MKTG200 Advertising

Department of Business Studies: Marketing

I. Course Number and Title
MKTG200 Advertising
II. Number of Credits
3 credits
III. Minimum Number of Instructional Minutes Per Semester
2250
IV. Prerequisites
None
Corequisites
None
V. Other Pertinent Information
None
VI. Catalog Course Description
This course studies advertising theory, design, functions, principles, and procedures. It emphasizes the utilization of various media, along with the overall advertising campaign strategy based on creative problem solving. Topics include creative promotional activities, particularly as they help to integrate advertising into the marketing program.
VII. Required Course Content and Direction
  1. Learning Goals:

    1. Course
    2. Students will:
      1. demonstrate cooperative relationships and work effectively in small groups as members of a creative advertising team;
      2. develop the necessary writing skills to advertise an organization and/or its products in today’s market;
      3. create an advertising campaign through cooperative group efforts to be presented in both oral and written formats; and
      4. prepare a written advertising plan for a client organization.

    3. Core (if applicable)
    4. Category III
      Collaboration
      Students will:
      1. honor commitments made to the group
  2. Planned Sequence of Topics and/or Learning Activities:

    1. trace the origins of our modern advertising industry
    2. define and illustrate the primary terms used by media planners
    3. illustrate the importance of television as an entertainment, informational, educational and commercial medium
    4. describe the tremendous reach of radio and its appeal as a personal, selective medium both in- and out-of-home
    5. describe how newspapers, as the major advertising medium, are adjusting in response to educational, competitive, and technological changes
    6. examine the current competitive environment of magazines
    7. compare and contrast outdoor advertising with transit advertising
    8. examine innovations in direct-response marketing
    9. define specialty advertising and cite possible uses for such advertising
    10. define and discuss the several types of sales promotion
    11. compare and contrast sales promotion with advertising and other forms of product promotion
    12. discuss specific uses of sales promotion and circumstances when these techniques are most appropriate
    13. develop the necessary writing skills to advertise an organization and/or its products in today's market
    14. develop an advertising campaign through cooperative group efforts to be presented in both oral and written formats
  3. Assessment Methods for Core Learning Goals:

    1. Course
    2. Course learning goals are assessed using a variety of quizzes, tests, performance based tasks, and the evaluation of each group’s advertising campaign.

    3. Core (if applicable)
    4. Collaboration: The Core learning goal is assessed by the evaluation of the effectiveness of each group’s advertising campaign.
  4. Reference, Resource, or Learning Materials to be used by Students:

    See course format.
VIII. Teaching Methods Employed
Section VIII is not being used for new and revised syllabi as of 12/10/08.

Review/Approval Date - 2/99; Core Goals/Objectives added 4/05; Revised 11/2011