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.