Course Name (short): Advertising Campaign Mgnmt
School: Business
Program(s): Advertising
Program Coordinator(s): Cathryn Oliver
Course Leader or Contact: Peggy Barnwell
Originator: Lesley Rumsby
Designate: Lesley Rumsby
Version: 5.0
Status: Approved (APPR)

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

Courses may be offered in other formats.

Section I Notes: N/A

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

 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. 

Competitive Analysis         15%
Contact Reports 4 @ 5% each  20%
Creative Brief               15%
Time Sheets                  10%
Agency Pitch                 25%
Professional Edge            15%
Total                       100%

A student must average at least 50% on the non-group components of 
the evaluation plan (as well as at least 50% overall)in order to
receive credit for this course

Various reference materials

Module 1
Course Introduction 
Brand Selection/Group Determination
The Dysfunctional Team

Module 2
Research Methodology:  Finding Consumer Motivators / Insights
Competitive Analysis Overview

Module 3
Client/Agency Meeting:  Competitive Analysis
Competitive Analysis:  15%

Module 4
Client/Agency Meeting:  Creative Target Motivators
Contact Report 1 Due: 5%
24 hours later

Module 5
Buzz and Guerrilla Marketing

Module 6
Client/Agency Meeting: Defending The Brief
Creative Brief and Discussion Due:  15% 

Module 7
Client/Agency Meeting:  Media
Media Recommendations and Rationale
Contact Report 2 Due: 5%
24 hours later

Module 8
Client/Agency Meeting:  Media
Media Executional Considerations
Contact Report 3 Due: 5%
24 hours later

Module 9
Surviving your Internship / First Job
Resumes - Job Interview

Module 10
Client/Agency Meeting:  Creative
Campaign Summary
Contact Report 4 Due: 5%
24 hours later

Module 11
Group Debate

Module 12
Dealing With Difficult Clients 
Agency Approaches
Individual Time Sheets Due:  10%

Module 13
Advertising Pitches 
Agency Teams: 25%

Module 14
Advertising Pitches
Agency Teams: 
Professional Edge Assessment:  15%