COURSE SYLLABUS FORMAT
Southeast Missouri State University
Department of
Title of Course:
Mass Media
Course No. MC 318
Advertising Digital Applications
Revision
New
I.
2011
Catalog Description and Credit Hours of Course:
Principles and techniques of producing advertising for digital media. (3)
II.
Prerequisite (s):
Completion of 30 credit hours, including a “C” or higher in MC 211 and MC 312, with a minimum
2.50 GPA cumulatively and in MC-prefix courses.
III.
Purposes or Objectives of the Course:
The Department of Mass Media at Southeast Missouri State University holds accreditation in mass
communication from the Accrediting Council for Education in Journalism and Mass Communications
(ACEJMC). We embrace the values and competencies of ACEJMC.
The five key values are (1) freedom of speech and press; (2) history of communications; (3) diversity in
a global society; (4) application of theories in communications; and (5) legal and ethical issues in pursuit of
truth, accuracy, fairness and diversity.
The six key competencies are (1) critical, creative and independent thinking; (2) correct and clear
writing; (3) appropriate use of research and evaluation; (4) application of basic numerical and statistical
concepts; (5) appropriate application of tools and technologies for the communications professions; and (6)
critical evaluation of work for accuracy, fairness and clarity.
This course emphasizes ACEJMC competencies one, two, three, five, and six.
A.
To provide theoretical study and practical application in the basic principles of advertising
digital media applications.
B. To provide advanced theoretical study and practical application in the principles of developing
and executing creative objectives, strategies, and tactics for digital media.
C. To provide practical applications in the principles of effective advertising design for digital
media.
D. To provide practical applications in the principles of effective advertising copywriting for digital
media.
IV.
Expectations of Students:
A. Attend all class meetings.
B. Read assigned materials.
C. Complete assigned practical exercises, exams, and projects to a specific level of competency.
D. Participate in class discussions and activities.
V. Course Content or Outline (Indicate number of class hours per unit or section):
A. Overview of Advertising and Digital Media – 4 weeks / 12 hours
B. Development and Execution of Creative Objectives, Strategies, and Tactics – 3 weeks / 9 hours
C. Design and Copywriting – 4 weeks / 12 hours
D. Software Fundamentals and Applications – 4 weeks / 12 hours
VI. Textbook(s) and/or Other Required Materials or Equipment:
To be determined by the instructor with the consent of the advertising option coordinator and the
department chairperson.
Equipment: The course will utilize contemporary hardware and software in a computer lab
environment so that students acquire practical experience in producing advertising creative work.
VII. Basis for Student Evaluation:
A. Written Assignments (100 points) – 25%
B. Reading Quizzes (100 points) – 25%
C. Digital Advertising Project – an advertising project emphasizing the creative messaging aspect
through digital advertising applications. (200 points) – 50%
VIII. Grading Scale
Total Points = 400
90-100% = A
80-89% = B
70-79% = C
60-69% = D
0-59% = F