COURSE SYLLABUS
OUTLINE
I.
Title
|
Seminar in Advertising |
II.
Catalog description
|
An in-depth study
of the profession of advertising, with a focus on contemporary issues,
problems, and challenges; guided discussion and analysis of case studies.
Prerequisite: Graduate standing; enrollment is limited, with preference to
JMC graduate students. |
III.
Purpose
|
To provide an intellectually stimulating seminar covering
the advertising, its role in the mass media and in society, and the
challenges facing advertising professionals today |
IV.
Course
objectives
|
Upon completing this seminar, each student should:
1) be able to explain the process of advertising; 2) be able to formulate advertising
strategies; 3) know current issues and practices for advertising
professionals; and 4) understand the importance of ethical behavior in
advertising. |
V.
Content
outline
|
A. Structure of advertising 1.
Business of
advertising 2.
Advertising
professionals 3.
Proactive
advertising 4.
Reactive
advertising 5.
Legal and
ethical behavior B. Issues, challenges, and strategies 1.
Case study
analyses 2.
Student
presentations C. Contemporary and future advertising
practices 1.
Summary of
advertising today 2.
Outlook for
the profession and professionals |
VI.
Instructional
activities
|
Guided discussions, case study analysis, student
presentations, essays. |
VII.
Field and
clinical experiences
|
As is necessary to complete the coursework |
VIII.
Resources
|
Textbook,
readings, Waterfield Library, videotapes, faculty and local experts in the
field. |
procedures |
Graded
assignments include: Midterm Examination (150
points) -- There will be one examination that covers all the
material in section A. of the Content outline above. Case Study Analysis and Presentation (500
points) – Each student
will analyze and present a case study to the members of the seminar
group. Seminar
Participation (100 points)
– Each student is expected to participate in and contribute to the seminar
discussions with intelligent and informed comments and questions. Final Examination (250 points) – Each student will write an essay that is
a detailed analysis of one or more cases with suggestions for Advertising
strategies. Final letter
grades are assigned according to the following scale: A = 900 - 1000
Points B = 800 – 899
Points C = 700 – 799
Points D = 600 – 699
Points E = Below 600
Points |
X.
Attendance
policy
|
Attendance is required. For details of this policy, see
the current issue of the Graduate
Bulletin. |
XI.
Academic honesty
policy
|
Academic
dishonesty will not be tolerated. In
accordance with the Academic Integrity policy of Murray State University, the
normal penalty for plagiarism or cheating of any kind will be automatic
failure of the course and possible dismissal from the program and the
university. For details of this policy, see the current issue of the Graduate Bulletin. |
XII.
Text and
references
|
Jones, John Philip (2001). The Ultimate Secrets of
Advertising. Newbury Park: Sage Publications. Sheehan, Kim Bartel (2003). Controversies in
Contemporary Advertising. Newbury Park: Sage Publications. Tellis, Gerald J. (2003). Effective Advertising:
Understanding When, How, and Why Advertising Works. Newbury Park: Sage
Publications. plus current literature from appropriate scholarly books,
research journals, and periodicals. |
XIII.
Prerequisites
|
Graduate standing; enrollment is limited, with preference
to JMC graduate students. |