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Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2013
Prerequisites:
(ADVG27906)
Corequisites:
N/A
Equivalents:
N/A
Pre/Co/Equiv Notes: N/A |
Course
Name (short): Communication Channel Planning
School: Business
Program(s):
Advertising
Program Coordinator(s):
Cathryn Oliver
Course Leader or Contact: Paula Tillmann Peirce
Originator: Brenda Ciolfi
Designate: Brenda Ciolfi
Version: 3.0
Status: Approved - Under Rev (AREV)
Calendar Description
Students elevate the study of communication delivery channels, and
strategic message delivery planning and buying to communication
channel planning, execution and evaluation. Students provide
solutions to case studies involving all communication channel forms
including digital, broadcast and video, print (press and magazine)
and OOH, as well as incorporating earned and owned communication
channels. Data insights through information management and creative
thinking and will play a key role.
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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Detailed Description
Students elevate the study of communication delivery channels, and
strategic media analysis and delivery to communication channel
planning.. Through the use of case studies in all media including
digital, broadcast and video, print (press and magazine) and OOH,
students encounter multiple potential scenarios including paid,
earned and owned message delivery and corresponding ROI. They
formulate solutions to particular consumer communication challenges
faced by marketers. Students identify the function of paid media
message delivery channels versus media owned and earned by the
advertiser. Creative thinking and Data insights play a key role.
Through formulating solutions students continue to increase
effective use of industry specific software tools, spreadsheets and
calculations that facilitate learning and are reflective of industry
practices. Case studies involve industry activities specific to the
Communication Planner and Buyer. In addition students will execute
practical activities that will increase their marketability for
entry positions in the industry.
Program Context
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| Advertising |
Program Coordinator: Cathryn Oliver |
This is a required course in
Semester 5 of the
Advertising program which
builds on the learning
acquired from the
Communication Delivery
Channel courses in Semesters
1 and 2, and the Strategic
Media Courses in Semester 3
and 4. This course places
into context the overall
communication channel
planning beyond paid-for
message delivery. As
consumers are in
increasingly more control of
their 'personal media
environment' it is important
for students to expand their
knowledge and skills of
building consumer
connections. Successful
completion of this course
leads to the integrated
activities that frame
Semester 6.
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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 apply creative, critical thinking
to `consumer-centric' communication channel planning and buying by
identifying trends, quantifying characteristics, and judging the
value of multi-channel campaigns to connect with consumers.
Learning Outcomes: to achieve the critical performance, students
will have demonstrated the ability to:
1. Assess relevant issues and innovations in Canadian media and how
they apply to different communication scenarios.
2. Analyse data and drawing out insights for the development of
consumer media strategies.
3. Develop creative message delivery strategies from established and
emerging channels for the optimal target market/audience
connection.
4. Analyse issues that could impact on the implementation of the
communication plan and execution.
5. Modify the implementation to satisfy the marketers' objectives.
6. Recommend the most relevant option to address specific consumer
communication challenges.
7. Present a logical rationale for recommended media channel
strategies that support the marketers¿ objectives.
8. Demonstrate professional behaviours, such as working
collaboratively, meeting project due dates and responsibility for
self-direction.
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Evaluation Plan
Students demonstrate their learning in the following ways:
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Students demonstrate their learning in the following ways:
Creative Use of Communication Channels(Individual) 10%
Broadcast Plan/Buy (Individual) 15%
Internet Plan/Buy (group) 25%
Print/Out-Of-Home Plan/Buy (group) 25%
Test 25%
TOTAL 100%
A student must average at least 50% on the non-group components of
the evaluation plan (as well as at least 50% overall)in order to
receive credit for this course
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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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X
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Communication
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X
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Critical Thinking & Problem Solving
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X
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Interpersonal
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X
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Numeracy |
X
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Information
Management |
X
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Personal
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Notes: N/A
Prior Learning Assessment and Recognition
PLAR Contact: Multiple PLA Contacts
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 |
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Notes: N/A
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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): Canadian Advertising in Action, 9th Edition, Keith J. Tuckwell,
Pearson Prentice-Hall.
Mediaincanada.com subscription
Use of Library materials and self-directed search.
Frequent in-class costings require a standard pocket calculator.
Applicable student group(s): Advertising Marketing and Communications Students
Course Details:Week 1
Introduction / Course Outline / Communication Channel Planning and
Buying Review
Week 2
Case Study: Role of Broadcast in Reaching Consumers (Television,
Radio), Assignment 01 (Broadcast Plan/Buy 15%)
Week 3
Case Study: Broadcast Executional Strategies (Video (TV and Digital),
Radio)
Week 4
Case Study: Role of Broadcast in Digital Delivery (Television, Radio)
Week 5
Case Study: Role of Print/Out-of-Home in Reaching Consumers
(Newspapers, Magazines, Out-of-Home); Assignment #1 Due
Week 6
Case Study: Print/Out-of-Home Executional Strategies (Newspapers,
Magazines, Out-of-Home ), Assignment 02 (Print/Out-of-Home Plan/Buy
25%)
Week 7
Case Study: Print/Out-of-Home Digital Innovations (Newspapers,
Magazines, Out-of-Home)/ Creative Use of Communication Channels
(Individual) 1st half completed (5%)
Week 8
Case Study: Digital Planning; ROI Analysis; Assignment #2 Due
Week 9
Case Study: Digital Execution, ROI Analysis; Infosys Analysis Tools,
Assignment #3 (Internet Plan/Buy 25%)
Week 10
Case Study: Digital Measurement and ROI Evaluation
Week 11
Case Study: Paid/Owned/Earned Media
Week 12
Case Study: Multi-Media Campaign Analysis (Who achieved What?);
Assignment #3 Due
Week 13
Case Study: Multi-Media / Review / Communication Channel Trends
(Individual) 2nd half completed (5%)
Week 14
Test #1 (25%)
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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