Syllabus Entrance
Printer Friendly
Email Syllabus

CA 380 Advertising
Clark, Doyle


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

CA 380 Advertising

Semester

F1J 2007 PV

Faculty

Clark, Doyle

Title

Adjunct Faculty

Degrees/Certificates

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

Office Location

In the Classroom

Office Hours

By appointment

Daytime Phone

913-982-5007

E-Mail

Doyle.Clark@pirate.park.edu

Semester Dates

August 20, 2007 - October 13, 2007

Class Days

---W---

Class Time

5:30 - 9:50 PM

Prerequisites

Principles of Marketing

Credit Hours

3


Textbook:

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

ISBN# 0-324-31718-2

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:

(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:

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.  The final exam will be at least 20% of the grade, and will be closed book/closed note.  The student must score 60% or better on the final to pass the class regardless of other work.  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.  Attendance will be taken once per class meeting, approximatley ten minutes after the class begins.

Grading:

 Class attendance      60  points

Class participation    60  points

Quizzes (7)              105 points

Current events          25  points

Mid-Term Exam      200 points

Final Exam               250 points

Adv. project             300 points

Total                       1000 points

All final exams will be comprehensive and will be closed book and closed notes.  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 Associate Dean.

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 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, and student presentations.

 

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:
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 2006-2007 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 "W".
  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: 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 protected by copyright and can not be reused without author permission.

Last Updated:7/8/2007 5:39:18 PM