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JOHN CABOT UNIVERSITY

COURSE CODE: "MKT 321"
COURSE NAME: "Advertising Management"
SEMESTER & YEAR: Fall 2023
SYLLABUS

INSTRUCTOR: Angelo Baccelloni
EMAIL: [email protected]
 HOURS: MW 8:30 AM 9:45 AM
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:
The Role of Advertising in a Company’s Marketing Strategy, Advertising’s Role in Society & Consumer 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
 

LEARNING OUTCOMES:

1. Understand the role of Advertising in the Marketing Mix

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

3. Define the target audience for an advertising campaign, taking into account consumer behavior norms.

4. 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 NumberCommentsFormatLocal BookstoreOnline Purchase
Advertising ManagementJOHN G. MYERS DAVID A. AAKER, RAJEEV BATRAPEARSON INDIA978-8177588507  Hard Copy  
Strategic Advertising ManagementLarry PercyOxford University Press9780198835615  Hard Copy https://www.amazon.com/Strategic-Advertising-Management-Larry-Percy/dp/0198835612/ref=sr_1_1?keywords=strategic+advertising+management&qid=1680776127&s=books&sprefix=strategic+adver%2Cstripbooks%2C220&sr=1-1
REQUIRED RESERVED READING:
NONE

RECOMMENDED RESERVED READING:
NONE
GRADING POLICY
-ASSESSMENT METHODS:
AssignmentGuidelinesWeight
Midterm Exam 25%
Final Exam 25%
In-class Participation 10%
Project Work 40%

-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:
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. A maximum of four absences is required.
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
Lecture Week 1: Introduction to Advertising Management
L.1. Introduction to Advertising Management Course
L.2. Role of advertising in the marketing mix
Week 2: Integrated Marketing Communications
L.1. Introduction to IMC
L.2. Role of Advertising in IMC
Week 3: Consumer Behaviour and Advertising
L.1. Understanding the consumer decision-making process
L.2. Hierarchy of effects
Week 4: Understanding Segmentation, Targeting and Positioning
L.1. Segmentation and Targeting
L.2. Positioning
Week 5: Developing Buyer Personas
L.1. Understand and develop Buyer Personas
L.2. In-class Exercise
Week 6: Review and Midterm Exam
L.1. Review
L.2. Midterm Exam
Week 7: Branding and Advertising
L.1. Understanding branding and its importance in advertising
L.2. Building brand equity through advertising
Week 8: Creative Strategy and Execution
L.1. Introduction to creative strategy and execution
L.2. Crative Brief
Week 9: Advertising across Different Media
L.1. Introduction to various advertising media - TV, radio, print, digital, out-of-home and social media
L.2. Development of an Integrated Media Plan
Week 10: International Advertising and Culture
L.1. Understanding cultural differences in advertising
L.2. Adapting advertising messages for different cultures
Week 11 Advertising Design and Production
L.1. Introduction to advertising design and production
L.2. Stages involved in advertising production - Pre-production, Production and Post-production
Week 12 Advertising Budget
L.1. Introduction to Budgeting
L.2. Budget organization for Advertising Activities
Week 13: Advertising in the Digital Age
L.1. Introduction to digital advertising
L.2. Types of digital advertising
Week 14: Presentations and Exam Review
L.1. Final presentation
L.2. Review