Syllabus Entrance
Printer Friendly
Email Syllabus

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.

Course

MK 380  Advertising

Semester

FA 2006 HO

Faculty

Lutz, Andrew J.

Title

adjunct faculty

Degrees/Certificates

BSBA Kansas State University 1981
Avila University 1992

Office Location

In the Classroom

Office Hours

30 minutes prior to the class

Daytime Phone

913-642-2865

Other Phone

913-642-2865

E-Mail

Andrew.Lutz@pirate.park.edu

ajlutzlbs@aol.com

Semester Dates

fall 2006

Class Days

-M---F-

Class Time

12:25 - 1:40 PM

Prerequisites

Principles of Marketing

Credit Hours

3


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:
( CA 380 ) Designed to give the student an understanding of the creation, design, and production of material for advertising campaigns in all media. Suggested PREREQUISITE: MK 351 or equivalent. 3:0:3

Educational Philosophy:
The instructor believes that the interaction between the student and instructor is 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 advertising project to the class (case assessment). 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:
  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:
The student will take two closed book, closed note examinations. In addition, the student will write and present an advertising plan to 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 unexceused. 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)                    50 points
Quizzes (2)                    100 points
Out of Class Assignments (2)    50 points
Mid-Term Exam                  200 points
Final Exam                     200 points
Adv. Project/Case Assessmant   100 points

Total                        1,000 points

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

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:
week 1            Introductions, Syllabus

week 2            Theories of Business Discussion
                 Review of Basic marketing Principles
                 Discussion of the Promotional Mix

week 3            Ch. 1,2

week 4            Ch. 3, 4

week 5            Ch. 5,6,7

week 6            out of class assignment
                 review for the Mid-Term

week 7             Mid-Term
                  post exam

week 8            Ch. 11, 12

week 9            Fall Break-NO CLASS

week 10           out of class assignment
                 ch. 13

week 11           Ch. 14, 15

week 12           Ch. 16, 17

week 13           Ch. 18, 19

week 14           Ch. 20, 21 (Case Assigned)              

Week 15           Student Presentations

week 16           Student Presentations    

week 17           Final exam

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 .



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. 

Copyright:

This material is copyright and can not be reused without author permission.

Last Updated:4/13/2006 5:04:43 PM