Sheridan Course Outlines

ADVG25892
Advertising Campaign 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: (ADVG26143)
Corequisites: ADVG38263
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Course Name (short): Advertising Campaign Dev
School: Business
Program(s): Advertising
Program Coordinator(s): Peggy Barnwell
Course Leader or Contact: Peggy Barnwell
Originator: Brenda Ciolfi
Designate: Brenda Ciolfi
Version: 13.0
Status: Approved - Under Rev (AREV)

Calendar Description
Students develop the skills necessary for professional Account Managers to make that crucial step from an advertising implementer to an advertising strategist, capable of building their client's trust and taking on the responsibility of leading the marketing communication process on behalf of the agency for the client.

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 develop the skills necessary for professional Advertising Account Executives/Supervisors to make that crucial step from an advertising implementer to an advertising strategist, capable of building their client's trust and taking on the responsibility of leading the marketing communication process on behalf of the agency for the client. Students gain the confidence to recommend to clients the "big idea" that drives an advertising campaign. This course integrates the Marketing Communication Plan designed in the Integrated Marketing Communications Management course. Researching information, analyzing situations, developing strategic components, executing creative media and marketing communications elements as well as delivering a professional advertising pitch are emphasized.

Program Context

Advertising

Program Coordinator: Peggy Barnwell

This course provides the opportunity for students to integrate their learning by identifying an industry problem which they will analyze, evaluate and present alternate creative solutions to their peers and industry representatives. The provincial vocational outcomes for advanced advertising diplomas specifies successful students should reliably demonstrate the ability to develop complete integrated promotional campaigns as a member of a team to solve complex marketing problems with short deadlines, utilizing a realistic budget. This course strengthens students' generic skills in communication, personal and critical thinking and problem solving.

Course Critical Performance and Learning Outcomes

 Critical Performance:  By the end of this course, students will have
demonstrated the project management skills to perform the role of an
Account Supervisor, enabling them to manage the expectations of both
the agency and the client, while adding value for both parties.

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

1.    Employ group conflict resolution strategies to situations 
      experienced within advertising teams. 
2.    Identify different corporate cultures in a professional 
      advertising environment.
3.    Identify the support role played by research, creative strategy
      briefs, and media recommendations in the development of 
      effective advertising campaigns.
4.    Formulate the core idea for an advertising campaign.
5.    Formulate creative concepts that can be expanded into integrated
      marketing communication campaigns.
6.    Analyze the advantages and disadvantages of a proposed 
      advertising strategy.
7.    In teams, construct an advertising pitch to sell the "big 
      idea".  
8.    Analyze the effectiveness of the theme, communication objective 
      and accompanying creative strategies associated with various 
      Integrated Marketing communications campaigns.

Evaluation Plan
Students demonstrate their learning in the following ways:

1.	Test                                    25%
2.	IMC Presentations                       15%
3.	Positioning/Branding/Creative Brief     20%
4.	IMC Pitches                             25%
5.	Professional Edge Assessment            15%
Total                                          100%

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: Multiple PLA Contacts
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 2013
Professor: Peggy Barnwell
Textbook(s):

Course readings:  Readings are derived from Tuckwell, Keith J. 
Integrated Marketing Communications, Strategic Planning Perpectives 
2nd Edition, various articles and related Industry books and 
periodicals.

Applicable student group(s): Third Year Advertising Program
Course Details:

Module 1:  Overview of the IMC Effort
	Course Introduction
	Overview of the IMC Effort

Module 2:  Consumer Insights
	Understanding the Canadian Consumer
	The Importance of Consumer Insights
	Target Research Considerations
	Hitting the Sweet Spot Through Consumer Insights
	IMC Presentations:  15%
	Test 1:  25%

Module 3:  Creativity and Creative Thought
	Demystifying Creativity
	Inspiring Great/Unique Creative

Module 4:  Branding and Positioning
	Brand Building Strategy
	Brand Positioning Strategy

Module 5:  The Creative Brief
	What Makes a Great Creative Brief
	Writing the Brief with Consumer Insight
	Position/Brand/Creative Brief Assignment:  20%
	IMC Pitches:  25%
	Professional Edge Assessment:  15%

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.

[ Printable Version ]