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 2020
Prerequisites: N/A
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: Andy Byj
Version: 20200106_00
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 are introduced to the fundamental processes and concepts of market research and how they are applied to analyzing market data from secondary sources. Students gain an overview of the market environment, marketing metrics and the role of market analysis in decision making. Students develop math skills by applying market measurement metrics and calculating trends. With an emphasis on performing secondary research, students will collect market data, perform data analysis, and use spreadsheet tools to prepare a presentation detailing their findings. Teaching strategies include interactive lectures, cases, small group work, and in-class activities. Students use a variety of learning vehicles including spreadsheet data analysis tools, videos and websites. Students complete case studies designed to reinforce and integrate the concepts learned.

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 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 of applying metrics data and utilizing analytical tools and technology to gain actionable insights that can help make better business decisions.

Learning Outcomes:

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

Explore the role of market research within an organization.
Explain primary and secondary research.
Analyze market data from secondary sources.
Use mathematical principles and procedures to understand market trends.
Construct spreadsheets to measure market performance metrics.
Create compelling visuals for communicating data.
Explain the key market elements impacting a business.
Conduct an environmental scan, identifying key forces impacting an industry.
Explain the key macroenvironmental elements that impact a business.
Prepare an effective SWOT analysis.
Explain the role of using market analytical tools for business decisions.
Create a presentation in written and visual forms detailing key research findings using marketing best practices.

Evaluation Plan
Students demonstrate their learning in the following ways:

Evaluation Plan: IN-CLASS

	Test #1 - Individual	25.0%
	Test #2 - Individual	25.0%
	Group Assignment #1	15.0%
	Group Assignment #2	20.0%
	Group Presentation	15.0%
	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 (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 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 required

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

Module 1 - Introduction to market research

Understanding primary and secondary research
Utilizing secondary research to define and evaluate a market

Module 2 – Market Analysis

Market size, segment size, market share, trends in the market, growth/decline rates Interpreting volume and value measurements of markets
Measuring the role of market channels Calculating key market metrics
Creating meaningful commentary of market data Using spreadsheet software to analyze market trends

Test #1 – 25%

Module 3 – Environmental scanning

Identifying elements of the uncontrollable external environment for markets (competitive, economic, political/legal, socio-cultural, demographic, technological, and natural environments)

Assignment #1 – 15%

Module 4 – Describing Data Column charts

Bar charts Pie charts Line graphs
Using spreadsheet software to visualize data

Presentation – 15%

Module 5 – Analyzing and selecting the most attractive market segment

Determining cost, volume, and profit relationships
Differentiating between fixed costs and variable costs
Calculating a break-even point
Applications of break-even analysis
Completing a SWOT analysis

Assignment #2 – 20%

Module 6 – CRM database

Analyzing data from CRM databases
Gaining customer insights from data mining
Using simple algorithms to predict customer activity
Evaluating customer segments in a database
Using analytics to improve programs
Valuing customers using the RFM method

Test #2 – 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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