ADVG54805
Advertising, Promotion and Public Relations |
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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: Fall 2014
Prerequisites:
N/A
Corequisites:
N/A
Equivalents:
N/A
Pre/Co/Equiv Notes: N/A |
Course
Name (short): Adv. Prom. & Public Relations
School: All Sheridan Schools
Program(s):
Marketing Management
Program Coordinator(s):
Doug Greenwood
Course Leader or Contact: Peggy Barnwell
Originator: Brenda Ciolfi
Designate: Brenda Ciolfi
Version: 6.0
Status: Approved - Under Rev (AREV)
Calendar Description
Develop a professional communications plan for a brand. Learn about
marketing communications strategies within the context of the
overall marketing mix. Acquire a managerial understanding of
advertising, promotion and public relations principles and practice.
Gain an understanding of media planning and creative development in
a
wide range of media.
Typical Instructional Format
Mobile
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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
Develop a professional communications plan for a brand. Learn about
marketing communications strategies within the context of the
overall marketing mix. Acquire a managerial understanding of
advertising, promotion and public relations principles and practice.
Gain an understanding of media planning and creative development in
a
wide range of media.
Program Context
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Marketing Management |
Program Coordinator: Doug Greenwood |
The management of marketing
communications is emphasized
within this
course. An understanding of
effective
communication strategies is an
essential component of
marketing management studies.
The course endeavours to
prepare the student for future
planning discussions with
marketing communications
specialists. It is
also designed to provide an
in-depth understanding of
media planning, selection and
budgeting.
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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 research, write and present a basic communications plan.
Learning Outcomes
To achieve the critical performance, students will have demonstrated
the ability to:
1. Demonstrate knowledge of all components of a marketing
communications plan.
2. Produce a professional marketing communications plan and
presentation.
3. Designing the rough art work stage of a print ad to achieve
results in a given advertising/communications scenario.
4. Apply appropriate costing considerations for the strategic
implementation of a balanced advertising/sales promotion mix.
5. Demonstrate knowledge of a range of advertising/communications
skills including advertising research, media planning, and
print/broadcast/out of home media.
6. Demonstrate knowledge of the complexities that exist in the
client/agency relationship.
7. Demonstrate the ability to think creatively and critically as it
relates to the communication needs of the industry.
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Evaluation Plan
Students demonstrate their learning in the following ways:
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1. Tests 2 @ 25% 50%
2. Marketing Communication Plan:
- Group Meeting 5%
- Final Plan 25%
3. Campaign Pitch 20%
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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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: Fall 2014
Professor: Peggy Barnwell
Textbook(s): Integrated Marketing Communications, Strategic Planning Perspectives,
Tuckwell K., Pearson Canada Inc., 4th Edition, 2014
Applicable student group(s): Marketing Management Ontario Graduate Certificate Program
Course Details:MODULE 1: Understanding Integrated Marketing Communications (IMC)
- Marketing and IMC
- Evolution of IMC Initiatives
- Players in the Game
- Issues Affecting the IMC Effort
- Consumer Behaviour and the Target Audience
MODULE 2: Articulating the Message
- Communication / Response Process Models
- Communication Planning Overview
- IMC Objectives
- Branding/Positioning Strategies
- Planning Creative Strategies
- Creative Tactics Decisions
- Test 1: 25%
MODULE 3: Delivering The Message
- Media Planning
- Broadcast
- Print / Out Of Home (OOH)
- Support Media
- Marketing Communications Plan Team Meeting 5%
MODULE 4: Strengthening the Message
- Budgeting for IMC
- Sales Promotions
- Public Relations
- Direct Marketing
- Interactive (Social) Media
- Measuring the Campaign's Effectiveness
- Communications Plan: 25%
- Test 2: 25%
- Campaign Pitch: 20%
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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