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"MKT 4342/5342 Syllabus"
West Texas A&M
University
College of Business
Course Syllabus
Course Number/Section/Name: MKT_4342_70_Advertising,
Prerequisite MKT3340
Class Days/Times/Location or Other Format: Online and/or
Hybrid
Professor: Dr. De'Arno De'Armond
Office Location: Classroom Center 214C
Office Hours: I will be available before and after class,
during normal office hours, and by appointment, schedule
permitting
Office Phone: 806.651.2490
E-Mail: ddearmond@wtamu.edu (preferred method of contact)
Homepage: Click
here
Blog: http://www.drdearmond.blogspot.com
Twitter: http://twitter.com/DrDeArmond
Last Updated: 16 August
2009. This syllabus is a dynamic document. Elements of
the course structure (e.g., dates and topics covered,
but not policies) may be changed at the discretion of
the professor.
Important
Notice
This syllabus is an integral component of
the course. It is very important that you read it in its
entirety. All material that you will need for this class,
including lectures, exams and project material are only
accessible via WTClass.
Thank you for your attention and cooperation
in this matter.
COB Mission
Statement
The mission of the College of Business
is to provide high quality undergraduate and graduate
business education with a global perspective and ethical
awareness. We accomplish this through emphasis on excellence
in teaching, which is strengthened by faculty scholarship
and supported by professional service.
COB Learning Goals
Learning Goals of the BBA Program
The College of Business at West Texas A&M University
seeks to prepare students in the BBA degree program
for careers in business and to foster their professional
growth and advancement via the key learning goals. Each
learning goal is accompanied by an operational definition
for the goal.
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Goal 1: Communication: Graduates of
the BBA program will be effective communicators.
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Goal 2: Critical Thinking: Graduates
of the BBA program will be critical thinkers.
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Goal 3: Business Environment: Graduates
of the BBA program will be knowledgeable of ethical,
global, and social environmental factors and how they
relate to business decisions.
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Goal 4: Functional Business Analyses
and Applications: Graduates of the BBA program will
be knowledgeable in the functional areas of business
and their integration.
Learning Goals for the MBA Program
The College of Business at West Texas A&M University
seeks to prepare students in the MBA degree program
for careers in business and to foster their professional
growth and advancement via the key learning goals. The
key learning goals for the MBA are as follows:
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Goal 1: Professional Communication:
Graduates of the MBA program will communicate effectively
as managers.
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Goal 2: Leadership: Graduates of the
MBA program will be leaders.
-
Goal 3: Business Environment: Graduates
of the MBA program will be knowledgeable of ethical,
global, and social trends affecting business decisions.
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Goal 4: Business Integration: Graduates
of the MBA program will be able to integrate quantitative
and qualitative techniques from business functional
areas.
Course Description
and Overview:
This course is designed to introduce you the
field of advertising and promotion. The emphasis in this
course will be on the role of advertising and other promotional
mix elements in the integrated marketing communications
program (IMC) of an organization. The development of an
integrated marketing communications programs requires an
understanding of the overall marketing process, how companies
organize for advertising and other promotional functions,
customer behavior, communications theory, and how to set
goals, objectives and budgets. Attention will be given to
the various IMC tools used in contemporary marketing including
advertising, direct marketing, Internet and interactive
marketing, sales promotion, publicity and public relations,
and personal selling. We will examine the process by which
integrated marketing communications programs are planned,
developed and executed as wells as the various factors and
considerations that influence this process. We will also
discuss the environment in which adverting and promotion
takes place and the various regulatory, social and economic
factors that affect an organizations IMC program. Attention
on establishing objectives and budgets for promotional activities
and advertiser-agency relationships. Emphasis on technical
aspects of advertising layout. Course content will culminate
into a full-scale advertising campaign.
Text:
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Advertising and Promotion:
An Integrated Marketing Communications Perspective,
6/e.
George Belch, San Diego State University
Michael Belch, San Diego State University
ISBN: 0072536764
Copyright year: 2004
A primary reason I chose
the book mentioned above is the wealth of online supplements
contained in the text's website. You can visit the
book online for extra supplements, ideas, quizzes,
etc. at http://highered.mcgraw-hill.com/sites/0072536764/student_view0/index.htmlr
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Course Objectives
Overview and Map from COB Learning Goals to Objectives
for this course:
The basic objectives for this course are:
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Students will gain an understanding
of advertising as a major function within the marketing
and promotional mix of a firm.
- COB Learning Goals and Objectives: Critical Thinking,
Communication, Business Environment, Functional Business
Analyses and Application
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Familiarization with the principles
of advertising.
- COB Learning Goals and Objectives: Critical Thinking,
Communication, Business Environment, Ethical Perspective,
Functional Business Analyses and Application
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Improvement of your communication and
information handling abilities.
- COB Learning Goals and Objectives: Critical Thinking,
Communication
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Preparation for the presentation of
assignments by visually, verbally, and nonverbally
communicating your information using the advertising
principles discussed in class and in your textbook.
- COB Learning Goals and Objectives: Critical Thinking,
Communication, Business Environment
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Providing the student an opportunity
to experience and understand a full-scale advertising
campaign, its planning, implementation, and control.
- COB Learning Goals and Objectives: Critical Thinking,
Communication, Functional Business Analyses and
Application, Business Environment
The objectives of this course stated above
in the Course Overview can only be achieved through a joint
effort: I will work to stimulate your interest and learning
in these areas, but you will be expected to display initiative
and a program of self-study as well. In that sense, a complementary
objective of the course is to provide you with an environment
that will encourage and reward your own intellectual effort,
while simultaneously maintaining rigorous standards that
identify those who are motivated to pursue excellence in
their own educational preparation for a business career.
It is expected that students of MKT 4342/5342 have a competent
knowledge of marketing principles as covered in MKT 3340,
a pre-requisite.
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Course Flow and Method:
This course is being taught either online or as a hybrid
course, meaning the student should utilize a program of self
study and self discipline to be successful within the course,
whether taking online or in class. Not every concept can be
covered within the time allotted for regular lecture. The
student is expected to spend time outside of the course reviewing
course content and materials provided within the online format
and other sources to gain mastery of the subject. It is expected
that each student of Advertising have a solid understanding
of marketing, as such covered in the pre-requisites MKT3340.
WTClass is a working environment that you should become familiar
with. Of particular importance to this course are the Lesson,
Calendar, and Communicate tabs found within WTClass. Each
Lesson (found in the "Lessons" area of WTClass)
of this course contains at least one chapter and will be activated
in a timely manner with the flow of content respectively.
Each lesson content area consists of four distinct areas,
Launch-Intro, Lecture, Learning Activities and Wrap-Up.
Additionally, the site contains a wealth of tools (Communication,
Calendar) made available from the WTClass Class Container.
You should familiarize yourself with the WTClass environment
relative to this course. If you happen to find a broken link
or an error, do not panic, just let me know via course mail
and I will repair it ASAP!
Each Lesson area contains the following:
News: This general page area will serve
to provide you with up to the minute 'real world' news about
marketing and business. One of the principle foundations a
marketing student needs is access to news feeds. In an effort
to save your time, I have tailored this page to provide a
news-feed directly to this site regarding marketing topics.
Launch-Intro: This area will introduce the
chapter material of the lesson as well as provide an interlude
into lecture. Basically this area will serve as a synopsis
of the chapter.
Lecture: This area discusses some of the
salient points of the lesson material, it may include notes,
presentations or other material that will aide in your understanding
of the content. Lecture in no way is intended
to be the only source of material you should utilize for an
exam, but, used in conjunction with the text
and other supplements can increase your overall understanding
of the material and it's applied practicality. I have worked
very hard to "tool" this area with my lecture notes,
reinforcing text material via incorporation of practical examples,
discussion questions, and presentations. Basically, at your
disposal, you have the actual notes I use in class, in Adobe
PDF format, and the Power point presentation I would give
in a "classroom" setting that coincides with the
notes. It is a good idea to make sure your computer is loaded
with Adobe Acrobat's Free Reader Program, as well as at least
the Power point viewer. Both are free downloads available
at the following links:
Learning Activities: This section will contain
assignments and activities throughout the lessons requiring
your involvement. The appropriate due dates of each Learning
Activity are posted within the Calendar area of WTClass for
this course. The purpose of this area is to provide you an
opportunity to interact with the material, your classmates,
or your instructor, in the form of an activity or apply and
integrate the material at a higher level in an assignment.
Any assignment is assumed to be of a critical
thinking nature, thus, serious time, thought, and effort should
be put into your response efforts. More on this below.
Wrap-Up: This section of the lesson site
serves as my final comments area on the topic, and any other
information I feel relevant to the lesson.
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Course Structure and Weighting:
Major Exams (only 2 exams) |
40% |
Comprehensive Advertising Campaign |
30% |
Assignments (Extended Learning Activities)
|
30% |
Total |
100% |
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Course Element Descriptions:
Textbook material: The textbook is divided
into multiple chapter segments to be covered during the
semester. Students are expected to stay current on textbook
content. Lecture will focus on the more salient aspects
of the textbook material.
Major Exams: You will have the opportunity
to prove your competence of Advertising on two individual
examinations. The Major Exams will consist of multiple choice
questions. Exams will be administered via the WTClass information
portal and can be found within the lessons tab. Exams will
be available for a minimum of one entire week, timed (you
will have 1hr 30min) and tracked through WTClass.
I understand what it is like to have test anxiety. For
this course, you will be allowed (not required)
to take each of the two major exams twice (different
exams each time of course), with the highest
score of the two exam attempts reporting to the grade book.
I am very flexible, however, NO Make-up exams will be allowed,
you will have until 11:59 PM to complete the exam on the
last day of the exam testing period displayed within the
course calendar. Please do not wait until the last
minute to take your exam.
MAKE ABSOLUTELY SURE you are taking the
exam from a dedicated, uninterruptible Internet connection.
If you are in an area that has experienced connectivity
or technology problems, you may wish to take the exam from
a more secure location. Please note, if you are
timed out or disconnected from an exam, first of all, do
not panic, remember, you still have 2 attempts at each exam.
More than likely the error is something that can easily
be rectified. It is your responsibility to contact me via
email immediately to make record of this event.
I will not tolerate "restarts" on
exams. Please note, it is expected that each individual
will complete his or her examination without the aide of
outside individuals in an effort to maintain academic integrity.
Major Exam Dates |
Schedule |
| Exam I, Lessons 1-6, Chapters 1-7, 19, 22 |
Refer to course calendar for Exam I open and close
dates. |
| Exam II, Lessons 7-13, Chapters 8-17 |
Refer to course calendar for Exam II open and close
dates. |
| Please note, exams are
live from 12:01 AM of the first day through 11:59
PM of the last day. Please plan accordingly. All times
Central. |
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Additional Notes on Learning Activities:
At the end of selected lessons you will have an associated
learning activity. The learning activities serve to
enhance your interaction with the class, and are in
no way intended to serve as "busy work." Please
note, not every lesson contains a learning activity.
Learning Activities may be divided into the following:
- Assignment due dates will clearly be labeled,
if for example you have an assignment due on Thursday
September 2nd, that means you have until 11:59PM
on September 2nd to send it as called for in the
directions.
- Assignments must be sent via the Online Container
in the method specified with the assignment. You
must follow the assignment submission method requirements
for proper credit for your work.
- I will not accept assignments sent to my faculty
WTAMU FACULTY or WTClass Course email accounts,
unless I otherwise specify under certain conditions.
Grading:
Grading Standards
for Assignments
Your work will
be assessed in the following manner:
A –Level Work
(Excellent)
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(1) Responds fully to
what the assignment asks; (2) Presents a manifest
topic statement containing the issue to be analyzed
and the position to be taken; (3) Exercises good critical
thinking that is clear, logical (coherent & relevant),
deep, broad, and discriminating; (4) Expresses its
purpose clearly and persuasively; (5) Invokes and
uses disciplinary facts correctly; (6) Provides adequate
supporting arguments with reasons, evidence, and examples;
(7) Is focused, well organized, and unified; (8) Uses
direct language that is appropriate for the audience;
(9) Invokes discerning sources when appropriate; (10)
Correctly documents and cites sources via APA standards;
(11) Is free of errors in grammar, punctuation, word
choice, spelling, and format; and (12) Displays originality
and creativity in realizing items (1) through (9)
above. |
B—Level Work
(Very Good)
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Realizes high quality in (1) through
(11) fully and completely ---but does not reveal originality
or creativity. |
C—Level Work
(Adequate)
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Realizes adequacy in (1) through
(11) and demonstrates overall competence --- but contains
a few relatively minor errors or flaws. A “C”
paper may show great creativity and originality, but
those qualities don’t compensate for poor or
careless writing. A “C” paper is adequate
in all regards but could use polish and usually looks
and reads like a next-to-final draft. |
D—Level Work
(Weak)
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Fails to recognize some elements
of (1) through (11) adequately and contains several
relatively serious errors or flaws or many minor ones.
A “D” paper is less than adequate for
public presentation and often looks and reads like
a first or second draft. |
F—Level Work
(Poor)
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Fails to realize several elements
of (1) through (11) adequately and contains many serious
errors or flaws as well as many minor ones. An “F”
paper usually contains fatal errors of thought or
execution and usually looks and reads like a private
writing. |
Grading scale utilized within the assessment
process:
| A |
90-100 |
| B |
80-89 |
| C |
70-79 |
| D |
60-69 |
| F |
X-59 |
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Special Notes and Class Policies:
Graduate Students: Do not panic! Throughout
the semester you will have the opportunity to complete upper
level studies as part of your learning activities grade.
Graduate Students are NOT responsible for
completing the undergraduate learning activities. More details
will follow in any respective lesson requiring your input.
WTClass Environment Support: Please
note that it is your responsibility to have in place at
least the minimum technology required to actively participate
in this course. You should spend some time familiarizing
yourself with WTClass. There are tutorials available to
you and if you encounter problems the WTClass support
staff is available to answer your questions. The WT Information
Technology Technical Support Center (WT ITSC) is available
to you in the event critical after-hours support is needed.
You may contact them via email ITSC@wtamu.edu, or at 806-651-4357
and your issue will be handled in a very timely fashion.
In the event of a major snafu, please inform me as well.
Please use discretion when using WT ITSC Support.
Overall...I want an open, fun, learning
environment for you. Get to know the WTClass container
and what it can and what it can not do. If technology
presents a challenge for you, then you have two options:
1.) Drop now and wait for this course to be offered on
campus, or 2.) Step up to the plate and make this a fun
experience. You will get out of this course what you put
into it!
Email Policy: I PREFER YOU CONTACT ME
VIA EMAIL as this is the fastest way to reach me. Email
will receive an immediate, timely response, whereas my
office phone may not. In an effort to actively manage
my courses, and remain engaged with you, my students,
email sent to me via WTClass will be forwarded and monitored
via my iPhone when inside or away from the office. In
this way, I do my best to ensure that no matter where
I am, or what meetings I might be involved with, I can
respond to your questions and concerns ASAP!
PLEASE NOTE THAT YOU WILL NEED TO USE AN IDENTIFYABLE
SUBJECT LINE (MKT4342 or MKT5342 (respectively) Question)
AND CLOSE YOUR EMAIL WITH YOUR NAME to ensure
a proper receipt and response. Spam filters kill
blank subject lines and WTClass does not automatically
know your name, just a string of code. Help me out
with this!
Responses to your WTClass email received on my iPhone
will be sent to your "Buffs" email account,
and not the WTClass container (this is currently a limitation
of the WTClass security environment). To ensure you will
receive your email in a timely fashion, here is a suggestion:
As an alternative to checking WTClass
email all the time, you can have all email generated
through WTClass automatically forwarded to your 'BUFFS'
account. To do this click on the bottom icon
on the left side of the screen (it looks like a wrench).
Select system settings. Near the bottom of that page fill
in the section designated for forwarding address. Below
that in the drop down box for “Forwarding Mode”
select “Forward my course mail and mark as read
in course.” Then save it.
NOTE: Again, should you send an email to me through WT
Class my response may come back to your regular “Buffs”
email address. I will keep a copy of all correspondence
in a local folder for verification.
You should also check your email frequently
as this is my way to contact you and provide you up to
the minute information regarding this course.
Social Grid Policy: I am also putting
forth effort to engage my students via Facebook and Twitter.
Feel free to add me on Facebook, just let me know who
you are and what class you are coming from to ensure you
will be added. Feel free to follow me on Twitter, http://twitter.com/DrDeArmond.com.
This Twitter link is also found within the Communicate
Tab of WTClass.
You can also view the methods to my madness on my blog,
http://www.drdearmond.blogspot.com.
I use this space to communicate thoughts I may have left
our lectures with, or just random things that occur, however,
I do my best to put a practical, business framework around
my threaded comments.
Please note, it is not my intention to utilize the Social
Grid in any negative way with respect to you as an individual.
This is merely another way of communicating quick messages
to individuals within my courses and engage my students
in a professional, social way. I feel it to be very important
that my students understand I am a real person just as
I understand you are a real person as well. The utilization
of the social grid allows for me to understand more about
you, and tailor content based on this understanding. This
is NOT a required component of the course.
Dropping the course: Should a student
decide to drop the course, it is the student's responsibility
to be aware of the final drop dates and adhere to the
WTAMU Ad/Drop policy. Any student participating in the
course after the WTAMU posted drop date, will be considered
active and a grade will be administered at the end of
the course for that student.
Other final notes: In the words of my
great friend, mentor, and colleague, Dr. R. Nicholas Gerlich,
I do not believe in "curving" grades. In other
words, you get what you deserve. I abide strictly by the
grade scale listed in the course syllabus. There will
be no free points, no free grade adjustments, no lenience.
Period.
I will not tolerate any form of cheating, which can take
the form of copying from others during exams, plagiarizing,
sharing, etc. For any assignment or exam for which you
have cheated you will receive the most severe penalty
available under university rules. This will be at minimum
a score of 0 for the said exam or assignment.
I will not respond to pleas at semester's end for additional
points, extra consideration, etc. If you feel there has
been a mistake on my behalf regarding the posting of your
grades, you may feel free to contact me, and I will investigate
the matter. Under no circumstances, however, will I make
adjustments simply for your benefit.
Finally, if you are having difficulty completing the
course because of health problems (yours or that of close
family members), or other personal matters, it is your
responsibility to meet with me to discuss your options.
Terms of Use
A student's continued enrollment in this course signifies
acknowledgment of and agreement with the statements, disclaimers,
policies, and procedures outlined below and elsewhere
in the WTClass container.
College of Business Writing Component
(as applicable)
Students earning a BBA degree must complete at least one
course with a writing component outside of their major
as part of the business core requirements. The College
of Business writing component is a requirement in the
following courses: ACCT 3311, ACCT 4315, IDM 2310, ECON
4321, ECON 4361, FIN 3350, FIN 4321, MGT 4333, MGT 4370,
MKT 3342, MKT 3350. Students in a writing component course
are explicitly required to demonstrate knowledge of communication
skills. Specific objectives may include but are not limited
to the following concepts put forth by the National Business
Education Association: (1) ability to organize a written
and an oral message coherently and effectively, (2) ability
to use technology for communication, (3) ability to research
a topic, prepare a report, and present the findings to
all organizational levels, and (4) ability to demonstrate
critical-thinking skills. Specific course requirements
and the role of the writing component with respect to
student grading policy are at the discretion of the course
instructor of record.
Technology Requirements
All technological requirements for the successful completion
of this course are the responsibility of the student,
including access to a working computer with broadband
internet connection and state-of-the-art security. The
student is responsible for all technological problems
not related to WTAMU, including but not limited to equipment
failures, power outages, and internet breakdowns. Furthermore,
students are responsible for all necessary technical and
operational skills for completing this course, and for
being familiar with WTClass (the Online Learning System)
both in a general sense and in a specific sense as pertaining
to this course and any materials stored within. The professor
is not responsible for any technical matters related to
WTClass. Students must contact WTClass if they have problems
accessing and/or using Angel.
Viewpoints Disclaimer
The views expressed in this document, web-based course
materials, and/or classroom presentations are those of
the professor and do not necessarily represent the views
of West Texas A&M University, its faculty and staff,
or its students. Views expressed by students are likewise
those of the person making such statements.
External Web sites Disclaimer
Neither the professor, the College of Business, nor WTAMU
are responsible for the content of external web sites
discussed in the classroom and/or linked to via online
course materials, emails, message boards, or other means.
Referred web sites are for illustrative purposes only,
and are neither warranted nor endorsed by the professor,
College of Business, or WTAMU. Web pages change frequently,
as does domain name ownership. While every effort is made
to ensure proper referencing, it is possible that students
may on occasion find materials to be objectionable for
reasons beyond our control.
Copyright
All original content in this document, all web-based course
materials (be they text, audio, and/or video), and/or
classroom presentations are © by Dr. De'Arno De'Armond.
No distribution without the express written consent of
the author. Students are prohibited from selling (or being
paid for taking) notes during this course to or by any
person or commercial firm without the express written
permission of the professor.
Repeating Course Work
Students are charged a fee for any course attempted for
a third or subsequent time at WTAMU other than a non-degree
credit developmental course or exempted courses.
Disabilities
West Texas A&M University seeks to provide reasonable
accommodations for all qualified persons with disabilities.
This University will adhere to all applicable federal,
state, and local laws, regulations, and guidelines with
respect to providing reasonable accommodations as required
to afford equal educational opportunity. It is the student's
responsibility to register with Disability Support Services
and to contact the faculty member in a timely fashion
to arrange for suitable accommodations.
Scholastic Dishonesty
It is the responsibility of students and instructors to
help maintain scholastic integrity at the University by
refusing to participate in or tolerate scholastic dishonesty.
Commission of any of the following acts shall constitute
scholastic dishonesty. This listing is not exclusive of
any other acts that may reasonably be said to constitute
scholastic dishonesty: acquiring or providing information
for any assigned work or examination from any unauthorized
source; informing any person or persons of the contents
of any examination prior to the time the examination is
given in subsequent sections of the course or as a makeup;
plagiarism; submission of a paper or project that is substantially
the same for two courses unless expressly authorized by
the instructor to do so; submission of a paper or project
prepared by another student as your own. You are responsible
for being familiar with the university's Academic Integrity
Code.
Physical or Educational Access
West Texas A&M University seeks to provide reasonable
accommodations for all qualified persons with disabilities.
This University will adhere to all applicable federal,
state and local laws, regulations and guidelines with
respect to providing reasonable accommodations as required
to afford equal educational opportunity. It is the student's
responsibility to register with Disability Support Services
and to contact the faculty member in a timely fashion
to arrange for suitable accommodations.
Evacuation Statement
If you receive notice to evacuate the building, please
evacuate promptly but in an orderly manner. Evacuation
routes are posted in various locations indicating all
exits, outside assemble area, location of fire extinguishers,
fire alarm pull stations and emergency telephone numbers
(651.5000 or 911). In the event an evacuation is necessary:
evacuate immediately do not use elevators; take all personal
belongings with you; report to outside assembly area and
wait for further information; students needing assistance
in the evacuation process should bring this to the attention
of the instructor at the beginning of the semester.
Chemical and Equipment Safety Statement
Safety is everyone's responsibility. Material Safety Data
Sheets (MSDSs) are provided for all chemicals used in
this class. MSDSs provide information about physical properties,
health risks, fire explosion data, and other important
information associated with these chemicals. Before handling
or using a chemical, you should refer to the MSDS for
that chemical. It is your responsibility to inform the
instructor in writing of any health conditions that may
prevent you from safely using a chemical (pregnancy, auto
immune deficiency, etc.). It is also the responsibility
of the student to report any spill or problems found while
storing or using a chemical. If you are unsure about a
chemical, always ask. If you see any unsafe condition,
notify your instructor immediately. If you are unsure
about the proper and safe operation of any piece of equipment,
ask your instructor for proper instruction. All injuries,
spill of materials and unsafe conditions must be reported
to the instructor immediately.
Syllabus Subject to Change without prior notice.
In the event of a major change I will notify you via course
mail or discussion forum as soon as possible. (C) 2009-2010
Dr. De'Arno De'Armond, WTAMU.
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