ADVG55892
Advertising Planning & Development
 
  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 2013
Prerequisites: N/A
Corequisites: MKTG50229
Equivalents:
N/A
Pre/Co/Equiv Notes: N/A

Course Name (short): Advertising Plan & Development
School:
Business
Program(s): Advertising-Account Management
Program Coordinator(s): Peggy Barnwell
Course Leader or Contact: Peggy Barnwell
Originator: Brenda Ciolfi
Designate: Brenda Ciolfi
Version:
9.0
Status: Approved - Under Rev (AREV)

Calendar Description
This course develops the skills necessary in understanding how to identify a product's target market and develop a marketing communication plan that will effectively speak to that consumer group. Students develop their strategic thinking skills by recommending to a specified client the "big idea" that drives an advertising pitch.

Typical Instructional Format

Lecture
42.0
Total hours: 42.0

Courses may be offered in other formats.

Section I Notes: N/A

 
 
Section II: Course Details

Detailed Description
In this course, students begin to identify important consumer marketplace indicators for a product and develop specific marketing communication objectives and strategies. In addition, they develop their strategic thinking skills by recommending to clients the "big idea" that drives an advertising pitch. By understanding the roles of advertising, the advertising agency, branding and the steps associated with the communication planning process, students gain the confidence to recommend a creative solution that drives an advertising campaign. Students integrate the concepts and principles related to the research findings and print media costing developed in the Research Techniques and Consumer Insights and Advertising Media Administration courses. They research information, analyze situations, develop strategic components, execute creative media and marketing communications elements and deliver a professional advertising pitch.

Program Context

 
Advertising-Account Management Program Coordinator: Peggy Barnwell
This required course is central to the program as it brings the disparate topics of student study together, integrating knowledge and applying decision-making to overall advertising planning. This course strengthens students' communication, critical thinking and problem solving skills.


Course Critical Performance and Learning Outcomes

 
 Critical Performance:  by the end of this course, students will have 
demonstrated the ability to apply the campaign management skills 
necessary to solve marketing communication problems.

Learning Outcomes
To achieve the critical performance, students will have demonstrated 
the ability to:


1.  Integrate pertinent research data from the consumer marketplace 
    into a campaign proposal. 

2.  Distinguish the support roles played by research, creative 
    strategy briefs, and media recommendations in the development of  
    effective advertising campaigns.

3.  Analyze a product's key consumer benefit versus the competition  
    in order to formulate the core idea for an ad campaign.

4.  Construct effective advertising objectives and strategies to be 
    expanded into professional advertising plans.

5.  Present advertising recommendations persuasively.

6.  Differentiate between the responsibilities of various departments 
    in an ad agency.

7.  Assess the variances between the professional roles of an Account 
    Coordinator and an Account Planner within an advertising agency.

8.  Collaborate effectively with others to achieve common goals and 
    deadlines.
 
9.  Generate work that reflects a willingness to take calculated 
    creative risks.

Evaluation Plan
Students demonstrate their learning in the following ways:

 
Students demonstrate their learning in the following ways:

2 Tests @ 25%  							50%

Competitive Analysis    	
	Analysis Outline:  					5%
        Final Analysis and Recommendations:                    20%

Advertising Pitches						25%
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      

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 2013
Professor: Peggy Barnwell
Textbook(s):
Tuckwell,Keith J.  Canadian Advertising in Action, 9th Edition. 
Toronto: Pearson Prentice Hall, 2009

Applicable student group(s): Advertising Management
Course Details:
ADVG55892:  Advertising Planning & Development

Module 1:  Advertising and the Marketing Communications Environment
-	Course Introduction
-	Advertising¿s Relationship to Marketing
-	Forms of Advertising
-	Conditions for Effective Marketing Communications
-	Issues in Contemporary Advertising

Module 2:  Composition of the Advertising Industry
-	Players in the Ad Game
-	Account Coordinators and Planners
-	Test #1:  25%
-	Competitive Analysis Outline  5%

Module 3:  Understanding Consumer Dynamics
-	Consumer Behaviour Essentials
-	Target Segmentation
-	Communication / Response Process Models
-	Market Positioning Strategies

Module 4:  Articulating The Message
-	Planning Overview
-	Identifying the Communication Problem and Establishing 
         Advertising Objectives
-	Positioning Strategy Statement
-	Planning Creative Objectives and Strategies
-	Creative Tactic Decisions
-	Writing The Creative Brief
-	Competitive Analysis and Recommendation Due:  20%
-	Test #2:  25%
-	Advertising Pitches:  25%


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.