Sheridan Course Outlines

ADVG27906
Strategic Media Delivery

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 2014
Prerequisites: (ADVG23623)
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Course Name (short): Strategic Media Delivery
School: All Sheridan Schools
Program(s): Advertising/Marketing CommMgmt
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: Colin Robey
Originator: Brenda Ciolfi
Designate: Brenda Ciolfi
Version: 7.01
Status: Approved - Under Rev (AREV)

Calendar Description
Building on previous media courses, students complete a media plan for a brand, utilizing media objectives, strategies and supplying strong rationale for their decisions. Students generate and analyze data using industry specific software to determine the efficiency of the plan and construct a blocking chart outlining details of the plan.

Typical Instructional Format

Lab	14.0
Lecture	28.0
Total hours:	42.0

Courses may be offered in other formats.

Section I Notes: N/A

Section II: Course Details

Detailed Description
This course continues the study of media focusing on media plan writing and execution. Students learn media plan formatting and the plan development process, including how to develop a blocking chart that outlines the specifics of the media plan. They write media objectives and strategies and use prior learning to rationalize their decisions and conclusions. Students also learn how to generate and analyze data from industry specific software which they use to strengthen their media plan executions and to measure their success in achieving their objectives.

Program Context

Advertising/Marketing CommMgmt

Program Coordinator: Cathryn Oliver

It is imperative that advertising graduates are able to construct an industry standard media plan complete with supporting rationale and statistical data.

Course Critical Performance and Learning Outcomes

 Critical Performance
By the end of this course, students will have demonstrated the 
ability to gather and analyze data for the development of an industry 
standard media plan incorporating rationale and statistical data to 
support given recommendations.
   
Learning Outcomes
To achieve the critical performance, students will have demonstrated 
the ability to:

1.  Develop measurable media objectives based on marketplace dynamics 
    in preparation of a media plan.	
2.  Design and defend media selection based on the strengths of each 
    media and its link to the brand and target.	
3.  Design and defend a media plan following standard structure and 
    format including objectives, strategies, strong rationale and 
    full support details.	
4.  Develop creative media strategies by evaluating traditional and 
    emerging technologies to determine the optimal fit for the brand 
    and target market.
5.  Construct a blocking chart that outlines key elements of the 
    media plan including timing, priority markets and weight levels.
6.  Determine the cost of a media campaign that includes multiple 
    media and summarize the costs by month and region.	
7.  Estimate the results of a media campaign using industry specific 
    software to generate various metrics including Reach, Frequency, 
    Impressions and GRPs.

Evaluation Plan
Students demonstrate their learning in the following ways:

Students demonstrate their learning in the following ways:

1.	Media Rationale (Individual)		20%
2.	Media Measurement (Group)		10%
3.	Media Plan (Group)			30%
4.	Test 01 				30%
5.	Mini-Assignments			10%

Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:

Essential Employability Skills
Essential Employability Skills emphasized in the course:

X	Communication	X	Critical Thinking & Problem Solving	X	Interpersonal
X	Numeracy	X	Information Management	X	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

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 2014
Professor: Colin Robey
Textbook(s):

Frequent in-class costings require a standard pocket calculator

Applicable student group(s): Advertising Marketing and Communications students.
Course Details:

Module    Topic

1.  Introduction / Course Outline / Media Objectives
2.  Scheduling Strategy / Blocking Chart / Media Rationale / COMB 
    Navigator
3.  Media Rationale / Vehicle Rationale / Infosys+
4.  Vehicle Rationale / Blocking Chart / Clear Decisions RandF
5.  Media Objectives / Media Rationale / Airware
6.  Blocking Chart / Spend by Month / comScore MyMetrix
7.  Analysing Reach Frequency Runs / Spend by Region / Microsoft Excel
    Media Rationale Due (20%)
8.  Media Strategy / Media Execution
9.  Media Execution / IMS MediaMix
10. Media Evaluation (Group Meetings)

Media Measurement Due (10%)

11. Defending Media Plans
12. Review
    Media Plan Due (30%)
13. Test 01 (30%)
14. First Day on the Job

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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