Online Syllabus
MK 513- ONLINE
ADVERTISING AND PROMOTIONAL STRATEGY
3 Credit Hours
Effective: July, 2009
SUMMER 2009
INSTRUCTOR´S NAME : MARVEE L. MARR
OFFICE : BSBA BRATISLAVA
OFFICE HOURS : BY APPOINTMENT
EMAIL : MMARR@VSM.SK
REQUIRED RESOURCES
Arens, W., Weigold, M. I., & Arens, C. (2008). Contemporary advertising (11th ed.). New York:
McGraw-Hill/Irwin.
Research paper guide. (2004).Trenčín, Slovakia: City University. Available for purchase in the
library or online at http://www.vsm.sk/files/sh/rpg2004.pdf
Access to a personal computer and the Internet is required. All written assignments must be wordprocessed.
Copyright 1992-2007 by City University of Seattle
All rights reserved
MK 513
ADVERTISING AND PROMOTIONAL STRATEGY
This document provides an overview of the course foundation elements, assignments, schedules,
and activities. For information about general City University of Seattle policies, please see the
City University of Seattle catalog. If you have additional questions about the course, please
contact your instructor.
Notification to Students with Disabilities
If you are a student with a disability and you require certain help, please contact the site
administrator as soon as possible.
Scholastic Honesty
City University of Seattle expects each student to do his/her own work. The University has "zero tolerance"
for cheating, plagiarism, unauthorized collaboration on assignments and papers, using "notes" during
exams, submitting someone else's work as one's own, submitting work previously submitted for another
course, or facilitating acts of academic dishonesty by others. The penalties are severe! A first offense can
result in a zero grade for the course and suspension for one quarter; a second offense can result in a zero
grade for the course and suspension for two or more quarters; a third offense can result in expulsion from
the University. The Policy and Procedures may be found at http://www.vsm.sk/en/students/scholastichonesty/policies-and-procedures/.
In addition to providing your work to the instructor for grading, you must also submit an
electronic copy for the CU archives (unless the work is specifically exempted by the instructor).
You will not receive a grade for particular work until and unless you submit this electronic copy.
The procedure for submitting work to the archives is to upload it via the website
http://www.vsm.sk/en/students/on-line-center/uploader/uploader.html. Files should include the cover
page of the work with the student name, instructor name, course name and number, and date.
File names should indicate the type of assignment, such as “researchpaper.doc”, “casestudy.doc”
or “ thesis.doc” (student name should not be a part of the file name because the system adds it).
All files received into the archives are submitted to www.TurnItIn.com for plagiarism checking.
COURSE DESCRIPTION
This course examines advertising and promotional strategies by studying consumer behavior, the
creative process, and media selection. It evaluates various promotional tools that convey
corporate messages and influence buyers in consumer and industrial markets.LEARNING
GOALS
Upon the successful completion of this course, you will be able to:
1. Evaluate the relationship between advertising agencies and their clients;
2. Appraise the effects of advertising and promotion on consumer behavior;
3. Formulate advertising and promotion strategies by integrating market research data;
4. Assess environmental forces effecting advertising;
5. Evaluate different types of media to support various budgets and objectives;
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6. Appraise integrated marketing communication programs;
7. Examine the creative process;
8. Create an advertising plan to support a product or service.
CORE CONCEPTS
To achieve the goals of this course, you will need to master the following core concepts:
1. Advertising perspectives;
2. Crafting marketing and advertising strategies;
3. Integration of advertising with other elements of the communications mix;
4. Creation of advertisements and commercials;
5. Utilization of advertising media.
RECOMMENDED RESOURCES
As a City University of Seattle student, you have access to library resources regardless of where and how
you are taking this class. To access the resources necessary to complete your coursework, visit the library
menu in the My.CityU portal at https://my.cityu.edu, and the CU Slovakia library home page at
http://library.cutn.sk/.
A good place to begin your research is through the management program resources page in the
My.CityU library. It provides links to relevant journals, books, and Web sites. Search the online
databases for journal, magazine, and newspaper articles. For additional help, visit the Slovakia
library or submit your question in the Contact Us section of the Slovakia library’s web site.
OVERVIEW OF COURSE ACTIVITIES AND GRADING
The grade you receive for the course will be derived using City University of Seattle’s decimal
grading system, based on the following:
Assignments
SIA Assignment
5%
Online Discussion
Print Ad Analysis
Advertising Plan
Final Examination
20%
20%
35%
20%
TOTAL
100%
Please see the current City University of Seattle catalog or consult your instructor for guidance in
determining your decimal grade.
EXPLANATION OF ASSIGNMENTS
EXPLANATION OF ASSIGNMENTS AND GRADING
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STUDENT INTRODUCTORY ASSIGNMENT (SIA)
City University of Seattle requires that you submit a Student Introductory Assignment (SIA).
This SIA must be completed during the first week of your course. The SIA consists of
introducing yourself in the Discussion Forum titled: Student Introductory Assignment. It is
designed to begin the online class experience by letting us know you are in class and facilitating
interaction. It is due at the end of the first week. Your instructor will notify City University of
Seattle at the end of the first week as to whether or not you completed your SIA.
DISCUSSION ASSIGNMENTS
A discussion question or topic from your instructor appears weekly in the discussion forum. You
are to post your answer as well as a response to two other students’ answers to the discussion
forum by the end of each session. The forum is to help promote discussion. The instructor may
not respond to every posting. He or she is there to facilitate the discussion. If you have a
question or comment that is specifically for your instructor, email your instructor directly or
use the Question and Answer Forum. If you want to talk with other students about issues
unrelated to the discussion forums use the Coffee Talk Forum.
Although the tone of your discussion board postings can be informal, your instructor will expect
them to be on a professional level. In other words, your comments and questions for
discussion should be clear and thoughtful, with correct grammar, spelling, and punctuation.
As with written assignments, the quality of your discussion postings will be graded on both
content and presentation.
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Grading Criteria for Discussion Assignments
Appropriateness and quality of response
Quantity of responses (three per week)
50%
50%
TOTAL
100%
PRINT AD ANALYSIS
This assignment will introduce you to the creative process used in advertising agencies. Select a
print ad from a newspaper or magazine or choose an Internet ad that does not use animation. The
first part of this assignment will describe what the account manager prepared for the creative
team as a result of his or her meeting with the marketing people for the product or service. The
second part gives you the opportunity to analyze what the creative team did, using the creative
brief, in designing the ad. Be sure to attach a copy of the ad to your paper.
1. Prepare a creative brief (textbook pages 374-376) consisting of three, one-sentence
statements that describe the benefits of the ad’s product or service for the consumer:
 Objective statement (one sentence);
 Support statement (one sentence);
 Tone or brand character statement (one sentence).
2. Using chapters 12 and 13 of your textbook, analyze why the ad is effective (or is not
effective) based on the following criteria (one to three pages):
 Big idea;
 Visuals;
 Copy (headline, body text, logo, slogan);
 Art and/or layout.
Grading Criteria for Print Ad Analysis
Integration of course concepts
Completeness of analysis
Logically supported conclusions
Proper grammar, spelling, and punctuation
30%
30%
30%
10%
TOTAL
100%
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ADVERTISING PLAN
You will exercise your creativity and enhance your analytical skills and marketing abilities by
developing an advertising plan for a particular product or service. The advertising plan format is
outlined in Appendix B of the text. In week four, a two to three paragraph synopsis of your
advertising plan is due to your instructor. Your instructor needs to approve your idea and will
stipulate the number and type of sources you will be required to consult. Minimum page limit:
ten.
Grading Criteria for Advertising Plan
Appropriate format
Clear objectives
Creative strategy
Logical development
Depth of research
Proper grammar, spelling, and punctuation
10%
15%
15%
30%
20%
10%
TOTAL
100%
Final Examination
You should be prepared to answer a variety of types of questions pertinent to the concepts
covered in or suggested by the course materials, assignments and activities. Your instructor may
provide you with additional information regarding the content and style of exam in this course.
Grading Criteria for Essay Questions on Examination
Clear grasp of major issues posed by the question
Valid arguments and appropriate supportive detail
Appropriate analysis, evaluation, and synthesis
Demonstrated ability to employ terms, concepts, and frames of reference
from texts, lectures, and other course materials
Proper organization and logical flow of responses
20%
20%
20%
20%
TOTAL
100%
20%
Recommended Course Schedule
The schedule for course activities and assignments is below. NO LATE WORK IS ACCEPTED.
Schedule is subjected to change.
TS
OPICS AND ASSIGNMENTS
READINGS
E
S
S
I
O
N
1
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What Is Advertising Today?
The Evolution of Advertising
Chapter 1
Chapter 2
2
July 8-14
The Economic, Social, and Regulatory Aspects of
Advertising
The Scope of Advertising: From Local to Global
Chapter 3
3
July 15-21
Marketing and Consumer Behavior
Relationship Building: Direct Marketing, Personal
Selling, and Sales Promotion
Chapter 5
Chapter 10
Market Segmentation and the Marketing Mix
Research: Gathering Information for Advertising
Planning
DUE: July 26th synopsis of Advertising Plan –emailed
by midnight
Chapter 6
Chapter 7
5
July 29August 4
Marketing and Advertising Planning
Planning Media Strategy
DUE: Synopsis of Advertising Plan- August 1
uploaded by midnight
Chapter 8
Chapter 9
6
August 511
Relationship Building: Public Relations, Sponsorship,
and Corporate Advertising
Creative Strategy and the Creative Process
Chapter 11
7
August 1218
Creative Execution: Art and Copy
Producing Ads for Print, Electronic, and Digital Media
DUE: Print Ad Analysis August 18 uploaded by
midnight
Chapter 13
Chapter 14
8
August 1925
Using Print Media
Using Electronic Media: Television and Radio
Chapter 15
Chapter 16
9
August 26Sept 1
Using Digital Interactive Media and Direct Mail
Using Out-of-Home, Exhibitive, and Supplementary
Media
Chapter 17
Chapter 18
July 1-7
4
July 22-28
10
Sept 2-6
Final Examination- Friday September 4th
DUE: Advertising Plan Thursday, Sept 3 by midnight
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Chapter 4
Chapter 12