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: Winter 2015
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: Erin Craig
Originator: Lesley Rumsby
Designate: Lesley Rumsby
Version:
8.0
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 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 the duties and responsibilities associated with the role of the Account Coordinator within a professional advertising agency. Documents such as budget control reports, status reports, contact reports, meeting minutes and workback schedules are emphasized. Students will also be required to practice their interview and Business Etiquette skills by interviewing a member of a real advertising agency and presenting their findings to the class. Project management as it relates to advertising will be introduced and incorporated into the Pitch assignment.

Program Context

 
Advertising/Marketing CommMgmt Program Coordinator: Cathryn Oliver
Advertising graduates must understand the responsibilities associated with agency roles in order to build professional relationships and communicate effectively with clients, coworkers and managers.


Course Critical Performance and Learning Outcomes

 
 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 
   dilemmas and ethical lapses.
3. Comprehend the role of the client in the advertising planning 
   process
4. Develop comprehensive Budget Reports, Contact Reports, Status 
   Update Reports and Meeting Minutes.
5. Demonstrate effective interview skills through an information 
   session with industry professionals
6. Analyze the various compensation methods clients use to 
   compensate agencies
7. Calculate agency compensation based on various commission and 
   fee based formulas
8. Design and present an effective advertising Pitch for a 
   specified consumer product
9. Utilize pre and post testing techniques to analyze the 
   effectiveness of the Pitch Assignment

Evaluation Plan
Students demonstrate their learning in the following ways:

 
Agency Resource Guide Development			10%
Budget Assignment					10%
Contact Report assignment				10%
Group Meeting			                         5%
Status Update Report					 5%
Agency Information Interview Presentations		25%
Compensation Assignment			                10%
Pitch Presentations					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: Winter 2015
Professor: Multiple Professors
Textbook(s):
Various handouts

Applicable student group(s): Advertising students.
Course Details:
Module 1
- Course Introduction and context within Advertising Program
- Career Path Document
- Client/Agency Organization
- Roles within the agency
- Agencies in Canada: A Resource Guide: 10%
- Information Interview Assignment Overview and Handout: 25%

Module 2
- The Agency Pitch
- Pitch Assignment Overview and handout: 25%
- Introduction to Role of Account Coordinator
- Contact Reports/Status Updates, Meeting Minutes, Budget  Reporting, 
  Workback Schedules

Module 3
- Account Coordinator Responsibilities
- Budget Control Reports
- Budget Control Report Assignment Overview and Handout: 10%

Module 3
- Account Coordinator Responsibilities
- Meeting Minutes
- Contact Reports / Status Reports
- Contact Report Video Assignment Overview and Handout: 10%

Module 3
- Group Meeting Assignment Overview and Handout:
- Status Updates
- Workback Schedules

Module 3
- Individual Group Meetings
- Status Report/Meeting Minutes on Pitch 
  Assignment: 10%

Module 4
- Introduction to Project Management


Module 5
- Agency Information Interview Presentations: 25%

Module 6
- Agency Compensation
- Calculating Agency Fees
- Agency Compensation Assignment Overview and Handout: 10%
- Ethics / Professionalism in the Advertising Industry

Module 7
- Pitch Workshop

Module 7
- Pitch Presentations: 25%

Module 7
- Pitch Presentations

Module 7
- Pitch 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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