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MK 380 Advertising
Reynolds, David K.


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.

Course

MK 380 Advertising

Semester

F1J 2008 PV

Faculty

Reynolds, David K.

Title

Senior Adjunct Instructor

Degrees/Certificates

M.A.

Office Hours

Arranged

Daytime Phone

816-507-1717

Other Phone

816-507-1717

E-Mail

david.reynolds@park.edu

dkreynolds@earthlink.net

Semester Dates

August 18 to October 12, 2008

Class Days

---W---

Class Time

5:30 - 9:50 PM

Prerequisites

MK 351

Credit Hours

3


Textbook:

Advertising and Integrated Brand Promotion, 5th Edition
O'Guinn, Allen, Seminik
Cengage Learning 2008
ISBN: 0324568622

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:

McAfee Memorial Library - Online information, links, electronic databases and the Online catalog. Contact the library for further assistance via email or at 800-270-4347.
Career Counseling - The Career Development Center (CDC) provides services for all stages of career development.  The mission of the CDC is to provide the career planning tools to ensure a lifetime of career success.
Park Helpdesk - If you have forgotten your OPEN ID or Password, or need assistance with your PirateMail account, please email helpdesk@park.edu or call 800-927-3024
Resources for Current Students - A great place to look for all kinds of information http://www.park.edu/Current/.


Course Description:
MK380 (CA380) Advertising: Designed to give the student an understanding of the creation, design, and production of material for advertising campaigns in all media. 3:0:3 Suggested prerequisite MK351 or equivalent.

Educational Philosophy:
The instructor's educational philosophy states that the classroom should be a place where each student can learn in a non-threatening, nurturing environment.  Each student will be treated as an adult and an individual, and will be given the opportunity to learn and achieve based on their own ability.  Each student is expected to approach the coursework, other students, and the instructor with a mature, inquisisitve attitude.  Through interactive lectures, class discussion, video cases, written case studies, oral and written reports, projects, tests and examinations, each student will be encouraged and empowered to think critically and become self-sufficient, life-long learners.

Learning Outcomes:
  Core Learning Outcomes

  1. Analyze how ethical considerations affect the development of advertising campaigns.
  2. Define the process known as STP marketing.
  3. Explain the concept of integrated brand promotion and the role advertising plays in the IMC process.
  4. Develop a basic advertising campaign.
  5. Explain and evaluate the role of public relations.
  6. Analyze the pros and cons of different classes of media used in the buying and placement process.


Core Assessment:
A comprehensive advertising case analysis is the chosen assessment device for the Advertising course.  The case is to be assigned during the 14th week of a 16 week class or during the 7th week of an eight week.

Link to Class Rubric

Class Assessment:

Final assessment for this course will include a comprehensive evaluation and grading on all assignments including case studies, quizzes, tests, and presentations.  Classroom participation will be expected of each student and will be considered in the final grading formula after all points are earned.
 
Grading:  There will be 1000 points available for this course.  The points will be assigned as follows:
 
Perfect attendance:         50 points
In-class assignments:      200 points
Mid-term exam:             150 points
Class case studies:         100 points
Final exam:                     300 points
Major case:                    200 points
 
Total points:                     1000*
 
*The instructor may adjust points during the term of the course

Grading:

The grading scale for this course is as follows:
 
To receive an A for the course, the student must earn a minimum of 90% of the points available for the course.
 
To receive a B for the course, the student must earn a minimum of 80% to a maximum of 89% of the points available.
 
To receive a C for the course, the student must earn a minimum of 70% to a maximum of 79% of the points available.
 
To receive a D for the course, the student must earn a minimum of 60% to a maximum of 69% of the points available.
 
A student will receive an F for any total percentage below 60%.
 

The course grade for students will be based on the overall average of homework and tests taken during the course in accordance with the weighting of the various requirements as stated in the syllabus.

All final exams in all School of Business and Management courses will be comprehensive and will be closed book and closed notes. They will constitute 30% of the total course grade and will not be a take-home exam. They will be completed during the test week in the period designated by the registrar or by the Proctor in the case online courses. If calculators are allowed, they will not be multifunctional electronic devices that include features such as: phones, cameras, instant messaging, pagers, and so forth. Electronic Computers will not be allowed on final exams unless an exception is made by the Dean of the School of Business and Management.

Late Submission of Course Materials:
The instructor will NOT accept assignments after the date it is due without prior permission of the instructor.  Assignments not submitted on or before the due date will receive a grade of zero.  Emailed assignments WILL NOT be accepted from students unless arranged with the instructor.

Classroom Rules of Conduct:

Every student in the class is expected to come to class prepared for learning having read and reviewed the textbook reading assignment, case study, or handout prior to coming to class.  The assigned textbook is an integral part of the curriculum and should be used as a study guide for the course.  Students are expected to participate in class discussions.  It is also the responsibility of the student to be in attendance for each scheduled class session, to turn in papers/reports/projects when they are due, and to present reports, take tests or exams when they are scheduled.
 
Cell phones or all kinds, beepers, pagers, text messagers, CD players, ipods, and any other electronic devices are prohibited from use during class time.  All electronic devices should be turned off when the student enters the classroom.  Students may not leave the classroom to answer text messages or cell phone calls.  Repeated violation of these rules will result in the student to the Dean of Academic Affairs.
 
Food may be brought into the classroom as long as it does not disrupt the instructor or the students.  The classroom should be left clean and free of trash and litter.
 
Hats and other head coverings are to be removed when the student enters the classroom and will remain off during the time the class is in session.

Course Topic/Dates/Assignments:

Week 1 (8/20):
Students are to come to the first class having read and reviewed all 4 chapters in Part One of the textbook.  Then, they are to answer the following questions from the first 4 chapters and be prepared to turn in the questions/answers.  Answers are to be complete (meaning answer each part of the question) and typed in a professional manner.  Each question/answer is worth 10 points.  There are 110 points available for this first assignment.
 
Chapter 1: Page 38 - Questions 2, 5, 9
Chapter 2: Page 72 - Questions 5,6,10
Chapter 3: Page 107 - Questions 7, 10
Chapter 4: Page 146 - Questions 3,5,9
 
Week 2 (8/27):
Chapter 5: Page 195 - Questions 2, 7, 8
Chapter 6: Page 222 - Questions 4, 6, 7
 
Week 3  (9/3):
Chapter 7: Page 259 - Questions 1, 3, 5
Chapter 8: Page 283 - Quetsions 3, 4, 10
Chapter 9: Page 307 - Questions 3, 8, 9

Week 4  (9/10):
Chapter 10: Page 335 - Questions 1,2,10
Chapter 11: Page 372 - Questions 4, 5, 7
 
Week 5  (9/17):
Chapter 12: Page 404 - Questions 2, 4, 10
Chapter 13: Page 442 - Questions 1, 4
 
Week 6  (9/24):
Chapter 14: Page 482 - Questions 4, 9
Chapter 15: Page 520 - Questions 2, 3, 8
Chapter 16: Page 556 - Questions 4, 10
 
Week 7  (10/1):
Chapter 17: Page 594 - Questions 4, 8, 10
Chapter 18: Page 619 - Questions 2, 8, 9
 
Week 8  (10/8):
Chapter 19: Page 647 - Questions 8, 10
Chapter 20: Page 673 - Questions 5, 7, 9

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 2008-2009 Undergraduate Catalog Page 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 2008-2009 Undergraduate Catalog Page 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 "F".
  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 2008-2009 Undergraduate Catalog Page 89-90

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. 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 .



Rubric

CompetencyExceeds Expectation (3)Meets Expectation (2)Does Not Meet Expectation (1)No Evidence (0)
Evaluation                                                                                                                                                                                                                                                 
Outcomes
1, 2                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                 
The student's case analysis demonstrates the student's ability to analyze six or more alternative solutions.  The student will choose what they consider best alternative for solving the case and show how to implement their one best alternative. The student's case analysis demonstrates the student's ability to analyze four or five alternative solutions that will solve the case.  The student will pick their best alternative for solving the case. The case analysis demonstrates the student's ability to analyze two or three alternative solutions.  The student will pick an alternative for solving the case. The case analysis does not show the student's ability to analyze alternative solutions. 
Synthesis                                                                                                                                                                                                                                                  
Outcomes
1, 2, 3, 4, 5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                        
The student's case analysis demonstrates the student's ability to synthesize information from the case and from at least six other professional sources. The student's case analysis demonstrates his/her ability to synthesize information from the case and from four or five professional sources. The case analysis demonstrates the student's ability to synthesize information from the case and from three professional sources. The case analysis fails to demonstrate the student's ability to synthesize information from the case. 
Analysis                                                                                                                                                                                                                                                   
Outcomes
1,3,4,5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              
The student's case analysis demonstrates the student's ability to identify and analyze six or more alternative solutions that could potentially solve the case. The case analysis demonstrates the student's ability to identify and analyze four or five alternative solutions that could solve the case. The case analysis demonstrates the student's ability to identify and analyze two or three alternative solutions.  The student will pick an alternative for solving the case. The student's case analysis does not analyze alternative solutions and just retells the details of the case. 
Application                                                                                                                                                                                                                                                
Outcomes
1,2,3,5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              
The case analysis demonstrates the student's ability to apply advertising principles. The case analysis demonstrates the student's ability to apply advertising principles in a basic way. The case analysis shows the student's ability to apply a few advertising principles. The case analysis not show the student's ability to apply the advertising terms. 
Content of Communication                                                                                                                                                                                                                                   
Outcomes
1, 2, 3, 4, 5, 6                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                     
Correctly demonstrates a comprehensive understanding of advertising terminology. The student demonstrates a basic understanding of advertising terminology.  One or two errors in terminology are acceptable. The student often demonstrates a basic understanding of advertising terminology.  Three or four errors are noted. The student does not show a basic understanding of the terminology of advertising. Five or more errors are noted. 
Disciplinary Competency                                                                                                                                                                                                                                    
Outcomes
1,2,3,4,6                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                            
The case analysis shows excellent knowledge of advertising and includes four or more examples of correct advertising terminology. The case analysis shows good knowledge of advertising and includes three examples of correct advertising terminology. The case analysis shows basic knowledge of advertising and includes two examples of correct advertising terminology. The case analysis does not show basic knowledge of advertising and includes one or fewer examples of correct advertising terminology. 
Disciplinary Competency                                                                                                                                                                                                                                    
Outcomes
5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                    
The case analysis shows excellent knowledge of public relations. The case analysis shows good knowledge of public relations. The case analysis shows basic knowledge of public relations. The case analysis does not show basic knowledge of public relations. 

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Last Updated:7/29/2008 1:23:09 PM