MKT 317 Advertising
                       Course Syllabus

 

Instructor:

Dr. Bob Everton, Assistant Professor of Marketing

Office:

Gateway Technology Center - 205

Phone:

252-985-5173 (Office)

Email:

reeverton@ncwc.edu

Web Site:

http://faculty.ncwc.edu/reeverton/

I encourage you to contact me any time if you have questions or concerns about any aspect of this course.  Feel free to drop by during office hours, or make an appointment.  The best way to reach me at other times is via Email: reeverton@ncwc.edu).  I will usually respond within the same day.

CATALOG DESCRIPTION:
This course will encompass those areas relevant to modern advertising.  Topics covered will include media selection, social and economic impacts of advertising, layout, advertising and the marketing system, copywriting and advertising campaign strategies.

COURSE OVERVIEW:                                                                                               Advertising is perhaps the most visible and interesting of all marketing activities.  We are inundated daily with hundreds of messages.  Each of us has a "favorite" TV commercial.  Advertising influences the way we live - it shows typical people, in typical situations.

This is an introductory course in Advertising and Integrated Marketing Communication and covers diverse topics relating to the advertising industry.  We start with general perspectives, including the background of advertising, the social, ethical and regulatory aspects of advertising, and highlights of the importance of the planning process.  We also examine the creation of advertisements and commercials, and copywriting, art, print production, and electronic media.  Finally, the course covers media, including media planning, and the role each media form plays in advertising communications. 

PREREQUISITES:
MKT 205 and BSS 190 and 191

COURSE OBJECTIVES:
This course is designed to ASSIST the students in:

  1. Developing an understanding and appreciation of the role advertising plays in business organizations on both a local and international level;
  2. Developing an understanding of the advertising vocabulary used in the business world;
  3. Obtaining a working knowledge of the role played by advertising relative to each of the other variables in the marketing mix;
  4. Developing an awareness of the need to integrate advertising activities with all other activities of the organization and the relationship between advertising, marketing, and other processes within the firm;
  5. Learning the “advertising planning process” and its various steps and how organizations plan, implement, and control advertising programs;
  6. Understanding advertising as a social institution—how advertising reflects and affects one’s self-concept and society as a whole;
  7. Recognizing the social responsibility and ethical implications of advertising activities in the context of a global community; and
  8. Learning the responsibility of cooperating and working within a team to complete a project for the duration of the semester.

REQUIRED TEXTBOOK:
Belch, G. and M. Belch.  Advertising and Promotion, 8th Edition. McGraw-Hill Irwin, 2009.     ISBN: 0-07-338109-1. Textbook is required for all classes.  Also, Chapter 1 should be read prior to our first class meeting.

 

METHODOLOGY:
Although the lecture method will be utilized, class discussion, peer learning, and student participation will be the primary tools for learning.  Students are expected to actively participate in team assignments, presentations, and a variety of writing and research assignments.  Please bring your textbook to all classes, as we will refer to the text often.

REQUIRED WORK AND COURSE EVALUATION:
Exams, weekly assignments, and a semester long team project with a written and oral presentation component will be required in this class.  Specifically, required work is as follows:

1. EXAMS:
A major requirement in this course is that students read the assigned text in preparation for each class and prepare to discuss the chapters.  I recommend that you approach chapter headings as “questions” to be answered.  There will be a Midterm Exam and a Final Exam.  These exams will in all likelihood include objective questions, discussion questions, and essay questions.  The exams will be based on material presented in the text, videotapes, class discussions/exercises, and take-home assignments, so make sure to take detailed notes every class period.

2. PARTICIPATION IN WEEKLY ASSIGNMENTS:
Assignments will include in-class assignments pertaining to reading assignments, short writing assignments, video cases, web sites, case studies and quizzes. Also, advertising related articles will be prepared and presented during the course.  Assignment directions will be presented during our first class meeting.  You should have read Chapter 1 from our text prior to this meeting.

Learning should be an interactive process and student involvement is essential.  Class participation is necessary for three reasons: (1) it further develops students’ oral communication skills; (2) it provides feedback to indicate whether the instructor has properly communicated the material; and (3) it increases the quality of the class.  Your comments and questions are encouraged.  I expect that you will read the assigned material prior to each class.

3. PROJECT:
You will be assigned to a team to complete a semester long project. Specifically, each team will develop an Advertising Plan for an approved company/product.  A required project format will be provided to you.  Also refer to Chapter 8 of your text for developing your team's Advertising Plan.  A written component and an oral presentation component will be required.

The team presentations of the Advertising Plans will take place at the end of the semester.  Twice during the semester, team progress meetings will be held with the instructor.  For the presentation, teams should use Power Point and each team member must participate in the actual presentation.  The time should be distributed as equally as possible between members of the team. Dressing professionally at the presentations is required.  Both the professor and the students will evaluate the presentations.

The exact amount of time required for each presentation will be determined after the number of groups are determined.  However, it is estimated that presentations will be limited to twenty-five (25) minutes with a few additional minutes for class discussion.  Additional specifics will follow in class as the semester progresses.

LOGIN AND ENTER COURSE:

Ø                Type in the MY.NCWC.EDU URL, http://my.ncwc.edu/ics into your browser. Or go to the NC Wesleyan College home page at www.ncwc.edu, and then click MY.NCWC.EDU located in the right.

Ø                Enter your login ID and password, and then press the ENTER key. Your initial password is your birthdate in mmddyy format.

How to check the course syllabus:

1. On My Courses, click the course title to open the class site. You will see the full menu on the left.
2. From here you can click on the Syllabus, Attendance, Collaboration (email), Course Information and Gradebook.

The primary means of communication between students and instructors in online classes is MY.NCWC.EDU.  Your instructor will use your MY.NCWC.EDU e-mail account to contact you, so please check it frequently.  If you are unfamiliar with MY.NCWC.EDU please contact the Help Desk at 252-984-5000 or visit their website for Quick Reference information: http://www.ncwc.edu/Offices/Technology/Quick%20Reference%20MYNCWCEDU.pdf

CLASS ATTENDANCE POLICY:
I consider it a professional courtesy and obligation for you to attend class.  The college attendance policy states that the instructor may withdraw a student after three hours of absence.  Equally important, quizzes, exams and other assignments missed because of being absent CANNOT BE MADE UP.  Please note that there are no distinctions between excused and unexcused absences.  University protocol and related accreditation agencies limit the amount of time a student can miss a class and still receive College recognition and credit.  Upon the fourth absence, the student will be administratively withdrawn from the class.  If you miss class, you are responsible for obtaining class notes and assignments from another classmate.

Please do not be late for class.  It is very disrupting to have students coming into class after we have started.  If you have a schedule conflict that regularly prevents you from being punctual, please consider a class change.  Early departure from class will affect your grade.

Poor attendance with regard to team presentations will result in a REDUCTION OF YOUR FINAL GRADE.

DEDUCTIONS:
We all have very busy schedules and it is my responsibility to utilize the time dedicated to each class in a manner that maximized both your and my utility.  You can assist me in meeting this obligation by following the instructions laid out for the class.  “Quality of Work” specifically discusses this issue (see below).  Examples of “deductions” are as follows:

  1. Did not follow directions where appropriate.
  2. Unprofessional classroom behavior.
  3. Trying to hand in assignments late.

QUALITY OF WORK:
I expect written assignments that are free of typographical, grammatical, and spelling errors.  I am adamant about this. One of the best ways to proofread is to read your paper aloud.  If you are not capable of proofreading your own work, I suggest you get help (e.g., ask a friend to proofread your paper or visit the writing lab on campus).  ALL assignments should:

  1. Be either stapled, in a notebook with rings, or in a report cover
  2. Include a cover sheet, which clearly displays your name, the course, the date, and the assignment.
  3. Use Arial or Times New Roman font style with 12 size font and,
  4. Be double-spaced with one-inch margins with pages numbered.

REFERENCES:
All material and information used by you in the project must be referenced!  There are no exceptions.  Material and information not properly referenced will not be accepted under any conditions! 

 

APA Citation Policy and Reference Materials

The Business Division citation policy is that all students should use the American Psychological Association (APA) citation style for all assignments and projects. Please use the APA reference materials from the NCWC Library website: http://library.ncwc.edu/www/cit.htm

PLARGIARISM AND CHEATING:

The College policy on plagiarism and cheating will be followed.  The definitions can be found in the 2009-10 NCWC Catalog and is as follows:

“The College and faculty guarantee the integrity of the academic process. Since cheating and plagiarism are threats to this integrity, all members of the College community must work together to prevent their occurrence. The instructor in any course assumes the responsibility for fair evaluation of academic progress, and is obligated to explain at the beginning of each course how the College’s policy on cheating and plagiarism applies to that particular course. Students are expected to perform honestly and to work in every way possible to eliminate cheating by any member of a class.

Definitions: “Cheating” means the giving or receiving of information illicitly with intent to deceive the instructor in his or her effort to grade fairly any academic work. “Plagiarism” is “to take and use as one’s own the thoughts, writings, or inventions of another” (Oxford English Dictionary). It is plagiarism when one uses direct quotations without proper credit and appropriate quotation marks, and when one uses the ideas of another without proper credit.

COMPUTER AND INTERNET USAGE:
It is important that each of you are familiar with using the Internet and computer tools.  These skills will be necessary in the workplace-you should be prepared.  Therefore, it is each student’s responsibility to have access to a computer that has the capability of accessing the Internet and MS Word, Excel and PowerPoint software (all assignments will be submitted as hard copy unless otherwise noted).

STUDENTS WITH DISABILITIES:

Students with disabilities who believe that they may need accommodations in this class are encouraged to contact the Office of Disability Support Services (DSS) at 252-985-5131 as soon as possible to coordinate and implement accommodations in a timely fashion. The Office of DSS is located in the Student Support Center on the main campus, http://www.ncwc.edu/Offices/Student_Success/disability_support_services.htm

OTHER CRITICAL NOTES:

Ø               Please use the Writing Lab as required for all of your work.  The services are free and poorly written papers are not acceptable.

Ø                We have a lot of material to cover.  Consequently, you NEED to read the assigned chapters and study the other class materials before the class meets.

Ø                No late work will be accepted and no makeup exams.  Note that the Attendance Policy does not differentiate with regard to “excused vs. unexcused” absences.  An absence is an absence.

Ø                If I do approve an absence to take an exam late, the exam must be taken within 24 hours of the original exam.  After that time, a grade of "zero" will be recorded.

Ø                Cell phones, audible pagers and any other electronic device will be turned off during class.  The use of any type of tobacco related products are prohibited in any campus building.

Ø                Any type of headgear worn must be removed during class (i.e. hats, hoods, etc.).

I RESERVE THE RIGHT TO REVISE THIS SYLLABUS AT ANY TIME DURING THE SEMESTER.