Message Delivery Channels
  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: Winter 2021
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): Marc Doucette
Course Leader or Contact: Colin Robey
Version: 20210118_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): Marc Doucette
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): Marc Doucette
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%

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
  • 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
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 


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

(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

(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

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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