertising Development

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: (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: Brenda Ciolfi
Designate: Brenda Ciolfi
Version: 9.01
Status: Approved - Under Rev (AREV)

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. Students learn the duties of an advertising coordinator.

Typical Instructional Format

Lecture	42.0
Total hours:	42.0

Courses may be offered in other formats.

Section I Notes: N/A

Section II: Course Details

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 also learn the duties and responsibilities associated with the role of the Coordinator within a professional advertising agency. Documents such as budget control reports, status reports and contact reports are emphasized.

Program Context

Advertising/Marketing CommMgmt

Program Coordinator: Cathryn Oliver

Understanding retail marketing and communication strategies are imperative for the advertising professional. Students must also understand the role and duties of the coordinator if they are choosing a career in account services within an advertising agency. This course offers essential knowledge required for the planning course offered in subsequent semesters.

Course Critical Performance and Learning Outcomes

 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 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.  Describe the role and importance of the Account Executive within 
    an advertising agency.

9.  Demonstrate the purpose and importance of budget control reports, 
    status reports, and contact reports within the role of the 
    professional advertising coordinator.

10. Write an effective contact report from a simulated meeting 
    situation.

Evaluation Plan
Students demonstrate their learning in the following ways:

1.	Tests 2 @ 20%                       40%
2.	Retail Plan                         25%
3.	Retail Campaign Presentation        20%
4.	Contact Report                      15%

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

Essential Employability Skills
Essential Employability Skills emphasized in the course:

	Communication		Critical Thinking & Problem Solving		Interpersonal
	Numeracy		Information Management		Personal

Notes: N/A

Prior Learning Assessment and Recognition
PLAR Contact: Peggy Barnwell
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: Tba
Textbook(s):

N/A

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

Unit  Subject Material				   


1.  Course Introduction
      Evaluation Outline	
      Retail Advertising Opportunities	

2.  Roles and Importance of Retailing		   
      Current Retail Trends			     
      Retail Assignment Overview and Organization

3.    Advertising and promotional objectives in Advertising	  
      Promotional/institutional and co-op advertising		
		     
4.  Developing a Marketing/Advertising Plan in Retailing	   

5.  Advertising methods used in the retail sector  

6.  In-store advertising
    Designing point of purchase materials  
     
7.  TEST #1:  20%				   Weeks 1 - 6

8.  Assignment Workshop

9.  Retail Advertising Campaign Presentations: 20%
         Retail Assignment Due: 25%

10. Retail Advertising Campaign Presentations:  20%

11. Role of the Advertising Coordinator
    The Brief

12. Contact Reports
    Status Reports				      

13. Budget Control Reports
    Using a Critical Path Report	
      Contact Report Due: 15%

14. TEST #2: 20%				      Week 11 -13

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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