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JOHN CABOT UNIVERSITY
COURSE CODE: "MKT 321"
COURSE NAME: "Advertising Management"
SEMESTER & YEAR:
Fall 2016
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SYLLABUS
INSTRUCTOR:
Antonella Salvatore
EMAIL: [email protected]
HOURS:
TTH 3:00PM 4:15PM
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 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:
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 and define 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 |
| Avertising&IMC: Principles and Practice | S.Moriarty, N. MItchell, W.D. Wells | Pearson Higher Education | ISBN-13: 9780133506884 | | | | | |
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REQUIRED RESERVED READING:
RECOMMENDED RESERVED READING:
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GRADING POLICY
-ASSESSMENT METHODS:
| Assignment | Guidelines | Weight |
| Participation | | 10% |
| Marketing test | | 10% |
| Mid-term exam | | 35% |
| Final exam/project | | 45% |
-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. The final exam period runs until ____________
Constructive class participation is expected. Unconstructive participation will be discouraged.
More than two absences may result in up to 10 percent being subtracted from your participation grade.
More than three absences may result in up to 10 percent being subtracted from your final grade, and you may be asked to withdraw from the class.
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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 Management. Marketing Communication (MAR.COM) and society
Integrated Brand Communication. Brand identity
How marketing communication works
Segmentation
Consumers’ buying behavior
Marketing research
Strategic planning
The creative side
Copywriting
Visual communication
Media basics
Traditional media
Digital media
Media planning
Public relations
Direct response marketing communication
Sales promotions
I.M.C.
Evaluation of effectiveness
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