BMK713 - Advertising and Promotion

Outline information
Semester
Schools offering this subject
Last revision date 2023-10-02 01:39:39.076
Last review date 2023-12-04 00:15:13.792

Subject Title
Advertising and Promotion

Subject Description
In this course, students will examine and apply the essential, interrelated strategic decisions required to deliver effective communications including defining the message, framing advertising objectives, shaping media planning, implementation and controls.
 
Students will evaluate traditional and emerging media forms and functions of multichannel, multiplatform communications including but not limited to traditional, trade and consumer promotions, online communities, public relations, and interactive & experiential initiatives.  They will study and apply industry best practices and methods to achieve brand metrics and media efficiency objectives.

The course also explores the advancements in the practice of advertising, agency organization structures, types of agencies, professional associations, and holding companies.  In addition, students will learn a foundational understanding of Canadian advertising standards, procedures, regulations, and ethics to foster the Professional Marketing Code of Conduct.

Credit Status
One credit toward the Brand Management Post-Diploma Program.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1.Evaluate the strategic nature of advertising and promotion planning and the role that they play in the context of structured total brand solutions.
2.Understand client-agency business structures & relationships and how to build successful, effective & efficient relationships.
3.Develop a well-written, comprehensive client brief that provides the required direction to inspire the development of effective communication solutions to achieve the brand’s objectives.
4.Apply the concepts, principles, and theory of basic communication strategies and models to build and strengthen brand association, customer experiences and relationships to drive brand image, equity and value.
5.Evaluate and measure the effectiveness & efficiency of advertising & promotion, objectives, creative messaging, strategy, execution and production decisions using the creative code of effectiveness model.
6.Design a strategic advertising and promotion communication plan that aligns with the brand’s strategy that optimize the marketing budget spend based on an analysis of media planning efficiencies, to achieve R.O.I. objectives.
7.Understand the importance of customer centric inclusivity, diversity, and sensitivity, representative of Canadian advertising communication practices.
8.Evaluate and apply discipline-specific advertising practices that adhere to the Canadian advertising associations code of ethics, standards, privacy laws and corporate social responsibility.
9.Develop skills to establish industry connections and grow professionally to advance career and business success.

Essential Employability Skills

    •  Communicate clearly, concisely and correctly in the written, spoken and visual form that fulfils the purpose and meets the needs of the audience.

    •  Respond to written, spoken, or visual messages in a manner that ensures effective communication.

    •  Use a variety of thinking skills to anticipate and solve problems.

    •  Analyze, evaluate, and apply relevant information from a variety of sources.

    •  Interact with others in groups or teams in ways that contribute to effective working relationships and the achievement of goals.

    •  Manage the use of time and other resources to complete projects.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: http://www.senecapolytechnic.ca/about/policies/academic-integrity-policy.html Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website http://open2.senecac.on.ca/sites/academic-integrity/for-students to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecapolytechnic.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.

Camera Use and Recordings - Synchronous (Live) Classes
Synchronous (live) classes may be delivered in person, in a Flexible Learning space, or online through a Seneca web conferencing platform such as MS Teams or Zoom. Flexible Learning spaces are equipped with cameras, microphones, monitors and speakers that capture and stream instructor and student interactions, providing an in-person experience for students choosing to study online.

Students joining a live class online may be required to have a working camera in order to participate, or for certain activities (e.g. group work, assessments), and high-speed broadband access (e.g. Cable, DSL) is highly recommended. In the event students encounter circumstances that impact their ability to join the platform with their camera on, they should reach out to the professor to discuss. Live classes may be recorded and made available to students to support access to course content and promote student learning and success.

By attending live classes, students are consenting to the collection and use of their personal information for the purposes of administering the class and associated coursework. To learn more about Seneca's privacy practices, visit Privacy Notice.