UGA Bulletin

Course Description

The Integrated ADPR Campaigns are the capstone courses requiring knowledge acquired and skills honed in all previous major courses. Students in this course will work in teams to conduct audience research, create an integrated communication campaign, prepare a comprehensive communication campaign book, and make a formal presentation to the client.

Additional Requirements for Graduate Students:
Evaluation of graduate students differs significantly from that of undergraduate students. Not only will graduate students be assigned more readings and additional projects, they will also be graded with higher expectations than undergraduate students. Specifically, graduate students will be assigned more responsibility on the campaigns team, including additional research and supervision of team members depending on the discretion of the instructor. Research projects may involve secondary research reviews and synthesis, whereas primary research studies will involve collection and analysis of data. Applied projects will consist of an original professional-level project delivered as a written report and/or oral presentation.

Athena Title

Integrated ADPR Campaigns

Equivalent Courses

Not open to students with credit in ADPR 5740, ADPR 5742, ADPR 5950 or ADPR 7740, ADPR 7742, ADPR 7950

Prerequisite

[[ADPR 5710 and (ADPR 5750/7750 or ADPR 5760/7760)] or (ADPR 5910 and ADPR 5120)] and (MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001E or MARK 3001H) and permission or major or permission of department

Semester Course Offered

Offered fall, spring and summer

Grading System

A - F (Traditional)

Student Learning Outcomes

Students will understand how to use legal, ethical, and professional applications of the principles, strategies, and techniques of advertising and public relations for their clients.
Students will understand how to conduct primary and secondary research, report findings, and set measurable strategic goals and objectives to design a combined advertising and public relations plan for their clients.
Students will understand how to work in teams and to combine advertising and public relations principles and practices.
Students will understand how to develop and test message executions to determine if they communicate effectively to diverse target audiences.
Students will understand how to allocate/set budgets across a variety of communication disciplines and tactics.
Students will understand how to prepare and deliver a comprehensive report and an effective presentation to the client.
Students will understand how to produce professional quality work to add to their portfolios and will acquire increased confidence in professional situations.

Topical Outline

Week 1: Class introduction and team assignment
Week 2: Project assignment
Week 3: Client briefing
Week 4: Situation analysis
Week 5: Audience analysis
Week 6: SWOT
Week 7: Creative brief
Week 8: Goal and objective setting
Week 9: Creative strategy
Week 10: Promotion considerations/Media strategy
Week 11: Media plan, budget, and timeline
Week 12: Finalize communication plan
Week 13: Finalize communication campaigns book
Week 14: Critique of presentation and campaigns books
Week 15: Final presentations to client and final campaigns books

Institutional Competencies

Analytical Thinking

The ability to reason, interpret, analyze, and solve problems from a wide array of authentic contexts.

Communication

The ability to effectively develop, express, and exchange ideas in written, oral, interpersonal, or visual form.

Creativity & Innovation

The capacity to combine or synthesize existing ideas, images, or expertise in original ways and the experience of thinking, reacting, and working in an imaginative way characterized by innovation, divergent thinking, and risk taking.

Critical Thinking

The ability to pursue and comprehensively evaluate information before accepting or establishing a conclusion, decision, or action.

Leadership & Collaboration

The capacity to engage in the relational process of optimizing personal and collective strengths toward a common goal.

Syllabus

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