MCOM 4823, Sec. 101 – INTEGRATED MARKETING COMMUNICATION
MWF @ 12 - 12:50 p.m., FA-B127
Instructor: Liz Minden
Office & Telephone: B-108 Fain Fine Arts Center; 940-397-4398
Office Hours: MWF 10 a.m. – 12 p.m.; TR 3:30 – 5:30 p.m.; and by appointment
TEXT: Advertising Account Planning: Planning & Managing an IMC Campaign, 2nd ed., by Kelley and Jugenheimer; a calendar/planner.
PRE-REQUISITES: MCOM-3223, MCOM-3823 and MCOM-4683.
A. COURSE OBJECTIVES
This course examines the advertising research, strategy, market forces and, including the influences driving the decision-making process, to develop an advertising campaign for a client. It will include the theory and practice of developing and managing an IMC plan to achieve campaign and marketing goals. Students will learn that account planning involves much more than spending a client’s advertising budget. This course is designed to develop research, critical thinking, problem-solving, creative and writing skills in the context of the account planning process. By the end of the course, you should be able to:
1. Find and evaluate marketing, audience and media research information to plan an advertising campaign.
2. Conduct primary research (e.g., surveys, focus groups) to make decisions in developing an advertising plan.
3. Understand and use some of the basic terminology of the media planning and buying process.
4. Use the basic mathematical formulas in media planning and buying.
5. Write an advertising plan to present to a client, including creative executions.
6. Apply some of the legal and ethical considerations advertising professionals face in today’s marketplace to advertising plan development.
7. Present an advertising plant to a client.
B. COURSE DESIGN
In addition to learning from lectures, classroom discussions, homework assignments and in-class exercises, students will complete a final project designed to reinforce the concepts presented. Lectures and class discussions will include information about the legal, ethical and social aspects of advertising account planning and implementation. The final project will be developed by the entire class working as a team. Class time also will include project research information, team meetings and other activities necessary to develop and write the advertising plan. However, this project also may require team members to meet outside of regularly scheduled class periods.
C. COURSE REQUIREMENTS
1. HOMEWORK, IN-CLASS EXERCISES & REPORTS = 25 points each
a. Homework assignments and in-class exercises will be given at any time and cover assigned readings and/or lecture concepts.
b. TYPED project reports are required from each team member and must contain information about the work you have done for the campaign. A report format will be provided. Reports are due on the following dates: Sept. 21, Oct. 12, Nov. 2 and Nov. 16.
2. ADVERTISING PLAN = 300 points
a. Working as a team, students will conduct research and prepare an advertising campaign for a client. With the help of various resources, students will generate research information about the client, target market, media and other marketing elements that will help them develop an advertising plan, including advertising goals, strategy, media mix, promotions and campaign budget. This part of the project is worth 200 points.
b. When all plan elements are determined, the team will organize and write the plan, including creative. This part of the project is worth 100 points.
c. General Grading Criteria: In addition to your plan’s research-based recommendations to address the advertising problem, the plan will be graded on overall content, organizational clarity, use of correct grammar, spelling and punctuation, and supporting documentation. The final plan is due Wed., Dec. 5. A late plan will not be accepted.
3. PRESENTATION = 100 points
An oral presentation highlighting elements of the advertising plan will be held. All team members will help develop the presentation and present the plan. Each team member also must be prepared to answer questions and participate in peer evaluations. Presentation and evaluations are Wed., Dec. 12, 3:30-5:30 p.m.
a. Late work will not be accepted. If you know you won’t be in class when an assignment is due, turn in your work early.
b. Making up research sources and/or citing them without proper source citations or using another’s work as your own earns you an “F” for the course. (See “Course Policies.”)
c. Points will be deducted from all typed assignments containing numerous grammatical, spelling and punctuation errors.
d. Numerical grades will be awarded on all assignments. These will be totaled at the end of the course and divided by the number of total possible points to determine your course grade. The grading scale is:
A = 90% - 100% (outstanding)
B = 80% - 89% (above average)
C = 70% - 79% (average)
D = 60% - 69% (below average)
F = Below 60% (unacceptable)
Late work will not be accepted. If you know you won’t be in class when an assignment is due, turn in your work early.
Attendance: Students are expected to attend, be on time for, and participate in class. The instructor reserves the right to drop any student who misses more than three class periods. Makeup work for any absence is at the discretion of the instructor.
D. COURSE POLICIES
1. Attendance: Students are expected to attend, be on time for, and participate in class. The instructor reserves the right to drop any student who misses more than three class periods. Makeup work for any absence is at the discretion of the instructor.
2. Plagiarism and cheating: The MSU Student Honor Creed, found in both your student handbook and the university catalog, includes the statement: “As an MSU student, I pledge not to lie, cheat, steal, or help anyone else to do so.” Plagiarism, lying and cheating include, but are not limited to: fabricating information and sources, copying material from publications without crediting the author, turning in another student’s work as your own, and copying quiz/exam answers from another person. STUDENTS FOUND CHEATING, PLAGIARIZING OR MAKING UP INFORMATION WILL RECEIVE AN “F” FOR THIS COURSE.
3. Compliance with Americans with Disabilities Act: Any student with a disability who is registered with MSU’s Office of Disability Support Services should notify the instructor at the beginning of the course in order to receive reasonable accommodations to participate fully in this class.
4. Limited Right: By enrolling in this course, the student expressly grants MSU a “limited right” in all intellectual property created by the student for the purpose of this course. This “limited right” shall include, but shall not be limited to, the right to reproduce the student’s work product in order to verify originality and authenticity, and for educational purposes.
5. FERPA: The instructor abides by the provisions of the Family Educational Rights and Privacy Act. The instructor also will not release a student’s academic information or discuss a student’s academic progress or class attendance with his/her parent or guardian. Additionally, the instructor will not discuss a student’s grades with him/her in class, over the phone or by email. Students who have questions about their grades must make an appointment with the instructor.
6. Disruptive Behavior: Anyone disrupting the class – or violating any other Standard of Conduct applicable to the classroom environment – will be dropped from the course. (See MSU Student Handbook, “Standards of Student Conduct.”)
a. Turn off the sound on your cell phone during class. No text messaging either. If your phone rings or you’re found text-messaging during class, you will be dropped from the course.
b. Turn off your iPods and similar technology. Like ringing cell phones, this is a class disruption issue and you will be dropped from the course if you do not comply.
c. Be Polite. Discourtesy of any kind will not be tolerated.
7. Senior Portfolio: Please note that all mass communication majors are required to submit a portfolio as part of their internship course, which is a pre-requisite for Senior Production. This requirement is a part of MSU’s reaccreditation with the Southern Association of Colleges and Schools and is non-negotiable. Through the portfolio, students are required to demonstrate communication competence through the written word and visual communication; two examples of each competency are required.
As you go through this and other classes, you are responsible for saving course work that could be included in your senior portfolio.
Please see your instructor, adviser, the department chair or any mass communication faculty member for handouts with more information (“Mass Communication Senior Portfolio Competencies” and “Mass Communication Senior Portfolio FAQ”). These handouts are also available on the department web page: http://finearts.mwsu.edu/masscomm/.
8. Other: You may be asked to provide your assignments on a portable computer medium (e.g., jump/thumb drive) or by email.
The instructor reserves the right to change any part of this syllabus for any reason, and will give sufficient notice if changes are necessary.