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Practicum Syllabus

Practicum Syllabus

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Published by: jasonbournecell on Apr 12, 2007
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ADV 4940ADVERTISING PRACTICUM
School of Mass CommunicationsUniversity of South FloridaSpring, 2007
 
INSTRUCTOR: Dr. Scott Liu, CIS 3089, (813)974-6797,sliu@cas.usf.edu COURSE DESCRIPTION
Advertising majors are required to complete one supervised internship during their academicprogram. It gives students an opportunity to find out what happens in the “real world” ofadvertising and marketing communication as well as to explore the possibility of working asadvertising professionals after graduation. It helps students differentiate themselves in the jobmarket. Employers favor entry-level job candidates with internship experience.There are a great number of opportunities for interns, here in Tampa Bay as well as all over thecountry. Many companies with internal marketing and advertising departments as well asadvertising agencies offer internships. They range from large corporations to small shops. Thelevel of experience and involvement varies greatly.
COURSE PREREQUISITES
Students are encouraged to obtain an internship at anytime. However, in order to register forADV 4940 and receive credit for the course, the following prerequisites must be met:(1) completion of MMC 2100 Writing for Mass Media, MMC 3602 Mass Comm. and Society, andADV 3000 Introduction to Advertising with grade of at least C, and (2) a 3.0 or better masscomm. GPA.
COURSE REQUIREMENTS
 Students are responsible for meeting requirements without reminders. It is the student'sresponsibility to be informed. Failure to meet requirements will result in a failing grade for thecourse.A. An
Internship Application Form (attached)
must be completed by the student, signedby the employer, and submitted to the course instructor no later than
January 22
. It is inthe student's best interest to obtain an approved internship prior to the first day of class.B. The student’s employer must send a signed
Letter of Confirmation
on companyletterhead to the course instructor no later than
January 22
. It is the student’sresponsibility to make sure that the employer sends this letter on time. The letter muststate: 1) confirmation of employment; 2) description of job duties; and 3) confirmation aminimum of 100 hours to be worked during the semester.C. The student must complete a
Written Internship Report
and turn it in prior to
April 27
 in order to pass the course. Late reports will not be accepted for any reason. The report
 
must be a minimum of six type written pages (double spaced) and must include thefollowing subheadings:
o
 
Cover Sheet: 
Student's name and student number; name of company; dates ofemployment. (Cover sheet does not count as one of the six pages.)
o
 
Description of Firm 
Background, history, staff, facilities, and organizationalstructure.
o
 
Description of Work 
Describe your work experiences and give examples of atypical day/week.
o
 
Evaluation of the Internship 
:
Practical value of knowledge and experience,academic value in relation to course work, appropriateness of this internship forfuture students. It is important to be honest. If this was an inappropriateinternship we want to know (confidentiality is assured, and your grade will not beaffected).
o
 
Suggestions for Improving the Internship: 
Ideas you have for making yourinternship position—or the internship course—a more valuable experience.
o
 
Appendix: 
Examples of work you did while serving as an intern, i.e., ads,memos, media schedules, etc. (Three or more pages of appendix items maysubstitute for one written page of text in the paper.)D. The student’s employer must send a signed
Evaluation Letter
on company letterheadto the course instructor prior to
April 27
. It is the student’s responsibility to make surethat the employer sends this letter of evaluation on time. The letter must state: 1)confirmation of completion of a minimum of 100 hours of work; and 2) an evaluation ofthe student’s performance as an intern. Late letters from the employer will result in agrade of I (Incomplete). Being fired from an internship position or receiving a poorevaluation could result in a failing grade.
OBTAINING AN INTERNSHIP
It is the student’s responsibility to obtain an internship in the advertising field. The position mustbe approved in advance by the course instructor in order to qualify as an internship. Only thosepositions that are posted in the bulletin board in the department office are pre-approved.Beware of the “intern ads” you see posted elsewhere as they may not be approved asadvertising internships.
SUGGESTED DUTIES FOR THE ADVERTISING INTERN
 Specific duties will vary among individual students and with the size of the firm. A student mightbe involved in a wide variety of activities at the firm in order to receive experience in alldepartments, activities, etc. Many firms rotate interns on a regular schedule from onedepartment to another, and this is perhaps the ideal situation. In larger companies, the studentmight be assigned to one specific job or department and spend the entire internship working onthe same type of assignment. This could include agency copywriters, analyzing data for aclient, or a variety of other functions.
2
 
COMPENSATION FOR THE INTERNSHIP
 Students are encouraged to seek positions that compensate their time and services to the firm.However, students need to be aware that they are vulnerable to termination during the semesterwhen they accept a paid internship, and that this could result in a failing grade for the internshipcourse. Many internships are made available in the advertising area because firms often needtemporary or part-time help while their permanent employees are on leave. Therefore, it is oftennot possible for a firm to compensate interns. However, students are encouraged to considerboth the amount of compensation as well as the opportunity for experience being offered by afirm when accepting an internship.
TIPS ON BEING A SUCCESSFUL INTERN
 BE A GOOD EMPLOYEE—whether or not you are getting paid. Do what is expected of yousuch as arriving on time, following through with instructions, paying attention to details, dressingneatly, etc. Remember that a successful performance may result in an excellentrecommendation after graduation.ATTEND REGULARLY—do not call in sick unless you are really sick. Do not ask for time off tocomplete other school assignments. In other words, organize your time wisely.VOLUNTEER—for assignments or for extra work to increase your experience. Ask to sit in onmeetings whenever possible.ASK QUESTIONS—and learn as much as you can. Listen, be observant, and pay attention tothe suggestions of your supervisor—even when you disagree.SET GOALS—at the beginning of the semester for your work experience with your supervisor.Make sure that your supervisor helps you achieve your goals throughout the internship.
REMEMBER
 —that your employer will evaluate your work and, therefore participate in assigningyour final grade. Do what is expected of you and be a good intern. You are representing boththe current and future students of The School of Mass Communications at USF. And,remember that you will need a good work reference in the advertising field when you areapplying for a job after graduation.
IMPORTANT DEADLINESInternship Application Form (by student) January 22Letter of Confirmation (by employer) January 22Written Internship Report (by student) April 27Evaluation Letter (by employer) April 27Dr. Liu’s mailing address:
 
4202
 
E. Fowler Ave., CIS 1040
 
School of Mass CommunicationsUniversity of South FloridaTampa, FL 33620
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