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ADVT 3304 Strategic Communication I
Syllabus 1/19/10

Spring 2010
Section 1 TTh 9:30 a.m. - 11:00 a.m. Fine Arts Buildin 32!A Section 2 TTh 12:30 p.m. - 1:50 p.m. Fine Arts Buildin 32!A

"udy Be#htel - $r%&essi%nal in "esiden#e )mail: be#htel*uta.edu .)mail is best /ay t% rea#h me0
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Fine Arts Buildin 331' B%( 1910! +&&i#e ,%urs: 3:30 - -:30 p.m. %r by app%intment 11!--01-!531

Prerequisites: 2+3" 13-5 and A45T 233! Required Te ts: Parente, Donald E. (2006). Advertising Campaign Strategy (4 th edition). homson So!th"#estern. ($S%& '() *+,"0"(24"(22+'"2) -eadings.Arti/les " %D Case St!dy 0 %D Course description:
This #lass is desi ned t% tea#h y%u h%/ t% build s%und ad6ertisin strate ies. 7& y%u ha6e a str%n strate y' y%u ha6e a t%%l /ith /hi#h t% #reate meth%ds that m%st e&&e#ti6ely #%mmuni#ate the intended messa e t% the appr%priate publi#. 4e6el%pin su#h a strate y is an analyti#al pr%#ess re8uirin #riti#al thin9in ' in&%rmati%n atherin ' de#isi%n-ma9in ' e6aluati%n' /ritin s9ills' and a &resh perspe#ti6e. This #lass /ill be a :hands-%n; learnin e(perien#e /here y%u /ill &un#ti%n in a pr%&essi%nal en6ir%nment and /%r9 as a team d%in resear#h' mar9etin analysis' media e6aluati%n and #reati6e de6el%pment. <%u /ill be analy=in a brand - its #%mpetiti%n' its p%siti%nin ' its mar9etpla#e' its #%nsumers - t% de6el%p a s%und inte rated mar9etin #%mmuni#ati%ns strate y &%r the brand. <%u /ill then #reate a #ampai n based %n this strate y.

Course !"#ecti$es.%earning !utcomes: Satis&a#t%ry #%mpleti%n %& the #%urse sh%uld enable the student t%:       "ea#h strate i# de#isi%ns 6ia resear#h' analysis' th%u ht and in&%rmed >ud ment?n%t uess/%r9. @reate' analy=e' and #riti8ue basi# &%rms %& #%nsumer resear#h. 4em%nstrate basi# mar9et se mentati%n' tar etin ' and p%siti%nin s9ills. @reate a basi# ad6ertisin strate y statement' #reati6e brie&' and p%siti%nin statement. Analy=e and dis#uss the #%mmuni#ati%n stren ths and /ea9nesses %& ma>%r media and the #%n#ept %& 7A@ .inte rated mar9etin #%mmuni#ati%ns0. )6aluate' present' and dis#uss the stren ths and /ea9nesses %& 6ari%us ad6ertisin strate ies and plans in a #%mpellin manner.

* T! C%ASS. @he#9 /ith 4ept.Assi nments must be submitted in #lass %r in the instru#t%rIs mailb%( in the @%mmuni#ati%ns 4epartment +&&i#e' i& s% assi ned. All /ritten assi nments must be type-/ritten .edu/disability.i& rele6ant0 and pr%&essi%nally presented. <%ur rade /ill be l%/ered &%r p%%r /ritin ' in#%rre#t rammar' %r misspelled /%rds. ACT PR!)*SSI!+A%%.The "ehabilitati%n A#t %& 19!3 as amended. 4is#ipline may . 7n&%rmati%n re ardin spe#i&i# dia n%sti# #riteria and p%li#ies &%r %btainin a#ademi# a##%mm%dati%ns #an be &%und at ///.!5R ID*AS- Drop Po'ic(: $lease re&er t% uni6ersity dr%p p%li#y. %& @%mmuni#ati%n %&&i#e. Attendance Po'ic(: 7 learn e6eryb%dyIs names and there&%re 9n%/ /hen y%u are absent..Students are e(pe#ted t% meet all deadlines.listenin ' #riti8uin %thers' spea9in Applyin /hat y%u ha6e learned in #lass 4em%nstratin /hat y%u ha6e learned 4em%nstratin ability t% lead and /%r9 /ith %thers 20B 30B 30B 20B D+ EAT) F+"G 7S A@@)$T)4 . This means bein pun#tual' meetin deadlines' and puttin &%rth y%ur best e&&%rt. Any %ther arran ement must be appr%6ed by the instru#t%r. Als%' y%u may 6isit the +&&i#e &%r Students /ith 4isabilities in r%%m 102 %& 3ni6ersity . <%u are treated in this #lass as a :$re-$r%&essi%nal.a deadline is a deadline.per#enta es are appr%(imate0: Attendan#e/$arti#ipati%n: Cui==es @ase $reparati%n $eer )6aluati%n Dead'ine Po'ic(: Ta9in an a#ti6e r%le . ThatHs the nature %& this business . They #ann%t be made up. 4% the assi ned readin s and be prepared t% #%mment %n them in #lass.%& the "ehabilitati%n A#t' there is rene/ed &%#us %n pr%6idin this p%pulati%n /ith the same %pp%rtunities en>%yed by all #iti=ens. 7& y%u are n%t in #lass' y%u /ill n%t re#ei6e #redit &%r these assi nments.11!0 2!2-33L-./0en ro'e is ta1en and (ou are not t0ere points 2i'' "e su"tracted 3rom (our 3ina' gradeFe all learn &r%m ea#h %ther. All pers%ns in6%l6ed in a#ademi# dish%nesty /ill be dis#iplined in a##%rdan#e /ith 3ni6ersity re ulati%ns and pr%#edures. Fith the passa e %& &ederal le islati%n entitled Americans with Disabilities Act (ADA)' pursuant t% se#ti%n 50. Academic Integrit(: 7t is the phil%s%phy %& The 3ni6ersity %& Te(as at Arlin t%n that a#ademi# dish%nesty is a #%mpletely una##eptable m%de %& #%ndu#t and /ill n%t be t%lerated in any &%rm. TA%4 I+ C%ASS+ne %& the m%st imp%rtant elements %& this business is the presentati%n %& y%ur ideas and /%r9.uta. As a &a#ulty member' 7 am re8uired by la/ t% pr%6ide Kreas%nable a##%mm%dati%nsK t% students /ith disabilities' s% as n%t t% dis#riminate %n the basis %& that disability. S*%% . 7& there is an assi nment due' y%u must be present t% hand it in t% re#ei6e #redit. A lar e p%rti%n %& y%ur rade #%mes &r%m in-#lass assi nments. There are n% ma9eup assi nments.Syllabus Page 2 of 5 &rading: The &%ll%/in items /ill #%ntribute t% y%ur &inal rade in the #lass . C!. <%ur sp%9en ideas sh%uld be #%n6eyed #%n&idently and #learly' n%t ap%l% eti#ally. Americans 2it0 Disa"i'ities Act: The 3ni6ersity %& Te(as at Arlin t%n is %n re#%rd as bein #%mmitted t% b%th the spirit and letter %& &ederal e8ual %pp%rtunity le islati%nJ re&eren#e $ubli# Ea/ 92-112 .all %r #all them at . $lan %n parti#ipatin in #lass dis#ussi%ns and #riti8ues.. Student resp%nsibility primarily rests /ith in&%rmin &a#ulty %& their need &%r a##%mm%dati%n and in pr%6idin auth%ri=ed d%#umentati%n thr%u h desi nated administrati6e #hannels.

All students are assi ned an email a##%unt and in&%rmati%n ab%ut a#ti6atin and usin it is a6ailable at ///. 4urin Final "e6ie/ Fee9' an instru#t%r shall n%t i6e any e(aminati%ns #%nstitutin 10B %r m%re %& the &inal rade' e(#ept ma9eup tests and lab%rat%ry e(aminati%ns. Thr%u h the use %& email' 3T-Arlin t%n is able t% pr%6ide students /ith rele6ant and timely in&%rmati%n' desi ned t% &a#ilitate student su##ess. <%u #an d% this by attendin #lass' and #%nta#tin a #lassmate i& y%u d% ha6e t% miss it. 7t is y%ur resp%nsibility t% be a/are %& assi nments and 9n%/ /hen they are due. 7n additi%n' n% instru#t%r shall i6e any p%rti%n %& the &inal e(aminati%n durin Final "e6ie/ Fee9. These pr% rams in#lude learnin assistan#e' de6el%pmental edu#ati%n' ad6isin and ment%rin ' admissi%n and transiti%n' and &ederally &unded pr% rams. The 3ni6ersity %& Te(as at Arlin t%n has ad%pted the 3ni6ersity email address as the %&&i#ial means %& #%mmuni#ati%n /ith students. De/ students . Students are resp%nsible &%r #he#9in their email re ularly.20 Student Support Ser$ices A$ai'a"'e: The 3ni6ersity %& Te(as at Arlin t%n supp%rts a 6ariety %& student su##ess pr% rams t% help y%u #%nne#t /ith the 3ni6ersity and a#hie6e a#ademi# su##ess. Advertising 3304 Class Schedule (Subject to change due to nature of assigned projects) Wk 1 Date T – Jan 19 # 1 Discussion Topics Importance of Marketing Assignments Read Importance of Marketing Project . Ce'' P0one Po'ic(: A'' ce'' p0ones 2i'' "e turned o33 and out o3 sig0t during c'ass.uta. KS#h%lasti# dish%nesty in#ludes but is n%t limited t% #heatin ' pla iarism' #%llusi%n' the submissi%n &%r #redit %& any /%r9 %r materials that are attributable in /h%le %r in part t% an%ther pers%n' ta9in an e(aminati%n &%r an%ther pers%n' any a#t desi ned t% i6e un&air ad6anta e t% a student %r the attempt t% #%mmit su#h a#ts. *6Cu'ture Po'ic(: All %&&i#ial #%mmuni#ati%n /ill be thr%u h email. )ina' Re$ie2 /ee1: A peri%d %& &i6e #lass days pri%r t% the &irst day %& &inal e(aminati%ns in the l%n sessi%ns shall be desi nated as Final "e6ie/ Fee9. Bel%/ is a list %& dates the #lass /ill meet' as /ell as the t%pi#s /e /ill #%6er.&irst semester at 3TA0 are able t% a#ti6ate their email a##%unt 2h%urs a&ter re isterin &%r #%urses. The purp%se %& this /ee9 is t% all%/ students su&&i#ient time t% prepare &%r &inal e(aminati%ns."e entsI "ules and "e ulati%ns' Series 50101' Se#ti%n 2. There is n% additi%nal #har e t% students &%r usin this a##%unt' and it remains a#ti6e as l%n as a student is enr%lled at 3T-Arlin t%n.Syllabus Page 3 of 5 in#lude suspensi%n %r e(pulsi%n &r%m the 3ni6ersity.C'int *ast2ood in Dirty 1arry sa(s it "est7 8&o a0ead pun17 ma1e m( da(9Sc0edu'e: Be#ause %& the /%r9sh%p-li9e nature %& this #lass' 7 #ann%t pr%6ide y%u /ith an e(a#t s#hedule %& /hat /e /ill d% /hen.K . @lasses are held as s#heduled durin this /ee9 and le#tures and presentati%ns may be i6en. 7n parti#ular' imp%rtant in&%rmati%n #%n#ernin re istrati%n' &inan#ial aid' payment %& bills' and raduati%n may be sent t% students thr%u h email. 4urin this /ee9' there shall be n% s#heduled a#ti6ities su#h as re8uired &ield trips %r per&%rman#esJ and n% instru#t%r shall assi n any themes' resear#h pr%blems %r e(er#ises %& similar s#%pe that ha6e a #%mpleti%n date durin %r &%ll%/in this /ee9 unless spe#i&ied in the #lass syllabi.edu/email. Students re8uirin assistan#e a#ademi#ally' pers%nally' %r s%#ially sh%uld #%nta#t the +&&i#e %& Student Su##ess $r% rams at 11!-2!2-L10! &%r m%re in&%rmati%n and appr%priate re&errals.

reak Spring .eb 9 Th – . Targeting /na'+sis "ommunication Tasks "ampaign Strateg+ 0ositioning "reati$e thinking "reati$e brief*cop+ strateg+ Marcom strateg+ Marcom strateg+ IM"*Media strateg+ IM"*Media strateg+ IM"*Media strateg+ IM"*Media strateg+ "hpt# 1 – Marcom perspecti$e Read Ro'e of Marketing "ommunications "hpt# ! – "ategories and consumers Read Research modu'e "hpt# & – Markets and competition "ase intro Secondar+ research*"ategor+ research 0rimar+ research*Sur$e+ de$e'opment ui! " # $eadings % Chpt "& '& ( 3 "hpt# ) – 2pportunities and objecti$es "hpt# .Syllabus Page 4 of 5 1 ! ! & & ) ) % % 1 1 ( ( 9 9 16 16 11 11 1! 1! 1& 1& 1) Th – Jan !1 T – Jan !% Th – Jan !( T – .eb 11 T – .reak "ampaign de$# "ampaign de$# "ampaign de$# "ampaign de$# "ampaign de$# "ampaign de$# "ampaign de$# "ampaign de$# "ampaign de$# Reading T5/ "hpt# 9 – Targeted strateg+ Reading T5/ "ampaign de$e'opment "ampaign de$e'opment "ampaign de$e'opment !1 !! !& !) !!% !1 ui! 3 # $eadings % Chpt) -& .& ( / "hpt# 16 – 7$a'uating campaigns "hpt# 11 – 0'ans 5ook de$ Reading T5/ Reading T5/ "hpt# 1! – 0resentations 0'ans 5ook de$# 0'ans 5ook de$# 0'ans 5ook de$# 0'ans 5ook de$# 0'ans 5ook de$# .eb !T – Mar ! Th – Mar ) T – Mar 9 Th – Mar 11 T – Mar 1% Th – Mar 1( T – Mar !& Th – Mar !T – Mar &6 Th – /pr 1 T – /pr % Th – /pr ( T – /pr 1& Th – /pr 1T – /pr !6 ! & ) % 1 ( 9 16 11 1! 1& 1) 11% 11 1( 19 !2 Marketing "ommunications Marketing "ommunications Research – Segmenting* Targeting Segmenting .eb !& Th – .– 3esigning strateg+ Reading T5/ "hpt# % – 3e$e'oping creati$e strateg+ Reading T5/ .eb 1% Th – .eb 1( T – .eb ) T – .ie'd sur$e+ Tab*ana'+4e sur$e+ Tab*ana'+4e sur$e+ Strateg+ de$e'opment Strateg+ de$e'opment ui! ' # $eadings % Chpt) 4& *& ( + "hpt# 1 – 0'anning media strateg+ Reading 3e$e'oping an IM" 0rogram I "hpt# ( Integrating strategic effort Reading 3e$e'oping an IM" 0rogram II Strateg+ de$e'opment Strateg+ de$e'opment Strateg+ de$e'opment "ampaign de$e'opment Spring .eb ! Th – .

Syllabus Page 5 of 5 1) 111% 1% 11 11 Th – /pr !! T – /pr !1 Th – /pr &9 T – Ma+ ) Th – Ma+ % T – Ma+ 11 Th – Ma+ 1& !( !9 &6 &1 &! && &) "ampaign de$# "ampaign de$# "ampaign de$# ui! 4 # $eadings % Chpt) "0& ""& ( "' T5/ T5/ T5/ 0'ans 5ook*0resentation de$# 0'ans 5ook*0resentation de$# 0'ans 5ook*0resentation de$# Plans .ook due 012A3 4T.A5 012A3 4T.ook due Plans .ook due Presentations Presentations .A5 Plans .