ADVG37028
Advertising Campaign 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 2012
Prerequisites:
(ADVG25892)
Corequisites:
ADVG34178, ADVG39402
Equivalents:
N/A
Pre/Co/Equiv Notes: N/A |
Course
Name (short): Advertising Campaign Mgnmt
School: Business
Program(s):
Advertising
Program Coordinator(s):
Cathryn Oliver
Course Leader or Contact: N/A
Originator: Lesley Rumsby
Designate: Lesley Rumsby
Version: 4.0
Status: Approved - Under Rev (AREV)
Calendar Description
This course continues with the principles and learning developed in
Advertising Campaign Development by developing students' ability to
analyze creative approaches and address the debate on 'award winning'
vs. 'strategic' creativity. The purpose of this course is to allow the
students to see the entire advertising process from start to finish
and to continue with the experience of presenting campaigns to a
potential client.
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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Section II: Course Details
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Detailed Description
This course continues with the principles and learning developed in
Advertising Campaign Development by developing students' ability to
analyze creative approaches and address the debate on 'award winning'
vs. 'strategic' creativity. The purpose of this course is to allow
the students to see the entire advertising process from start to
finish and to continue with the experience of presenting campaigns to
a potential client. Students continue the integration of their
learning by linking assignments from the sixth semester creative and
media courses in the development of their final advertising pitch.
Emphasis is placed on interpersonal, managerial, and critical
thinking skills required in the competitive advertising management
field. Students continue to develop their strategic planning and
evaluation skills in addition to pitching an integrated marketing
communications campaign. Students incorporate critical thinking
skills, research and analytical techniques while employing creative
and tactical skills. Students will demonstrate an advanced
understanding of the importance of agency/client relationships
through various assignments and expectations. Through continuous role
play with the instructor acting as the client, students will
demonstrate effective communication strategies while maintaining
professional business practices.
Program Context
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Advertising |
Program Coordinator: Cathryn Oliver |
This is a required course in
semester 6 of the Advertising
program. It builds on
knowledge from the Advertising
Planning and Preparation
courses as well as Advertising
Campaign Development.
Complementing other courses
within the sixth semester of
the advertising program, it
places students in an
environment which closely
mirrors that of the
agency/client relationship.
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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 effectively manage a client's
marketing communication needs.
By the end of this course, students will have demonstrated the
ability to:
1. Synthesize learning from creative, media, IMC Management,
International Advertising and Advertising Law and Ethics to
formulate a professional ad campaign from the initial
client
background stage to final execution.
2. Clearly identify the main advertising problem associated with a
given company and prepare a range of strategies and proposed
executions that solve this problem.
3. Create a complete advertising campaign according to client's
budget and deadlines and show appropriate management of these
funds and timelines.
4. Apply performance management strategies to improve motivation
and productivity among creative, media and account management
teams.
5. Apply performance management strategies to build client
relationship and loyalty.
6. Judge the impact of different corporate cultures on the
organization and delivery of a campaign providing special
consideration in the effects on the staff and agency as a whole.
7. In teams, assemble a presentation clearly outlining the client's
main advertising problem justifying how their creative and media
recommendations solve these problem(s).
8. Demonstrate respect for the client through a variety of methods,
including but not limited to, role-played meetings, phone calls,
last minute campaign changes and difficult client requests.
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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:
Competitive Analysis 15%
Contact Reports 4 @ 5% each 20%
Creative Brief 15%
Time Sheets 10%
Agency Pitch 25%
Professional Edge 15%
Total 100%
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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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Communication
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Critical Thinking & Problem Solving
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X
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Interpersonal
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Numeracy |
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Information
Management |
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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 |
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X |
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 2012
Professor: Peggy Barnwell
Textbook(s): Various reference materials
Applicable student group(s): Third Year Advertising Program
Course Details:Week 1
Course Introduction
Brand Selection/Group Determination
The Dysfunctional Team
Week 2
Research Methodology: Finding Consumer Motivators / Insights
Competitive Analysis Overview
Week 3
Client/Agency Meeting: Competitive Analysis
Competitive Analysis: 15%
Week 4
Client/Agency Meeting: Creative Target Motivators
Contact Report 1 Due: 5%
24 hours later
Week 5
Buzz and Guerrilla Marketing
Week 6
Client/Agency Meeting: Defending The Brief
Creative Brief and Discussion Due: 15%
Week 7
Client/Agency Meeting: Media
Media Recommendations and Rationale
Contact Report 2 Due: 5%
24 hours later
Week 8
Client/Agency Meeting: Media
Media Executional Considerations
Contact Report 3 Due: 5%
24 hours later
Week 9
Surviving your Internship / First Job
Resumes - Job Interview
Week 10
Client/Agency Meeting: Creative
Campaign Summary
Contact Report 4 Due: 5%
24 hours later
Week 11
Group Debate
Week 12
Dealing With Difficult Clients
Agency Approaches
Individual Time Sheets Due: 10%
Week 13
Advertising Pitches
Agency Teams: 25%
Week 14
Advertising Pitches
Agency Teams:
Professional Edge Assessment: 15%
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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