|
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2015
Prerequisites:
(ADVG20905)
Corequisites:
N/A
Equivalents:
N/A
Pre/Co/Equiv Notes: N/A |
Course
Name (short): Integrated Mktg. Comm.
School: All Sheridan Schools
Program(s):
Business Admin Marketing
Program Coordinator(s):
Carol Bureau
Course Leader or Contact: Derek Barnes
Originator: Julie Thomson
Designate: Julie Thomson
Version: 10.0
Status: Approved (APPR)
Calendar Description
Students develop a professional integrated marketing communications
plan for a brand. The course builds on the learning from the
prerequisite Marketing Promotion Management course and focuses on
advertising creative development and media planning.
Typical Instructional Format
Mobile
|
42.0 |
Total hours: |
42.0 |
Courses may be offered in other formats.
Section I Notes:
This course is delivered in mobile format. Students make extensive
use of computers during in-class activities. Students are required to
have access to a laptop in class with Microsoft Office 2007 or later.
|
Detailed Description
Students develop a professional integrated marketing communications
plan for a brand. The course builds on the promotional learning from
the prerequisite Marketing Promotion Management course, and
introduces the students to advertising creative and media
development.
Emphasis is placed on a strategic understanding of integrated
marketing communications as it relates to achieving a brand's overall
marketing objectives.
Students receive weekly feedback throughout the term to ensure
continuous learning. The ability to work effectively in teams is
emphasized in written assignments and presentations. Interactive
lectures and in-class activities round out the learning experience.
Program Context
|
Business Admin Marketing |
Program Coordinator: Carol Bureau |
This core course in the
Marketing program builds on
the learning from the
prerequisite Marketing
Promotion Management course.
Students develop a broad
strategic understanding of
communications from the
viewpoint of a marketing
communications manager.
|
Course Critical Performance and Learning Outcomes
|
Critical Performance
By the end of this course, students will have demonstrated the
ability to produce an integrated marketing communications plan for a
brand.
Learning Outcomes
To achieve the critical performance, students will have demonstrated
the ability to:
1. Develop an advertising creative strategy for a brand, including a
creative objective, key consumer benefits and brand personality
2. Propose effective advertising message appeal techniques and
creative execution styles for specific target markets and
communications objectives
3. Formulate an advertising media plan and budget for a brand based on
predefined advertising media and creative objectives
4. Summarize the relative advantages and disadvantages of different
types of advertising media
5. Contrast alternative measurement techniques for testing the
effectiveness of various advertising and promotion strategies
6. Discuss ethical, social, and economic issues relating to
advertising communications
7. Develop an integrated marketing communications plan for a
brand, with a full complement of advertising, digital media,
promotion and public relations strategies
8. Demonstrate professional behaviours, including:
a. Working effectively in a team environment for all group
assignments
b. Meeting due dates
c. Producing professional quality reports and presentations
d. Exhibiting punctuality in all class and group activities
e. Using APA formatting to reference materials responsibly
|
Evaluation Plan
Students demonstrate their learning in the following ways:
|
Tests (3 x 15%) 45%
Group Communications Plan: 40%
Phase 1 (10%)
Phase 2 (20%)
Presentation (10%)
Group Seminar Presentation 10%
Summary (3%)
Presentation (7%)
In-class activities 5%
Total 100%
Note: 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.
The penalty for a late assignment is 10% of the total value of
the assessment for the first 24-hour period after it is due. For
every additional 24-hour period, 20% will be deducted.
|
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 |
|
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: In addition to completing three challenge tests, the PLA student must
independently produce and present a Communications Plan for a brand,
based on the assignment handout provided in the course.
|
|
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 2015
Professor: Multiple Professors
Textbook(s): Belch, E. B., Belch, A. B., Guolla, M. A. (2014). Advertising and
Promotion. (5th Canadian ed.). Toronto, ON. McGraw-Hill Ryerson.
Applicable student group(s): Business Administration - Marketing
Course Details:Module 1: Creative Strategy Decisions
o Unit 1: Creative Strategy Decisions
o Planning creative strategy; creative themes; message
appeals
o Unit 2: Creative Tactics Decisions
o Creative execution styles; message structure; design
elements; creative evaluation
Module 2: Media Planning and Budgeting
o Unit 3: Media Planning and Budgeting
o Media planning; media strategies and tactics, media budget
setting and allocation
Test #1 - 15%
Communications Plan Phase 1 - 10%
Module 3: Broadcast and Print Media
o Unit 4: Broadcast Media
o Television, Radio media - planning and buying
o Unit 5: Print Media
o Magazines, newspapers - planning and buying
Module 4: Out-of-Home, Support Media, Direct Marketing
o Unit 6: Out-of-Home and Support Media
o Outdoor, transit, place-based media; promotional products;
product placement
Test #2 - 15%
o Unit 7: Direct Marketing
o Direct marketing planning and evaluation
Module 5: Measuring and Regulating the Communications Message
o Unit: 8: Measuring the Effectiveness of the Communications
Message
o Measuring effectiveness of a campaign; what to test;
testing methods available
o Unit: 9: Regulatory, Ethical, Social and Economic Issues
for IMC
o Advertising regulation in Canada; ethical, social and
economic effects of advertising
Communications Plan Phase 2 - 10%
Test #3 - 15%
Communications Plan presentations - 10%
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.
|