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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 321"
COURSE NAME: "Advertising Management"
SEMESTER & YEAR: Spring 2017
SYLLABUS

INSTRUCTOR: Mackenzie Garrity
EMAIL: [email protected]
 HOURS: TTH 4:30PM 5:45PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS:
PREREQUISITES: Prerequisites: Junior Standing, EN 110, MKT 301; Recommended: MGT 301
OFFICE HOURS: by appointment
COURSE DESCRIPTION:
This course addresses the strategies and steps needed to create successful, ethical, and creative advertising, while emphasizing the role of advertising as a communication process. The student will learn about the advertising process from both the "client" and "agency" perspectives, and gain hands-on experience in crafting written and visual advertising messages based on sound marketing and creative strategies. The student is expected to be able to use primary and secondary research and the information tools of communications professionals.
SUMMARY OF COURSE CONTENT:

The Basics of Advertising and It’s Place in a Company’s Marketing Strategy, Advertising’s Role in Society & Popular Culture, Choosing your Target Audience, How To Create Advertising Strategy, Traditional and New Media, Planning Of A New Advertising Campaign, How To Plan and Draft Creative Deliverables 

COURSE AIMS:
Advertising is possibly the most enduring aspect of a company’s marketing strategy in popular culture. From Apple to Old Spice, some of the most memorable moments of a brand can be attributed to successful advertising campaigns. This connection between culture and advertising makes it a powerful, and sometimes dangerous (just google “Lifelock Todd Davis”), marketing method. 

Composed of content, copy, and visuals that are meant to capture the consumer’s attention, where, how, when, and to whom a piece of advertising is targeted to are all key aspects of a successful advertising campaign. This course will explore how to identify and understand a target audience and how to determine what kind of marketing message will succeed with that segment, avoiding pitfalls of ignoring cultural and generational differences. Students will learn how to choose the best channel, medium, and timing to deliver advertising to any target audience. 

With online marketing adding more advertising options to the mix than ever before, this course will also emphasis the importance of synchronizing ‘old world’ and ‘new world’ media for a successful advertising strategy. By the end of the course, every student should be comfortable with the key competencies and skills required to create an effective advertising campaign, from start to finish.
LEARNING OUTCOMES:

By the end of the semester, students should be able to:
-Identify all relevant methods and tools of advertising and their uses.
-Understand the real economic, social, and cultural role of advertising and how society’s values affect advertising.
-Evaluate the symbiotic relationship between advertising and communications, particularly journalism.
-Define the target audience for an advertising campaign, taking into account consumer behavior norms.
-Create a focused advertising strategy.
-Define the advertising campaign milestones and deliverables.
-Demonstrate the creation of a new advertising campaign, including creative deliverables.
TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberCommentsFormatLocal BookstoreOnline Purchase
Contemporary Advertising and Integrated Marketing Communications 14th EditionArens Weigold Arens McGraw-Hill Education; 14th edition978-0078028953      
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Marketing QuizReview of those fundamentals of marketing required to properly communicate concepts in advertising.10%
Case Study AssignmentsQuestion sets for the required case study readings. 10%
Individual Project: Ad CritiqueThis project will consist of students choosing (with professor approval) and critiquing an ad campaign of their choice. Students will need to demonstrate their understanding of target audience, the symbiotic relationship between advertising and popular culture, and the tenants of a strong advertising campaign. 2 minute presentation and accompanying 900 word paper. 15%
Midterm ExamThe midterm will cover all key concepts from the first weeks of the semester, as well as an ad critique section.15%
Final Group Project: Advertising CampaignTeams will choose a company that they think is lacking in their advertising efficacy and attempt to develop a winning ad campaign for the brand. This team project requires students to develop a focused advertising campaign for a real company that they will come to present in class, from initial strategy through creative deliverables. There will be a required presentation as well as a duplicate copy of the slides submitted in hard copy form with accompanying report.40%
Class Participation & AttendanceConstructive class participation is required as a part of this course. In class analysis of case studies and contemporary ads are a core aspect of this course and will be considered as such in the final participation grade.10%

-ASSESSMENT CRITERIA:
AWork of this quality directly addresses the question or problem raised and provides a coherent argument displaying an extensive knowledge of relevant information or content. This type of work demonstrates the ability to critically evaluate concepts and theory and has an element of novelty and originality. There is clear evidence of a significant amount of reading beyond that required for the course
BThis is highly competent level of performance and directly addresses the question or problem raised.There is a demonstration of some ability to critically evaluatetheory and concepts and relate them to practice. Discussions reflect the student’s own arguments and are not simply a repetition of standard lecture andreference material. The work does not suffer from any major errors or omissions and provides evidence of reading beyond the required assignments.
CThis is an acceptable level of performance and provides answers that are clear but limited, reflecting the information offered in the lectures and reference readings.
DThis level of performances demonstrates that the student lacks a coherent grasp of the material.Important information is omitted and irrelevant points included.In effect, the student has barely done enough to persuade the instructor that s/he should not fail.
FThis work fails to show any knowledge or understanding of the issues raised in the question. Most of the material in the answer is irrelevant.
-ATTENDANCE REQUIREMENTS:

Absences: More than two unexcused absences may result in up to 10 percent being subtracted from your participation grade. More than three unexcused absences may result in up to 10 percent being subtracted from your final grade, and you may be asked to withdraw from the class.

Tardiness: students arriving more than 5 minutes late for class will be marked as absent (though they may stay and follow the lesson). 
ACADEMIC HONESTY
As stated in the university catalog, any student who commits an act of academic dishonesty will receive a failing grade on the work in which the dishonesty occurred. In addition, acts of academic dishonesty, irrespective of the weight of the assignment, may result in the student receiving a failing grade in the course. Instances of academic dishonesty will be reported to the Dean of Academic Affairs. A student who is reported twice for academic dishonesty is subject to summary dismissal from the University. In such a case, the Academic Council will then make a recommendation to the President, who will make the final decision.
STUDENTS WITH LEARNING OR OTHER DISABILITIES
John Cabot University does not discriminate on the basis of disability or handicap. Students with approved accommodations must inform their professors at the beginning of the term. Please see the website for the complete policy.
SCHEDULE

Week 1

Class A: Introduction to Advertising Management

Class B: The Marketing Mix Applied To Advertising

Week 2

Class A: The Big Picture: Evolution and Applications of IMC

Class B: Marketing Quiz

Week 3

Class A: Brand Positioning and Brand Strategy

Class B: Understanding the Consumer

Week 4

Class A: Consumer Market Segmentation- Global vs. Local

Class B: Mapping The Consumer Journey ((Individual Assignment assigned)

Week 5

Class A: Components of A Successful Advertising Strategy

Class B: Components of A Successful Advertising Strategy Pt. 2 

Week 6

Class A: Midterm Exam Review

Class B: Midterm Exam

Week 7

Class A: The Creative Brief: Planning and Research

Class B: Individual Assignment 2 Minute Presentations

Week 8

Class A: Traditional Advertising

Class B: Traditional Advertising Tools 

Week 9

Class A: Online Advertising (Group Project assigned)

Class B: Online Advertising Tools

Week 10

Class A: Copywriting

Class B: Visual Content Workshop 

Week 11

Class A: Media Planning (Group Project Creative Brief due)

Class B: It’s All About The Data: Measuring ROI In The Age of Big Data

Week 12

Class A: Group Project Workday 

Class B: PR’s Role in the World of Advertising (Group Project Media Plan due)

Week 13

Class A: The Art Of Pitching

Class B: Final Review

Final Group Presentations