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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 321"
COURSE NAME: "Advertising Management"
SEMESTER & YEAR:
Fall 2014
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SYLLABUS
INSTRUCTOR:
Antonella Salvatore
EMAIL: [email protected]
HOURS:
TTH 3:00 PM 4:15 PM
TOTAL NO. OF CONTACT HOURS:
45
CREDITS:
PREREQUISITES:
Prerequisites: Junior Standing, EN 110, MKT 301; Recommended: MGT 301
OFFICE HOURS:
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COURSE DESCRIPTION:
This course explores the advertising techniques as a function of the communication objectives that organizations set in their marketing strategies. The course also investigates how advertising influences the social context and its legal and ethical implications for the society. Today’s communication environment is influenced by a significant development in Information Technology, which provides new communication venues and allows marketers to focus their communication efforts on micro-segments. However, marketers need to re-evaluate the roles that different media have on their segments and need to coordinate their communication efforts in order to minimize confusion in consumer minds. This course sets out to develop competences and skills for creating an effective advertising campaign, which include accurate knowledge of the targeted segments, advertising strategy research and creation, and final advertising plan. Both managerial and creative parts are emphasized, according to the chosen communication objectives and media mix.
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SUMMARY OF COURSE CONTENT:
Advertising’s Role in Marketing, Advertising and Society, The Consumer Audience, Strategic Research, Strategic Planning, Traditional media, Internet and Alternative Media Design and Production, The Creative Side and Message Strategy, Evaluation of Effectiveness
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LEARNING OUTCOMES:
At the end of the course, students should be able to:
-discuss the structure and players in the advertising industry
-evaluate the role of advertising in society and its legal and ethical implications
-select the target audience for an advertising campaign
-accomplish the advertising strategy
-define the advertising plan
-apply media planning strategies
-develop creative briefs and copy executions
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TEXTBOOK:
| Book Title | Author | Publisher | ISBN number | Library Call Number | Comments | Format | Local Bookstore | Online Purchase |
| Advertising & IMC: Principles and Practice | Moriarty, M., Mitchell, N.D. and Wells, W.D. | 9th Ed., Prentice Hall | ISBN-13: 978-0132163644 | | | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Class participation | | 10% |
| Mid-term exam | | 30% |
| Marketing test | | 15% |
| Final project | | 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:
Class attendance is absolutely mandatory and critical to the success of class discussions. After the first two unexcused absences, the students will lose 5 percentage points of their overall grade for the each successive absence.
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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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Introduction to advertising
How Advertising Works
The Consumer Audience
Marketing test
Media Basics and Print Media
MAKE-UP DAY (for November 27th, Thanksgiving)
Broadcast Media
Internet and Alternative Media
Mid Term Exam –
Media Planning and Buying
The Creative Side and Message Strategy
Copywriting
Design and production
Sales Promotion, Events, and Sponsorships
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