Advertising and Promotion
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  I: Administrative Information   II: Course Details   III: Topical Outline(s)  Printable Version
Section I: Administrative Information
  Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2011
Prerequisites: N/A
Corequisites: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Esthetician
Program Coordinator(s): Ann Callaghan
Course Leader or Contact: Barbara MacLellan
Status: Approved (APPR)

Section I Notes: Others hours defined are Online

Section II: Course Details

Detailed Description
This course introduces business concepts that assist esthetic students with planning advertising and promotional programs which can be adapted to small businesses. Students examine an introduction to marketing concepts, target marketing, evaluating appropriate promotional activities, the types and roles of various advertising media, preparation of an advertising budget and the importance of client retention. They explore legal, social, and ethical issues as they relate to advertising in the esthetic sector.

Program Context

Esthetician Program Coordinator: Ann Callaghan
Advertising is a major part of any successful business. The skills acquired in this course will prepare students to engage in advertising and promotional activities in a retail, service oriented, or small business setting.

Course Critical Performance and Learning Outcomes

 By the end of this course students will demonstrate the ability to 
describe and apply the definition, significance and nature of 
advertising and promotion as they relate to esthetics and related 

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

1.  Identify the role of the marketing system in the esthetic 
    industry and in Canadian business.

2.  Apply market segmentation demographics and target market theory 
    to fundamental marketing scenarios.

3.  Differentiate between the marketing of goods and services.

4.  Explain the social and psychological influences on consumer 

5.  Define the role of advertising as a component of marketing as it 
    relates to the esthetic sector.

6.  Determine the appropriate advertising position for a business.

7.  Examine appropriate budget and financial scenarios as they apply 
    to advertising.

8.  Explain types and roles of various media.

9.  Evaluate advertising for the correct application of legal and 
    ethical guidelines.

10. Explain the importance of public relations for a small 
11. Analyze the role of the media in the development of self image   
    in the context of the esthetic industry.

12. Plan and deliver an effective learner directed activity.
Evaluation Plan
Students demonstrate their learning in the following ways:

Written test        	          30%	
Clinic Promotion                  20%
Media Advertising Seminar	  35%
In Class Activities               15%
Total	                         100%

To encourage behaviours that will help students to be successful in 
the workplace and to ensure that students receive credit for their 
individual work, the following rules apply to every course offered 
within the School of Community and Liberal Studies.  
1. Students are responsible for staying abreast of test dates and 
   times, as well as due dates and any special instructions for 
   submitting assignments and projects as supplied to the class by 
   the professor.
2. Students must write all tests at the specified times. Missed 
   tests, in-class activities, assignments and presentations are 
   awarded a mark of zero.  If an extension or make-up opportunity 
   is approved by the professor as outlined below, the mark of zero 
   may be revised by subsequent performance.  The penalty for late 
   submission of written assignments is a loss of 10% per day for up 
   to five business days (excluding weekends and statutory  
   holidays), after which, a grade of zero is assigned. Business 
   days include any day that the college is open for business, 
   whether the student has scheduled classes that day or not.  
3. Students, who miss a test or in-class activity or assignment or  
   fail to submit an assignment on time due to exceptional 
   circumstances, are required to notify their professor in advance 
   of the class whenever possible.  A make-up test may be supplied 
   for students who provide an acceptable explanation of their 
   absence and/or acceptable documentation explaining their absence  
   (e.g., a medical certificate). All make-up tests are to be 
   written at a time and place specified by the professor upon the 
   student's return. Alternately, students may be given an 
   opportunity to earn the associated marks by having a subsequent 
   test count for the additional marks. Exceptional circumstances 
   may result in a modification of due dates for assignments.
4. Unless otherwise specified, assignments and projects must be 
   submitted at the beginning of class. 
5. Students must complete every assignment as an individual 
   effort unless, the professor specifies otherwise.
6. Since there may be instances of grade appeal or questions 
   regarding the timely completion of assignments and/or extent of 
   individual effort, etc., students are strongly advised to keep, 
   and make available to their professor, if requested, a copy of 
   all assignments and working notes until the course grade has been 
7. There will be no resubmission of work unless this has been 
   previously agreed to or suggested by the professor. 
8. Students must submit all assignments in courses with practical 
   lab and field components in order to pass the course.
Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:


Essential Employability Skills
Essential Employability Skills emphasized in the course:

X Communication X Critical Thinking & Problem Solving X Interpersonal
  Numeracy   Information Management   Personal

Notes: N/A

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 Portfolio Interview Other Not Eligible for PLAR

Notes:  N/A

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.
Effective term: Fall 2011
Professor: Barbara MacLellan

Applicable student group(s): Students in the Esthetician program.
Course Details:
Week 1	
Course overview
What is marketing?
Choosing a target market for your business
Demographics (Boom, Bust & Echo by David K. Foot)

Week 2
Sources of market research and the role of Stats Canada
Positioning your business		
Week 3
The 4 "P's" of marketing
Choose your group and a topic for your presentation 
Develop your group contract

Week 4
Promotional activities for your business
Week 5
Marketing to men
Group contract due
Week 6
Advertising: printed media

Week 7

Week 8
Advertising: broadcast media and direct mail

Week 9
Advertising: budget and plan
Client retention
Week 10
Guest speaker
Week 11
Assignment: Clinic promotion due
The role of public relations for your business

Week 12

Week 13

Week 14
Clinic Week

Sheridan Policies

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

Academic Integrity: The principle of academic integrity requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the professor, or otherwise submitting work that is not the student's own, violates this principle and will not be tolerated. Students who have any questions regarding whether or not specific circumstances involve a breach of academic integrity are advised to review the Academic Integrity Policy and procedure and/or discuss them with the professor.

Copyright: A majority of the course lectures and materials provided in class and posted in SLATE are protected by copyright. Use of these materials must comply with the Acceptable Use Policy, Use of Copyright Protected Work Policy and Student Code of Conduct. Students may use, copy and share these materials for learning and/or research purposes provided that the use complies with fair dealing or an exception in the Copyright Act. Permission from the rights holder would be necessary otherwise. Please note that it is prohibited to reproduce and/or post a work that is not your own on third-party commercial websites including but not limited to Course Hero or OneNote. It is also prohibited to reproduce and/or post a work that is not your own or your own work with the intent to assist others in cheating on third-party commercial websites including but not limited to Course Hero or OneNote.

Intellectual Property: Sheridan's Intellectual Property Policy generally applies such that students own their own work. Please be advised that students working with external research and/or industry collaborators may be asked to sign agreements that waive or modify their IP rights. Please refer to Sheridan's IP Policy and Procedure.

Respectful Behaviour: Sheridan is committed to provide a learning environment that supports academic achievement by respecting the dignity, self-esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination, Academic Integrity and other academic policies are available on the Sheridan policy website.

Accessible Learning: Accessible Learning coordinates academic accommodations for students with disabilities. For more information or to register, please see the Accessible Learning website (Statement added September 2016)

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. Any changes to course curriculum and/or assessment shall adhere to approved Sheridan protocol. 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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