Sheridan Course Outlines

ADVG23623
Strategic Media Planning

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 2015
Prerequisites: (ADVG13309)
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Course Name (short): Strategic Media Planning
School: All Sheridan Schools
Program(s): Advertising/Marketing CommMgmt
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: Colin Robey
Originator: Lesley Rumsby
Designate: Lesley Rumsby
Version: 9.0
Status: Approved - Under Rev (AREV)

Calendar Description
This course builds on the knowledge of Canadian media characteristics gained in previous media courses. Focus is on the development of a media brief providing the basis for constructing and executing an advertising media plan.

Typical Instructional Format

Lab	14.0
Lecture	28.0
Total hours:	42.0

Courses may be offered in other formats.

Section I Notes: N/A

Section II: Course Details

Detailed Description
This course builds on the knowledge of Canadian media characteristics gained in previous media courses. Focus is on the development of a media brief providing the basis for constructing and executing an advertising media plan. Students learn how to determine media targets, prioritize geographic and seasonal components, research brand and market dynamics and use research to complete the initial stages of a detailed media plan. The implications of industry measurement standards such as reach, frequency, GRPs and share are reviewed. Students learn about the planning and buying process and how to develop various media specific documents, including the creation of spreadsheets to calculate the cost of campaigns. Students also compare media using specified criteria to determine which vehicle is most appropriate for a campaign.

Program Context

Advertising/Marketing CommMgmt

Program Coordinator: Cathryn Oliver

Advertising students need to apply the learning developed in earlier media courses to develop a media plan. This third semester course establishes the initial plan components so that the student, in subsequent media courses, can prepare and finalize a media plan.

Course Critical Performance and Learning Outcomes

 Critical Performance
Upon successful course completion, students will have demonstrated 
the ability to construct multiple media planning and buying 
documents, including a media brief which involves researching the key 
components necessary for developing a media plan.

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

1.  Identify and construct different media planning and buying 
    documents used in advertising agencies.
2.  Using industry software, generate and analyze demographic, 
    psychographic and media consumption data to develop a media 
    target for a specific advertising and marketing communications 
    challenge.
3.  Design a spreadsheet that costs out campaigns for multiple media.
4.  Examine the product, brand and industry environment and identify 
    elements that may impact the construction of an advertising 
    campaign.
5.  Analyze geographic and seasonal data and explain how it may 
    impact the construction of an advertising campaign.
6.  Evaluate the competitive environment including target analysis 
    and media usage and explain how it may impact the construction of 
    an advertising campaign.
7.  Design a media brief based on multiple criteria that can be used 
    as the basis for media decisions.

Evaluation Plan
Students demonstrate their learning in the following ways:

1.	Media Costing Spreadsheets (Individual)	20%
3.	Media Brief (Group)			30%
4.	Test 01 				15%
5.	Test 02					25%
6.	Mini-Assignments			10%

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

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
X	Numeracy	X	Information Management	X	Personal

Notes: N/A

Prior Learning Assessment and Recognition
PLAR Contact: Colin Robey
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 2015
Professor: Multiple Professors
Textbook(s):

Frequent in-class costings require a standard pocket calculator.

Applicable student group(s): Advertising Marketing and Communications students
Course Details:

Module  	Topic
		          	
1.  Introduction / Course Outline / Media Functions
2.  Media Plan / Media Brief / Target Analysis
3.  Demographics / Attitudes and Usage / Clear Decisions Crosstab
4.  Media Negotiations / Media Pre and Post Buys / Costing 
    Spreadsheets

Online Test 01 Due (15%)

5.  Leisure Personal Characteristics / Media POV / Microsoft Excel
6.  Media Consumption / Target Analysis / Clear Decisions Crosstab
    Media Costing Spreadsheets Due (20%)
7.  Seasonality / Timing Rationale / Brand and Category Research
8.  Geography / Media Brief / Clear Decisions Crosstab
9.  Competition / Media Spending / Nielsen Annual Summary
10. Geography / Market Rationale / Microsoft Excel
11. Competition / Nielsen Annual Summary / Microsoft Excel
    Media Brief Due (20%)
12. Brand Attributes / Media Brainstorming
13. Review
14. Test 02 (25%)
    Media Brief Revision Due (10%)

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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