ADVG56693
Advertising Planning Management |
|
|
|
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:
(ADVG55892)
Corequisites:
ADVG50036, ADVG58634, MKTG56859
Equivalents:
N/A
Pre/Co/Equiv Notes: N/A |
Course
Name (short): Advertising Planning Mgt.
School: Business
Program(s):
Advertising-Account Management
Program Coordinator(s):
Peggy Barnwell
Course Leader or Contact: Peggy Barnwell
Originator: Julie Thomson
Designate: Julie Thomson
Version: 5.0
Status: Approved - Under Rev (AREV)
Calendar Description
Students continue with the principles learned in first semester
courses by refining their ability to analyze the strategic
approaches to marketing communication problems. By integrating the
learning from the entire program, students will complete the entire
advertising planning process and continue with the experience of
presenting campaigns to clients.
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
Students continue to apply the principles learned in first semester
courses in the program by refining their ability to analyze the
strategic approaches to advertising challenges. Combined with the
integrated learning from the Advertising Media Management, Creative
Strategy and Development and Integrated Marketing Communications
Planning courses, students complete the entire advertising planning
process from start to finish and continue with the experience of
presenting campaigns to a potential client. They continue to develop
their strategic planning, evaluation, managerial, critical and
creative thinking, research and analytical skills through the
development of a comprehensive integrated marketing communications
plan and presentation of their final pitch to the client.
Program Context
|
Advertising-Account Management |
Program Coordinator: Peggy Barnwell |
This capstone course
integrates the learning from
various courses within the
program. A comprehensive
advertising and promotional
communications plan
and "pitch" presentation,
reflective of the process in
the field, is the
culminating experience.
|
Course Critical Performance and Learning Outcomes
|
Critical Performance
By the end of the course, students will have demonstrated the ability
to effectively manage a client's marketing communication needs
through development of a comprehensive promotional communications
plan and pitch
Learning Outcomes: By the end of this course, students will have
demonstrated the ability to:
1. Explore new research ideas to achieve research objectives that
lead to consumer insights.
2. Write an effective creative brief that incorporates consumer
insights.
3. Clearly identify the main advertising issues associated with a
given brand.
4. Select a range of strategies and proposed executions that address
a given issue.
5. Apply appropriate project management techniques to ensure client
expectations, timelines and budgets are being met.
6. Assemble in teams, a presentation clearly outlining the
client's main advertising problem justifying how strategic
recommendations solve these problems.
7. Develop, in teams, a complete advertising campaign according to
managerial direction and deadlines.
8. Apply performance management strategies to build client
relationships and loyalty.
9. Develop strategies to add value to the client/agency relationship.
10. Refine creative, critical and analytical thinking skills.
|
Evaluation Plan
Students demonstrate their learning in the following ways:
|
1. Agency Project Team Assignments 3 @ 5% 15%
2. Market Analysis: Consumer Research Report 20%
2. Creative Brief 10%
3. Positioning / Core Brand Value 10%
4. Test 15%
5. Professional Edge 10%
6. Pitch Presentations 20%
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 |
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: Multiple Professors
Textbook(s): Tuckwell,Keith J. Canadian Advertising in Action, 10th Edition.
Toronto: Pearson Canada Inc., 2015
Relevant Industry articles and readings
Applicable student group(s): Advertising Account Management Graduate Certificate students
Course Details:WEEK 1
Advertising Planning Review
Introduction to IMC
- Above the Line, Below the Line and Through the Line
- Effective IMC Campaigns
______________________________________________________________________
WEEK 2
Leveraging Consumer Insights into Successful Advertising Campaigns
Research Methodology:
- Focus Group / Interview
Consumer Behaviour Considerations
Agency Team Research Workback Schedule via email: 5%
______________________________________________________________________
WEEK 3
Creativity / Creative Thinking
Demystifying Creative in Advertising Concept Development
______________________________________________________________________
WEEK 4
Inspiring Creative Thinking
Idea Generation and Strategic Direction
______________________________________________________________________
WEEK 5
Agency Partner/Project Team Meeting
Target Research Team Presentation: Relevant Consumer Insights and
Observations for Concept Development
Individual Contact Report Due 24 Hrs: 5%
___________________________________________________________________
WEEK 6
Writing the Creative Brief
Market Analysis: Consumer Research Report Due: 20%
______________________________________________________________________
WEEK 7
Agency Partner/Project Team Meeting
Defending The Brief
- Communication Problem / Objective / Target Audience
Determining Campaign Direction
Creative Brief Due: 10%
______________________________________________________________________
WEEK 8
Branding and Positioning:
- Determining the Core Brand Value (CBV)
- Positioning Strategy Statements
____________________________________________________________________
WEEK 9
Agency Partner/Project Team Meeting
- Product Positioning Strategy
- Core Brand Value
Positioning/Core Brand Value: 10%
______________________________________________________________________
WEEK 10
Agency Partner/Project Team Meeting:
- Budget Allocation
- Seasonality / Campaign Timelines
- Media Executional Considerations
- IMC Strategy Considerations
- Presentation Expectations
- Leave Behind and PP
Group Status Report Due: 5%
_____________________________________________________________________
WEEK 11
Client Management
- Developing Strategic Relationships
- Presenting Negatives to Client
- Handling Client Inquiries
______________________________________________________________________
WEEK 12
Test: 15%
______________________________________________________________________
WEEK 13
Final Presentations
______________________________________________________________________
WEEK 14
Final Presentations: 20%
Professional Edge: 10%
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. |