PRINCIPLES OF ADVERTISING, COMM 2327 COURSE MASTER SYLLABUS MARKETING DEPARTMENT

CIP CODE AREA: 52.1401

COURSE LEVEL: Sophomore Level

COURSE NUMBER: COMM 2327

COURSE TITLE: Principles of Advertising

CREDIT HOURS: 3; Lecture Hours: 3: Lab Hours: 0

PREREQUISITE: None

METHOD OF PRESENTATION: Three-hour lecture/discussion each week.

COURSE DISCRIPTION:

COMM 2327 PRINCIPLES OF ADVERTISING (3-3-0). Fundamentals of Advertising including marketing theory and strategy, copy writing, design and selection of media. Skills: R (MKT 2013)

REQUIRED TEXTBOOKS/ MATERIALS:

ISBN	Title		Publisher	Author
0324289561	Advertising & Integrated Brand Promotion (4^th edition)	TX	Thomson/Southwestern	O'Guinn, Allen, Semeni

SCANS (SECRETARY’S COMMISSION ON ACHIEVING NECESSARY SKILLS):

Course SCANS Competencies for Principles of Advertising, COMM 2327

Please go to http://www.austincc.edu/mkt/scans.htm#whatis for a complete definition and explanation of SCANS. This list summarizes the SCANS competencies addressed in this particular course.

SCANS Competencies For COMM 2327
RESOURCES 1.1Manages Time	INTERPERSONAL 2.1 Participates as a Member of a Team 2.3 Serves Clients/Customers 2.4 Exercises Leadership 2.5 Negotiates to Arrive at a Decision 2.6 Works with Cultural Diversity	INFORMATION 3.1 Acquires and Evaluates Information 3.2 Organizes and Maintains Information 3.3 Computers to Process Information	SYSTEMS (None for this course)
TECHNOLOGY (None for this course)	BASIC SKILLS 6.1 Reading 6.2 Writing 6.3 Arithmetic 6.5 Listening 6.6 Speaking	THINKING SKILLS 7.1 Creative Thinking 7.2 Decision Making 7.3 Problem Solving 7.4 Mental Visualization 7.5 Knowing How to Learn 7.6 Reasoning	PERSONAL QUALITIES 8.1 Responsibility 8.2 Self-Esteem 8.3 Sociability 8.4 Self-Management 8.5 Integrity/Honesty

INSTRUCTIONAL METHODOLOGY:

See specific instructor’s syllabus.

COURSE RATIONALE:

The purpose of this course is to offer cutting-edge thinking on Advertising including “new” media options such as Advertising on the World Wide Web and explain how advertising works in the real world. Advertising and brand promotion is a large part of the rise in consumer and Advertising culture. This course provides a solid understanding of fundamentals and provides a structure for understanding why much of conventional wisdom in Advertising is no longer working well. Principles of Advertising is not just about textbook learning: it challenges students to use their critical/creative skills in all aspects of Business and Advertising, not just those covered in this course. Advertising is a global business that reaches across national and cultural boundaries.

COMMON COURSE LEARNING OBJECTIVES/OUTCOMES

1. Understand what advertising is and its role in marketing and brand promotion and the economic effects on advertising.

2. Understand the structure of the advertising industry.

3. Be able to identify, analyze, and understand the advertising environment.

4. Be able to prepare the advertising message and fully integrate the creative process.

5. Understand the importance of placing the message in conventional and “new” media.

6. Be able to identify, understand, and apply integrated brand promotion.

7. Identify challenges that affect advertising in international settings.

8. Discuss globalized versus localized advertising campaigns.

9. Chapter objectives that appear in the text.

GRADING SYSTEM:

Your instructor will provide specific information about how you will be graded in this course.

COURSE/CLASS POLICIES:

Departmental policies for Incompletes, Attendance, and Withdrawal are as follows:

Incomplete Policy: An incomplete (I) will be granted to a student in rare circumstances. Generally, to receive a grade of I, a student must have completed all examinations and assignments to date, be passing, and have personal circumstances that prevent course completion that occur after the deadline to withdraw with a grade of W.

Attendance Policy: All students are expected to attend classes. Non-attendance will have an impact on the student’s grade.

Withdrawal Policy: It is the student’s responsibility to withdraw from a course. Instructors are allowed to withdraw students but students must not rely on their instructor to withdraw them if they wish to withdraw.

Austin Community College policies for Academic Freedom, Scholastic Dishonesty, Student Discipline, and Students with Disabilities are as follows:

Academic Freedom Statement: Each student is strongly encouraged to participate in class. In any classroom situation that includes discussion and critical thinking, there are bound to be many differing viewpoints. These differences enhance the learning experience and create an atmosphere where students and instructors alike will be encouraged to think and learn. On sensitive and volatile topics, students may sometimes disagree not only with each other but also with the instructor. It is expected that faculty and students will respect the views of others when expressed in classroom discussions.

Scholastic Dishonesty Statement: Acts prohibited by the College for which discipline may be administered include scholastic dishonesty, including but not limited to cheating on an exam or quiz, plagiarizing, and unauthorized collaboration with another in preparing outside work. Academic work submitted by students shall be the result of their thought, research or self-expression. Academic work is defined as, but not limited to tests, quizzes, whether taken electronically or on paper; projects, either individual or group; classroom presentations, and homework” (see Student Handbook). Penalties for scholastic dishonesty will depend upon the nature of the violation and may range from lowering a grade on one assignment to an F in the course and/or expulsion from this institution.

Student Discipline Statement: Classroom behavior should support and enhance learning. Behavior that disrupts the learning process will be dealt with appropriately, which may include having the student leave class for the rest of that day. In serious cases, disruptive behavior may lead to a student being withdrawn from the class. ACC's policy on student discipline can be found in the Student Handbook.

Students with Disabilities Statement: Each ACC campus offers support services for students with documented physical or psychological disabilities. Students with disabilities must request reasonable accommodations through the Office for Students with Disabilities on the campus where they expect to take the majority of their classes. Students are encouraged to do this three weeks before the start of the semester” (see Student Handbook).

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