Ad Sales & Mgmt Syllabus – page XXX
University of Texas at El Paso - Department of Communication
Official Course Outline & Information – Spring 2005
COMM 4331 – Advertising Sales & Management
Lecture/Section - 28189 Tues/Thurs 10:30 a.m. - 11:50 a.m.
Cotton Memorial #300
Instructor: Carolyn Mitchell Phone: 747-6292 Fax: 747-5236
E-Mail:
UTEP Office: Cotton 304 Office Hours: Monday 9-11 a.m.; 2-4 pm and Wednesday 2 – 4 pm or by appointment
Department Office: Room 202/Cotton Memorial 747-5129
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PREREQUISITES: Required core prerequisites for Communication major, COMM 2330 and 3331 with a grade of "C" or better and junior standing
REQUIRED TEXT: Robert Solomon, The Art of Client Service, 7th edition (Dearborn Trade Publishing, Chicago, 2003).
Suggested Additional Text: Charles Marsh, David Guth, Bonnie Short, Strategic Writing, (Boston, MA: Allyn & Bacon/Pearson Education, 2005)
RECOMMENDED READING: Throughout the course, students will be asked to read and bring to class daily newspapers, advertising periodicals and other publications that contain articles on account management. A variety of publications are housed in the Department of Communication and the UTEP Library. Publications housed in Cotton Memorial #300 include AdWeek, Advertising Age, PR Week and Television Week . These publications may be checked out overnight by contacting a lab assistant in the department computer lab.
RECOMMENDED BOOKS:
“Eating the Big Fish” (John Wiley & Sons, 1999) Morgan, Adam
“Positioning: The Battle for your Mind” (McGraw-Hill Trade, 2000) Ries, Al and Trout, Jack
“Truth, Lies and Advertising” (John Wiley & Sons, 1998) Steel, Jon
“Ogilvy on Advertising” (Vintage Books, 1985) Ogilvy, David
“Hey Whipple, Squeeze This” (John Wiley & Sons, 1998) Sullivan, Luke
“Positioning… The Battle for Your Mind” (McGraw-Hill Trade, 2000) Ries, Al and Trout, Jack
“Ten Deadly Marketing Sins” (John Wiley & Sons, 2004) Kotler, Philip
“Inventing Desire” (1993) Stabiner, Karen
“Under the Radar” Jonathan Bond, Richard Kirshenbaum
“Standing on the Shoulders of Giants” Hermann Vaske
“Well-written and red” Alfredo Marcantonio
“Remember Those Great Volkswagen Ads” Alfredo Marcantonio, John O’Driscoll and David Abbott
I. COURSE DESCRIPTION:
This course introduces the student who is interested in working in the field of advertising and/or public relations to the fundamental structure and role of account management in the professional service arena, including the concept of client relationship management and the corresponding techniques. The class is designed to capture the excitement of account management, to be informative and educational, and to encourage students to have "fun" with the material. Oral and written communication skills are especially important and emphasized throughout the semester.
The first part of the course provides the student with an introduction to and a basic understanding of the account services process, its history and its role in the communication process.
In the second part of the course students will examine the practical communication skills necessary to be an effective account manager and executive. Students also will determine how best to work with the various areas of the industry, from media organizations to advertising and public relations agencies, examine the concept of account management, and explore the opportunities available in the identified media and promotional fields.
The final part of the course provides students the opportunity to further apply these skills as they design and create materials appropriate for use in the account management field, examine the role of account management in specific fields (television, radio, newspaper, advertising, public relations)
and in the future, and to develop an understanding of the legal considerations and the role of ethics in the account management arena.
II. COURSE OBJECTIVES:
Upon satisfactory completion of this course, the student will be able to:
1. Identify the role and functions of account management in the advertising and public relations firms;
2. Develop an understanding of account management activity in media organizations.
3. Recognize the career opportunities in the account management and sales field,
4. Be familiar with the professional, ethical and legal responsibilities associated with sales and account management; and
5. Utilize practical guidelines for written, spoken and visual techniques to reach selected
audiences.
III. METHODS OF INSTRUCTION:
A variety of the following instructional methods will be utilized, and may vary from semester to semester depending on the individual needs of the students enrolled
A. Lecture
B. Lecture-Discussion
C. Guest speakers
D. Student writing projects and oral presentations
Ideally, lecture/discussion will be combined with planned exercises to provide additional opportunities for personal growth and understanding. The exercises require students to respond as they might in real situations, thus providing a "safe" environment in which to try out new communication behaviors, refine behaviors, and discover a variety of ways of approaching important communication problems.
IV. UNITS OF INSTRUCTION:
Unit 1: The Role of the Account Manager
Unit 2: Account Management and Relationships
Unit 3: Strategies and Tactics
Unit 4: The Application of Account Management to Specific Fields
V. EVALUATION: Point values are assigned to the following:
Book Reports (3 @ 40 points each) up to 120 points
Exam (1 @ 20 points) up to 20 points
Final Oral Presentation up to 20 points
Attendance & Class Participation up to 40 points
Total up to 200 points
Extra Credit Opportunities (no more than 20 points)
Perfect Attendance - 10 pts.
Other activities/assignments as announced – up to 10 pts.
Grading:
Your grade will be based on three papers, class participation, one comprehensive exam, and an oral presentation. The papers will be due on the dates indicated in the course outline. Book Report #1 represents study from Unit 1. Book Report #2 covers material from Unit 2. Unit 3 is assessed in Book Report #3. All papers must be comprehensive in content with cited sources. The date for the oral presentation is listed on the course calendar and will be designed to reflect material discussed in Unit 4.
Grading Scale: Letter grades will be based on these final scores:
180 - 200 points = A
160 - 179 points = B
140 - 159 points = C
120 - 139 points = D
Below 119 points = F
A grade of "I" for "Incomplete" will be given only when unusual circumstances have prevented a conscientious student from completing the course requirements in a timely manner. An "I" is a rare grade, and if used, the student and instructor must fill out and file an incomplete grade contract form.
Student Withdrawal:
The last day for students to drop a class or completely withdraw with an automatic "W" is
March 18, 2005. After the student drop deadline, students must be dropped from a course with a grade of "F". A grade of "W" can be assigned only under exceptional circumstances and only with the approval of the instructor and academic dean. The student must petition for the "W" grade in writing and provide the necessary supporting documentation.
VI. UNIVERSITY POLICIES
Scholastic Honesty and Student Discipline:
The University of Texas at El Paso expects students to maintain the highest standard of honor in their scholastic work. Scholastic dishonesty (which includes the attempt of any student to present the work of another as his or her own, or any work which s(he) has not honestly performed, or attempting to pass any examination by improper means) is a serious offense and will subject the student to disciplinary action. The aiding and abetting of a student in any dishonesty is held to be an equally serious offense.
All alleged acts or scholastic dishonesty will be reported to the Dean of Students for disposition. It is the Dean of Student's responsibility to investigate each allegation, dismiss the allegation, or proceed with disciplinary action in a manner which provides the accused student his or her rights of due process.
Students are expected to assume personal responsibility, to be socially mature and independent, and to function satisfactorily within a structured learning environment. Students attending class should ONLY be those students OFFICIALLY enrolled in the course and section. Children and other family members, friends and guests of class members must wait for students outside the classroom. The obstruction or disruption of any teaching, research, administrative, disciplinary, public service or other authorized activity on campus is prohibited; any student or group of students creating such an obstruction or disruption will be subject to disciplinary action.
VII. CLASS POLICIES:
Attendance Policy:
It is an unusual student who is able to turn in satisfactory assignments without having previously participated in class activity. Students are expected to attend class regularly, be punctual and be prepared. University and class policy allows for students to miss six (6) hours of class time without penalty.
Students missing class because of a university sanctioned event must inform the instructor of the absence in advance, and will be permitted to make up both assignments and examination in consultation with the instructor. A student may receive permission to be absent for the observance of a religious holy day if the student has notified the instructor of his/her intent in writing no later than September 17. Students so excused will be permitted to take an examination in advance or complete assignments.
Should a student have more than six (6) hours of absences the instructor may drop the student from the class roll up to the drop/withdrawal deadline. Students that maintain a perfect attendance record will receive ten (10) extra credit points at the end of the semester.
Although tardiness to class is not recommended, it is accepted with a penalty. Five (5) tardies equal one (1) class absence.
Assignments:
Students are expected to read any textbook assignment ahead of class in order to discuss and understand the material at hand. Pop quizzes may be given to ensure the student is keeping up with the material being discussed. A pop quiz and/or regularly scheduled exam may not be made up after the testing date. Late work will not be accepted for any reason. If a student is unable to make it to class when reports are due, it is their responsibility to make arrangements to get the material turned in on time.
Class Participation:
Participating in class discussions is extremely important. Students are expected to be prepared for each class, especially those classes that feature a guest speaker. Students should have a list of prepared questions and discussion topics.
Extenuating circumstances preventing class attendance, test taking and/or class assignments being turned in on time:
There may be situations arise that cause obstacles to students attending class, taking a test or turning in assignments. Medical emergencies, a death in the family, jury duty, and the like may pose a conflict to scheduled class activities. Students should contact the instructor directly in her office, acknowledging and explaining the situation at hand. Personal business, out-of-town trips, counselor appointments, etc. should be scheduled at a time that does not conflict with scheduled class dates.
VIII. IMPORTANT 2005 DATES TO REMEMBER:
Feb. 15 Book Report #1
March 15 Book Report #2
March 18 Last Day to Drop
March 21 Spring Break
April 05 Book Report #3
April 19 Exam
May 05 Oral Presentations – 10 a.m.
2005 SPRING SEMESTER PACING (subject to change)
The pacing of this course must balance two equally important considerations. The first is the need for students to cover appropriate course material so that they are adequately prepared for the demands that will be made on them in subsequent courses. The second is the need to cover material in sufficient depth and detail to allow students an opportunity to succeed in its mastery.
Week Unit Readings
Week of Jan. 10 1 Introduction to Course
Week of Jan. 17 1 “At the start of an assignment…”
Week of Jan. 24 1 “Looking at creative…”
Week of Jan. 31 1 Can we Talk? Making presentations
Week of Feb. 07 1 “
Week of Feb. 14 2 Running a meeting
Week of Feb. 21 2 “
Week of Feb. 28 2 Relationships and Attitude
Week of Mar. 07 2 Relationships and Communication
Week of Mar. 14 2 Relationships and Trouble
Week of Mar. 21 2 Spring Break
Week of Mar. 28 2 Relationships and Socializing
Week of April 04 3 Style and Substance
Week of April 11 3 Style and Substance
Week of April 18 National Student Advertising Conference
Week of April 25 Business Ethics
Week of May 02 Final Exam Week