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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 321"
COURSE NAME: "Advertising Management"
SEMESTER & YEAR:
Fall 2020
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SYLLABUS
INSTRUCTOR:
Tetyana Kholod
EMAIL: [email protected]
HOURS:
MW 4:40-6:00 PM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
PREREQUISITES:
Prerequisites: Junior Standing, EN 110, MKT 301; Recommended: MGT 301
OFFICE HOURS:
by appointment
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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.
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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
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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.
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TEXTBOOK:
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Marketing Quiz | Review of those fundamentals of marketing required to properly communicate concepts in advertising. | 10% |
| Case Study Assignments | Question sets or worksheets for the required case studies. | 15% |
| Individual Project: Ad Critique | This 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 600 word paper. | 15% |
| Midterm Presentation | Creative Brief section of the Group Project. Deliverables should include the group presentation (12 min) and a 3 page report. | 20% |
| Final Group Project: Advertising Campaign | 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. | 30% |
| Class Participation & Attendance | Constructive 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.
A: 94-100%
A-:90-93%
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.
B+: 87-89%
B : 83-86%
B-: 80-82%
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.
C+: 77-79%
C : 73-76%
C-: 70-72%
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.
60-69%
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.
0-59%
-ATTENDANCE REQUIREMENTS:
ATTENDANCE REQUIREMENTS AND EXAMINATION POLICY
You cannot make-up a major exam (midterm or final) without the permission of the Dean’s Office. The Dean’s Office will grant such permission only when the absence was caused by a serious impediment, such as a documented illness, hospitalization or death in the immediate family (in which you must attend the funeral) or other situations of similar gravity. Absences due to other meaningful conflicts, such as job interviews, family celebrations, travel difficulties, student misunderstandings or personal convenience, will not be excused. Students who will be absent from a major exam must notify the Dean’s Office prior to that exam. Absences from class due to the observance of a religious holiday will normally be excused. Individual students who will have to miss class to observe a religious holiday should notify the instructor by the end of the Add/Drop period to make prior arrangements for making up any work that will be missed. The final exam period runs until ____________
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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.
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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.
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SCHEDULE
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Class |
Content |
| Week 1 |
Class A:
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Introduction to Advertising Management |
| Class B: |
Advertising & Integrated Marketing Communications (Reading: Textbook Ch. 1) Written Assignment, q.1&3 p.31 |
| Week 2 |
Class A: |
The Big Picture: Evolution and Applications of IMC (Reading: Textbook Ch. 2) |
| Class B: |
Speaker (Wind); Group assignment for Final Project |
| Week 3 |
Class A: |
Understanding the Consumer (Reading: Textbook Ch. 5) |
| Class A: |
Consumer Market Segmentation- Global vs. Local (Reading: Textbook Ch. 6 p. 172-189) |
| Week 4 |
Class A: |
Marketing Quiz |
| 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: |
The Creative Brief: Planning and Research (Textbook Ch. 10) Consumer Persona Worksheet Due |
| Week 6 |
Class A: |
Q&A session with the customer (TBC) |
| Class B: |
Marketing and IMC Planning (Ch.8) Media Planning (Ch.9) |
| Week 7 |
Class A: |
Midterm (Group Project Creative Brief Due) |
| Class B: |
Midterm Feedback, Group Project Workday |
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| Week 8 |
Class A: |
Traditional Advertising Methods & Tools (Textbook Ch. 14) Traditional Ads Case Study Assigned |
| Class B: |
Individual Assignment Due + Minute Presentations |
| Week 9 |
Class A: |
Online Advertising Methods, (Textbook Ch. 15 & 16) |
| Class B: |
Online Advertising Tools, Traditional Ads Case Study Due |
| Week 10 |
Class A: |
Online Advertising Tools Cont. Online Ads Case Study Assigned |
| Class B: |
Messaging Strategy and Copywriting (Textbook Ch. 11 p. 351-371) Speech (Andrea Donini) |
| Week 11 |
Class A: |
Messaging Cont. & Visual Content (Workshop with a Customer's Copywriter) |
| Class B: |
The Creative: Pulling It All Together Online Ads Case Study Due |
| Week 12 |
Class A: |
Media Campaign, Speech |
| Class B: |
It’s All About The Data: Measuring ROI In The Age of Big Data |
| Week 13 |
Class A: |
Group Project Workday |
| Class B: |
PR’s Role in the World of Advertising Group Project Media Plan due |
| Week 14 |
Class A: |
The Art Of Pitching |
| Class B: |
Group Project Workday |
| Final Group Presentations During Our Final Exam Block (NO Exam, Just Group Presentations) |
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