Sandra Martin Fax:

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1 Dept. of Mass Communications College of Liberal Arts -- University of Central Oklahoma Course Syllabus MCOM CRN#12131 Fall 2015 STRATEGIC COMMUNICATIONS PLANNING Room COM credit hours 11:00 A.M. - 12:15 P.M. T- Th. Instructor: Office Phone: Home Phone: Office: Office Hours: Sandra Martin [email protected] Fax: (no calls after 9:00 p.m.) COM 129 Scheduled office hours are: Tues. Th. 8:30 9:00 a.m.; 3:15 4:15; Wed. 9:30-12:00 (Other times by appointment) REQUIRED TEXTBOOK: There is NO required text. Students will be assigned relevant readings and professional journal articles related to each assigned area. COURSE OBJECTIVE: Upon completion of the Strategic Communication Planning course, the learner will be able to analyze a variety of corporate and non- profit scenarios, products and business division scenarios and determine how to develop an appropriate structured, strategic communications response. Competency will be based upon successful completion of all assignments and by scoring at least 70% on the Final Project.

2 ENABLING OBJECTIVES: Implicit in gaining the skills needed to address these issues at a professional level requires that the student attain understanding of the steps involved in the strategic communications planning process Mastery of the decisions essential to good planning and execution. Awareness that strategic communications now is mission critical. Understanding that business leaders want a return on their communications investment (ROI) not only in dollars, but also in the context of image, credibility, capacity to change opinions, and ability to impart and leverage information to key audiences. Knowledge of proper content and structure of Corporate Objectives, Vision and Mission Statements and Commitment Statements Ability to analyze corporate culture and intent and to assess and assign an appropriate corporate persona Knowledge of critical elements needed to develop and maintain a consistent brand image Ability to properly choose typography, colors, logos, paper and design elements to help create and continue the corporate brand Knowledge of how to select and supervise design of signage, collaterals, exterior and interior design elements to effectively communicate and represent the organizational brand Ability to synthesize all elements and combine them with programming to create an atmosphere and corporate culture appropriate to an organization. Knowledge of how to compare and then choose the best philanthropic foundation or system to maximize a organizations ability to gives back to its community while insuring appropriate ROI. Ability to design appropriate employee rewards, engagement and loyalty activities in order to build positive perceptions, maximize consumer engagement and provide a positive employment experience in keeping with the corporate persona. Understanding of the steps involved in the strategic communications planning process Mastery of the decisions essential to good planning and execution. Awareness that strategic communications now is mission critical, not fluff Understanding that business leaders want a return on their communications investment (ROI) not only in dollars, but also in the context of image, credibility, capacity to change opinions, and ability to impart and leverage information to key audiences CATALOG COURSE DESCRIPTION: MCOM Strategic Communications Plan Strategic Communications Planning is designed to provide an introduction to strategic planning and its role in the communications strategy for brands and organizations. Students will learn the fundamentals of the marketplace, current methods of consumer analysis, brand equity creation, brand relationship analysis, and brand communications responses in a variety of advertising (new and old)

3 open to Mass Communication majors and minors, Technology Applications and Applied Liberal Arts majors only. COURSE STRUCTURE:. During the semester students will work both as individuals and as members of selected teams to complete projects that replicate the decisions and executional areas essential for preparing and completing a comprehensive integrated strategic communications campaign. Projects will include the following areas. The Steps in the Planning Process: STEP IN PLANNING CONTENT CLIENT DUE/PTS. 1. Who are we? What do we do? What do we want to be? 2. What do people think about us? How are we known? 3. Who are we talking to? 4. How do we engage them-? Vision Mission Commitment Statements Research Branding Positioning Market Segmentation Consumer Insight Shopper Behavior Culture Trends Prospect Definition - Capture their attention - Connect with their mindset - Make it easy for them to commit Paseo Arts The District OKC & In and Out Burger- Milk Real Housewives Supermarket Stalk American Dairy Association Milk 5. Creative Story The Creative Brief Bowl Appetit Telling Creative Strategies Packets containing information, resources ad requirements will be distributed to class members at the beginning of each project. ATTENDANCE / STUDENT COMMITMENT: Strategic Communications Planning is a professional preparation class. The goal is to provide an experience and standards similar to those students will experience in the workplace. In pursuit of

4 Timely arrival for class sessions Regular class attendance (NOTE: Each student will assume a role of importance in each group project. Their lack of attendance impacts the work and grades of every member of the team. FAILURE TO MEET YOUR OBIGATION TO YOUR TEAM MATES IS UNACCEPTABLE. This includes: Failure to complete an assigned portion of a team project by the agreed- upon deadline. Failure to attend class and out- of- class work sessions Failure to communicate with team members and the instructor in the instance of an emergency that prevents completion of assigned work Failure to attend a presentation session is cause for failure of the entire project. (ANY EXCEPTION MUST BE APPROVED BY THE INSTRUCTOR AND MUST BE DISCUSSED WITH TEAM MATES). Participation and focused attention during class sessions. This includes NOT: Participating in text or telephone conversations during class time Submission of professional quality work. Content may need revision based on instructor evaluation of the submission but the neatness, look and presentation of the work should be a reflection of your professionalism and awareness that the quality of your work reflects your professional potential. Ability to work with also embers of your team inn a cooperate manner here is the bad news when you go to work you don t get to choose who you work with-. Finally, failure to participate in final preparation of a project or as part of a presentation team (without prior excuse) is cause for failure of this class. NOTE: A rubrick used to evaluate content elements of projects and presentations is attached to this syllabus. It will help guide you and your teammates in preparation of project reports and presentations. HOWEVER you must be aware that a portion of grading is always based on the instructors perceptions and observations, this is a realistic standard and one you will experience in the workplace as your boss decides whether you earned a raise or get fired. IMPORTANT DATES Friday, Oct.2-9 a.m. - Noon FUSION 3 Required Attendance Nov. 5 & 6 Thurs.- Fri. DALLAS AGENCY TOUR

5 GRADE CALCULATIONS: 5 Major Projects (350 pts. possible each) 1750 possible points (Written Strategic Plan & Presentation) o Project 250 pts o Presentation 50 pts o Peer Evaluations 50 pts. o Total Points Each Project In- Class Individual Work Sheets (100 points possible each) 500 possible points Professional Conduct Points (50 pts. each project) 250 possible points TOTAL POINTS POSSIBLE: 2500 GRADE CALCUATIONS: (A= pts. /90%; B = pts./ 80%; C = pts. / 70%; D = pts. / 60%; F pts. / 59 0 %) Transformative Learning Objectives The University of Central Oklahoma is a learning centered organization committed to transformative education through active engagement in the teaching learning interchange, scholarly and creative pursuits, leadership, global competency, healthy lifestyles, and service to others. This course potentially addresses 5 of the university s transformative learning goals. Teaching / Learning as evidenced through discussions, lectures, interactive projectdevelopment and group interaction. Scholarly and Creative Pursuits as evidenced through primary and secondary research collection and data analysis; development of strategic concepts; creative concept development and design and production of creative advertising executions; development of media analysis and strategies; writing of detailed plans book; development of and presentation of a competitive campaign to corporate clients. Leadership as evidenced through management of strategic communication planning segments; development of team responsibilities; timeline management and team motivation and completion of project segments by assigned deadlines Global Competency S as evidenced when campaign clients are engaged in the global marketplace and project development incorporates global marketing and media. Service to Others as evidenced when clients are non- profits or community engaged service organization,

6 PLANNING TOPICS AND DEADLINES Classes Begin August 18 Introduction: Strategic Planning August 20 Planning Process August 25 The What and Why August 27 Vision / Mission September 1 Commitment Statements September 3 Paseo Project / Positioning September 8-10 Paseo Presentations September 15 Presenting Research September 17 Research Analysis September 22 In & Out Burger September In & Out Presentations October 1 Market Segmentation October 6 Segmentation Lab /DEEP DIVE October 8 Real Housewives October Real Housewives Presentation October 22 Super Market Stalk Due October 27 ADA Milk October 27 Milk Presentations November 5 Branding November Branding Lab November 17 Bowl Appetit November 19 - Dec. 3 FINAL PRESENTATIONS Tues, Dec. 8 1:00-2:50 PM LATE WORK/ MAKE- UP WORK POLICY: No assignment will be accepted past the designate deadline. Because projects are group process execution members of a team who are unable to meet their group deadlines are responsible for making arrangements to trade- off assigned deadlines and cover for one- another. THIS COURSE IS DESIGNED TO REPLICATE REAL AGENCY WORKPLACE CIRCUMSTANCES WHERE IT IS NOT PERMISSABLE TO MISS A DEADLINE Students involved with University accepted excused absence activities should inform the instructor in advance of approved, scheduled absences. In case of illness or emergency absences or call the professor as soon as possible to discuss options for make- up work. Students are expected to be in class and to be on time. You are expected to personally contact the instructor in situations that cause tardiness or absences.

7 RUBRICK FOR STRATEGIC COMMUNICTIONS PLANNING Vision, Mission, Commitments Positioning EXCELLENT Meets or exceeds ALL criteria. Elements are correct & comprehensive( % = A Meets established criteria Word Crafted appropriate in construction and tone Clear, appropriate to professional standards and client needs Appropriate analysis and conclusions Shows knowledge of shopping behavior and consumer motivational process Professional preparation and presentation SATISFACTORY Includes MOST essential elements; content is correct. (89-70% = B range) Meets MOST established criteria Word Crafted appropriate in construction and tone Clear, appropriate to professional standards and client needs Appropriate analysis and conclusions Shows knowledge of shopping behavior and consumer motivational process Professional preparation and presentation UNACCEPTABLE Incomplete or Incorrect elements. (69-0 % = D-F range) Does NOT Meet MOST established criteria Word Crafted appropriate in construction and tone Clear, appropriate to professional standards and client needs Appropriate analysis and conclusions Shows knowledge of shopping behavior and consumer motivational process Professional preparation and presentation Research Analysis Branding Market Segmentation Consumer Insight, Conduct, Definition Engagement 3 C s Creative Brief Perception

8 Department of Mass Communication Policies Fall 2015 College of Liberal Arts University of Central Oklahoma Departmental Phone: (405) Website: UCentral Student Media has an app! Go to itunes to download it for free! Follow the department Twitter Like the UCO - Department of Mass Communication Facebook Page! MCOM Majors The department, the college, and the university utilize the UCO address assigned to each UCO student. Official information will be ed through the UCO system. Students have the option of forwarding their UCO to a personal account if preferred. For information, go to If students do not check their UCO , they risk missing vital information. If you do not use your UCO account, please forward your UCO to an account you check frequently. Student Advisement MCOM has two Student Success Advisors for MCOM majors. Each student is responsible for seeking advisement information each semester in order to graduate in a timely manner. Ms. Heather Peck o Office: COM 103 A o Phone: o [email protected] Mr. Gary Parsons o Office: COM 103 o Phone: o [email protected] UCentral Student Media: UCentral is the student media network at the University of Central Oklahoma, featuring traditional media (television, radio, newspaper) and new media (web, netcasts, social networking) created by students majoring in professional media. UCentral is located within the Mass Communication Department on the campus of UCO. Fall Events Monday, August 17: First Day of Fall Classes! Monday, September 7: Labor Day Friday, September 25: TEDxUCO, 9:00am-4:00pm, Constitution Hall, UCO@125 Event Friday, October 2: Strategic Communications Fusion Conference Wednesday-Thursday, October 7-8: Media Ethics Conference: Reporting & Living Through Life-Changing Stories Thursday-Friday, October 15-16: Fall Break Thursday, October 22: UCO@125 End of Year Gala Saturday, November 7: Homecoming Football Game Wednesday-Sunday, November 25-29: Thanksgiving Break Monday-Friday, December 7-11: Finals Week Saturday, December 12: Graduation (Probable date for MCOM/CLA Graduation Ceremony) Grade Information Grades Submitted by Faculty Grades Posted to Transcript, Available to Students after 5:00pm Undergraduate Degrees Posted on Transcripts, Available to Students 16-Week Session: Aug 17-Dec 11 Block I: Aug 17-Oct 7 Block II: Oct 8-Dec 11 No Later than Noon on No Later than Noon on No Later than Noon on December 15 October 12 December 15 December 15 October 12 December 15 December 18 December 18 December 18 Expectation of Work Full-time college students are expected to spend approximately 40 hours each week in class attendance and study outside of class. According to Regents policy, for each hour in class a student is expected to spend two (2) to three (3) hours studying for the class (OSRHE II-2-34). For each three-credit hour course, the Regents expect students to study/prepare 6-9 hours per week. UCO Student Code of Conduct Students are responsible for all information in the Student Code of Conduct This can be accessed on the Student Affairs Publications website at ACADEMIC DISHONESTY AND PLAGIARISM: The UCO Student Code of Conduct describes Academic Dishonesty and outlines the steps for disciplinary action in the Guidelines for Alleged Academic Dishonesty. This information can be found in Section III, C, 3 & 4. Academic dishonesty: Includes but is not limited to the giving and taking of improper assistance in examinations and assignments; not adhering to correct procedures for identification of sources in reports and essays and all creative endeavors; intentional misrepresentation; cheating; plagiarism; and unauthorized possession of examinations. The UCO Student Code of Conduct provides further details. Additionally,

9 any work submitted as an assignment for one class may not be submitted for credit in another class, without prior permission of the professor. Any work so submitted will receive an automatic "0." Plagiarism: When a student submits any assignment for a course (written, oral, videotape, audiotape, photograph or Web Site), the student will submit entirely original work or will properly cite all sources utilized in the preparation of the assignment. Without proper citation, the student is guilty of plagiarism, which is not tolerated at UCO. As a student, you are responsible for understanding what constitutes plagiarism. You should talk to your professor to ensure that you can recognize and avoid all types of plagiarism. Plagiarism occurs in two primary ways: 1. Word-for-word copying, without acknowledgement, of the language or creative work of another person. Having another person complete all or part of your assignment is plagiarism and is clearly forbidden. But, in addition, the student should include NO written, video, audio, or photographic material from an existing source, no matter how brief, without acknowledging the source. When using the written words of an existing source in your assignment, either place the borrowed words in quotation marks or set the quotation aside as a block quotation. Additionally, you must include the citation for the material in your assignment. This applies to even the briefest of phrases if they are truly distinctive. 2. The unacknowledged paraphrasing of an author s ideas. The student should no more take credit for another person s thoughts than for another person s words. Any distinctive, original idea taken from another writer should be credited to its author. If you are not sure whether or not an author s idea is distinctive, you should assume that it is: no fault attaches to over-acknowledgement, but underacknowledgement is plagiarism. Most style manuals (e.g., Publication Manual of the American Psychological Association) provide information concerning how to paraphrase and cite the ideas and writings of existing sources. Students may be dismissed from the university for plagiarism. University guidelines provide a range of disciplinary action dependent upon the severity of the offense including but not limited to: requiring a substitute assignment, awarding a reduced grade, awarding a failing grade for the assignment, awarding a failing grade for the course, or expelling the student from the university. Acknowledging that instances of plagiarism may range from minor to severe, the Department of Mass Communication allows the course professor to determine the severity and the disciplinary action for the first instance of plagiarism committed by a student in the professor s course. However, if that student commits plagiarism a second time in the course, departmental policy requires that the student receive both a failing grade ( F ) for the courseand a referral to the UCO Student Conduct Officer. Students should make sure they understand professor expectations for sources and content to be cited. Turnitin.com Plagiarism Syllabus Statement: UCO subscribes to the Turnitin.com plagiarism prevention service. Students agree that by taking this course, all required assignments may be subject to submission for textual similarity review to Turnitin.com for the detection of plagiarism. All submitted assignments will be included as source documents in the Turnitin.com restricted access reference database for the purpose of detecting plagiarism of such assignments. Use of the Turnitin.com service is subject to the Terms and Conditions of Use posted on the Turnitin.com website. Turnitin.com is just one of various plagiarism prevention tools and methods which may be utilized by your faculty instructor during the terms of the semesters. In the UCO Student Handbook, there is a process for contesting any plagiarism allegations against you. ADA Statement Regarding Special Accommodations: The University of Central Oklahoma complies with Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of Students with disabilities who need special accommodations must contact Sharla Weathers, B.S., C.S.R. in Disability Support Services [[email protected]] in room 309 of the Nigh University Center, (405) It is the student s responsibility to contact the instructor as soon as possible after DSS has verified the need for accommodations to ensure that such accommodations are implemented in a timely fashion. Transformative Learning: At the University of Central Oklahoma, we help students learn by providing transformative experiences so that they may become productive, creative, ethical and engaged citizens and leaders contributing to the intellectual, cultural, economic and social advancement of the communities they serve. Transformative learning is a holistic process that places students at the center of their own active and reflective learning experiences. All students at UCO will have transformative learning experiences in five core areas: leadership; research, creative and scholarly activities; service learning and civic engagement; global and cultural competencies; and health and wellness. Class Attendance: (Taken from the Faculty Handbook) The university expects students to regularly attend classes in which they are enrolled. Faculty members are expected to establish specific attendance policies governing their classes. Attendance policies must appear in the course syllabi. Faculty members may require appropriate documentation to verify absences. Students are responsible for work missed due to absences. It is the student s responsibility to initiate a request to make up class work or examinations missed. Individual policies must allow for a reasonable but not unlimited, number of excused absences, for legitimate reasons. Excused absences approved by faculty members should be consistently applied to all students. An excused absence means that an instructor may not penalize the student and must provide a reasonable and timely accommodation or opportunity to make up exams or other course requirements that have an impact on course grade. Excused students should be allowed the same opportunities as students who were present in class. Faculty members are obligated to honor the following circumstances as excused absences: a. travel considered part of the instructional program of the university and requiring absence from class (e.g. field trips, research presentations, etc.); b. invited participation in activities directly and officially sponsored by and in the interest of the university (e.g. athletic teams, debate teams, dance company, etc.); in cases of student athletes, refer to UCO Compliance Policy Manual for Athletics or contact the Faculty Athletic Representative; c. jury duty; d. military obligation (See Appendix K in Faculty Handbook.) e. serious illness, medical condition, pregnant and parenting students rights (as outlined in Title IX), accident, or injury; and f. death or serious illness in immediate family Additional policies for this course are included in the Fall 2015 UCO Student Information Sheet and Syllabus Attachment that can be accessed at

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