Managerial and decision-making processes with student groups
functioning as advertising agencies to plan, implement, and
manage advertising and communication campaigns for assigned
outside clients. Students work with outside clients to assess
their needs and then present student-derived solutions to the
clients.
Additional Requirements for Graduate Students: Special topics paper.
Athena Title
Advertising/Commun Campaigns
Equivalent Courses
Not open to students with credit in ADPR 5741, ADPR 5742, ADPR 5950 or ADPR 7741, ADPR 7742, ADPR 7950
Prerequisite
ADPR 5710 and (ADPR 5750/7750 or ADPR 5750E/7750E or ADPR 5760/7760 or ADPR 5760E/7760E) and (MARK 3000 or MARK 3000E or MARK 3000H or MARK 3001 or MARK 3001E or MARK 3001H) and permission of department
Semester Course Offered
Offered fall, spring and summer
Grading System
A - F (Traditional)
Student learning Outcomes
By the end of the course, each team will be able to analyze marketing/advertising problems accurately, based on a
thorough situation analysis.
By the end of the course, each team will be able to determine a realistic marketing, advertising, and promotion strategy.
By the end of the course, each team will be able to set realistic advertising and promotion objectives and budgets.
By the end of the course, each team will be able to plan effective communication message/media/budgeting strategies and tactics that solve well-defined problems.
By the end of the course, each team will be able to develop and test message executions to determine if they communicate effectively with target markets.
By the end of the course, each team will be able to plan and prepare media programs to reach the client's target audiences (e.g., consumers, viewers, influencers, decision makers, populations with special needs) efficiently and effectively.
By the end of the course, each team will be able to determine optimum advertising and promotion budgets.
By the end of the course, each team will be able to specify appropriate means to evaluate and control advertising/marketing programs.
By the end of the course, each team will be able to write a comprehensive report and make a formal oral presentation.
Topical Outline
Week 1: Problem Assignment
Week 2: Group Assignment
Situation Analysis
Week 3: Situation Analysis
Business Plan
Week 4: Marketing Strategy
Objective Setting
Week 5: Advertising Strategy
Objective Setting
Week 6: Creative Strategy
Promotion Strategy
Thinking Out of the Box
Week 7: Creative Strategy
Promotion Considerations
Creative Development
Media Plan Development
Week 8: Creative Development
Media and Promotion Planning
Week 9: Finalize Media Plan
Evaluation Plan
Finalize Creative
Week 10: Finalize Plans Book
Week 11: Plans Book Due
Week 12: Final Presentations
Week 13: Critique of Presentation and Plans Books
Week 14: All Teams Working to Revise Winning Plans Book
Week 15: Two Copies of All Revised Plans Books are Due
Institutional Competencies Learning Outcomes
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.
