ADVG26143
Professional Practices in Advertising Management |
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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:
(ADVG23349)
Corequisites:
N/A
Equivalents:
N/A
Pre/Co/Equiv Notes: N/A |
Course
Name (short): Prof Practices in Advg Mgmt
School: All Sheridan Schools
Program(s):
Advertising/Marketing CommMgmt
Program Coordinator(s):
Cathryn Oliver
Course Leader or Contact: Peggy Barnwell
Originator: Brenda Ciolfi
Designate: Brenda Ciolfi
Version: 7.01
Status: Approved - Under Rev (AREV)
Calendar Description
Students assume a role within an advertising agency and present their
area of expertise to the "client" in the form of an advertising
pitch. Presentations incorporate market and consumer research, media
planning and the creative execution for a consumer product.
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
This capstone course integrates the learning obtained from numerous
courses studied over the past four semesters bringing it together in
the form of a professional advertising pitch. Students assume one of
three roles within an advertising agency and present their area of
expertise to the "client" in the form of a campaign presentation.
Responsibilities assumed include those associated with the Account
Director/Executive, Media Director and Creative Director and each
presentation will incorporate market and consumer research, media
planning and the creative execution for a consumer product. Emphasis
is also placed on recognizing the various methods used to compensate
an agency team and how to calculate different payment schedules.
Students also learn how to write an effective resume to help obtain
the agency job they are aspiring to achieve. Students are taught how
to deal with interviews and handle difficult interview questions in
the form of a mock interview.
Program Context
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Advertising/Marketing CommMgmt |
Program Coordinator: Cathryn Oliver |
Advertising graduates must
understand the
responsibilties associated
with agency roles in order
to
build professional
relationships and
communicate
effectively with clients,
coworkers and managers.
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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
ability to understand the various roles within an advertising agency
and present a professional advertising pitch.
Learning Outcomes
To achieve the critical performance, students will have demonstrated
the ability to:
1. Understand the key roles and responsibilities of the account
management, creative and media teams.
2. Identify key agency business practices including ethical dilemas.
3. Comprehend the role of the client in the advertising planning
process.
4. Utilize the key resources for determining employer data and
contact information.
5. Create a professional resume demonstrating soft and hard
employment skills which relate directly to a posted job.
6. Demonstrate effective interview skills through an information
session with Industry Professionals.
7. Analyze the various methods clients use to compensate
advertising agencies.
8. Calculate agency compensation using various commission and fee
based formulas.
9. Design and demonstrate and effective advertising pitch for a
specified consumer product.
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Evaluation Plan
Students demonstrate their learning in the following ways:
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Industry Specific Resume 20%
Mock Interview 15%
Information Interview Question Approval 5%
Information Interview 15%
Compensation Assignment 20%
Agency/Client Pitch Presentation 25%
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: Reg.Off. Share Space
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 |
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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: Multiple Professors
Textbook(s): Various handouts
Applicable student group(s): Advertising students.
Course Details:Week #1
Course Introduction
Client/Agency Organization
Roles Within the Industry
Resume Assignment Overview
Information Interview Assignment Overview
Week #2
Job Search Techniques
Industry SpecificResume Writing/Covering Letters
Information Interview Approval
Week #3
The Interview
Information Interview Questions Due - 5%
Group Attendance is Mandatory
Week #4
Resume Review/Workshop
Week #5
Mock Interviews - 15%
Resume/Cover Letter Due - 20%
Week #6
Mock Interviews
Week #7
Agency Information Interview Presentations: 15%
Week #8
Agency Information Interview Presentations
Week #9
How to Prepare and Present an Effective Pitch Video
Pitch Assignment Overview
Week #10
Agency Compensation
Week #11
Agency/Client Relationships
Agency Ethics
Compensation Case Study Due ¿ 20%
Week #12
Agency/Client Pitch Presentations
Case #1 Presentations: 25%
Week #13
Agency/Client Pitch Presentations
Case #2 Presentations
Week #14
Agency/Client Pitch Presentations
Case #3 Presentations
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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