Syllabus Page 2 of 4
(To be revised)
ADVT 3304 Strategic Communication I
Syllabus 8/26/2009
Fall 2009
Section 1
/Section 2
TTh 9:30 a.m. - 11:00 a.m.
/TTh 12:30 p.m. - 1:50 p.m.
Fine Arts Building 269
/Fine Arts Building 327A
Rudy Bechtel - Professional in Residence Fine Arts Building 331, Box 19107
Email: Office Hours: 3:30 - 4:30 p.m.
(Email is best way to reach me) or by appointment 817-401-7531
.
Prerequisites:
JOUR 1345 and ADVT 2337
Required Texts:
Parente, Donald E. (2006). Advertising Campaign Strategy (4th edition).
Thomson South-Western. (ISBN 13: 978-0-324-32271-2)
Readings/Articles - TBD
Case Study – TBD
Course description:
This class is designed to teach you how to build sound advertising strategies. If you have a strong strategy, you have a tool with which to create methods that most effectively communicate the intended message to the appropriate public. Developing such a strategy is an analytical process requiring critical thinking, information gathering, decision-making, evaluation, writing skills, and a fresh perspective.
This class will be a “hands-on” learning experience where you will function in a professional environment and work as a team doing research, marketing analysis, media evaluation and creative development. You will be analyzing a brand - its competition, its positioning, its marketplace, its consumers - to develop a sound integrated marketing communications strategy for the brand. You will then create a campaign based on this strategy.
Course Objectives/Learning Outcomes:
Satisfactory completion of the course should enable the student to:
§ Reach strategic decisions via research, analysis, thought and informed judgment—not guesswork.
§ Create, analyze, and critique basic forms of consumer research.
§ Demonstrate basic market segmentation, targeting, and positioning skills.
§ Create a basic advertising strategy statement, creative brief, and positioning statement.
§ Analyze and discuss the communication strengths and weaknesses of major media and the concept of IMC (integrated marketing communications).
§ Evaluate, present, and discuss the strengths and weaknesses of various advertising strategies and plans in a compelling manner.
Grading:
The following items will contribute to your final grade in the class (percentages are approximate):
Attendance/Participation: / Taking an active role - listening, critiquing others, speaking / 20%Quizzes / Applying what you have learned in class / 30%
Case Preparation / Demonstrating what you have learned / 30%
Peer Evaluation / Demonstrating ability to lead and work with others / 20%
Deadline Policy:
NO LATE WORK IS ACCEPTED - Students are expected to meet all deadlines. That's the nature of this business - a deadline is a deadline. You are treated in this class as a “Pre-Professional.” This means being punctual, meeting deadlines, and putting forth your best effort. If there is an assignment due, you must be present to hand it in to receive credit. There are no makeup assignments. ACT PROFESSIONALLY. Assignments must be submitted in class or in the instructor’s mailbox in the Communications Department Office, if so assigned. Any other arrangement must be approved by the instructor.
Attendance Policy:
I learn everybody’s names and therefore know when you are absent. A large portion of your grade comes from in-class assignments. If you are not in class, you will not receive credit for these assignments. They cannot be made up. COME TO CLASS. When role is taken and you are not there points will be subtracted from your final grade.
We all learn from each other. Plan on participating in class discussions and critiques. Do the assigned readings and be prepared to comment on them in class. TALK IN CLASS.
One of the most important elements of this business is the presentation of your ideas and work. All written assignments must be type-written (if relevant) and professionally presented. Your grade will be lowered for poor writing, incorrect grammar, or misspelled words. Your spoken ideas should be conveyed confidently and clearly, not apologetically. SELL YOUR IDEAS.
Drop Policy:
Please refer to university drop policy. Check with Dept. of Communication office.
Americans with Disabilities Act:
The University of Texas at Arlington is on record as being committed to both the spirit and letter of federal equal opportunity legislation; reference Public Law 92-112 - The Rehabilitation Act of 1973 as amended. With the passage of federal legislation entitled Americans with Disabilities Act (ADA), pursuant to section 504 of the Rehabilitation Act, there is renewed focus on providing this population with the same opportunities enjoyed by all citizens.
As a faculty member, I am required by law to provide "reasonable accommodations" to students with disabilities, so as not to discriminate on the basis of that disability. Student responsibility primarily rests with informing faculty of their need for accommodation and in providing authorized documentation through designated administrative channels. Information regarding specific diagnostic criteria and policies for obtaining academic accommodations can be found at www.uta.edu/disability. Also, you may visit the Office for Students with Disabilities in room 102 of University Hall or call them at (817) 272-3364.
Academic Integrity:
It is the philosophy of The University of Texas at Arlington that academic dishonesty is a completely unacceptable mode of conduct and will not be tolerated in any form. All persons involved in academic dishonesty will be disciplined in accordance with University regulations and procedures. Discipline may include suspension or expulsion from the University.
"Scholastic dishonesty includes but is not limited to cheating, plagiarism, collusion, the submission for credit of any work or materials that are attributable in whole or in part to another person, taking an examination for another person, any act designed to give unfair advantage to a student or the attempt to commit such acts." (Regents’ Rules and Regulations, Series 50101, Section 2.2)
Student Support Services Available:
The University of Texas at Arlington supports a variety of student success programs to help you connect with the University and achieve academic success. These programs include learning assistance, developmental education, advising and mentoring, admission and transition, and federally funded programs. Students requiring assistance academically, personally, or socially should contact the Office of Student Success Programs at 817-272-6107 for more information and appropriate referrals.
Final Review Week:
A period of five class days prior to the first day of final examinations in the long sessions shall be designated as Final Review Week. The purpose of this week is to allow students sufficient time to prepare for final examinations. During this week, there shall be no scheduled activities such as required field trips or performances; and no instructor shall assign any themes, research problems or exercises of similar scope that have a completion date during or following this week unless specified in the class syllabi. During Final Review Week, an instructor shall not give any examinations constituting 10% or more of the final grade, except makeup tests and laboratory examinations. In addition, no instructor shall give any portion of the final examination during Final Review Week. Classes are held as scheduled during this week and lectures and presentations may be given.
E-Culture Policy: All official communication will be through email.
The University of Texas at Arlington has adopted the University email address as the official means of communication with students. Through the use of email, UT-Arlington is able to provide students with relevant and timely information, designed to facilitate student success. In particular, important information concerning registration, financial aid, payment of bills, and graduation may be sent to students through email.
All students are assigned an email account and information about activating and using it is available at www.uta.edu/email. New students (first semester at UTA) are able to activate their email account 24 hours after registering for courses. There is no additional charge to students for using this account, and it remains active as long as a student is enrolled at UT-Arlington. Students are responsible for checking their email regularly.
Schedule:
Because of the workshop-like nature of this class, I cannot provide you with an exact schedule of what we will do when. Below is a list of dates the class will meet, as well as the topics we will cover. It is your responsibility to be aware of assignments and know when they are due. You can do this by attending class, and contacting a classmate if you do have to miss it.
Advertising 3304 Class Schedule
(Subject to change due to nature of assigned projects)
Wk /Date
/ Class /Discussion Topics
/ Assignments /Project
1 / T – Aug 25 / 1 / Importance of Marketing / Read - Importance of Marketing1 / Th – Aug 27 / 2 / Marketing Communications / Chpt. 1 – Marcom perspective
2 / T – Sept 1 / 3 / Marketing Communications / Read - Role of Marketing Communications / Case intro
2 / Th – Sept 3 / 4 / Segmenting & Targeting Research / Chpt. 2 – Categories and consumers
Read - Research module / Survey development
3 / T – Sept 8 / 5 / Segmenting & Targeting Analysis / Chpt. 3 – Markets and competition / Survey development
3 / Th – Sept 10 / 6 / Communication Tasks / Quiz 1 – Readings + Chpt 1, 2, & 3 / Survey development
4 / T – Sept 15 / 7 / Campaign Strategy / Chpt. 4 – Opportunities and objectives / Field survey
4 / Th – Sept 17 / 8 / Positioning / Chpt. 5 – Designing strategy / Tab/analyze survey
5 / T – Sept 22 / 9 / Creative thinking / Reading - TBA / Tab/analyze survey
5 / Th – Sept 24 / 10 / Creative brief/copy strategy / Chpt. 6 – Developing creative strategy / Strategy development
6 / T – Sept 29 / 11 / Marcom strategy / Reading - TBA / Strategy development
6 / Th – Oct 1 / 12 / Marcom strategy / Quiz 2 – Readings + Chpt. 4, 5, & 6 / Strategy development
7 / T – Oct 6 / 13 / IMC/Media strategy / Reading - Developing an IMC Program I / Strategy development
7 / Th – Oct 8 / 14 / IMC/Media strategy / Chpt. 7 – Planning media strategy / Strategy development
8 / T – Oct 13 / 15 / IMC/Media strategy / Chpt. 8 - Integrating strategic effort / Strategy development
8 / Th – Oct 15 / 16 / IMC/Media strategy / Developing an IMC Program II / Campaign dev.
9 / T – Oct 20 / 17 / IMC/Media strategy / Chpt. 9 – Targeted strategy / Campaign dev.
9 / Th – Oct 22 / 18 / Campaign dev. / Quiz 3 – Readings + Chpt. 7, 8, & 9 / Campaign dev.
10 / T – Oct 27 / 19 / Campaign dev. / Chpt. 10 – Evaluating campaigns / Campaign dev.
Campaign development
10 / Th – Oct 29 / 2O / Campaign dev. / Reading - TBA / Plans Book dev.
11 / T – Nov 3 / 21 / Campaign dev. / Reading - TBA / Plans Book dev.
11 / Th – Nov 5 / 22 / Campaign dev. / Chpt. 11 – Plans book preparation / Plans Book dev.
12 / T – Nov 10 / 23 / Campaign dev. / Reading - TBA / Plans Book dev.
12 / Th – Nov 12 / 24 / Campaign dev. / Quiz 4 – Readings + Chpt. 10 and 11 / Plans Book dev.
13 / T – Nov 17 / 25 / Campaign dev. / Reading - TBA / Plans Book dev.
13 / Th – Nov 19 / 26 / Campaign dev. / Reading - TBA / Plans Book dev.
14 / T – Nov 24 / 27 / Plans Book due / Chpt. 12 – Winning Presentations
14 / Th – Nov 26 / 28 / Thanksgiving holiday
15 / T – Dec 1 / 29 / Presentations dev.
15 / Th – Dec 3 / 30 / Presentations dev.
16 / T – Dec 8 / 31 / FINAL (TBA)
16 / Th – Dec 10 / 32 / FINAL (TBA)