BUS 64 – Page 1
Date Approved:
8/29/89
Date Scanned:
5/29/2016
Date Inactivated
9/28/07
College of the Redwoods
CREDIT COURSE OUTLINE
DEPARTMENT AND COURSE NUMBER: BUS 64
DEGREE APPLICABLE
NON-DEGREE APPLICABLE
FORMER NUMBER (If previously offered)
COURSE TITLE
ADVERTISING
LECTURE HOURS: 3.0
LAB HOURS: 0
UNITS: 3.0
PREREQUISITE: NONE
Eligibility for: Engl 150
Math 105
Request for Exception Attached
CO-REQUISITE: NONE
GRADING STANDARD:
Letter Grade Only
TRANSFERABILITY:
CSUS
UC
Articulation with UC requested
Repeatable
yes
no
CR/NC Only
NONE
Max No. Units
Grade/CR/NC Option
Maximum Class Size 50
Max No. Enrollments
CATALOG DESCRIPTION:
A study of the fundamentals and techniques of advertising. Emphasis is placed on target market analysis,
planning and creating advertisements, media strategy and media placement. Other topics include the
development and projection of store image, study of ethical issues and the relationship of advertising to
society.
NOTE:
COURSE OUTCOMES/OBJECTIVES List the primary instructional objectives of the class. Formulate
some of them in terms of specific measurable student accomplishments, e.g., specific knowledge and/or
skills to be attained as a result of completing this course. For degree-applicable courses, include
objectives in the area of “critical thinking.” Upon successful completion of this course, the student will be
able to:
1.
2.
3.
4.
5.
6.
7.
8.
Understand unique advertising vocabulary.
Plan an advertising campaign.
Critically evaluate advertising campaigns.
Create newspaper and magazine advertisements.
Create radio and television commercials.
Develop an advertising budget.
Develop a good media plan.
Understand the relationship of advertising to other parts of the organization.
BUS 64 – Page 2
Date Approved:
8/29/89
Date Scanned:
5/29/2016
Date Inactivated
9/28/07
COURSE OUTLINE:
History of Advertising
Advertising Agencies
Buyer Behavior
Legal Environment of Advertising
Ethical Issues in Advertising
Target Market Selection
Developing Advertising Objectives
Advertising Budgets
Creative Strategy and Tactics
Measuring Advertising Effectiveness
Media Planning
Broadcast Advertising
Print Advertising
Support Media
International Advertising
% of Classroom Hours Spent on Each Topic
5%
10%
5%
10%
5%
10%
10%
5%
10%
5%
5%
5%
5%
5%
5%
APPROPRIATE TEXTS AND MATERIALS: (Indicate textbooks that may be required or recommended,
including alternate texts that may be used.)
Text(s)
Title: Advertising - A Decision-Making Approach
Required
Edition: 1st
Alternate
Author: Patti & Frazer
Recommended
Publisher: Dryden Press
Date Published: 1988
(Additional required, alternate, or recommended texts should be listed on a separate sheet and attached.)
For degree applicable courses the adopted texts have been certified to be college-level:
Yes. Basis for determination:
is used by two or more four-year colleges or universities (certified by the Division Chair or
Branch Coordinator, or Center Dean)
OR
has been certified by the LAC as being of college level using the Coleman and Dale-Chall
Readability Index Scale.
No. Request for Exception Attached
If no text or a below college level text is used in a degree applicable course must have a minimum of one
response in category 1, 2, or 3. If category 1 is not checked, the department must explain why substantial
writing assignments are an inappropriate basis for at least part of the grade.
1. Substantial writing assignments, including:
essay exam(s)
term or other paper(s)
laboratory report(s)
written homework
reading report(s)
other (specify) _____
If the course is degree applicable, substantial writing assignments in this course are inappropriate
because:
The course is primarily computational in nature.
The course primarily involves skill demonstrations or problem solving.
Other rationale (explain) __________________________________________
2. Computational or Non-computational problem-solving demonstrations, including:
exam(s)
quizzes
homework problems
laboratory report(s)
field work
other (specify)_______
BUS 64 – Page 3
Date Approved:
8/29/89
Date Scanned:
5/29/2016
Date Inactivated
9/28/07
3. Skill demonstrations, including:
class performance(s)
other (specify)____
4. Objective examinations, including:
multiple choice
completion
field work
performance exam(s)
true/false
other (specify)
matching items
5. Other (specify) ____________________________________
NOTE:
A course grade may not be based solely on attendance.
REQUIRED READING, WRITING, AND OTHER OUTSIDE OF CLASS ASSIGNMENTS:
Over an 18-week presentation of the course, 3 hours per week are required for each unit of credit. ALL
Degree Applicable Credit classes must treat subject matter with a scope and intensity which require the
student to study outside of class. Two hours of independent work done out of class are required for each
hour of lecture. Lab and activity classes must also require some outside of class work. Outside of the
regular class time the students in this class will be doing the following:
Study
Answer questions
Skill practice
Required reading
Problem solving activity or exercise
Written work (essays/compositions/report/analysis/research)
Journal (reaction and evaluation of class, done on a continuing basis throughout the
semester)
Observation of or participation in an activity related to course content (e.g., play, museum,
concert, debate, meeting, etc.)
Field trips
Other (specify) ____________________________
CCLLEGE LEVEL CRITICAL THINKING TASKS /ASSIGNMENTS:
Degree applicable courses must include critical thinking tasks/assignments. This section need not be
completed for non-degree applicable courses. Describe how the course requires students to
independently analyze, synthesize, explain, assess, anticipate and/or define problems, formulate and
assess solutions, apply principles to new situations, etc.
Students must be able to critically evaluate current advertising campaigns. They must be able to use
basic principles to create advertisements for both print and broadcast media. They must be able to
evaluate and create media plans using budgetary constraints. The term project requires student to
independently develop an advertising campaign plan for a new product using the principles and
concepts presented during the semester.