ADVG35785
Integrated Marketing Communications
 
  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 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: Jessica MacDougall
Designate: Jessica MacDougall
Version:
9.0
Status: Approved - Under Rev (AREV)

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.

 
 
Section II: Course Details

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: 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: Greg Ball

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.

 
 
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 2015
Professor: Multiple Professors
Textbook(s):
Belch, E. B., Belch, A. B., Guolla, M. A. (2011). Advertising and 
Promotion. (4th 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.
 
[ Printable Version ]

Copyright © Sheridan College. All rights reserved.