STATE UNIVERSITY OF NEW YORK COLLEGE OF TECHNOLOGY CANTON, NEW YORK COURSE OUTLINE BSAD ADVERTISING AND PROMOTION
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1 STATE UNIVERSITY OF NEW YORK COLLEGE OF TECHNOLOGY CANTON, NEW YORK COURSE OUTLINE BSAD ADVERTISING AND PROMOTION Developed By: Nicholas Kocher SCHOOL OF BUSINESS AND LIBERAL ARTS BUSINESS DEPARTMENT APRIL 2015
2 A. TITLE: Advertising and Promotion B. COURSE NUMBER: BSAD 322 C. CREDIT HOURS: 3 Credit Hours D. WRITING INTENSIVE COURSE: No E. COURSE LENGTH: 15 Weeks F. SEMESTER(S) OFFERED: Spring G. HOURS OF LECTURE, LABORATORY, RECITATION, TUTORIAL, ACTIVITY: 2 lecture hours and 2 hours recitation per week H. CATALOG DESCRIPTION: Students explore the fundamentals of advertising and promotion and apply this knowledge in creating an advertising plan and integrated brand promotion (IBP) strategy for a real world product. In addition to traditional advertising media, special attention is given to progressive advertising media, such as: the Internet, social media, mobile marketing, and other forms of digital marketing. The social and economic role of advertising and promotion is explored in relationship to such established disciplines as psychology and sociology. I. PRE-REQUISITES/CO-COURSES: a. Pre-requisite(s): BSAD 203, or GMMD 101 and GMMD 102; and 45 credits earned; or permission of instructor b. Co-requisite(s): none J. STUDENT LEARNING OUTCOMES: Upon completion of this course, the students will be able to: K. TEXTS: Course Objective Institutional SLO a. Describe the historical development of advertising and 2. Crit. Thinking promotion. b. Assess the social and economic implications of 2. Crit. Thinking advertising and promotion. c. Examine the role of advertising and IBP in marketing. 2. Crit. Thinking d. Distinguish the objectives of advertising messages and 2. Crit. Thinking differentiate characteristics of various advertising media. e. Examine advertising and promotion theory using 2. Crit. Thinking examples of advertising from current practice. f. Create an advertising plan for a real world product. 1. Communication 2. Crit. Thinking 3. Prof. Competence O Guinn, T.C., Allen, C.T., Semenik, R.J., & Close-Scheinbaum, A. (2014). Advertising and Integrated Brand Promotion (7ed.). Mason, Ohio, South-Western Cengage Learning.
3 L. REFERENCES: Advertsing Age: M. EQUIPMENT: Technology Enhanced Classroom with Laptop Cart or Computer Lab N. GRADING METHOD: A-F O. MEASUREMENT CRITERIA/METHODS: Assignments, Exams, Projects and Quizzes. P. DETAILED TOPICAL OUTLINE: I. Advertising and Promotion: An Introduction A. Advertising and Promotion using Integrated Brand Promotion (IBP) 1. Nature of Advertising and Promotion 2. Mass-Media Communication 3. Audiences 4. Integrating IBP into Business Processes B. Advertising Industry 1. Structure 2. Trends 3. Agencies 4. Media Organizations 5. Clients C. History of Advertising 1. Birth of Advertising 2. Distribution Channels 3. Key Periods in Advertising 1. Pre-Industrialization (Pre 1800) 2. Industrialization ( ) 3. P.T. Barnum Era ( ) s ( ) 5. Great Depression ( ) 6. WWII and Post War Era ( ) 7. Marketing Revolution ( ) s ( ) 9. Designer Era ( ) 10. E-Marketing Era ( ) 11. Relationship and Digital Marketing (2000-present) II. Understanding the Market and Regulatory Environment A. Market Segmentation 1. Identifying Target Markets 2. Advertising Strategy Formulation 3. Value Proposition B. Consumer Behavior and the Communication Process 1. Basic Consumer Decision Making Process 2. Consumer Problem Solving and Information Search 3. Psychology of Consumer Behavior
4 4. External Influences on Consumer Decision Making 5. Advertising and Social Change 6. Communicating Meaning through Advertising C. Ethical and Regulatory Environment 1. Social Impact of Advertising and Promotion 2. Ethical Issues 3. Advertising and Promotion Regulation 4. Government Regulation 5. Industry Regulation 6. Direct Marketing and E-Commerce Regulation D. Advertising and Promotion in Global Markets 1. Cultural Considerations in Marketing Communication 2. Challenges and Opportunities of International Brands 3. Global vs. Local Ad Campaigns III. Tools, Evaluation, and Measurement of Advertising and Promotion Activities A. Media Strategy 1. Importance of Creativity 2. Creative Process 3. Campaign Coordination and Collaboration B. Traditional Advertising Media 1. Broadcast Media 2. Print Media 3. Traffic Media C. The Internet 1. Internet s Role in Advertising and Promotion 2. Internet Media 3. Websites as Advertising and Promotional Tools 4. Measuring Effectiveness of Online Advertising and Promotion 5. Managing an E-Community 6. Future of Online Advertising and Promotion D. Digital Marketing 1. Social Media 2. Mobile Marketing 3. Digital Point-Of-Purchase (POP) Media 4. User Generated Content (UGC) E. Direct Marketing 1. Direct Marketing Practices Today 2. Database Marketing 3. Media in Direct Marketing F. Sales Promotion and Point-of-Purchase Advertising 1. Significance of Sales Promotion 2. Retail Sales Promotion
5 3. Trade Sales Promotion 4. Point-of-Purchase Advertising Strategy 5. Media in Point-of-Purchase Advertising G. Product Placement and Sponsorship 1. Product Placements 2. Branded Entertainment 3. Event Sponsorship 4. Challenges of Product Placement and Event Sponsorship 5. Coordinating and Measuring Product Placement and Event Sponsorship Success H. Public Relations, Influencer Marketing, Social Media, and Corporate Advertising 1. Public Relations Objectives and Strategies 2. Word-of-Mouth Marketing 3. Types of Corporate Advertising I. Introduction to Personal Selling and Sales Force Management 1. Personal Selling Activities 2. Characteristics of Sales People 3. Personal Selling Process 4. Sales Force Management J. Measuring Success of Advertising and Promotional Activities 1. Challenges to Measuring Success of Advertising and Promotion 2. Effectiveness of Advertisements 3. Measures of Effectiveness 4. Measuring Personal Selling Success 5. Measuring IBP Program Success IV. Career Opportunities in Advertising and Promotion Q. LABORATORY OUTLINE: None A. Careers in Advertising and Promotion 1. Sales 2. Copywriting 3. Production 4. Production 5. Research 6. Management 7. Public Relations
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