Sheridan Course Outlines

Land Acknowledgement

Sheridan College resides on land that has been, and still is, the traditional territory of several Indigenous nations, including the Anishinaabe, the Haudenosaunee Confederacy, the Wendat, and the Mississaugas of the Credit First Nation. We recognize this territory is covered by the Dish with One Spoon treaty and the Two Row Wampum treaty, which emphasize the importance of joint stewardship, peace, and respectful relationships.

As an institution of higher learning Sheridan embraces the critical role that education must play in facilitating real transformational change. We continue our collective efforts to recognize Canada's colonial history and to take steps to meaningful Truth and Reconciliation.

Section I: Administrative Information

Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Winter 2019
Prerequisites: ADVG18508
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Advertising and Marketing Comm, Advertising/Marketing CommMgmt
Program Coordinator(s): Natasha Millar
Course Leader or Contact: Colin Robey, Andy Byj
Version: 20190107_01
Status: Approved (APPR)

Section I Notes: This course is delivered in mobile format. Students make extensive use of computers during in-class activities as well as to compute and analyze data. Students are required to have access to a laptop in class with Microsoft Excel 2013 or later.

Section II: Course Details

Detailed Description
Students explore the metrics of advertising by analyzing and applying data in various scenarios. They identify metrics necessary to determine the performance and efficiency of different campaigns and use their knowledge to evaluate aspects of the campaign based on different criteria. Students develop math skills as it relates to advertising by applying these metrics and calculating the cost of different campaign components. Through class discussion, lectures, case studies and analytical exercises, students analyze and calculate the cost of different scenarios including digital, social media, search engine marketing, television/video, audio, out-of-home and print.

Program Context

Advertising and Marketing Comm	Program Coordinator(s): Natasha Millar
This is a required course in the Advertising and Marketing Communication program that provides knowledge to support other courses in the program.
Advertising/Marketing CommMgmt	Program Coordinator(s): Natasha Millar
This is a required course in the Advertising and Marketing Communication Management program that provides knowledge to support other courses in the program.

Course Critical Performance and Learning Outcomes

	Critical Performance:
	By the end of this course, students will have demonstrated the ability to analyze advertising data from various sources.

Learning Outcomes:

To achieve the critical performance, students will have demonstrated the ability to:

Identify the metrics used for performance measurement and evaluation in advertising and marketing communications.
Compare different advertising campaign scenarios based on various metrics.
Calculate the performance and efficiency of different scenarios.
Construct spreadsheets that will measure the efficiency of different scenarios.
Apply metrics to make advertising decisions.
Calculate the cost of different campaign components.
Construct spreadsheets that will calculate the cost of multi-media campaigns.
Defend advertising decisions using metrics.

Evaluation Plan
Students demonstrate their learning in the following ways:

Evaluation Plan: IN-CLASS

	Test #1 - Individual	15.0%
	Test #2 - Individual	15.0%
	Test #3 - Individual	20.0%
	Assignment #1 - Group	20.0%
	Assignment #2 - Individual	20.0%
	Mini-Assignments (10 @ 1%) - Individual	10.0%
	Total	100.0%

Evaluation Notes and Academic Missed Work Procedure:

All courses within the Advertising and Marketing Communications - Management program use the same late penalty policy. The penalty for a late assignment is 10% of the total value of the assessment for the first 24-hour period after it is due. For every additional 24-hour period, 20% will be deducted. After the third day (72 hours), the grade will be recorded as a zero (0) for that evaluation.

There will be no resubmission of work unless, under exceptional circumstances, this has been agreed to or suggested by the instructor.

Students in this course must attain a minimum 50% average on their individual and/or non-group work assignments, while achieving a minimum grade of 50% overall to pass this course.

Provincial Context
The course meets the following Ministry of Colleges and Universities requirements:

Essential Employability Skills
Essential Employability Skills emphasized in the course:

Communication Skills - Communicate clearly, concisely and correctly in the written, spoken, visual form that fulfills the purpose and meets the needs of the audience.
Communication Skills - Respond to written, spoken, or visual messages in a manner that ensures effective communication.
Numeracy - Execute mathematical operations accurately.
Critical Thinking & Problem Solving Skills - Use a variety of thinking skills to anticipate and solve problems.
Critical Thinking & Problem Solving - Apply a systematic approach to solve problems.
Information Management Skills - Analyze, evaluate, and apply relevant information from a variety of sources.
Information Management - Locate, select, organize and document information using appropriate technology and information systems.
Interpersonal Skills - Show respect for the diverse opinions, values, belief systems, and contributions of others.
Interpersonal Skills - Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.
Personal Skills - Manage the use of time and other resources to complete projects.
Personal Skills - Take responsibility for one's own actions, decisions, and consequences.

Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) - Office of the Registrar
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous relevant work/life experience, service, self-study and training on the job. This course is eligible for challenge through the following method(s):

Challenge Exam
Notes:

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.
Instruction Mode: In-Class
Professor: Multiple Professors
Resource(s):

	Type	Description
Required	Other	Calculator is required

Applicable student group(s): Advertising and Marketing Communications, Advertising and Marketing Communications Management
Course Details:

Module 1: Campaign Analysis

Identifying media vehicles for inclusion into a campaign

Reading interpreting campaign estimates/results

Comparing different media schedules

Assignment 01 (20%)

Test 01 (15%)

Module 2: Campaign Costs and Efficiencies

Calculating the cost of media in television/video, audio, out-of-home and print

Premiums and Discounts

Determining Client Fees

Calculating monthly and regional spending

Using spreadsheet software to calculate multi-media campaigns

Assignment 02 (20%)

Test 02 (15%)

Module 3: Digital Metrics

Understanding key metrics

Calculating key performance metrics

Analyzing digital campaign effectiveness

Test 03 (20%)

(Mini-Assignments 10 @ 1%)

Sheridan Policies

It is recommended that students read the following policies in relation to course outlines:

Academic Integrity
Copyright
Intellectual Property
Respectful Behaviour
Accessible Learning

All Sheridan policies can be viewed on the Sheridan policy website.

Appropriate use of generative Artificial Intelligence tools: In alignment with Sheridan's Academic Integrity Policy, students should consult with their professors and/or refer to evaluation instructions regarding the appropriate use, or prohibition, of generative Artificial Intelligence (AI) tools for coursework. Turnitin AI detection software may be used by faculty members to screen assignment submissions or exams for unauthorized use of artificial intelligence.

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.

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