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MK 380 Advertising
Roehrich, Henry C.


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

S1T 2013 DL

Faculty

Roehrich, Henry C.

Title

Assistant Professor of Marketing and Management

Degrees/Certificates

Ph.D. University of North Dakota
MSA Central Michigan University
B.S. Wayne State College

Office Location

Grand Forks, North Dakota

Office Hours

Monday - Friday  9:00 AM - 11:00 AM CST

Daytime Phone

(701) 757-0704

Other Phone

After 9:00 PM CST  (701) 330-6753

E-Mail

henry.roehrich@park.edu

Semester Dates

January 14 - March 10, 2013

Class Days

TBA

Class Time

TBA

Prerequisites

MK351 or equivalent

Credit Hours

3


Textbook:

Title: Advertising Principles and Practices, 8th edition
Author: Sandra Moriarty, Nancy D. Mitchell, William D. Wells
ISBN-10: 0132224151
ISBN-13: 9780132224154
Publisher: Prentice Hall
Copyright: 2009

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/.
Advising - Park University would like to assist you in achieving your educational goals. Please contact your Campus Center for advising or enrollment adjustment information.
Online Classroom Technical Support - For technical assistance with the Online classroom, email helpdesk@parkonline.org or call the helpdesk at 866-301-PARK (7275). To see the technical requirements for Online courses, please visit the http://parkonline.org website, and click on the "Technical Requirements" link, and click on "BROWSER Test" to see if your system is ready.
FAQ's for Online Students - You might find the answer to your questions here.


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, quizzes, dialogs, examinations, web sites, activities, projects, 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.


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:

Description of the Core Assessment Instrument: Ad Campaign Project

The Core Assessment for MK 380 is the development of an advertising campaign for a product or service of the student’s choice. The project involves research and analysis or the target market and the creation of multiple deliverables and mediums. The student must deliver at least one print ad and at least two additional media options (TV, radio, cable, internet, magazine, etc.). Previous campaigns have included travel and cruise lines, new degree programs, cell phones, and casinos.

This assessment is designed to assess primarily Core Learning Outcomes 1, 3, and 4 and will make up 20% of the course grade.

Learning Outcomes
CLO
Exceeds Expectations
(3)
Meets Expectations
(2)
Does Not Meet Expectations
(1)
1. Analyze how ethical considerations affect the development of advertising campaigns.
Whole Artifact
The ad campaign conveys a message with facts about the product or service that are creative and original.
The message about the product or service is clear to the target market. All major elements of the ad campaign reflect the facts about the product or service.
The ad campaign conveys a message with facts about the product or service that are reflective of some creativity and originality, but more in line with what is seen in the current market.
The message about the product or service is somewhat inconsistent to the target market. Many major elements of the ad reflect the facts about the product or service.
No originality and the ideas looked like they are directly copied from other ads.
Few parts of the campaign reflect facts about the product or service.
No clear message is evident, and campaign is messy and incomplete, barely started, or quickly put together.
3. Explain the concept of integrated brand promotion and the role advertising plays in the IMC process.
Application
The construction and appearance of the campaign are well written in standard English and are appropriate for the chosen presentational strategies.
The construction and appearance of the campaign are written in standard English and are somewhat appropriate for the chosen presentational strategies.
There are multiple obvious errors in design and content. Spelling and grammar errors are evident throughout the campaign.
4. Develop a basic advertising campaign.
Analysis & Evaluation
Project is neat; colors and layout match; planning is evident; correct spelling and grammar are used; the project was completed on time.
The project was completed on time.
The student correctly demonstrates a comprehensive understanding of advertising terminology.
Project is neat; colors and layout with few inconsistencies; well planned with minimal errors; correct spelling and grammar are used.
The project was completed on time.
The student demonstrates a basic understanding of advertising terminology. One or two errors in terminology are acceptable

Grading:

Points and Grades:

Item

Quantity

Points

Total Points

Pct of Grade

Weekly Threaded Discussions and Weblinks

8

5

40

4%

TV Ad Storyboard Assignment

1

50

50

5%

Advertising Ethics Assignment

1

50

50

5%

Media Cost Assignment

1

50

50

5%

Business to Business Assignment

1

50

50

5%

Weekly Quizzes

8

20

160

16%

Midterm Exam

1

200

200

20%

Core Assessment Ad Campaign

1

200

200

20%

Final Exam

1

200

200

20%

 

1000

100%

 

The final grade will be based on the percentage of total points earned.

Grade

Minimum

Maximum

Low Points

High Points

A:

90%

or

more

900

1000

B:

80%

to

89%

800

899

C:

70%

to

79%

700

799

D:

60%

to

69%

600

699

F:

Less

than

59%

0

599

 

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:

All assignments are due by midnight of the date posted. Please see the chart below for weekly submission deadlines. It is the student’s responsibility to insure that assignments are received by the instructor.

Quiz

Sunday - Midnight

Activity

Sunday - Midnight

Discussion Questions

Thursday - Midnight

Discussion Thread

Saturday - Midnight

You will be allowed one (1) late submission and still receive full credit if the assignment is received by the instructor by the end of the next following week. (Sunday – Midnight; Central Time).

Please utilize this option wisely, either for a computer problem or possibly the week of another course deadline, family matter, or business related travel.

Discussion activities must be fulfilled during the week assigned. These deadlines are non-negotiable.

Classroom Rules of Conduct:

Classroom Rules and Policies

Always use good grammar and your best online etiquette. Be clear; edit before you hit the "respond" button.

Classroom Rules of Conduct (Netiquette)

In this course, some people may have different opinions which you do not agree with. Be objective and respectful when responding to different points of view. Working online may make communication more difficult since you don't see each other's body language.

  1. Online communications need to be composed with fairness, honesty, and tact. Spelling and grammar are very important in an online class. What you put into an online course reflects on your level of professionalism.
  2. It is important not to take disagreement personally.
  3. Responses to different ideas and observations need to be objective. Being objective means maintaining boundaries and not making personal attacks on the ability of others or making statements that have the potential to be taken personally.
  4. An important part of online learning is discussion. Differences in thinking are good because our knowledge is broadened.
  5. Because we have differences, we will have conflict. The important thing is to handle conflict in a way that does not create defensiveness, which does not promote learning.

You can see more about core rules of netiquette at http://www.albion.com/netiquette/corerules.html. If you have questions about any of these policies, please contact your instructor

Course Topic/Dates/Assignments:

 

MK380 Course Schedule

Week

Assignment

Description

Due Date

1

Reading

Ch. 1 - Introduction to Advertising, A Matter of Practice, p. 15

Ch. 2 - Advertising’s Role in Marketing, A Matter of Practice, p. 48

Ch. 3 - Advertising and Society, A Matter of Principle, p. 75

Lecture

Presentations

Chapter 1 Slideshow
Chapter 2 Slideshow
Chapter 3 Slideshow

Activity

Weblinks, brief email comments to the instructor

Sunday - Midnight

Discussion Questions

3 questions on the role of advertising in society

Thursday - Midnight

Discussion Thread

Interaction on one of the weekly discussion questions with class members

Saturday - Midnight

Quiz 1

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

2

Reading

Ch. 4 - How Advertising Works, A Matter of Practice, p. 114

Ch. 5 - The Consumer Audience, A Matter of Practice, p. 154

Lecture

Presentations

Chapter 4 Slideshow
Chapter 5 Slideshow

Activity

TV Advertisement Storyboard Assignment

Sunday - Midnight

Discussion Questions

3 questions on consumer behavior and advertising

Thursday - Midnight

Discussion Thread

Interaction on one of the weekly discussion questions with class members

Saturday - Midnight

Quiz 2

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

3

Reading

Ch. 6 - Strategic Research, A Matter of Practice, p. 178

Ch. 7 - Strategic Planning, A Matter of Practice, p. 207

Lecture

Presentations

Chapter 6 Slideshow
Chapter 7 Slideshow

Activity

Advertising Ethics Assignment

Sunday - Midnight

Discussion Questions

3 questions on research and strategic planning

Thursday - Midnight

Discussion Thread

Interaction on one of the weekly discussion questions with class members

Saturday - Midnight

Quiz 3

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

4

Reading

Ch. 8 - Media Basics and Print Media, A Matter of Practice, p. 229

Ch. 9 - Broadcast Media, A Matter of Principle, p. 269

Lecture

Presentations

Chapter 8 Slideshow
Chapter 9 Slideshow

Activity

Weblinks, brief email comments to the instructor

Sunday - Midnight

Discussion Questions

3 questions on the media mix

Thursday - Midnight

Discussion Thread

Interaction on one of the weekly discussion questions with class members

Sunday - Midnight

Quiz 4

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

Midterm Exam

Open book, Open note, Online, 10 essay questions

Sunday - Midnight

5

Reading

Ch. 10 - Internet and Nontraditional Media, A Matter of Practice, p. 297

Ch. 11 - Media Planning and Buying, A Matter of Principle, p. 324

Lecture

Presentations

Chapter 10 Slideshow
Chapter 11 Slideshow

Activity

Weblinks, brief email comments to the instructor

Sunday - Midnight

Discussion Questions

3 questions on ecommerce

Thursday - Midnight

Discussion Thread

Interaction on one of the weekly discussion questions with class members

Saturday - Midnight

Quiz 5

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

6

Reading

Ch. 12 - The Creative Side and Message Strategy, A Matter of Practice, p. 379

Ch. 13 - Copywriting, A Matter of Principle, p. 398

Ch. 14 - Design and Production, A Matter of Practice, p. 430

Lecture

Presentations

Chapter 12 Slideshow
Chapter 13 Slideshow
Chapter 14 Slideshow

Activity

Media Cost Assignment

Sunday - Midnight

Discussion Questions

3 questions on ad copy and target audiences

Thursday - Midnight

Discussion Thread

Interaction on one of the weekly discussion questions with class members

Saturday - Midnight

Quiz 6

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

7

Reading

Ch. 15 - Direct-Response Marketing, It's a Wrap, p. 477

Ch. 16 - Sales Promotion, Events, and Sponsorships, A Matter of Practice, p. 492

Lecture

Presentations

Chapter 15 Slideshow
Chapter 16 Slideshow

Activity

Business to Business Advertising Assignment

Sunday - Midnight

Discussion Questions

3 questions on sales management

Thursday - Midnight

Discussion Thread

Interaction on one of the weekly discussion questions with class members

Saturday - Midnight

Quiz 7

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

8

Reading

Ch. 17 - Public Relations, A Matter of Practice, p. 523

Ch. 18 - Special Advertising Campaigns, A Matter of Practice, p. 545

Ch. 19 - Evaluation of Effectiveness, A Matter of Practice, p. 568

Lecture

Presentation

Chapter 17 Slideshow
Chapter 18 Slideshow
Chapter 19 Slideshow

Activity

Weblinks, brief email comments to the instructor

Sunday - Midnight

Discussion Questions

3 questions on advertising metrics

Thursday - Midnight

Discussion Thread

Interaction on of the weekly discussion questions with class members

Sunday - Midnight

Quiz 8

10 Questions - Online, multiple choice based on readings and lecture notes

Sunday - Midnight

Core Assessment

Advertising Campaign Project

Saturday - Midnight

Final Exam

Proctored Exam

Last Day of Finals Week

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 95-96

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 95

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.
ONLINE NOTE: Students must participate in an academically related activity on a weekly basis in order to be marked present in an online class. Examples of academically-related activities include but are not limited to: contributing to an online discussion, completing a quiz or exam, completing an assignment, initiating contact with a faculty member to ask a course related question, or using any of the learning management system tools.

Park University 2011-2012 Undergraduate Catalog Page 98

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:12/13/2012 12:08:20 PM