Syllabus Entrance
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CA 380 Advertising
Sullivan, Ryan D.


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

S1J 2008 PV

Faculty

Sullivan, Ryan D.

Title

Adjunct Instructor

Degrees/Certificates

Master of Science, Oklahoma State University-Tulsa
Bachelor of Science, Okalhoma State University-Stillwater

E-Mail

ryan.sullivan@park.edu

ryan.sullivan@mcckc.edu

Semester Dates

January 14th-March 9th

Class Days

--T----

Class Time

5:30 - 9:50 PM

Credit Hours

3


Textbook:

Oguinn, Advertising + Integrated Brand Promotion, 4th edition, 2006, Thomson.
ISBN  0324289561

ADVERTISING AND INTEGRATED BRAND PROMOTION, 4th Edition is highly visual and provides an integrated learning experience for the reader. This edition continues the tradition of delivering a solid understanding of advertising strategy, through a clearly written text as well as through contemporary examples. The table of contents is mirrored to follow the same process as an advertising agency. Like other aspects of the marketing process, effective advertising is the result of development, hard work and careful planning. The new edition of Advertising and Integrated Brand Promotion illustrates how to companies can accomplish this goal.

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:
The course is designed to give the student a comprehensive understanding of the development, design, and production methods of advertisements for advertising campaigns in all media outlets. 

Educational Philosophy:

The instructor believes that students should learn to think critically by exploring the assigned textbook, the instructor's lectures, their own comprehension and the thoughts of other students in the class. Class interaction and discussion are needed to help fully understand the subject matter.  In order for the students to learn, the instructor believes that each student should come to class prepared for that week's lesson.  Students will also be expected to interact and question what they are presented in class.  These efforts will help the interaction between the student and the instructor, which is an integral part of the classroom experience.   To gage the students' progress in the class, the instructor will give exams, quizzes, projects and homework assignments throughout the semester.   Additionally, all students are expected to attend class on a regular basis.  Part of the grade assessment will be on classroom attendance and participation. 

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:
Class assessment will be based on many contributing factors throughout the semester.  Specifically, the grade will be based on the following: attendance, participation, homework, project, quizzes, mid-term test, final test.  Grades will be handed out periodically during the semester so the student can receive feedback on their progress.  In addition, the instructor will provide an accumulation of points at the student's request during the semester.      

Grading:

Class Attendance      50  points

Class Participation    50  points

Homework (5)         350  points

Adv. project            250 points

Quizzes                  100 points

Mid-Term Exam       100 points

Final Exam              100 points

Total                      1000 points

Late Submission of Course Materials:

Late work is not accepted in this class, unless the student makes prior arrangements with the instructor.  


Classroom Rules of Conduct:

Cell phones and pagers must be turned off during class time.
No one is alowed in the classroom unless they are enrolled in the class.
Students will respect the opinions of others during clasroom discussions.  

Course Topic/Dates/Assignments:

Here is the tentative planned schedule for the semester, which may change throughout the course of the semester due to circumstances including weather.

Week 1- Class introductions, review syllabus, Lecture on chapters 1-3, Q&A session, handout homework assignment.

 

Week 2- Lecture on chapters 4-6, Q&A session, quiz over chapters 1-6, handout homework assignment.

 

Week 3- Lecture on chapters 7-9, Q&A session, handout homework assignment.

 

Week 4- Lecture on chapters 10-12, Q&A session, quiz over chapters 7-12.  Handout review for mid-term exam and discuss any questions, handout homework assignment.

 

Week 5- Take Mid-Term Exam, lecture on chapters 13-16, handout homework assignment. 

 

Week 6- Lecture on chapters 17-20, Q&A session, quiz over chapters 13-20.

 

Week 7- Q&A session, review for final exam, begin student presentations.

 

Week 8- Finish student presentations, Q&A session, take 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 2007-2008 Undergraduate Catalog Page 85-86

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 2007-2008 Undergraduate Catalog Page 85

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.
  3. Work missed through unexcused absences must also be made up within the semester/term of enrollment, but unexcused absences may carry further penalties.
  4. 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".
  5. A "Contract for Incomplete" will not be issued to a student who has unexcused or excessive absences recorded for a course.
  6. 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.
  7. 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 2007-2008 Undergraduate Catalog Page 87-88

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:12/21/2007 4:05:05 PM