ADVG56206
Strategic Digital Planning |
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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: Program acceptance, entrance requirements |
Course
Name (short): Strategic Digital Planning
School: Business
Program(s):
Advertising-Account Management
Program Coordinator(s):
Peggy Barnwell
Course Leader or Contact: Tina Preussner
Originator: Brenda Ciolfi
Designate: Brenda Ciolfi
Version: 2.0
Status: Approved - Under Rev (AREV)
Calendar Description
Students are introduced to the digital and social media marketing
landscape in Canada. Digital and social media trends and industry
terminology are emphasized while focusing on the strengths and
limitations of both from an account management, planning and
executional standpoint.
Typical Instructional Format
Lab
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14.0 |
Lecture
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28.0 |
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
Students are introduced to the digital and social media marketing
landscape in Canada. Digital and social media trends and industry
terminology are emphasized while focusing on the strengths and
limitations of both from an account management, planning and
executional standpoint. Students learn about digital and social
media opportunities available to consumer brands and how to analyze
digital opportunities to maximize the consumer involvement with the
brand. They learn how to write, design, edit and produce engaging
social media content and apply their learning to evaluate metrics
and track message effectiveness of active social media campaigns.
Students use industry examples and benchmarks for determining
campaign effectiveness, application and the analysis of audience
data. Students learn the above via lecture, hands on
activity, group discussion, examination of industry samples and
consultations.
Program Context
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Advertising-Account Management |
Program Coordinator: Peggy Barnwell |
This is a required course
for students in the
Advertising management
program. It is designed to
develop creative thinking
and design skills so that
students are able to
understand the creative
development processes in the
advertising industry and
apply those principles in
practice.
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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 apply various social media consumer
engagement touch points in the development of a social media campaign.
Learning Outcomes: to achieve the critical performance, students
will have demonstrated the ability to:
1. Discuss the current trends in the social media environment.
2. Explain consumer behaviour and motivational patterns and their
influence on the strategic direction of a digital/social media
initiative.
3. Analyze the influence consumer behavior has on the design and
delivery of digital messages.
4. Evaluate research in order to determine effective messaging and
engagement levels of the target in the social space.
5. Develop and present a digital content strategy and a social media
plan.
6. Write, design, edit and produce engaging social media content.
7. Evaluate strengths and limitations of each digital touch-point
and social network.
8. Assess the risk tolerance and management decision of various
social media/digital strategies.
9. Evaluate consumer responses and adopt the campaign direction
based on a variety of market conditions.
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Evaluation Plan
Students demonstrate their learning in the following ways:
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1. Social Media Plan 20%
2. Content Strategy 20%
3. Test #1 20%
4. Test #2 25%
5. Blog and Analytics Presentation 15%
Students must average at least 50% on the non-group components of
the evaluation plan in order to receive credit for this course.
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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 |
X |
X |
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Notes: Students may choose either PLA method.
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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: Multiple Professors
Textbook(s): Optimize: How to Attract and Engage More Customers by Integrating
SEO, Social Media, and Content Marketing (hardcover) Lee Odden
ISBN-10: 1118167775
ISBN-13: 978-1118167779
Content Rules: How to Create Killer Blogs, Podcasts, Videos, Ebooks,
Webinars (and More) That Engage Customers and Ignite Your Business
Ann Handley (Author), C.C. Chapman (Author)
ISBN-10: 1118232607
ISBN-13: 978-1118232606
Applicable student group(s): Advertising Account Management Graduate Certificate Program
Course Details:Module 1: Course Introduction and Trends
Introduction / Course Outline
Overview of current trends in the digital and social media space
Blog Assignment and Set-up
Module 2: Social Media Overview
Digital Touch-points Introduction
Social Media Networks
Consumer Engagement
Narrative - Digital Storytelling
Content Marketing / Native Advertising
Blogging
Module 3: Social Media ¿ Risk/Management
Risk Tolerance and Management
Development and Administration
SEO / SEM / Location Based Marketing
Mobile / Blog Checkpoint
Module 4: Digital Strategy
Content Strategy
Listening Tools / KPIs / Analytics
Content Focus / Content Type
Posting Frequency
Content Calendar
Social Media Management Applications
Assignment 01 - Social Media Plan (20%) due
Test #1 (20%)
Module 5: Writing for the Internet
Blogging for business, non-profits and personal use
Blog Checkpoint
Writing for Video
Comparing Content Management Systems
Module 6: Data and Analytics
Interpreting Data
Analytics Workshop
Assignment 02: Content Strategy (20%) Due
Module 7: Final Assessments
Final Blog Evaluation and Analytics Presentation (15%)
Test #2 (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.
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