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MK 380 Advertising
Lutz, Andrew J.


Mission Statement: The mission of Park University, an entrepreneurial institution of learning, is to provide access to academic excellence, which will prepare learners to think critically, communicate effectively and engage in lifelong learning while serving a global community.

Vision Statement: Park University will be a renowned international leader in providing innovative educational opportunities for learners within the global society.
CourseMK 380 Advertising HO
SemesterFA2005
FacultyLutz, Andrew J.
TitleAdjunct Faculty
Degrees/CertificatesBSBA  Kansas State University
MBA Avila University
Office LocationAdjunct Faculty
Office Hours15 minutes before class inside the classroom
Daytime Phone913-642-2865
E-MailAndrewLutz@pirate.park.edu
ajlutzlbs@aol.com
Semester DatesFall 2005 (Aug. 22nd-Dec. 18th)
Class Days--T-R--
Class Time2:25 - 3:40 PM
PerquisitesMK351 (Principles of Marketing)
Credit Hours3

Textbook:
Advertising & IMC; 2nd edition; McGraw-Hill; Duncan; 2005
ISBN# 0-07-253774-4

Textbooks can be purchased though the MBS bookstore

Textbooks can be purchased though the Parkville Bookstore


Course Description:
Designed to give the student an understanding of the creation, design, and production of material for advertising campaigns in all media. Suggested pre-requisite: MK351 or equivalent. 3:0:3

Educational Philosophy:
The instructor believes in the interaction between  student and instructor as an integral part of the educational experience. The course is lecture driven, but interaction and discussion are also important elements of the class.  In addition to taking exams, the student will interact, discuss and present an advertisng project to the class. Homework, quizzes, and an out of class assignment will also be given. The student is expected to attend classes on a regular basis, as attendance and class participation are both part of the grade assessment.

Learning Outcomes:

The student will be able to appreciate, discuss, evaluate, and demonstrate a knowledge of the subject matter. In particular the student will be able to:

1. Explain the concept of integrated brand promotion and the role advertising plays in the IMC process.
2. Discuss how ethical considerations affect the development of advertising campaigns.
3.List and interpret the four basic stages of consumer decision making.
4. Define the process known as STP marketing.
5. Develop a basic advertisng plan.
6. Identify and discuss the ten objectives of message strategy.
7. Identify and describe the major formatting options available for print ads, television, and radio advertisements.
8. Summarize the different advertising options available on the internet.
9. Explain and justify the role of public relations in an integrated brand promotion strategy.

Course Assessment:
The student will take two closed book, closed note examinations. In addition, the student will write and present an advertisng plan in front of the class. In addition, homework, quizzes, out of class assignments, class participation, and attendance will be part of the grade assessment. Ten points will be subtracted for each class absence, regardless of whether the absence is excused or unexcused. Attendance will be taken once per class meeting, approximately ten minutes after the class begins.

Grading:
Class Attendance           200 points
Class participation        100 points
Homework (2)               100 points
Quizzes (2)                100 points
Out of Class Assignments(2) 50 points
Mid-Term Exam              200 points
Final Exam                 200 points
Adv. Project/Presentation  100 points

Total points Possible      1000

900-A  800-B  700-C  600-D  

Late Submission of Course Materials:
Late work is not accepted unless prior arrangements have been made between the instructor and the student.

Classroom Rules of Conduct:
No children allowed in the classroom. Accordingly, no one is allowed in the classroom unless they are enrolled in the class.

Course Topic/Dates/Assignments:
Aug. 23, 25                Introductions
                          Explanation of Syllabus
                          Advertising Exercises

Aug. 30, Sept 1            Theories of Business Discussion
                          Review of Basic Marketing
                          Discussion of the Prom. Mix

Sept. 6, 8                 Ch. 1,2

Sept. 13, 15               Ch. 3,4

Sept. 20, 22               Ch. 5, 6, 7

Sept. 27, 29               out of class assignment
                          Ch. 8
                          review for the mid-term

Oct. 4,6                  Mid-term exam (ch. 1-8)
                         post exam

Oct. 11, 13               Ch. 9, 10

Oct. 18, 20               NO CLASS Fall Break

Oct. 25, 27               Ch. 11, 12, 13

Nov. 1, 3                 Ch. 14, 15, 16

Nov. 8, 10                Ch. 17, 18, 19

Nov. 15, 17               Ch. 20, 21, 22

Nov. 22                 out of class assignment
Nov. 24                 Thanksgiving NO CLASS

Nov. 29                   Student Presentations (A-L)
Dec.1                     Student Presentations (A-L)
Dec. 6                    Student Presentations (M-Z)
Dec. 8                    Student Presentations (M-z)

Dec. 13                   Review for Final

Dec. 15                   Final (ch. 9-22)
       

Academic Honesty:
Academic integrity is the foundation of the academic community. Because each student has the primary responsibility for being academically honest, students are advised to read and understand all sections of this policy relating to standards of conduct and academic life.   Park University 2005-2006 Undergraduate Catalog Page 85-87

Plagiarism:
Plagiarism involves the use of quotations without quotation marks, the use of quotations without indication of the source, the use of another's idea without acknowledging the source, the submission of a paper, laboratory report, project, or class assignment (any portion of such) prepared by another person, or incorrect paraphrasing. Park University 2005-2006 Undergraduate Catalog Page 85-87

Attendance Policy:
Instructors are required to maintain attendance records and to report absences via the online attendance reporting system.

  1. The instructor may excuse absences for valid reasons, but missed work must be made up within the semester/term of enrollment.
  2. Work missed through unexcused absences must also be made up within the semester/term of enrollment, but unexcused absences may carry further penalties.
  3. In the event of two consecutive weeks of unexcused absences in a semester/term of enrollment, the student will be administratively withdrawn, resulting in a grade of "WH".
  4. A "Contract for Incomplete" will not be issued to a student who has unexcused or excessive absences recorded for a course.
  5. Students receiving Military Tuition Assistance or Veterans Administration educational benefits must not exceed three unexcused absences in the semester/term of enrollment. Excessive absences will be reported to the appropriate agency and may result in a monetary penalty to the student.
  6. Report of a "F" grade (attendance or academic) resulting from excessive absence for those students who are receiving financial assistance from agencies not mentioned in item 5 above will be reported to the appropriate agency.

Park University 2005-2006 Undergraduate Catalog Page 89

Disability Guidelines:

Park University is committed to meeting the needs of all students that meet the criteria for special assistance. These guidelines are designed to supply directions to students concerning the information necessary to accomplish this goal. It is Park University's policy to comply fully with federal and state law, including Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990, regarding students with disabilities. In the case of any inconsistency between these guidelines and federal and/or state law, the provisions of the law will apply. Park University is committed to meeting the needs of all learners that meet the criteria for special assistance. These guidelines are designed to supply directions to learners concerning the information necessary to accomplish this goal. It is Park University's policy to comply fully with federal and state law, including Section 504 of the Rehabilitation Act of 1973 and the American with Disabilities Act of 1990, regarding learners with disabilities and, to the extent of any inconsistency between these guidelines and federal and/or state law, the provisions of the law will apply. Additional information concerning Park University's policies and procedures related to disability can be found on the Park University web page:
http://www.park.edu/disability
 
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Copyright:
This material is copyright and can not be reused without author permission.