CA380 Advertising

for F1J 2006

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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.


CA 380 Advertising


F1J 2006 PV


Clark, Doyle


Adjunct Faculty


MBA Baker University 2003
BA in Business Marketing and Management, Emporia State 1997

Office Location

In the Classroom

Office Hours

By appointment


Class Days


Class Time

5:30 - 9:50 PM


Principles of Marketing

Credit Hours



Advertising & Integrated Brand Promotion; 4th edition; O'guinn-Allen-Semenik; 2006

ISBN# o-324-31718-2

Textbooks can be purchased though the MBS bookstore

Textbooks can be purchased though 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 or call 800-927-3024
Resources for Current Students - A great place to look for all kinds of information

Course Description:

(MK 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 the instructor is an integral part of the education experience.  Interaction and discussion are important elements of this class.  In addition to taking exams, the student will interact, discuss, and present an advertising project to the class.  Quizzes and current events 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:

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 quizzes, current events, class participation, and attendance will be part of the grade assessment.  Five point 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.


Class attendance               50 points

Class participation              50 points

Quizzes (7)                         105 points

Current events                   25 points

Mid-Term Exam                   120 points

Final Exam                          80 points

Adv. project                        100 points

Total                                   530 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:


Accordingly, no one is alowed in the classroom unless they are enrolled in the class.

Course Topic/Dates/Assignments:

week 1  Introductions, Syllabus, cover chapters 1-3, group questions and anwser session,

current event, quiz.

week 2  Cover chapters 4-6, group questions and answer session, current event, quiz.

week 3  Cover chapters 7-9, group questions and answer session, current event, quiz.

week 4  Cover chapters 10-12, group questions and answer session, current event, quiz, and

review for mid-term exam.

week 5  Mid-Term Exam, cover chapters 13-16, current event, and quiz.

week 6  Cover chapters, 17-19, group questions and answer session, current event, quiz.

week 7  Cover chapter 20, group questions and answer session, current event, quiz, review for

final exam, student presentations.

week 8  Student presentations, current event, 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 2006-2007 Undergraduate Catalog Page 87-89
Academic Honesty:

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 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 2006-2007 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: .


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Last Updated:7/7/2006 1:16:57 PM