ADVG34049
Advertising Case Analysis
 
  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 2013
Prerequisites: (ADVG38263)
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Course Name (short): Advertising Case Analysis
School: Business
Program(s): Advertising
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: Andy Byj
Originator: Brenda Ciolfi
Designate: Brenda Ciolfi
Version: 6.0
Status: Approved (APPR)

Calendar Description
Defining problems and developing appropriate solutions are two essential business skills. This course is designed to develop these skills through case analysis and problem solving dealing with the management of advertising, marketing and communication programs; media and creative strategies; consumer, retail, industrial, and public service applications.

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
Defining problems and developing appropriate solutions are two essential business skills. This course is designed to develop these skills through case analysis and problem solving dealing with the management of advertising, marketing and communication programs; media and creative strategies; consumer, retail, industrial, and public service applications. Students will develop workable, quantifiable solutions to real-world communication situations set out in cases and will expand their knowledge through solving advertising problems from the perspective of managers.

Program Context

 
Advertising Program Coordinator: Cathryn Oliver
This course provides the opportunity for students to integrate their learning by working with real industry cases that require the analysis, evaluation, and presentation of various solutions. This course strengthens students' generic skills in communication, analytical and critical thinking, and problem solving.


Course Critical Performance and Learning Outcomes

  
 Critical Performance:  By the end of this course, students will have 
demonstrated the ability to assess complex marketing communication
problems and offer effective alternatives and solutions to these
situations.

Learning Outcomes:
To achieve the critical performance, students will have demonstrated
the ability to:

1.  Assemble imaginative options and solutions to communication 
    problems.
2.  Develop persuasive and creative advertising presentations
3.  Examine the advantages and disadvantages of recommended strategies
    and executions through evaluating complex advertising case 
    problems.
4.  Employ creative, critical and analytical thinking.
5.  Explore imaginative options and solutions to communications 
    problems and situations.
6.  Behave with professional collegiality as an active participant in
    group projects and discussions.
Evaluation Plan
Students demonstrate their learning in the following ways:

  
Case Analysis and Preparation (4 @ 5% each) 20%
Tests (3 @ 20% each)                        60%        
Presentation                                20%
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:

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

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 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 2013
Professor: Andy Byj
Textbook(s): 
Advertising 34049 Case Studies package(in bookstore).  Additional 
material posted on Slate and hand-outs in class.  You are required to 
bring the cases listed below to class as well as for tests.

Applicable student group(s): Third Year Advertising Program
 Course Details:
Class 1 
-  Introduction to Case Analysis
-  How to perform a Case Analysis

Class 2 
-  Case analysis and preparation 5%: Canadian Blood Services - SWOT 
   analysis

Class 3
-  Case analysis and preparation: Canadian Blood Services - Utilizing 
   consumer insights in marketing communications 

Class 4
-  Case analysis and preparation 5%: Matchstick Inc. - Word of mouth 
   marketing communications            

Class 5
-  Test #1   (20%)

Class 6
-  Case analysis and preparation: Matchstick Inc. - Consumer and 
   trade word of mouth marketing communications            

Class 7
-  Case analysis and preparation 5%: Porsche Canada - Identifying 
   consumer insights in research

Class 8
-  Case analysis and preparation: Porsche Canada - Utilizing research 
   to create advertising and marketing communication programs

Class 9  
-  Case analysis and preparation: Measuring campaign success  

Class 10
-  Test #2   (20%)

Class 11
-  Case analysis and preparation 5%: Pepsi Canada - Developing a 
   social marketing communications program


Class 12
-  Case analysis and preparation:  Pepsi Canada - Evaluating a social 
   marketing communications program

Class 13
- Case analysis and preparation: Evaluating consumer and trade 
  promotional programs

Class 14
-  Test 3:   (20%)

-  Presentations: Ongoing          (20%)


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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