ADVG34178
Media 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 2014
Prerequisites:
(ADVG33551)
Corequisites:
ADVG37028, ADVG39402
Equivalents:
N/A
Pre/Co/Equiv Notes: N/A |
Course
Name (short): Media Mgmt
School: Business
Program(s):
Advertising, Advertising/Marketing CommMgmt
Program Coordinator(s):
Cathryn Oliver
Course Leader or Contact: Colin Robey
Originator: Brenda Ciolfi
Designate: Brenda Ciolfi
Version: 6.01
Status: Approved - Under Rev (AREV)
Calendar Description
Students continue developing their media planning skills with
special
emphasis on the role of media within the development of an
advertising campaign. Students are able to evaluate media plans,
defend their media recommendations to the client and assess the use
of traditional and non-traditional media choices within this
campaign.
Typical Instructional Format
Lab
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14.0 |
Lecture
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28.0 |
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
By the end of this course, students are able to develop and evaluate
media plans for presentation to a specific client, defend the
rationale for their media strategies and assess the use of
traditional and non-traditional media choices within a campaign.
The relationship between media and other divisions of the
advertising
industry - including the client, account team and creative will be
emphasised through the integration of this course with other courses
in the sixth semester of the Advertising program. The success of the
student's media plan is based, in part, on their understanding of
different roles in the creation of an advertising campaign, in
addition to identifying and defending media opportunities that would
benefit a client's marketing communication plan. Judgement,
organization, creative, critical thinking, analytical and research
skills will be developed as students apply their learning by
creating
a multi-vehicle media plan to compliment the strategic campaign
being
planned in their Advertising Campaign Management course and the
creative elements being developed in the Advanced Creative
Development course.
Program Context
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Advertising |
Program Coordinator: Cathryn Oliver |
This is a required course in
semester 6 of the
Advertising program which
builds on the learning
acquired from previous media
courses. This also works in
conjunction with the
Advertising Campaign
Management course and the
Advanced Creative
Development course to
emphasize the importance
media buying and planning
plays within the development
and execution of a complete
marketing communications
plan for a specified
Canadian client.
Advertising/Marketing CommMgmt |
Program Coordinator: Cathryn Oliver |
This is a required course in
semester 6 of the
Advertising program which
builds on the learning
acquired from previous media
courses. This also works in
conjunction with the
Advertising Campaign
Management course and the
Advanced Creative
Development course to
emphasize the importance
media buying and planning
plays within the development
and execution of a complete
marketing communications
plan for a specified
Canadian client.
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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 discriminate between alternative complex media campaigns
and defend those decisions.
To achieve the critical performance, students will have demonstrated
the ability to:
1. Use industry software to gather and interpret data to determine
current product users and expand on an identified target market.
2. Participate in the creation of a media plan using industry
standard technologies efficiently and effectively.
3. Develop a media plan including logical rationale for the selected
options, and defend it persuasively.
4. Generate innovative alternatives within a media plan taking into
consideration all of aspects of the advertising and marketing
communications process.
5. Identify issues that could impact on the implementation of the
media plan, the budget and the projected outcomes.
6. Use appropriate tools to measure the effectiveness of the media
plan.
7. Communicate effectively with team members and external
stakeholders and seek and incorporate constructive feedback on
ideas development.
8. Work effectively in a team environment in the development of the
media plan and related communication materials.
9. Meet deadlines by applying time management techniques.
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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:
1. Mini-Media Plan (Individual) 15%
2. Media Trends (Individual) 15%
3. Test 01 15%
4. Media Plan Assessment (Group) 20%
5. Media Plan(Group) 20%
6. Media Plan Presentation (Group) 15%
In addition to achieving a minimum 50% overall grade, a student must
average at least 50% on the non-group components of the evaluation
plan 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:
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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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 2014
Professor: Colin Robey
Textbook(s): Canadian Advertising Rates & Data, Rogers Publishing Limited
Applicable student group(s): Advertising Marketing and Communictions Students
Course Details:Module Topic
1. Introduction / Course Outline / Assignment Briefs
2. Media Campaign Process / Blocking Charts / Media Plan Leave Behind
3. Meeting: Marketplace Analysis
4. Purchase Process / Media Strategy
Mini Media Plan Due (15%)
5. Meeting: Media Rationale
6. Media Brainstorming / Creativity in Media
7. Meeting: Media Strategy
Media Trends Due (15%)
8. Meeting: Media Execution / Blocking Chart
9. Meeting: Media Plan Assessment (20%)
10. Meeting: Media Plan Leave Behind
11. Defending Media Plans
Media Plan Leave Behind Due (20%)
12. Test 01 (15%)
13. Media Plan Presentation (15%)
14. Media Plan Presentation (cont.)
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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