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UNIVERSITY OF CINCINNATI - CLERMONT
COURSE SYLLABUS AND SCHEDULE OUTLINE FOR
PRINCIPLES OF ADVERTISING & PROMOTION (34-MKTG-245-001)
WINTER QUARTER 2009
MWF 11:00A – 11:50A
SNYDER BUILDING ROOM 256
Instructor Information
Instructor:
Office:
Phone:
Dr. Jeff Bauer, Associate Professor of Management and Marketing
Snyder Building 252F
Office: 732-5257 24-HR Voicemail
Fax: 732-5304
Division Office: 732-5255
E-Mail:
[email protected]
Website:
http://www.ucclermont.edu/~bauerj
Office Hours: M and F 12:00P – 1:00P, W 12:00P – 1:00P in the Learning Center, T and Th
9:00A – 9:30A. Other times by appointment.
Text Information
Advertising and Promotion: An Integrated Marketing Communications Perspective, 8th edition,
G. E. Belch & M. A. Belch, McGraw Hill, 2007. ISBN: 978-0-07-338109-1
Course Description
A broad overview of consumer advertising and promotion and their function as dynamic
elements of integrated marketing communications and the marketing process.
Course Objectives
1. Develop an awareness of the origins of integrated marketing communications (IMC).
2. Understand the role of advertising and promotion in society and the marketing mix.
3. Understand advertising and promotion’s role in brand management.
4. Understand and explain the concept of target marketing.
5. Explain the role and organization of an advertising agency/promotions firm.
6. Describe how research is used in advertising and promotion activities.
7. Discuss the implications of IMC in the retail and international environments.
8. Understand the legal, economic, and social effects of advertising and promotion.
Course Requirements
Reading Assignments: The student is expected to read all assignments prior to the class in which
they will be discussed. He/she should be ready to participate in class discussions and activities.
Group Advertising & Promotion Projects: Cases detailing various advertising and marketing
situations will be assigned. The cases will assist in the development of an advertising and
promotion campaign. Groups will be formed during the second week of class.
Advertisement & Promotion Mini-Analyses: An advertisement/promotional piece will be
critiqued in class each week.
Advertisement/Promotional Material Analysis Project: The student will choose 10 print
advertisements and/or promotional materials some of which the student likes and some the
student dislikes. The student will compile these neatly in a folder with a one-page typed analysis
of each ad/piece. At a minimum, the analysis should include the target market, why the
ad/promotional item is appealing, message factors, persuasion approach, and the appeal of the
ad. This project will be discussed in detail during the term. Note: Do not tear the ads out of
library magazines.
Exams: There will be two (2) exams during the quarter. Exam formats will be true-false, fill-inthe-blank, multiple choice, short essay, and essay. Exams will be given as indicted on the Course
Schedule.
Grading:
The final grade will be determined as follows:
Midterm Exam (Chapters 1 -6)
Final Exam (Chapters 7 – 10, 15, 16, 20)
Mini-Analyses (10 @ 10 points each)
Group Projects (2 @ 50 points each)
Advertisement/PM Analysis Project
Total Points
100 Points
100 Points
100 Points
100 Points
100 Points
-------------500 Points
The numerical average will be calculated by dividing total points by 5.
GENERAL COURSE POLICIES
Attendance and Make-Up Work
Attendance is a requirement of the course. If for some reason you cannot attend a class, please let me
know by using one of the phone numbers (or other means) listed above.
Assignments
Any assignments are due at the beginning of the class period as indicated on the Course Schedule. Late
assignments will be reduced at least one letter grade per class day at the discretion of the instructor.
Cell Phones, Pagers, etc.
Consider this class to be a call-free, beep-free, vibrate mode-free zone of silence.
Make-Up Exams
Make-up exams will be given at the discretion of the instructor. The student must notify the instructor of
the absence before the exam begins. If proper notification is given, a make-up exam will be administered
which may be significantly more challenging than the examination given on the scheduled date.
Cheating and Plagiarism
The policy as stated in the University of Cincinnati Student Handbook will be strictly enforced. A copy
of the Student Handbook is available in the Student Development Office.
Withdrawals
The current withdrawal policy of Clermont College will apply. The withdrawal policy for this term is
available in the Registration Office.
ADA
Students with Disabilities: The policy of the University of Cincinnati Clermont College requires students
to self-identify and provide proper documentation to the Academic Director of Disability Services,
Student Services Building for appropriate academic assistance.
Grading Scale
The following plus/minus grading system will apply:
92 - 100% = A
91 - 89% = A-
78 – 77% = C+ 76 – 72% = C
88 - 87% = B+
86 - 82% = B
81 - 79% = B-
71 – 69% = C-
68 – 67% = D+ 66 – 62% = D
61 – 59% = D - 58% and Under = F
Note: The course schedule and procedures are tentative and subject to change depending upon the
progress of the class.
COURSE SCHEDULE OUTLINE – PRINCIPLES OF ADVERTISING & PROMOTION
Week of
01/05
Introduction to Course, Explanation of the Syllabus, and the Schedule Outline
Chapter 1: An Introduction of Integrated Marketing Communications
01/12
Chapter 2: The Role of IMC in the Marketing Process|
Chapter 3: Organizing for Advertising and Promotion
Assignment of Groups
01/19
Chapter 4: Perspectives on Consumer Behavior
Review Group Project 1 Details
01/26
Chapter 5: The Communication Process
Chapter 6: Source, Message, and Channel Factors
Review for Exam One
02/02
Midterm Exam - Chapters 1 - 6
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
02/09
Chapter 8: Creative Strategy: Planning and Development
Group Project One Due (02/11)
02/16
Chapter 9: Creative Strategy: Implementation and Evaluation
Advertising/Promotion Analysis Project Due (02/18)
02/23
Chapter 10: Media Planning and Strategy
Chapter 15: Internet and WWW
03/02
Chapter 16: Sales Promotion
03/09
Chapter 20: International Advertising and Promotion
Review for Final Exam
Group Project Two Due (03/11)
Final Exam:
Monday, March 16th from 1:30P – 3:30P and will cover Chapters 7 – 10, 15, 16, and 20.