Division: Business, Hospitality, and Tourism Division
Department:
Business
Subject Code: MKTG
Course #: 218
Course Title:
Advertising
HARRISBURG AREA COMMUNITY COLLEGE
FORM 335
Course Form 335 must be updated at least every five years per AP 765 to include, at
a minimum, the following elements. [§335.2]
1.
Digital Description:
Credit hours:
Lecture hours:
Lab hours:
3.0
3.0
0.0
BL: [ ]⅓ [X]½ [ ]⅔ [ ] Other (Indicate fraction or percent)
2.
3.
Catalog Description:
Determining appropriations; allocating among media; advertising layout and
copy; measuring advertising effectiveness; the role of advertising in our economy.
Prerequisites: ENGL 002
Minimum Grade Required
C or higher
Corequisites:
Other: Or, placement through the College Testing and Placement Program
into ENGL 003 or higher.
4.
Learning Outcomes
[These outcomes are necessary to enable students to attain the essential
knowledge and skills embodied in the program’s educational objectives.]
Upon successful completion of the course the student will be able to:

Describe the role of advertising in the marketing process

Define the various types of integrated marketing communication

Describe the different ways of identifying target audiences for advertising

Describe the methods for positioning a product or brand

Discuss how advertising may influence consumer behavior through its
effects on various psychological states

Identify effective techniques for communicating messages using traditional
and non-traditional media

Select advertising objectives for an integrated marketing communication
campaign

Formulate a creative strategy for an integrated marketing communication
campaign

Select media that efficiently, and effectively, reach targeted audiences
12/1/04
Form Template Reviewed & Updated: 10/26/07; 1/11/08; 1/16/09; 7/14/09; 7/14/11
Division: Business, Hospitality, and Tourism Division
Department:
Business
Subject Code: MKTG
Course #: 218
Course Title:
Advertising



5.
Discuss the various methods used to track the effectiveness of ad executions
during and after the launch of an advertising campaign
Employ appropriate research techniques and analyze, interpret, and present
data effectively
Plan and create a multimedia integrated marketing communication
campaign.(IMC Plan)
Planned Sequence of Instruction
[These must be designed to help students achieve the learning outcomes.]
Part 1: The Role of IMC in Marketing
Chapter 1: An Introduction of Integrated Marketing Communications
Chapter 2: The Role of IMC in the Marketing Process
Part 2: Integrated Marketing Program Situation Analysis
Chapter 3: Organizing for Advertising and Promotion
Chapter 4: Perspectives on Consumer Behavior
Part 3: Analyzing the Communication Process
Chapter 5: The Communication Process
Chapter 6: Source, Message, and Channel Factors
Part 4: Objectives and Budgeting for Integrated Marketing Communications
Programs
Chapter 7: Establishing Objectives and Budgeting for the Promotional Program
Part 5: Developing the Integrated marketing Communications Program
Chapter 8: Creative Strategy: Planning and Development
Chapter 9: Creative Strategy: Implementation and Evaluation
Chapter 10: Media Planning and Strategy
Chapter 11: Evaluation of Broadcast Media
Chapter 12: Evaluation of Print Media
Chapter 13: Support Media
Chapter 14: Direct Marketing and Marketing on the Internet
Chapter 15: Internet and WWW
Chapter 16: Sales Promotion
Chapter 17: Public Relations, Publicity, and Corporate Advertising
Chapter 18:Personal Selling
Part 6: Monitoring, Evaluation, and Control
Chapter 19: Measuring the Effectiveness of the Promotional Program
12/1/04
Form Template Reviewed & Updated: 10/26/07; 1/11/08; 1/16/09; 7/14/09; 7/14/11
Division: Business, Hospitality, and Tourism Division
Department:
Business
Subject Code: MKTG
Course #: 218
Course Title:
Advertising
Part 7: Special Topics and Perspectives
Chapter 21: Regulation of Advertising and Promotion
Chapter 22: Evaluating the Social, Ethical, and Economic Aspects of Advertising
and Promotion
6.
Assessment of Student Learning
[Methods of assessment should be appropriate for Learning Outcomes listed
above.]
Assessment of student learning outcomes for the course, as required by AP 765, is
part of regular curriculum maintenance and/or improvement. The specific plan
has been determined by the pertinent faculty involved and is kept on file in the
division office.


7.
Create an Integrated Marketing Communication Plan
Objective Exams/Quizzes
List of Texts, References, Selected Library Resources or other Learning
Materials (code each item based on instructional use): C-Lecture/Laboratory,
A-Lecture, B-Laboratory, LC-Lecture/Clinical, CLN-Clinical, I-Online,
BL-Blended, D-Independent Study, P-Private Lessons, E-Internship,
F-Cooperative Work-Study, FE-Field Experience. [These resources must be easily
accessible to students.]
Advertising and Promotion, Belch and Belch, 9th Edition, Irwin McGraw Hill
COLLATERAL READINGS:
Advertising Age
Ad/Brandweek
Business Week
Marketing News
Journal of Marketing
Wall Street Journal
8.
Prepared by Faculty Member: Diane Mauro
Date: 3/12/12
9.
Approved by Department Chairperson: Michelle Myers
Date: 3/12/12
10.
Approved by Academic Division Dean: Cheryl L. Batdorf
Date: 6/11/12
This course meets all reimbursement requirements of Chapter 335,
subchapters A / B.
12/1/04
Form Template Reviewed & Updated: 10/26/07; 1/11/08; 1/16/09; 7/14/09; 7/14/11
Division: Business, Hospitality, and Tourism Division
Department:
Business
Subject Code: MKTG
Course #: 218
Course Title:
Advertising
This course was developed, approved, and offered in accordance with the
policies, standards, guidelines, and practices established by the College. It is
consistent with the college mission.
If the course described here is a transfer course, it is comparable to similar
courses generally accepted for transfer to accredited four-year colleges and
universities.
11.
Associate Dean, Curriculum & Assessment: Erika Steenland for KTH
Date: 6/13/12
12.
Provost & VP, Academic Affairs: Ronald R. Young
13.
Original Date of course approval by the college: 199830
14.
Date(s) of subsequent reviews [Indicate change: Learning Outcomes; textbook(s)]:
Date: 6/13/12
05/17/00
12/01/01
11/14/03
11/15/07
06/15/09 (Updated book)
1/08/10 (Updated Learning Outcomes, added Assessment of Student Learning, and new Planned Sequence of
Learning Activities)
03/12/12 (Updated Textbook)
12/1/04
Form Template Reviewed & Updated: 10/26/07; 1/11/08; 1/16/09; 7/14/09; 7/14/11