Mid Michigan Community College by KISUG797

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									                            Mid Michigan Community College
                            Harrison and Mount Pleasant Campus
Syllabus: Principles of Advertising
BUS 231       3 Hours credit
Winter 05


Instructor:    C. Diana Webb, BS, MSM, LUTCF
Office 252     989.386.6670 Harrison
Office 342     Mount Pleasant
Email          Dwebb@midmich.edu

Office Hours: Before and after class or anytime by appointment.

Course Materials:
Text:       Contemporary Advertising 9th Edition, (William F. Arens)

Course Description:
In this course, we will analyze advertising as an instrument of modern business, which will
include diverse forms of advertising in the business industry. Particular attention will be
presented to advertising for small business as well as medium sized business engaged in
providing services and goods to the consumer.

Overall Course Objective:
The curriculum will bestow Management and Marketing students’ expertise in all forms of
promotion in the business industry.

Instructor Strategy & Student Strategy:
The significance of the course will be to focus on advertising as a whole. All forms of
promotion will be utilized in a realistic manner with the sole purpose of increasing or generating
revenue for a company.
Students should allow 5 to 7 hours for homework, which will include reading, research, papers,
and assignments. The student will be expected to attend all classes.

Help:
If you find that you are having difficulty learning and understanding the course material, please
let your instructor know as soon as possible. There are a number of services available at Mid
Michigan College to assist students.

Administrative Matters:
If an exam is missed during the scheduled time, it may be made up only with the instructor’s
permission, in advance. The make up exam will not be the same exam that was given during
the regular class time. It is the student'’ responsibility to schedule make up exams. Exams not
made up within "“one week” of the missed date will receive a grade of zero ( 0).
Attendance:
Attendance is mandatory and will be taken every class session (the beginning of class and after
the break), and absences are reported as required by Mid Michigan Community College. If you
leave class early for any reason, it will be considered a partial absent.
Note: Absences will affect your grade.
Quizzes:
Make up quizzes will not be given.

Project/Paper:
This will be due week 13 and 14.
You are to develop an advertising campaign for a small or medium size company. Spend the
first 2-3 weeks deciding what business you want to develop this plan Example: You have
chosen to advertise a gardening shop. You have an advertising budget of $5,000. How are you
going to spend it?

The presentation will be approximately 15-20 minutes in length. You will present your company
advertising plan before the class. This presentation involves how you will work your plan.
Note: Faculty are invited to observe the presentations.

Grades:
Grades will be determined based on the following criteria:

Exams:                  400 Points
Quizzes                 150 Points
Research Paper:         100 Points
_____________________________
Total:                  650 Points
Grading Scale

Letter                Interpretation         Honor Points           Percentage
A                     Excellent              4.0                    94-100%
A-                                           3.7                    90-93%
B+                                           3.3                    87-89%
B                     Good                   3.0                    84-86%
B-                                           2.7                    80-83%
C+                                           2.3                    77-79%
C                     Average                2.0                    74-76%
C-                                           1.7                    70-73%
D+                                           1.3                    67-69%
D                     Unsatisfactory         1.0                    64-66%
D-                                            .7                    60-63%
F                     Failure                 .0                    Below 60%
I                     Incomplete
W                     Withdrawal

Instructions:
Students are required to read all text/class materials before classroom lectures. As already stated,
all assignments are due before the beginning of class, with no exceptions. Late assignments will
not be accepted. Preparation for class will be used to establish part of your class participation
grade.

Assignment and Test Schedule:

Week     Chapters            Topic                            Due
1.        Introductions      What is advertising today
          Go over            Quiz
           Syllabus
          Discuss
           paper &
           presentation
          Student
           Profile
          Chapter 1

2.          Chapter 2          Evolution of Advertising
            Chapter 3          Econ., Social, &
                                 Regulatory Aspects of
                                 advertising
                                Quiz
3.       Chapter 4         Scope of Advertising          Topic for Paper Due
         Chapter 5         Marketing/Consumer
         Review for         Behavior, Foundations of
          Test 1             Advertising
                            Quiz
4.       Test One                                         Test One ( chapters 1-
         Work on                                           5)
          Paper


5.       Review Test
          1                 Market
         Chapter 6          Segmentation/marketing
         Chapter 7          mix
                            Research, Gathering
                             information for
                             Advertising planning
                            Quiz
6.       Chapter 8         Marketing & Advertising
         Chapter 9          Planning
                            Planning Media Strategy
                            Quiz
7.       Chapter 10        Relationship Building,
         Review Test        Direct Marketing
          2

8.       Test Two                                         Test Two (chapters 6-
         Work on                                           10)
          Paper &
          Presentation
9.       Review Test       Relationship building,        Go over Draft & Discuss
          2                  Public Relations               Presentation
         Chapter 11        Creative Strategy &
         Chapter 12         Creative Process
                            Quiz
10.      Chapter 13        Creative Execution
         Chapter 14        Production Ads for Print
                            Quiz
11.      Chapter 15        Using Print Media
         Review for        Quiz & Review
          test 3
12.      Test 3                                             Test Three (chapters
         Work on                                             11-15)
          Papers &
          Presentations
13.      Chapter 16         Using Electronic Media         Paper Due
         Chapter 17         Using Digital Interactive      Ideas on Presentation
                              media & Direct Mail
14.      Chapter 18         Using Out of Home,
         Chapter 19          Exhibitive, &
         Review Test         Supplementary Media
          4
15.      Test 4                                             Test Four (chapter 12-
         Practice                                            18)
          Presentations
16.      Presentations                                      Presentations
         Faculty
          invited
         Good-byes

								
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