MK205FS10MICU - SACREDHEARTUNIVERSITY...

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SACRED  ACRED  HEART  EART  UNIVERSITY NIVERSITY JOHN  OHN  F.  WELCH  ELCH  COLLEGE OF  OLLEGE OF  BUSINESS USINESS Fall 2010 COURSE SYLLABUS MK205 ADVERTISING Class meetings : Wednesday 9:30 AM – 12:15 PM, Fairfield Campus, SC 104 Professor: Dr. Anca C. Micu Office: 213 A. Roncalli Hall (East Hall) Phone: 203-371-7813 E-mail: micua@sacredheart.edu Office hours: Wed 12:30-3:30pm, Thursday 3:30-6:30pm * * * * * * * * * * * * * * * * * * * * * * * * * Course Description Course Description This practical introductory course surveys the field of advertising and studies how it works and fits into society. Topics include elements of an advertising campaign as well as the social dynamics and economic implications. The process of advertising is examined from the perspective of integrated marketing communication. Learning objectives The focus of this course is to enhance understanding of and appreciation for the practice and development of strategic advertising campaigns. The main teaching goal of the course is to provide students with information and learning experiences that increase knowledge of the methods, policies, and practices used in advertising. The student who completes this course should be able to: 1) Think strategically and ethically from a marketing point of view. 2) Understand how advertising fits within the broader disciplines of global business and marketing. 3) Discover what advertising people do and how they do it. Students will learn about various career opportunities in and outside of the advertising agency. 4) Appreciate (and tolerate) the artistic creativity and technical expertise used in many strategic communications campaigns. Basically, MK262 provides a bird's eye view of the advertising field for students interested in learning about advertising. BE WARNED: This course is not an easy course nor was it designed to be an easy "A" class. Because MK205 is an introductory survey course designed to introduce you to all the persuasive "tools" used in planning advertising strategies and campaigns, there is a plethora of "detail- specific" information, concepts, and issues for you to absorb and comprehend. You will find that to succeed in MK205, you must be motivated to learn the material and willing to work very hard in order to succeed just as you would "in the real world." Course Materials Textbook: Wells, Burnett and Moriarty Advertising Principles and Practice , Prentice Hall Any additional materials will be provided in class. 1
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Grading structure/course assessment weights Your grade will be the sum of: Class participation 10% Ad Files 40% Exams 50% Total 100% Explanation of the assessment components: Participation component (100 points):   You are expected to come to class prepared to engage in an informed conversation about class material. This requires development of a point of view regarding chapters, cases, exercises,
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MK205FS10MICU - SACREDHEARTUNIVERSITY...

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