ADVG18508
Message Delivery Channels
Sheridan
 
  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version
 

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 2022
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: PRE: Program acceptance, entrance requirements

Program(s): Advertising and Marketing Comm, Advertising/Marketing CommMgmt
Program Coordinator(s): Natasha Millar
Course Leader or Contact: Colin Robey
Version: 20220110_00
Status: Approved (APPR)

Section I Notes: N/A

 
 
Section II: Course Details

Detailed Description
Students explore the roles of media planning and buying in the advertising industry. By examining current trends and strengths of both traditional and non-traditional media, the impact of digital communications, and techniques used to measure the effectiveness of various media types, students develop a foundation in communication delivery channels. Students also develop math skills related to measuring and calculating certain media costs and use industry-specific software to complement their comprehension of measuring different channels. Through class discussion, lectures and independent research, students also explore current advertising opportunities and trends of the media landscape including digital, mobile, television/video, audio, newspapers, magazines, and out-of-home.

Program Context

 
Advertising and Marketing Comm Program Coordinator(s): Natasha Millar
This is an introductory required course in the Advertising and Marketing Communication Management program that forms a foundational knowledge base for subsequent courses.

Advertising/Marketing CommMgmt Program Coordinator(s): Natasha Millar
This is an introductory required course in the Advertising and Marketing Communication Management program that forms a foundational knowledge base for subsequent courses.


Course Critical Performance and Learning Outcomes

  Critical Performance:
By the end of this course, students will have demonstrated the ability to describe the current media landscape including opportunities, trends, terminology and the strengths of different media.
 
Learning Outcomes:

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

  1. Describe the roles of media planner, media buyer, and other career paths in the advertising industry.
  2. Define media terminology used in the advertising industry.
  3. Discuss the current trends in the media landscape including the role of digital communications.
  4. Compare the strengths and limitations of different media in various scenarios.
  5. Calculate the cost and efficiency of different media opportunities.
  6. Interpret reports on media and campaign measurement.
  7. Generate data through the use of industry-specific software to measure and cost campaigns.

Evaluation Plan
Students demonstrate their learning in the following ways:

 Evaluation Plan: IN-CLASS
 Assignment 0130.0%
 Test 0115.0%
 Test 0215.0%
 Test 0315.0%
 Test 0415.0%
 Mini-Assignments (10 @ 1%)10.0%
Total100.0%

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 (including weekends) after it is due. For every additional 24-hour period, 20% will be deducted. After the third 24 hour period (72 hours in total), the grade will be recorded as a zero (0) for that evaluation. For MISSED EVALUATIONS, please refer to the Advertising & Marketing Communications Student Success Guide for program policy and process.

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 - Apply a systematic approach to solve problems.
  • Critical Thinking & Problem Solving Skills - Use a variety of thinking skills to anticipate and solve problems.
  • Information Management - Locate, select, organize and document information using appropriate technology and information systems.
  • Information Management Skills - Analyze, evaluate, and apply relevant information from a variety of sources.
  • 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):

  • Portfolio
    Notes:  
  • Interview
    Notes:  Both a portfolio and interview are required.

 
 
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):
 TypeDescription
RequiredSuppliesCalculator is required.

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

Module 1: Advertising Media Overview

Role of media in the advertising industry
Potential career paths
Common media terminology 

Learning Outcomes: 1, 2

Module 2: Current Media Landscape

Introduction to digital, mobile, television/video, audio, newspapers, magazines, and out-of-home
Current trends and advertising opportunities in the industry

Learning Outcomes:2, 3

Assignment 01 - 30% 

Module 3: Analysing Media Campaigns

Strengths and limitations of different media
Calculating the cost of select media
Examining the efficiency of select media including the use of cost-per-point and cost-per-thousand
Generating and analysing measurement data for a campaign

Learning Outcomes:2, 4, 5, 6, 7

Test 01 - 15%
Test 02 - 15%
Test 03 - 15%
Test 04 - 15%

NOTE: Mini-Assignments/Quizzes worth a total of 10% will be scheduled throughout the semestery by your instructor.



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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