ADVG25892
Advertising Campaign Development |
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I: Administrative Information II: Course Details
III: Topical Outline(s) Printable Version Public |
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Section I: Administrative Information
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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):
Cathryn Oliver
Course Leader or Contact: Peggy Barnwell
Originator: Lesley Rumsby
Designate: Lesley Rumsby
Version: 14.0
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
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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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Section II: Course Details
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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
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Advertising |
Program Coordinator: Cathryn Oliver |
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.
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Course Critical Performance and Learning Outcomes
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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.
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Evaluation Plan
Students demonstrate their learning in the following ways:
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1. Test 25%
2. IMC Presentations 15%
3. Positioning/Branding/Creative Brief 20%
4. IMC Pitches 25%
5. Professional Edge Assessment 15%
Total 100%
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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:
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Communication
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Critical Thinking & Problem Solving
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Interpersonal
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Numeracy |
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Information
Management |
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Personal
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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 |
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Notes: N/A
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Section III: Topical Outline
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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 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.
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