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MK 380 Advertising
Venable, William R.,, III


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 2009 HO

Faculty

Venable, William R., III

Title

Assistant Professor - Marketing and Management

Degrees/Certificates

BS Kansas - Journalism
MBA Rockhurst - Marketing
MPA UMKC - Public Policy

Office Location

Library - 416H

Office Hours

M and W; 9:00 am - 11:50 am and by appointment

Daytime Phone

816-584-6851

E-Mail

william.venable@park.edu

Web Page

http://captain.park.edu/wrv3/index.htm

Semester Dates

08/17/2009 - 12/11/2009

Class Days

-M-W---

Class Time

12:00 - 1:15 PM Room MA 222

Credit Hours

3


Textbook:
Advertising, 8/E; Sandra Moriarty, Nancy Mitchell, William D. Wells

ISBN-10: 0132224151
ISBN-13: 978013222

Publisher: Prentice Hall
Copyright: 2009
Format: Cloth; 688 pp
Published: 02/01/2008

Additional Resources:

Optional -

In Search of Excellence: Lessons from America's Best-Run Companies (Collins Business Essentials) (by Thomas J. Peters, Robert H. Waterman; Paperback: 400 pages Publisher: Collins; Reprint edition (March 2, 2004) Language: English ISBN: 0060548789

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/.

http://www.marketingpower.com/
http://www.interbrand.com/

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:

http://captain.park.edu/wrv3/index_files/WRVphilos.htm
 
The facilitator’s educational philosophy is one of interactiveness based on lectures, readings, quizzes, dialogues, examinations, internet, videos, web sites, guest professionals, and writings. The facilitator will engage each learner in what is referred to as disputatious learning to encourage the lively exploration of ideas, "real world" issues and contradictions. 

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:

                                   

 

Points 

Percent of Grade

Class Participation:

100

10%

Assignment 1

100

10%

Assignment 2

100

10%

Assignment 3

100

10%

Assignment 4

100

10%

Midterm: 

200

20%

Final exam:

300

30%

 Total

1000

100%

 

Grading:
 

A:

90%

or

more

B:

80%

to

89%

C:

70%

to

79%

D:

60%

to

69%

F:

Less

than

60%

 

The grading system is based on percentage of total points available as listed in the Class Assessment section of the syllabus.

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 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.

Late Submission of Course Materials:

 

Classroom Rules of Conduct:
NO CELL PHONES, TEXTING, OR PAGERS WILL BE ALLOWED IN CLASS!

Course Topic/Dates/Assignments:

Part One: Foundations

 

Chapter One: Introduction to Advertising

 

Chapter Two: Advertising’s Role in Marketing

 

Chapter Three: Advertising and Society

 

 

Part Two: Planning and Strategy

 

Chapter Four: How Advertising Works

 

Chapter Five: The Consumer Audience

 

Chapter Six: Strategic Research

 

Chapter Seven: Strategic Planning

 

 

Part Three: Effective Advertising Media

 

Chapter Eight: Print and Out-of-Home Media

 

Chapter Nine: Broadcast Media

 

Chapter Ten: Interactive and Alternative Media

 

Chapter Eleven: Media Planning and Buying

 

 

Part Four: Effective Advertising Messages

 

Chapter Twelve: The Creative Side and Message Strategy

 

Chapter Thirteen: Copywriting

 

Chapter Fourteen:  Design and Production

 

 

Part Five: Integration and Evaluation

 

Chapter Fifteen:  Direct Response

 

Chapter Sixteen:  Sales Promotion, Events, and Sponsorships

 

Chapter Seventeen:  Public Relations

 

Chapter Eighteen:  Special Advertising Situations

 

Chapter Nineteen:  Evaluation of Effectiveness

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 2009-2010 Undergraduate Catalog Page 92

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 2009-2010 Undergraduate Catalog Page 95

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:7/28/2009 10:50:08 AM