MASTER SYLLABUS
Course Number & Title: BUS 314 - Advertising Principles
Department: Marketing
Credit Hours: 3 Credit Hours
Prerequisites: BUS 233 - Principles of Marketing
Fees and Charges: None
Effective Catalog Date for this Master Syllabus: 2006-2007
1. Catalog Description:
A course in the general principles of advertising and sales promotion as applied to the sale of goods and services. A study of advertising agencies, advertising departments, copy, layouts, illustration, and media and advertising research.
2. Course Content:
> What is advertising?
> The scope of advertising: from local to global
> Relationship building: direct marketing, personal selling, sales promotion
> Relationship building: public relations, sponsorship, corporate advertising
> Marketing and consumer behavior
> Market segmentation and the marketing mix
> Marketing and advertising planning
> Planning media strategy: print and electronic media
> Creative strategy and the creative process
3. Student Learning Objectives:
> Characterize and understand the major traditional marketing communications functions—advertising, direct marketing, sales promotion and public relations—as well as the emerging ones like interactive media, product placement, and other “stealth” advertising;
> Highlight the interdisciplinary nature of advertising by integrating principles and concepts drawn from a fundamental understanding of the marketing process, as well as consumer behavior and communications theory;
> Present in-depth, practical discussions of particular issues complementary to the chapter material and show how companies are using integrated marketing communications through readings and case studies taken from Advertising Age, Brandweek, Business Week, Fortune, and many others;
> Research and evaluate a specific company’s marketing and promotional campaign and learn how to use the various marketing communications functions in developing effective integrated marketing communication strategies and programs.
4. Student Assessment Criteria:
Interim Examination #1 ........................................................................................................... 15%
• Content Knowledge • Listening Skills
• Critical Thinking
Interim Examination #2 ........................................................................................................... 15%
• Content Knowledge • Listening Skills
• Critical Thinking
Interim Examination #3 ........................................................................................................... 15%
• Content Knowledge • Listening Skills
• Critical Thinking
Interim Examination #4 ........................................................................................................... 15%
• Content Knowledge • Listening Skills
• Critical Thinking
Team Project (paper) ............................................................................................................... 25%
• Teamwork and Teambuilding • Cross-Functional Integration
• Oral & Written Communication • Critical Thinking & Problem Solving
Team Presentation (articles) .................................................................................................... 5%
• Teamwork and Teambuilding • Cross-Functional Integration
• Oral & Written Communication • Critical Thinking & Problem Solving
Class Participation ................................................................................................................. 10%
• Peer Evaluations • Oral & Written Communication
• Teamwork and Teambuilding • Content Mastery
TOTAL 100%
5. Additional Information:
Course Materials
Course materials for Advertising Principles will consist of a required textbook and a series of library readings.
Required textbook:
William F. Arens (2004). Contemporary Advertising.
Ninth Edition. (
Additional readings will also be available as reserved readings in the library. These materials will consist of articles and case studies, which are required reading for the course.
Class Format and Method of Instruction
1. Class lectures, which will examine concepts and principles of effective advertising, including social and ethical considerations when planning and implementing advertising and promotional programs;
2. Topical/Case Analyses. Student-learners will be asked to analyze specific topics and case applications as a team. The team will present an oral and written summary of the material. All student-learners are expected to read the material, regardless of whether the student-learner is to provide the oral presentation and written analysis or not. The specific topical areas are identified in the “Tentative Course Schedule” section of the syllabus; and
3. Integrated Marketing Communications/Research Project. Student-learners will divide into teams (3-4 student-learners) and research an existing advertising campaign which is of particular interest to them. The team will identify a specific brand within a brand category and present their analysis to the class. A longer, more extensive written report is to follow the oral presentation. The written report will follow the format described in the “Instructions on the Team Projects” section of the syllabus.
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