Syllabus Entrance
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MK 380 Advertising
Conforti, Frank I.


Mission Statement: Park University provides access to a quality higher education experience that prepares a diverse community of learners to think critically, communicate effectively, demonstrate a global perspective and engage in lifelong learning and service to others.

Vision Statement: Park University, a pioneering institution of higher learning since 1875, will provide leadership in quality, innovative education for a diversity of learners who will excel in their professional and personal service to the global community.

Course

MK 380 Advertising

Semester

SP 2012 HO

Faculty

Conforti, Frank I.

Title

Senior Adjunct Professor

Degrees/Certificates

Bachelor of Science Business Administration  - Drake University
Master of Business Administration - University of Missouri - KC

Office Location

TBD

Office Hours

By Appointment

Daytime Phone

816-809-4000

Other Phone

816-587-8012

E-Mail

Frank.Conforti@park.edu

Semester Dates

1/16 - 5/11 - 2012

Class Days

--T-R--

Class Time

10:10 - 11:25 AM

Prerequisites

MK351

Credit Hours

3


Textbook:
Contemporary Advertising & Integrated Marketing Communications 13th edition
Authors: Arens/Weigold/Arens
Publisher:McGraw - Hill
ISBN: 978-0-07-353003-1

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:
Business Week (optional not required)
Wall Street Journal (optional not required)
CNBC - Cable News Business Channel (optional not required)

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.
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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 facilitator's educational philosophy is one of interactiveness based on
lectures,readings,dialogues,examinations,internet,video,web sites and writings.
The facilitator will engage each learner in what is referred to as disputatious
learning to encourage the lively exploration of ideas,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.


  Instructor Learning Outcomes
  1. Discern the real economic,social,and cultural role of advertising and,conversly,the impact of a society's values on advertising.
  2. Understand how avertisiing supports the profession of journalism and relates to the whole field of communications.
  3. Appreciate the important global effect of marketing and advertisiing on business,industry,and national economies.
  4. Comprehend the strategic function of advertising within the broader context of business and marketing.
  5. Evaluate and appreciate the impressive artistic creativity and technical expertise required in advertising.
  6. Discover what people in advertising and related disciplines do,how they do it,and the expanding career opportunities these fields now offer.     s
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:
Three examinations worth 200 points each = 600 points
Case Analysis = 100 points
Final Examination = 300 points
Total Class Points = 1,000 points

(There are no extra credit opportunities)





Grading:
A = 90% - 100%
B = 80% - 89%
C = 70% - 79%
D = 60% - 69%
F = below 60%

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:
   Any material / test that is handed in late (this is any time after the class period it is due)
will be penalized 10 points per day.No assignment / test will be accepted after one full week
after it is due.Any unexcused absences for exams will be counted as ZERO (0) for that missed
exam.

Classroom Rules of Conduct:
  Class disruptions from cell phones,pagers,or any device (except laptop computers for note
taking) will not be allowed.

Course Topic/Dates/Assignments:
Week 1 - Tuesday January 17 - Introductions,Syllabus review,Class expectations
                 Thursday January 19 - Chapter 1
Week 2 - Tuesday January 24 - Chapter 1
                 Thursday January 26 - Chapter 2
Week 3 - Tuesday January 31 - Chapter 3
                 Thursday February 2 - Chapter 4
Week 4 - Tuesday February 7 - Chapter 5
                 Thursday February 9 - Chapter 6 / Exam #1 review chapters 1-6
Week 5 - Tuesday February 14 - Exam #1 Chapters 1-6
                 Thursday February 16 - Chapter 7
Week 6 - Tuesday February 21 - Chapter 8
                 Thursday February 23 - Chapter 9
Week 7 - Tuesday February 28 - Chapter 10
                 Thursday March 1 - Chapter 11
Week 8 - Tuesday March 6 - Chapter 12 / Exam #2 review chapters 7-12
                 Thursday March 8 - Exam #2 chapters 7-12
Week 9 - Tuesday March 13 - Spring Break no class
                 Thursday March 15 - Spring Break no class
Week 10 - Tuesday March 20 - Chapter 13
                   Thursday March 22 - Chapter 13
Week 11 - Tuesday March 27 - Chapter 14
                   Thursday March 29 - Chapter 14
Week 12 - Tuesday April 3 - Chapter 15
                   Thursday April 5 - Chapter 15
Week 13 - Tuesday April 10 - Chapter 16
                   Thursday April 12 - Chapter 16
Week 14 - Tuesday April 17 - Chapter 17
                   Thursday April 19 - Chapter 17 Advertising Campaign paper due
Week 15 - Tuesday April 24 - Chapter 18
                   Thursday April 26 - Chapter 18 / Exam # 3 review chapters 13-18
Week 16 - Tuesday May 1 - Exam #3 chapters 13-18
                   Thursday May 3 - Final Review Chapters 1-18
Week 17 - Tuesday May 8 - Final Exam chapters 1-18  10:15am - 12:15 pm




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 2011-2012 Undergraduate Catalog Page 93

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 2011-2012 Undergraduate Catalog Page 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 2011-2012 Undergraduate Catalog Page 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. 

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Last Updated:12/15/2011 11:52:03 AM