JOUR 261 – Introduction to IMC
Syllabus: Fall 2021
University of Nevada Las Vegas, Hank Greenspun School of Journalism and Media Studies
Class Hours: Online
Instructor: Olesya Venger, Ph.D., GUA #2139, 895-1333, E-mail: olesya.venger@unlv.edu
Office Hours: by appointment
Course Description
This course examines the function of IMC, advertising, and public relations in the media and
society. It emphasizes the application of theory and successful implementation of IMC tools to
different projects.
Course Objectives
This course presents you with wide variety of tasks related to IMC messages, successful completion
of which ensures your understanding of IMC as a persuasive force. By working individually, in
pairs, and in small groups, you enhance your skills of collaboration and negotiation. My hope for
you is that by the end of the course, you should be able to develop your own philosophy about
• What makes effective advertisements
• How you can use this knowledge to advance your careers
The charts below detail the learning outcomes of this course
Upon completion of this course, you should be able to:
How you will achieve
that:
Apply the content delivered in this course through the course
textbook and the supplemental readings to your course assignments.
Presentation of the Book
Chapter, Final Exam
Compare and contrast how market research, segmentation, and
branding and positioning relate to the creating and placing of
successful and unsuccessful IMC campaigns.
Quiz 1, 2, 3, 4, and 5
Create your own original works that reflect best practices used in the
marketing industry.
Presentation of the
Creative Brief,
Presentation of the Media
Plan, Presentation of the
Fieldwork
Collaborate with your peers to successfully meet the specified
outcomes given for products of any group work in the course.
Debate the pros and cons of IMC campaign strategies based upon
desired campaign outcomes.
Use your current toolbox of acquired IMC practices from this course
to guide you in next choices for marketing/advertising growth and
development in order to make you a more marketable candidate for
JOUR 261 – Introduction to IMC
employment.
Extrapolate the critical components from the course materials, peer
feedback and instructor feedback that need to be applied in your
creative brief and media plan.
Create a portfolio that
a. Demonstrates your toolbox of acquired IMC
practices that you have applied in both your group work
and original creations for this course
b. Demonstrates your mastery in IMC copywriting to
use when applying for employment opportunities
Critique the work of your peers based upon the evidence-based
research that identifies key components necessary in successful IMC
campaigns.
Assignments 1, 2, 3, 4, 5
Argue the likely use of which persuasion theory was used and/or
dominated a real-world IMC campaign based upon tangible
attributes of the campaign.
Required Text
Weigold, M., & Arens, W. (2018). M-Advertising (Third ed.).
Supplemental Materials
The instructor will provide links to/copies of selections from supplemental materials during the
course of the class. Students may find helpful resources from the following organizations/outlets:
• Ad Age
• Poynter
• Advertising Educational Foundation
• PR Daily
• American Advertising Federation
• Public Relations Society of America
• American Marketing Association
• Ragan Communications
• Arthur Page Society
• The New York Times
• Bulldog Reporter
• Word of Mouth Marketing Association
• International Association of Business
Communicators
JOUR 261 – Introduction to IMC
Links
• Ad Age - http://adage.com/
• Advertising Educational Foundation - https://aef.com/
• American Advertising Federation - http://www.aaf.org/
• American Marketing Association - https://www.ama.org/Pages/default.aspx
• Arthur Page Society - https://www.awpagesociety.com/
• Bulldog Reporter - https://www.bulldogreporter.com/category/winning_pr/
• International Association of Business
Communicators - https://www.iabc.com/
• Poynter - https://www.poynter.org/
• PR Daily - https://www.prdaily.com/Main/Home.aspx
• Public Relations Society of America - https://www.prsa.org/
• Ragan Communications - https://www.ragan.com/Main/Home.aspx
• The New York Times - https://www.nytimes.com/
• Word of Mouth Marketing Association - https://womma.org/
This course is intended to enhance your critical thinking, writing, and collaboration/consensusbuilding skills. All assignments and projects are expected to be original material prepared by
you. Plagiarism and/or repurposing work from other courses is not permitted and will result in
severe consequences to your grade. This course will be based on 285-point scale, which is
broken down as follows:
1) Presentations: 16.67 points each, 50 points
You are expected to work either in a group (max of 3 people and self-select your teammates) or
work solo on these projects. The decision as to whether or not to work solo or in a team must be
made during the first week of class. Each person regardless of working solo or in a team needs to
upload your preference as to working Solo or in a Team to the Solo/Team Assignment (for zero
points) by 8 a.m. on Friday of the 1st week! If you are working in a team, list the team members.
I have created a non-graded discussion area for you called “Picking a Team” as a way for you to
communicate to other classmates if you are wanting to work with others on these presentations.
There are three presentations to complete: (1) A creative brief, (2) A media plan, and (3)
Fieldwork. Please, make every presentation at least five but not more than seven slides
(including the title and references pages). The font size for presentations is 18. The type is Times
New Roman. All presentations must be made in Microsoft PowerPoint. All files must be not
more than 1 MB. The presentation assignment file must be uploaded to the assignment box on
the day the presentation is due by 11:59 p.m. (PST). If your file does not correspond to the
requirements specified and if you miss the deadline either as an individual or a team, the score
is a zero. No make-up/late assignments are accepted. Miss a deadline in the real world and
you lose a client.
Grades are assigned based on the quality of the projects. Quality of assignments are judged
according to the grading tool provided within the online course. It addresses the overall quality
of the project content-wise, the ability of you or your group to cover all required elements of the
project indicated in the grading tool, and the ability of you or your group to prepare excellent
presentations (no typos, pleasing visuals, etc.)
JOUR 261 – Introduction to IMC
2) Peer evaluations: 50 points
Self-reflection is a valuable tool for learning. Learning how to give/receive feedback is also a
valuable skill, one in which we probably don’t spend as much time on as we should. At the end
of the semester, you are responsible for completing a self-evaluation or a self/peer evaluation if
you worked in a group, in particular on the 3 presentation assignments in the course (Creative
Brief, Media Plan, and Fieldwork). Only one evaluation is required at the end of the semester.
This evaluation is worth 50 points, a significant part of your grade. This is indeed meant to
convey to you the value that I place on this exercise. I expect serious reflections on your
performance (and that of your teammates if you worked in a group) and thoughtful comments.
Comments are expected in each of the 5 criteria listed on the tool.
3) Leading Discussion (D): 50 points
You are required to prepare a presentation on chapter from the text. You can work solo or as a
team of up to three people. Sign-ups for the available chapters take place in the Chapter Lead
Discussion. It is 1st come/1st serve. You must choose the chapter to prepare your presentation
during the first week of class. Upon completion of your Chapter Lead Presentation, you upload it
to the same discussion, by 11:59 p.m. on the Chapter due date so that everyone in the class has
access to your PowerPoint presentation.
In addition to the PowerPoint presentation you must prepare ten multiple-choice questions based
upon the materials of the chapter and rate your overall performance on this assignment. Some of
your questions may be used for the final exam. You must upload your questions with the answers
and your assessment of your performance as 1 document to the Chapter Lead Questions &
Performance Rating Assignment tool in the Learning Management System (LMS). It is due the
same day your chapter presentation is due by 11:59 p.m. The questions must be in a DOC or
DOCX format. No exceptions. The points for your chapter lead role (presentation-posted to
Chapter Lead discussion, performance rating and 10 questions-uploaded to the assignment tool)
are distributed as follows:
(1) The content and quality of your presentation [20 points].
(2) Rating of your performance on this assignment [10 points]
(3) Quality of your 10 multiple-choice questions & answers based upon the materials of the
chapter [20 points].
4) Final Exam: 50 points
The final exam covers the entire course’s readings, lectures, guest speakers, and discussions.
Some of the questions on the final exam are taken from the questions submitted in the Chapter
Lead assignment (see Chapter Lead assignment above).
5) Quizzes: 10 points each, 5 Quizzes, 50 points
There are 5 quizzes cover information from the course text. The chapters covered in the quizzes
are randomly selected; you are quizzed over 5 of the 16 chapters from the text. Each quiz
consists of multiple choice, true/false, and short-answer questions. Missed quizzes will not be
made up unless a student has a doctor’s note (or has any other reason to be excused – e.g.,
religious holiday) explaining why you were not available to take the quiz during the window of
opportunity that that the quiz was offered. If there is ever any question that the integrity of the
pop quiz testing situation is in doubt, the professor retains the right to either (a) discontinue
JOUR 261 – Introduction to IMC
them, (b) discount any already conducted; or both. The content of these quizzes consist of the
information mentioned in text.
6) Assignments: 7 points each, 5 Assignments, 35 points
To make the most out of this class and to receive an enriching learning experience, you are to
make the most out of this class and to receive an enriching learning experience, you are expected
to be prepared to discuss reading materials, contribute to online discussions, react to your peers’
creative briefs, media plans, and fieldwork projects. Missed assignments cannot be made up
with the exception of absences resulting from emergencies; a doctor’s note explaining why
the student was not able to meet the assignment deadline(s) should be presented to the
Instructor. All necessary documentation provided to the instructor should be original materials
about the nature of the emergency. This must be done no later than two weeks after the
emergency occurred.
JOUR 261 – Introduction to IMC
Grading Policy
This course uses a plus-minus grading system that has been instituted at UNLV. Points
for each graded assignment and total points for the semester listed on the scale below determine
letter grades. Please note that there is no rounding up.
265 – 285 points
93 - 100%
A
257 – 264 points
90 - 92%
A-
248– 256 points
87 - 89%
B+
228 – 247 points
83 - 86%
B
224 – 227 points
80 - 82%
B-
219 – 223 points
77 - 79%
C+
208 – 218 points
73 - 76%
C
200 – 207 points
70 - 72%
C-
191– 199 points
67 - 69%
D+
180 – 190 points
63 - 66%
D
171 – 179 points
60 - 62%
D-
0 – 170 points
0 - 59%
F
JOUR 261 – Introduction to IMC
Grade Definitions
A: Students who will earn an "A" for their work for this course are exceptional students. These
students appreciate the value of a class discussion by participating and providing insightful
comments. These students are professionally tuned, because they are effective team players and
they complete all assignments on time. Students who would like to earn an "A" should not only
apply the readings to real life situations, but also provide effective critiques, and generate new
painstakingly thought-through ideas.
B: The work of "B" students is of above-average quality. They participate in class discussions;
they demonstrate qualities of a professional; they work well with their team and demonstrate a
clear understanding of course materials, but they do not seek new opportunities and lack
initiative. In comparison to "C" students, however, these students not only remember and
understand information supplied by the readings and class discussions, but they also apply and
analyze it effectively by differentiating and solving complicated issues.
C: Students who will receive a "C" for this course may best be characterized as average students.
These students rarely participate in the discussion. They could not be characterized as team
players. They remember and understand the materials discussed, but they are not willing to go
further to apply and analyze the information to real life, let alone think critically about it.
*All take-home written assignments (e.g., essays, strategic plan) must be typed using Times New
Roman 10-12-point font and 1-inch margins. Please use footers with your first and last name and
page numbering.
Syllabus, communication with classmates, grammar and culture of writing: Please read the
syllabus for this class carefully.
Class Policies
Check your grades regularly and report any discrepancy immediately to the Instructor. No
changes will be made after two weeks from the last posting.
JOUR 261 – Introduction to IMC
Extra Points Availability Policy
On random days throughout the semester there may be occasional extra credit opportunities:
Students can be given an opportunity to earn extra credit by answering questions about course topics
posted in a “new” impromptu discussion forum. At the end of the course, the number of extra credit
points you have earned is added to your set of three scores for your presentation projects before
your final grade is computed. You are not required to answer any extra credit discussion items. Not
answering does not count against you.
Deadlines
All deadlines are firm. No exceptions are made, unless a student has an emergency, which should be
certified by an appropriate authority. If a student or a team misses the deadline, 100% of the final
grade for the project is taken off automatically.
Disability Resource Center (DRC): It is important to know that over two-thirds of the students in
the DRC reported that this syllabus statement, often read aloud by the faculty during class, directed
them to the DRC office. The Disability Resource Center (DRC) coordinates all academic
accommodations for students with documented disabilities. The DRC is the official office to review
and house disability documentation for students, and to provide them with an official Academic
Accommodation Plan to present to the faculty if an accommodation is warranted. Faculty should not
provide students accommodations without being in receipt of this plan. UNLV complies with the
provisions set forth in Section 504 of the Rehabilitation Act of 1973 and the Americans with
Disabilities Act of 1990, offering reasonable accommodations to qualified students with
documented disabilities. If you have a documented disability that may require accommodations, you
will need to contact the DRC for the coordination of services. The DRC is located in the Student
Services Complex (SSC-A), Room 143, and the contact numbers are: Voice (702) 895-0866, fax
(702) 895-0651. For additional information, please visit: http://drc.unlv.edu/.
Religious Holidays Policy: Any student missing class quizzes, examinations, or any other class or
lab work because of observance of religious holidays shall be given an opportunity during that
semester to make up missed work. Please, note, that the make-up will apply to the religious holiday
absence only. Also, keep in mind that it is the responsibility of the student to notify the Instructor no
later than the last day at late registration of his or her intention to participate in religious holidays
which do not fall on state holidays or periods of class recess. This policy shall not apply in the event
that administering the test or examination at an alternate time would impose an undue hardship on
the Instructor or the university which could not be avoided.
Academic Misconduct: Academic integrity is a legitimate concern for every member of the
campus community; all share in upholding the fundamental values of honesty, trust, respect,
fairness, responsibility and professionalism. By choosing to join the UNLV community, students
accept the expectations of the Academic Misconduct Policy and are encouraged when faced with
choices to always take the ethical path. Students enrolling in UNLV assume the obligation to
conduct themselves in a manner compatible with UNLV’s function as an educational institution.
An example of academic misconduct is plagiarism. Plagiarism is using the words or ideas of
another, from the Internet or any source, without proper citation of the sources. See the Student
JOUR 261 – Introduction to IMC
Academic Misconduct Policy (approved December 9, 2005) located at:
http://studentconduct.unlv.edu/misconduct/policy.html.
Copyright: The University requires all members of the University Community to familiarize
themselves and to follow copyright and fair use requirements. You are individually and solely
responsible for violations of copyright and fair use laws. The university will neither protect
nor defend you nor assume any responsibility for employee or student violations of fair use
laws. Violations of copyright laws could subject you to federal and state civil penalties and criminal
liability, as well as disciplinary action under University policies. Additional information can be
found at: http://www.unlv.edu/committees/copyright/.
Tutoring: The Academic Success Center (ASC) provides tutoring and academic assistance for all
UNLV students taking UNLV courses. Students are encouraged to stop by the ASC to learn more
about subjects offered, tutoring times and other academic resources. The ASC is located across
from the Student Services Complex, #22 on the current UNLV map. Students may learn more about
tutoring services by calling (702) 895-3177 or visiting the tutoring web site at:
http://academicsuccess.unlv.edu/tutoring/.UNLV Writing Center – The following statement is
recommended for inclusion in course syllabi: One-on-one or small group assistance with writing is
available free of charge to UNLV students at the Writing Center, located in CDC-3-301. Although
walk-in consultations are sometimes available, students with appointments will receive priority
assistance.
Course Communication/Record Keeping: This course is Canvas-supported. Hence,
communication between Instructor and students is facilitated online. All grades and class materials
are posted through this online classroom system. Use it to your advantage: Communicate with each
other using Discussions section, stay tuned for course announcements in the Announcements
section, but do not use Canvas to email the Instructor and your peers. Use the official email of the
university to contact the Instructor. Communication on Canvas and in all e-mails related to this class
must at all times be civil, free of defamatory language, lewd or suggestive commentary, profanity,
or other inappropriate language. Any single violation will result in automatic referral to Student
Affairs and possible dismissal from the course.
The following tentative class schedule indicates dates for topics to be covered in this online
course. The Instructor reserves the right to make amendments to the syllabus. The syllabus and
changes to it are posted on Canvas. It is the student’s responsibility to stay informed of any changes
announced for the class.
JOUR 261 – Introduction to IMC
Content
8/23
8/28
8/30
Instruction begins, Syllabus
ice-breaker
Ch. 1
Ch. 2
9/4
9/6
Ch. 3
9/11
Ch. 4,
9/13
9/19
9/25
9/27
9/29
10/3
10/9
Quiz 1: Opens 9/17, 8 a.m.
Due 9/19, 11:59 pm
Ch. 5
Ch. 6
Ch. 7
– Chapter
Lead Due
11:59 pm
– Chapter
Lead Due
11:59 pm
Assignment 1
due 11:59 pm
– Chapter
Lead Due
11:59 pm
Assignment 2
due 11:59 pm
– Chapter
Lead Due
11:59 pm
Creative Brief
Due 11:59 pm
Assignment 3
due 11:59 pm
– Chapter
Lead Due
11:59 pm
– Chapter
Lead Due
11:59 pm
– Chapter
Lead Due
11:59 pm
Quiz 2: Opens 10/1, 8 a.m.
Due 10/3, 11:59 pm
Ch. 8
10/11
10/23
Deadlines
Ch. 9
– Chapter
Lead Due
11:59 pm
Media Plan
Due 11:59pm
– Chapter
Lead Due
11:59 pm
JOUR 261 – Introduction to IMC
10/25
10/31
11/1
11/6
Ch. 10
Quiz 3: Opens 10/29, 8 a.m.
Due 10/31, 11:59 pm
Ch. 11
Ch. 12
11/8
11/13
11/15
Ch. 13
11/21
Quiz 4: Opens 11/19, 8 a.m.
Due 11/21, 11:59 pm
11/22
Ch. 14
11/27
Ch. 15
11/29
Self or Self/Team Evaluation
due 11/29, 11:59 pm
11/28
Ch. 16
Quiz 5: Opens 11/26, 8 a.m.
Due 11/28, 11:59 pm
12/2
Final: Opens 12/7, 8 a.m.
Due 12/9, 11:59 pm
Assignment 4
due 11:59 pm
– Chapter
Lead Due
11:59 pm
– Chapter
Lead Due
11:59 pm
– Chapter
Lead Due
11:59 pm
Fieldwork
Due 11:59 pm
Assignment 5
due 11:59 pm
– Chapter
Lead Due
11:59 pm
– Chapter
Lead Due
11:59 pm
– Chapter
Lead Due
11:59 pm
– Chapter
Lead Due
11:59 pm