ADVG26143
Professional Practices in Advertising Management
 
  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: (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
42.0
Total hours: 42.0

Courses may be offered in other formats.

Section I Notes: N/A

 
 
Section II: Course Details

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

 
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.


Course Critical Performance and Learning Outcomes

 
 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.
Evaluation Plan
Students demonstrate their learning in the following ways:

 
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%
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: 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
  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: 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.
 
[ Printable Version ]

Copyright © Sheridan College. All rights reserved.