CAB328 - Advertising Campaign Planning

Outline information
Schools offering this subject
Last revision date Oct 9, 2020 10:23:04 AM
Last review date Oct 9, 2020 10:23:04 AM

Subject Title
Advertising Campaign Planning

Subject Description
In this subject, students will apply the knowledge and skills gained in the first year of the Program to plan a semester-long, integrated marketing communications campaign for a social cause of their choice ? with the professor?s prior approval. The assignments are individual and include research, problem analysis and all elements of IMC planning previously covered in CAB190 and CAB270.

Credit Status
Creative Advertising Diploma Program

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

1.     Develop a complete integrated marketing communications campaign.

2.     Present the campaign proposal to an audience of existing or potential stakeholders or sponsors and answer questions regarding all its elements.

3.     Complete a ready-to-go-live website for the cause in question.

4.     Gain knowledge of and demonstrate cause marketing communications requirements.

5.     Participate in individual meetings with the professor and create a pragmatic plan for a worthy cause.

6.     Meet all deadlines and project requirements.

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.

Apply a systematic approach to solve problems.

Locate, select, organize, and document information using appropriate technology and information systems.

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.

Take responsibility for one's own actions, decisions, and consequences.

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: 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 to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

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

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.