Course Syllabus


ADVERTISING & MARKETING

Dr. Vina       Room 136

Office Hours 7:30-8:30 M-F or MON 2:30-3:00

Course Description

Advertising is everywhere. We see it as we stream media, read the papers, surf through television programs, or shop at the mall. Most people don’t give these messages a second thought. However, this course has several objectives; one of which is to encourage you to think about advertising. Specifically, you will be encouraged to think about what advertising is, how it works, how it is developed, and some controversies surrounding its use. 

At one level, advertising is commercial persuasive communication designed to make things happen faster in the marketplace. As such, it is an important source of efficiency and innovation with respect to the communication of ideas and the distribution of goods and services. At another level, advertising has been accused of influencing how we act, what we think, and what we consider important in our lives.

This course is designed to introduce you to the structure of advertising, its history, challenges and power. We will investigate advertising thoroughly and discover that it is a rich area for those interested in its creative, business, or research aspects. In short, this course provides an overview for those simply interested in advertising while providing a foundation for those interested in pursuing a career in advertising. In addition this course provides a foundation for other coursework utilizing creative development, planning, and media design strategies.

Most students enroll in this course at the HONORS level.  However, students may change enrollment to an ACP elective if they feel that is better suited to their needs.  The required work load is adjusted according to the level selected.

 

REQUIRED TEXTS: 

(1) Albrecht, M. G., Green, M., & Hoffman, L. (2023). Principles of marketing. OpenStax. https://openstax.org/books/principles-marketing/pages/1-unit-introduction

(2)  Wheeler, A. (2017). Designing brand identity: An essential guide for the whole branding team. Hoboken, N.J: John Wiley.

The objectives of this course are to:

  1. increase your understanding of the communication process
  2. identify and analyze the important issues in planning and evaluating integrated marketing communications.
  3. help you to apply the appropriate theories and tools to plan, develop, and evaluate marketing communications
  4. provide you hands-on experience with constructing a comprehensive advertising campaign

 

Units of Study

Unit 1 Marketing and Customer Value

Unit 2  Strategic Planning in Marketing

Unit 3 Consumer Markets and Purchasing Behavior

Unit 4 Business Markets and Purchasing Behavior

Unit 5 Market Segmentation, Targeting, and Positioning 

Unit 6 Marketing Research and Market Intelligence

Unit 7 Marketing in a Global Environment

Unit 8 Marketing in a Diverse Marketplace

Unit 9 Products: Consumer Offerings

Unit 10 Maintaining a Competitive Edge with New Offerings

Unit 11 Services: The Intangible Product

Unit 12 Pricing Products and Services

Unit 13 Integrated Marketing Communications

Unit 14 The Promotion Mix: Advertising and Public Relations

Unit 15 (Chapter 16) Direct, Online, Social Media, and Mobile Marketing

Final Team Project

 

Example of an assignment:

Evaluating an Ad Campaign Assignment

You will be provided with background materials on an ad campaign (www.adcouncil.org). Your assignment is to evaluate the ad campaign. You’ll want to consider the target market, the objectives of the ad, and whether/how the ad meets the objectives. How could the ad be improved to better meet its objectives?

 

FINAL EXAM/Team Project

Media Plan

We will work on a “live case.” Your ad team will be given information about a client to assist with the creation of an ad campaign for a company. Design teams will act as mini-ad agencies pitching for the account and will compete to win it.

 

Student Conduct and Honesty

All academic work must meet the standards contained in the WHS Academic Integrity Policy Each student is responsible to inform him/herself about those standards before performing any academic work. Any form of academic dishonesty is unacceptable.

 

Research Participation Opportunities

Opportunities for extra-credit research participation may be available.

 

Note:  This syllabus is not a contract and may be changed at any time for any reason by the faculty member. In other words, please note that this syllabus is a general plan for the course.