Sheridan Course Outlines

Land Acknowledgement

First Nations peoples have lived on this part of Turtle Island for millennia, stewarding the land, the water and all that contributes to life in this region. Today, the culture and presence of First Nations, Inuit and Metis peoples enrich the lands and people of this territory.

Over two centuries ago, the Mississauga people welcomed settlers to this territory, providing sustenance and engaging in trade and commerce. Between 1781 to 1820, eight treaties were signed with the Mississaugas of the Credit First Nation who opened their territory to settlement. Today, Sheridan campuses are located on Treaty 14, also known as the Head of the Lake Purchase of 1806 and Treaty 22 and 23 of 1820.

Treaty history is foundational, and it is our collective responsibility to honour the land, as we honour and respect those who have gone before us, those who are here and those who have yet to come. We are grateful for the opportunity to be learning, working and thriving on this land, and we commit to learn the truth and be active in the process of reconciliation.

Section I: Administrative Information

Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2016
Prerequisites: N/A
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: Program acceptance, entrance requirements

Program(s): Advertising and Marketing Comm, Advertising/Marketing CommMgmt
Program Coordinator(s): Natasha Millar
Course Leader or Contact: Theresa Treutler
Version: 20160906_00
Status: Approved (APPR)

Section I Notes: N/A

Section II: Course Details

Detailed Description
This course begins to develop the student's understanding of the role of advertising and the advertising agency and the steps associated with the communication planning process. Students also begin to identify the core elements of a competitive analysis and use this information to develop specific marketing communication objectives and strategies and gain the confidence to recommend a "big idea" that drives an advertising pitch. Basic analysis of a market situation, defining a target audience, recommending creative media and marketing communications elements as well as delivering a professional advertising pitch are explored.

Program Context

Advertising and Marketing Comm	Program Coordinator(s): Natasha Millar
This course is fundamental to the basic understanding of advertising and marketing communications including its importance and vitality as an industry, its various types and forms, where it fits within the realm of marketing, and its role as a marketing communications tool. This course is the foundation upon which learning and experiences in other Advertising and Marketing Communications Program courses build.
Advertising/Marketing CommMgmt	Program Coordinator(s): Natasha Millar
This course is fundamental to the basic understanding of advertising and marketing communications including its importance and vitality as an industry, its various types and forms, where it fits within the realm of marketing, and its role as a marketing communications tool. This course is the foundation upon which learning and experiences in other Advertising and Marketing Communications Program courses build.

Course Critical Performance and Learning Outcomes

	Critical Performance:
	Critical Performance: By the end of this course, students will have demonstrated the ability to prepare a basic competitive analysis that includes analyzing a brand situation.

Learning Outcomes:

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

Explain the communication process.
Describe a basic communications model and the marketing communications planning process.
Apply pertinent data from the industry and consumer marketplace in the development of advertising recommendations.
Explain the relevance and importance of research to Advertising.
Describe the role and types of advertising agencies.
Formulate the core idea for an advertising campaign through identification of a brand's key benefit.
Develop an effective advertising objective for a specified brand.
Develop an effective "big idea" advertising recommendation for a specified brand.
Consider the advantages and disadvantages of a proposed advertising strategy.
Produce an effective advertising recommendation presentation.
Demonstrate contributions to effective group processes for idea development and problem solving.

Evaluation Plan
Students demonstrate their learning in the following ways:

Evaluation Plan: IN-CLASS

	Individual Evaluations: Mid-term test	25.0%
	Individual Evaluations: Final test	25.0%
	Individual Evaluations: Presentation of favorite advertisement	5.0%
	Individual Evaluations:Quiz	5.0%
	Group Evaluations: Competitive Analysis: Report	15.0%
	Group Evaluations: Advertising Pitch: Targeting Workshop	5.0%
	Group Evaluations: Positioning/consumer insights Workshop	5.0%
	Group Evaluations:Group Pitch Presentation	15.0%
	Total	100.0%

Evaluation Notes and Academic Missed Work Procedure:

*  A student must average at least 50% on the non-group components of the evaluation plan in order to receive credit for 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.
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):

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):
Course material costs can be found through the Sheridan Bookstore

	Type	Description
Required	Textbook	Canadian Advertising in Action, Tuckwell, Keith, Pearson Canada, 10th edition, 2015

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

ADVG17005 Introduction to Marketing Communications and Advertising Strategy

Module 1: The Advertising Environment

Course introduction
Advertising relationship to marketing and marketing communications
Significance of advertising industry
Advertising agency overview - role, types, and compensation models
Forms of advertising
Issues in contemporary advertising
Presentation of favorite ad: 5%
Quiz: 5%

Module 2: Consumer Behaviour and Target Marketing, and their Relevance to Advertising

Consumer behaviour essentials
Identifying and selecting consumer target market
Advertising pitch workshop: 5%
Mid-term test: 25%

Module 3: Positioning, Consumer Insights, and Unique Selling Points (USPs)

Difference and significance
Brand positioning strategies and positioning statement
Review of industry resources
Competitive analysis - Marketplace overview: 15%
Advertising pitch workshop: 5%

Module 4: Advertising Planning

Planning overview
Problem identification/ brainstorming
In-class brainstorming exercises

Module 5: Initial Advertising Planning Elements

Advertising objectives
Role and development of the "big Idea"
PowerPoint & presentation content review
Final test: 25%

Module 6: Advertising Pitches

Advertising pitch presentations: 15%

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. Students are encouraged to engage with generative AI in teaching and learning contexts thoughtfully. Please review the Guidelines for the Responsible Use of Generative Artificial Intelligence at Sheridan College.

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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