TROY UNIVERSITY
MASTER SYLLABUS
SORRELL COLLEGE OF BUSINESS
MKT 3362
Advertising
Prerequisites
MKT 3300.
Description
The planning, creation, utilization, and placement of advertising programs, media use, and
research to support marketing strategy.
Objectives
On completion of the course, the student should be able to:
1. Discuss advertising and promotion as essential strategic elements of marketing
management.
2. Understand the unique language/terms used by the promotion professional.
3. Integrate advertising with all forms of communications in business, including direct
business/consumer communications and all forms of social media.
4. Understand the creative elements essential in translating marketing objectives into
effective communications strategies.
Purpose
To provide the ability to plan, manage, and evaluate the promotional function of a business,
including the sales and advertising areas. This course will provide an opportunity to learn about
the creation, placement, budgeting, scheduling, and evaluation necessary for an advertising
program. Marketing concentration elective.
Master Syllabi are developed by the senior faculty in each business discipline. This Master Syllabus must be used as the basis for developing the
instructor syllabus for this course, which must also comply with the content specifications outlined in the Troy University Faculty Handbook.
The objectives included on this Master Syllabus must be included among the objectives on the instructor’s syllabus, which may expand upon the
same as the instructor sees fit. The statement of purpose seeks to position the course properly within the curriculum and should be consulted by
faculty as a source of advisement guidance. Specific choice of text and other details are further subject to Program Coordinator guidance.
1 August 2005
Master Syllabus: MKT 3362
2
Approved Texts
Arens, W. F., Weigold, M.F., & Arens, C. (2011 or current edition). Contemporary Advertising
Boston, MA: McGraw-Hill/Irwin.
Lane, W. R., King, K. W., & Russell, J. T. (2010 current edition). Kleppner’s Advertising
Procedure. Upper Saddle River, NJ: Prentice Hall.
Troy University Faculty Handbook (2010): Section 3.9.2.8 [extract] — essential elements of the syllabus (somewhat modified for space):
1. Course title
2. Course number +
section
3. Term
4. Instructor
5. Prerequisites
6. Office hours
7. Class days, times
8. Classroom
location
9. Office location +
e-mail address
10. Office telephone
11. Course
description,
objectives
12. Text(s)
13. Other materials
14. Grading methods, 16. General supports
criterion weights,
(computer works,
make-up policy,
writing center)
mid-term grade
17. Daily assignments,
reports
holidays, add/drop
15. Procedure, course
& open dates, dead
requirements
day, final exam
18. ADA statement
19. Electronic device
statement
20. Additional
services,
statements
21. Absence policy
22. Incomplete-work
policy
23. Cheating policy
24. Specialization
requirements
(certification,
licensure, teacher
competencies)