ADVG56206
Strategic Digital Planning
 
  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: Winter 2016
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: Lesley Rumsby
Designate: Lesley Rumsby
Version: 3.0
Status: Approved (APPR)

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
 14.0
Lecture
 28.0
Total hours: 42.0

Courses may be offered in other formats.

Section I Notes: N/A
 
 
Section II: Course Details

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

 
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.


Course Critical Performance and Learning Outcomes

  
 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.
Evaluation Plan
Students demonstrate their learning in the following ways:

  
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.
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: Students may choose either PLA method.
 
 
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: Winter 2016
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
 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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