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JOHN CABOT UNIVERSITY

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

INSTRUCTOR: Mackenzie Garrity
EMAIL: [email protected]
HOURS: TTH 3:00-4:15 PM
TOTAL NO. OF CONTACT HOURS: 45
CREDITS:
PREREQUISITES: Prerequisites: Junior Standing, EN 110, MKT 301; Recommended: MGT 301
OFFICE HOURS:

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:

 

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 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 advertising 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.

 

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 

 

TEXTBOOK (Required): 

Contemporary Advertising and Integrated Marketing Communications 15th Edition

Arens Weigold Arens 

McGraw-Hill Education; 15th edition

978-0078028953

 

LEARNING OUTCOMES:

By the end of the semester, students should be able to:

1. Identify all relevant methods and tools of advertising and their uses.

2. Understand the real economic, social, and cultural role of advertising and how society’s values affect advertising.

3. Evaluate the role of advertising in a company's overall marketing strategy.

4. Define the target audience for an advertising campaign, taking into account consumer behavior norms.
5. Identify all potential advertising channels and understand the basics of how campaigns are created on each of them. 

5. Create a focused and detailed advertising strategy including defining campaign milestones and drafting creative deliverables.


TEXTBOOK:
Book TitleAuthorPublisherISBN numberLibrary Call NumberComments
Contemporary Advertising and Integrated Marketing Communications 15th EditionArens Weigold Arens McGraw-Hill Education; 15th 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 or worksheets for the required case studies.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 CampaignThis 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:
AThis work is relatively rare and is expected to stand out from the work of other students and: • Directly addresses the question or problem raised • Provides a coherent argument displaying an extensive knowledge of relevant information • Critically evaluates concepts and theory • Relates theory to practice • Reflects the student’s own argument and is not just a repetition of standard lecture and reference material • Is very accurate • Has an element of novelty if not originality • Provides evidence of reading beyond the required reading • Displays an awareness of methodological concerns and displays an awareness of the limitations of current knowle
BThis is a highly competent level of performance and: • Directly addresses the question or problem raised • Provides a coherent argument drawing on relevant information • Shows some ability to evaluate concepts and theory and to relate theory to practice • Reflects the student’s own argument and is not just a repetition of standard lecture and reference material • Does not suffer from any major errors or omissions • Provides evidence of reading beyond the required reading • Displays an awareness of other approaches to the problem area
CThis is an acceptable level of performance and: • Addresses the question but provides only a basic outline of relevant arguments and evidence along the lines offered in the lectures and referenced readings • Answers are clear but limited • Some minor omissions and inaccuracies but no major errors
DThe best that can be said about students in this classification is that they have done just enough to persuade the instructor that they should not be failed and: • Answers lack a coherent grasp of the problems and issues raised in the question • Important information has been omitted from the answers and irrelevant points have been included • Answers are far too brief
FFailed students have been unable to convince the instructor that they have benefited from academic study and: • Fails to show any knowledge or understanding of the issues raised in the question • Reveals fundamental misunderstanding of the subject matter • 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). 

 

GROUP PROJECT: 

Students will work in teams for the final project. Any member who is not productive or actively engaged may lower the quality of the teams’ efforts.  For this reason, team members in this course may be fired by the group. To dismiss a team member, there must be group consensus and instructor approval. Dismissed group members will be required to complete the research on their own and will receive a 5% penalty, which will be deducted from their final grade. 

 

 

LATE SUBMISSION POLICY:

Written Assignments must be turned in promptly at the beginning of class, both printed and digital copies. If you are absent on submission day you will still be expected to send your digital copy by the time class begins. Late assignments will not be accepted except in extraordinary circumstances.

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: Advertising & Integrated Marketing Communications (Reading: Textbook Ch. 1)

Week 2

Class A: The Big Picture: Evolution and Applications of IMC (Reading: Textbook Ch. 2)

Class B: Speaker & Marketing Quiz

Week 3

Class A: Brand Positioning and Brand Strategy (Reading: Branding Slideshare)

Class B: Understanding the Consumer (Reading: Textbook Ch. 5)

Week 4

Class A: Consumer Market Segmentation- Global vs. Local (Reading: Textbook Ch. 6 p. 172-189)

Class B: Mapping The Consumer Journey, Consumer Persona Worksheet Assigned (Watch: Consumer Mapping Video)

Week 5

Class A: Components of A Successful Advertising Strategy Individual Assignment assigned

Class B: Midterm Exam Review, Consumer Persona Worksheet Due

Week 6

Class A: Midterm Exam Review

Class B: Midterm Exam 

Week 7

Class A: Components of A Successful Advertising Strategy Part 1 & 2

Class B: The Creative Brief: Planning and Research (Textbook Ch. 10) Group Project assigned


Week 8

Class A: 
Class B:  Traditional Advertising Methods (Textbook Ch. 14) Individual Assignment Due +  Minute Presentations


Week 9

Class A: Traditional Advertising Tools / Online Advertising Methods (Textbook Ch. 15 & 16)

Class B: Online Advertising Tools
Class C: Online Advertising Tools Cont. Online Ads Case Study Assigned

Week 10

Class A: Messaging Strategy and Copywriting (Textbook Ch. 11 p. 351-371) Group Project Creative Brief due

Class B: Messaging Cont. & Visual Content Workshop 

Week 11

Class A: The Creative: Pulling It All Together Online Ads Case Study Due

Class B: Media Planning (Textbook Ch. 9)

Week 12

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

Class B: Group Project Workday

Week 13

Class A: 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 & Group Project Workday

 

Final Group Presentations During Our Final Exam Block (NO Exam, Just Group Presentations)