Syllabus

HARCUM COLLEGE

Advertising

I.      Course Title: Advertising

II.    Course Number: BUS242

III.  Lecture-Lab-Credit: 3-0-3

IV.  Course Instructor Information
Julian Crooks possesses a Bachelor of Fine Arts in Apparel Design from the Rhode Island School of Design in Providence, RI and a Master of Art Education from the University of the Arts in Philadelphia, PA.  She has taught courses in the Apparel Design Department at the Rhode Island School of Design from 1997 to 2004 and has worked in both the fashion design and retail industries since 1989.

V.    Course Description:

This course is a comprehensive journey through the multi-faceted advertising and media communications industry.  Students in this course will learn and practice (1) how to analyze companies and markets, (2) how to develop insights by understanding consumers’ cognitions, affect and behavior, (3) how to select a market to serve, (4) how to brand a product or service, and (5) how to communicate the positioning message to consumers.  These skills will be learned and practiced through reading of relevant material, analysis and presentation of in class examples, and “hands-on” experience derived from individual and team projects.

VI.  Course Objectives:

The goal of this course is to provide students with the fundamental skills needed to analyze, evaluate, develop and create advertising for all platforms, and channels, which are part of our daily digital world.  This goal will be accomplished by focusing on three key elements central to the strategic planning process:  brands, consumers, and the style and form of communication.  Specific course learning objectives are as follows:

·      Analyze companies and markets

·      Develop insights by understanding consumer cognitive and affective behavior

·      Select target markets

·      Branding products and services

·      Communicate positioning messages to consumers

·      Learn fundamental building blocks used to develop strategically sound IMC plans

·      Understand systematic process involved in developing a communication plan

·      Analyzing a market situation

·      Formulating communication objectives

·      Identifying potential target audiences

·      Apply knowledge through class exercises, assignments, and simulations.

VII. Course Activities:

The course will consist of interactive class discussions, class critiques of homework, group and individual projects.

    TESTS – There is a  final exam

            QUIZZES – Weekly quizzes will test the students’ grasp of key concepts

            HOMEWORK/PROJECT – There will be individual or group homework projects each week in addition to a reading assignment.

VIII.       Course Requirements and Evaluation

a.     Attendance Policy

                                               i.     Students are expected to attend all classes. Please refer to the College Handbook for further clarification of the Harcum policy on attendance.

                                             ii.     Students may be permitted one absence at the discretion of the Instructor. Students should notify the Instructor of an anticipated absence, so that work can be made up in a timely manner.

                                            iii.     Students are expected to be in class on time, so that they do not miss instructions for the day’s activity.

b.     Student Responsibilities

                                               i.     Students are expected to keep current with the reading and activity assignments.

                                             ii.     Cell phones and other electronic devices are to be turned OFF during class.

                                            iii.     Food and beverages are NOT permitted in classrooms.

                                            iv.     Students should become familiar with the Drop/Add policy by referring to the Student Handbook or College Catalog.

c.      Assignments

                                               i.     Papers and/or projects will be assigned at the Instructor’s discretion. Sufficient time will be allowed to complete any assignments.

                                             ii.     All papers must be typed unless otherwise stated. Exceptions must be authorized by the Instructor.

                                            iii.     Grades for work turned in late will be reduced by one full letter grade.

                                            iv.     Extra credit will be assigned at the Instructor’s discretion.

                                              v.     Students with a justifiable excuse for missing an exam will be given an assignment to make up for the missed exam.

                                            vi.     Any student found cheating on an exam and/or quiz will be dismissed from the class. All assignments are to be completed by the student and plagiarism will not be tolerated. Plagiarism will result in a lowering of your grade.

d.     Evaluation

       i.  Grades will be based on the following criteria.

Major Exams            10%

Quizzes               20%

Homework            50%

Readings               10%
Participation            10%

IX.           Textbook and Other Course Materials Requirements

M: Advertising

William F. Arens
David H. Schaefer, Sacramento City College
Michael F. Weigold, University of Florida at Gainesville

ISBN: 0078028914
Copyright year: 2012

Support Blog: http://crooksadvertising.blogspot.com/

My Email: jcrooks@harcum.edu

X.  Course Schedule:

Class reading                        Chapter topic                                                                        Class meetings

Chapter 01                        Historical application of advertising                                    Week 1

Chapter 02                        Economic and regulatory aspects                                    Week 1

Chapter 03                        The business of advertising                                                Week 2

Chapter 04                        Audience segmentation and marketing mix                        Week 2

Chapter 05                        Consumer behavior                                                            Week 3                                                           

Chapter 06                        Account Planning and Research                                    Week 3

Chapter 07                        Integrated Marketing Communications                        Week 4

Chapter 08                        Creating ads:  Strategy and process                                    Week 5

Chapter 09                        Creative Execution: Art and Copy                                    Week 6

Chapter 10                        Advertising production                                                Week 7           

Chapter 11                        Print production                                                            Week 8

Chapter 12                        TV and radio:  Electronic media                                    Week 9

Chapter 13                        Digital interactive and Internet media                                    Week 10

Chapter 14                        Out-of-home and specialty media                                     Week 11

Chapter 15                        Media planning and buying                                                Week 12

Chapter 16            Personal sales and product packaging                                    Week 13

Chapter 17            Public relations, sponsorship and corporate ads            Week 14

Accommodations

If you have a documented disability for which you are or may be requesting reasonable academic adjustments, you are encouraged to contact the Office of Student Affairs,  Room 204 in Klein Hall, 610-526-6036.

Writing Policy

Written assignments are to be prepared according to the specifications provided by the instructor and should demonstrate the following conventions of academic writing: a focused thesis or central idea; development that supports and is unified around the thesis; coherence between paragraphs and ideas; and appropriate grammar, mechanics, punctuation, spelling, and diction.  Research assignments are expected to conform to MLA or APA guidelines for utilization and documentation of sources, with an emphasis on bibliographic