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Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2013
Prerequisites:
N/A
Corequisites:
N/A
Equivalents:
N/A
Pre/Co/Equiv Notes: N/A |
Course
Name (short): Marketing Prom. Strategies
School: Continuing Ed & Corp Training
Program(s):
Marketing & Sales Certificate
Program Coordinator(s):
Multiple Coordinators
Course Leader or Contact: Multiple Course Leaders
Originator: Jennifer Frost
Designate: Jennifer Frost
Version: 1.02
Status: Approved - Under Rev (AREV)
Calendar Description
N/A
Typical Instructional Format
Distance Education
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42.0 |
| Total hours: |
42.0 |
Courses may be offered in other formats.
Section I Notes:
This course is offered in a classroom version and an online version.
In the classroom version, there are three hours per week of classroom
instruction. The online version is a web-based course offered
entirely online through Sheridan and hosted by Sheridan College.
Students taking this course will need reliable access to the
internet, and should have a basic level of comfort using computers
as well as the self-discipline to study online. Students can expect
to spend an additional three hours per week for online activities
such as postings, discussions, and homework.
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Detailed Description
Students develop a marketing promotion plan for a brand and product.
Emphasis in this course is placed on integrated marketing
communication, social media and public relations strategies, target
market segmentation, positioning for a brand, promotional objectives,
and regulatory, ethical, and social issues with promotion management.
Learning experiences include classroom lecture/discussion and
self-directed learning through research. The ability to work
effectively in teams is emphasized in written assignments and seminar
presentations.
In the online course students engage in online graded and non graded
discussions, submission of online assignments, collaborative group
work, online journal entries, and a seminar presentation. The ability
to work effectively in teams is emphasized in group assignments and
seminar presentations.
Program Context
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| Marketing & Sales Certificate |
Program Coordinator: Multiple |
This is a required course in
the Marketing Sheridan
Certificate Program, offered
through the Faculty of
Continuing and Professional
Studies. Students develop a
broad strategic understanding
of promotion from the
viewpoint of a marketing
promotions manager.
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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 produce a promotion plan for a brand.
LEARNING OUTCOMES:
To achieve the critical performance, students will have demonstrated
the ability to:
1. Apply the concept of integrated marketing communications as it
relates to the development of a marketing promotion plan.
2. Identify the role of consumer behaviour in the consumer buying
process.
3. Describe a suitable target market and positioning for a brand,
based on market segmentation and competitive analyses.
4. Differentiate various organizational structures and relationships
that companies use for marketing communications.
5. Develop promotional objectives for a brand to serve as benchmarks
for promotional initiatives.
6. Recommend promotional and public relations strategies to achieve
specific promotional objectives for a brand/product.
7. Discuss effective digital marketing strategies for use in a
brand/products promotional mix.
8. Discuss the regulatory, ethical, social and economic issues
associated with promotion management.
9. Develop a promotion plan for a brand/product, including a variety
of promotional strategies with budget and rationale.
10.Demonstrate professional behaviours, including:
a. Working effectively in a team enivronment for all group
assignments
b. Meeting due dates.
c. Producing professional quality reports and presentations.
d. Exhibiting punctuality in all class and group activities.
e. Using reference materials responsibly.
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Evaluation Plan
Students demonstrate their learning in the following ways:
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IN-CLASS Evaluation
Tests (3 x 15%) 45%
Group Promotion Plan: 40%
Phase 1 (10%)
Phase 2 (20%)
Presentation (10%)
Group Seminar Presentation 10%
Summary (3%)
Presentation (7%)
In-class activities 5%
TOTAL 100%
ONLINE Evaluation Plan
Group Promotion Plan: 48%
Phase 1(10%)
Phase 2(23%) (including social media)
Presentation(15%)
Tests(2 x 10%) 20%
Journal Entries(7%) 7%
On-line Assignments(3x5%) 15%
(essay responses)
On-line Discussions(5x2%) 10%
Total 100%
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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 |
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Notes: N/A
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