ADVG54805
Advertising, Promotion and Public Relations
 
  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: 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
42.0
Total hours: 42.0

Courses may be offered in other formats.

Section I Notes: N/A

 
 
Section II: Course Details

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

 
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.


Course Critical Performance and Learning Outcomes

 
 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.
 

Evaluation Plan
Students demonstrate their learning in the following ways:

 
1.	Tests 2 @ 25%              50%
2.	Marketing Communication Plan:
	- Group Meeting             5%
	- Final Plan               25%
3.	Campaign Pitch		   20%
Total                             100%
Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:

 

Essential Employability Skills
Essential Employability Skills emphasized in the course:

  Communication   Critical Thinking & Problem Solving   Interpersonal
  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: N/A

 
 
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: 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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