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. |