INM310 - Media Business III - Campaign Development and Strategy

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Last revision date May 25, 2020 12:35:54 AM
Last review date Aug 3, 2020 12:15:07 AM

Subject Title
Media Business III - Campaign Development and Strategy

Subject Description
This course builds on students? knowledge of research and planning for an Interactive media campaign and focuses on helping develop and articulate the underlying strategy for developing a full scale campaign. Students will learn the different facets of a creative organization, how teams are built, and the different members and roles that help develop a campaign. They will also learn how to evaluate a brand and brand personality, the goals and objectives of a client or a campaign, strategy frameworks, consumer insights and evaluation of audiences including building personas. Students will then learn how to put together a brief demonstrating their understanding of the goals of the campaign and articulate the underlying strategy that will help accomplish those objectives.  While the focus will be on how to achieve the objectives students will also learn about channel planning, budgeting and scheduling that will assist with the tactical approaches to achieve the recommended strategy

Credit Status
Interactive Media Design Diploma

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

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

  1. Speak knowledgeably about the structure of an Interactive project team
  2. Understand the processes used in developing a campaign framework
  3. Have a better understanding of how to evaluate a brand, its goals and its objectives
  4. Develop a campaign strategy using different strategy frameworks
  5. Read and develop a client brief
  6. Evaluate audiences for a campaign and tap into consumer insights
  7. Learn how to develop a value proposition for the campaign offering
  8. Identify tactical approaches to implementing a strategy
  9. Plan and schedule channels for tactical execution
  10. Pitch a campaign strategy to stakeholders

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.

Apply a systematic approach to solve problems.

Use a variety of thinking skills to anticipate and 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.

Show respect for diverse opinions, values, belief systems, and contributions of others.

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.