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 2021
Prerequisites: ADVG18846
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: Annie Tarzi
Version: 20210118_00
Status: Approved (APPR)

Section I Notes: This course is delivered as a 2-hour lecture followed by a 1-hour lab.

Section II: Course Details

Detailed Description
Learners assume the role of an advertising agent who has been commissioned to provide future direction for advertising messaging for a national brand/product. Students review research options available to the advertiser and select the appropriate source for the most useful information for promotional communications development. They apply research methods to gather, evaluate, and analyze primary and secondary data to determine a suitable target group and select the appropriate advertising message directed to that group. Learners will conduct a variety of primary research techniques, including but not limited to, focus groups, brand audits, developing a brand archetype, and learning about social listening techniques. Based off of the research, students will obtain information regarding consumer demographics, brand awareness, brand attitudes and purchase intentions. The results will be instrumental in the development of an advertising plan.

Program Context

Advertising and Marketing Comm	Program Coordinator(s): Natasha Millar
This is a compulsory course in the third semester of the program that forms a foundational knowledge base for subsequent courses. Understanding how to use primary and secondary research effectively is imperative for developing comprehensive advertising plans.
Advertising/Marketing CommMgmt	Program Coordinator(s): Natasha Millar
This is a compulsory course in the third semester of the program that forms a foundational knowledge base for subsequent courses. Understanding how to use primary and secondary research effectively is imperative for developing comprehensive advertising plans.

Course Critical Performance and Learning Outcomes

	Critical Performance:
	By the end of this course, students will have demonstrated the ability to gather and utilize primary and secondary research data in the development of an advertising plan.

Learning Outcomes:

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

Choose the appropriate secondary research data/sources to solve a communication challenge.
Conduct primary research through the preparation of a focus groups, brand audit, brand archetype and social media listening techniques.
Analyze research material to identify core target market.
Interpret research data through primary and secondary sources to understand consumer behaviour.
Develop advertising objectives and strategies in response to findings of primary and secondary research.
Integrate media audience data to determine the most effective medium for a given consumer market.
Compile data into a professional Presentation

Evaluation Plan
Students demonstrate their learning in the following ways:

Evaluation Plan: IN-CLASS

	Cross Tab #1 (Vividata Report) - Individual	10.0%
	Storytelling Collage Assignment - Group	15.0%
	Cross Tab #2 (Vividata Report #2) - Individual	10.0%
	Secondary Research Assignment - Group	20.0%
	Final Presentation - Group	25.0%
	Vividata Test - Individual	20.0%
	Total	100.0%

Evaluation Notes and Academic Missed Work Procedure:

In addition to achieving a minimum 50% overall grade, a student must average at least 50% on the non-group components of the evaluation plan in order to receive credit for this course.

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.

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:
Portfolio
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
Optional	Textbook	Integrated Marketing Communications, Strategic Planning Perspectives, Keith J. Tuckwell, Pearson Prentice Hall, Second Edition, 2008

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

Module 1 (Learning Outcome(s): 1):

Introduction to Advertising Research
Introduction to Gathering Data and Information
Discuss Product Choice
Beginning of Secondary Research Methods
Secondary Research Assignment 20%

Module 2 (Learning Outcome(s): 1, 3, 4, 6):

Gathering Data and Information continued
Basics of Vividata
Reading Category Specific Vivdata
Reading Brand Specific Vividata
LAB: Vividata in Practice
Crosstab 1 Assignment 10%
Vividata Test 20%

Module 3 (Learning Outcome(s): 2, 4):

Brand Personality/Create Perceptual Map
Brand Archetype development
Social Media Listening
LAB: Vividata in Practice continued
Crosstab 2 Assignment 10%

Module 4 (Learning Outcome(s): 2, 4):

The need for consumer insights
Observation Techniques and Focus Groups
How to ask People Questions
Focus group sessions
Storytelling Collage assignment (15%)

Module 5 (Learning Outcome(s): 5, 7):

Collecting and Analyzing Data and Questionnaire Writing
Last Steps in the Research Process:
Compile, Analyze and Present Data
Workshop
Final Presentations 25%

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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