Syllabus Entrance
Printer Friendly
Email Syllabus

MK 380 Advertising
Reynolds, David K.


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

F1J 2010 PV

Faculty

Reynolds, David K.

Title

Senior Adjunct Instructor

Degrees/Certificates

MA Marketing

Daytime Phone

816-507-1717

E-Mail

dreynolds@park.edu

dkreynolds@earthlink.net

reynoldsd@stmary.edu

Semester Dates

August 18 to October 6, 2010

Class Days

---W---

Class Time

5:30 - 9:50 PM

Prerequisites

MK351

Credit Hours

3


Textbook:

Advertising: Principles and Practices
Moriarty, Wells, Mitchell
Prentice Hall 8th Edition 2009
ISBN: 978-0-13-222415-4

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:
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:
The instructor's educational philosophy states that the classroom should be a place where each student can learn in a non-threatening, nurturing, environment.  Each student will be treated as an adult and an indivdual, and will be given numerous opportunities to express themselves, to learn, and to achieve based on their own ability.  Each student is expected to approach the coursework, the instructor, and other students with respect and a mature, inquisitive attitude.  Each student will be encouraged and empowered to think critically and become self-sufficient, life-long learners.

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:

Students will be assessed according to the following assignments/points:

Weekly Assignments:             200 points 
Mid-Term Exam:                     200 points
Advertising Project:                200 points
Case Analysis:                        200 points
Final Exam:                              200 points 

Total                                          1000 points                              


The MK/CA 380 course (Principles of Advertising) is a project-based, working class.  During each class session there will be in-class projects that will be completed for points.  Therefore, it is imperative that students are in attendance for each class session.  Any absence from the class will result in a score of zero for the in-class work.  Missed in-class assignments cannot be made up.
 

Grading:

The grading plan for MK/CA 380 is as follows:

To receive an A for the course, the student will earn a minimum of 90% of the total points available for the course. 
To receive a B for the course, the student will earn a minimum of 80% of the total points available for the course. 
To receive a C for the course, the student will earn a minimum of 70% of the total points available for the course. 
To receive a D for the course, the student will earn a minimum of 60% of the total points available for the course. 
If a student earns less than 60% of the total points available for the course, the student will receive a grade of F for the course. 

ABSENCES will affect the student's grade.  This course meets a total of 8 times.  It is very important to have perfect attendance for the course if you wish to do well in the course.  You signed up for this course knowing that it is scheduled to meet on Wednesday at 5:30 beginning August 18 for 8 weeks.

There are no excused absences for this course - an absence is an absence.  If you must miss, please let the instructor know as far in advance as possible.

If a student misses more than one time (2 or 3 absences) it will be impossible for that student to receive an A for the course no matter what their total percentage for the course is.  If a student misses 3 or more times, the highest grade a student can receive for the course will be a C.  Three (3) or more absences for the course will most surely result in a final grade of F for the course.
 
 
 
 
 

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:
The instructor does not accept late submission of assigned work unless prior permission has been granted by the instructor.  The class meets just once a week and assignments will be due the date stated in class or the date listed in the course schedule.  If a student is absent when the assignment is due, for whatever reason, the instructor will accept the assignment only if prior arrangements have been made with the instructor. 

Emailed assignments will only be accepted if the instructor has requested that the assignment be emailed to him.

Classroom Rules of Conduct:

Every student is expected to come to class prepared for participation and learning.  The assigned textbook is an integral part of the curriculum and should be used as a study guide.  When chapters from the bookl are assigned for a specific class period, it is the student's responsibility to have read and reviewed the material prior to coming to class.  Students are expected to take part in class discussions.  It is the reponsibility of each student to be in attendance for each class session (see above), to turn in papers/reports/assignments when they are due, and to present reports, take tests or exams when they are scheduled. 

In the classroom, cell phones, beepers, pagers, CD players, and all other electronic devices shall not be used in the classroom.  The only exception to this rule is the use of laptop computers or recording devices for the purpose of taking notes.  Such devices will be used with the permission of the instructor prior to use.  With repeated violation of this policy, students will not be allowed to remain in the classroom.
 

Course Topic/Dates/Assignments:

PRIOR to coming to class, students should have read and reviewed the assigned chapters for that class period.  The Preliminary Schedule for the MK/CA 380 course is as follows:
 
Week One (8/18): Prior to coming to class, please read Chapters 1: Introduction to Advertising
                                 Chapter 2: Advertising's Role in Marketing and Chapter 3: Advertising and Society
                                 There will be a short essay quiz over the material in the 3 chapters.  Class projects
                                  to be assigned.
 
Week Two (8/25):  Prior to coming to class, please read Chapter 4: How Advertising Works and
                                  Chapter 5: The Consumer Audience.  There will be a short essay quiz at the
                                   beginning of class over the material covered in these chaptes.
                                    
Week Three (9/1):  Prior to coming to class, please read Chapter 6: Strategic Research and
                                   Chapter 7: Strategic Planning.
                                   There will be a short essay quiz at the beginning of class over the material
                                    covered in these chaptes.

Week Four (9/8):    Mid-Term Exam over Chapters 1 to 7
                                   
Prior to coming to class, please read Chapter 8: Print and Out-of-Home Media,
                                   Chapter 9: Broadcast Media, and Chapter 10: Interactive and Alternative Media
                                    Following the Mid-Term Exam, there will be a short essay quiz over the material
                                   covered in these chapters.

Week Five (9/15):  Prior to coming to class, please read Chapter 11: Media Planning and Buying.
                                  Chapter 12: The Creative Side and Message Strategy and Chapter 13: Copywriting
                                  There will be a short essay quiz at the beginning of class over the material covered
                                  in these chapters.

Week Six (9/22):  Prior to coming to class, please read Chapter 14: Design and Production, Chapter 15:
                                Direct Response, and Chapter 16: Sales Promotion, Events, and Sponsorships
                                There will be a short essay quiz at the beginning of class over the mateial covered in
                                 these chapters.

Week Seven (9/29):  Prior to coming to class, please read Chapter 17: Public Relations, Chapter 18:
                                      Special Advertising Situations, and Chapter 19: Evaluation of Effectiveness.
                                      There will be a short essay quiz at the beginning of class over the mateial
                                      covered in these chapters.

Week Eight (10/8): FINAL EXAM
                                   Project Presentations

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 students and faculty members are encouraged to take advantage of the University resources available for learning about academic honesty (www.park.edu/current or http://www.park.edu/faculty/).from Park University 2010-2011 Undergraduate Catalog Page 92

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. from Park University 2010-2011 Undergraduate Catalog Page 92-93

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 2010-2011 Undergraduate Catalog Page 95-96

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:7/14/2010 3:55:27 PM