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: 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
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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 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
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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.
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Course Critical Performance and Learning Outcomes
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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
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Evaluation Plan
Students demonstrate their learning in the following ways:
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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%
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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: 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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