Beruflich Dokumente
Kultur Dokumente
Spring 2010
Section 1 TTh 9:30 a.m. - 11:00 a.m. Fine Arts Buildin 32!A Section 2 TTh 12:30 p.m. - 1:50 p.m. Fine Arts Buildin 32!A
"udy Be#htel - $r%&essi%nal in "esiden#e )mail: be#htel*uta.edu .)mail is best /ay t% rea#h me0
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Fine Arts Buildin 331' B%( 1910! +&&i#e ,%urs: 3:30 - -:30 p.m. %r by app%intment 11!--01-!531
Prerequisites: 2+3" 13-5 and A45T 233! Required Te ts: Parente, Donald E. (2006). Advertising Campaign Strategy (4 th edition). homson So!th"#estern. ($S%& '() *+,"0"(24"(22+'"2) -eadings.Arti/les " %D Case St!dy 0 %D Course description:
This #lass is desi ned t% tea#h y%u h%/ t% build s%und ad6ertisin strate ies. 7& y%u ha6e a str%n strate y' y%u ha6e a t%%l /ith /hi#h t% #reate meth%ds that m%st e&&e#ti6ely #%mmuni#ate the intended messa e t% the appr%priate publi#. 4e6el%pin su#h a strate y is an analyti#al pr%#ess re8uirin #riti#al thin9in ' in&%rmati%n atherin ' de#isi%n-ma9in ' e6aluati%n' /ritin s9ills' and a &resh perspe#ti6e. This #lass /ill be a :hands-%n; learnin e(perien#e /here y%u /ill &un#ti%n in a pr%&essi%nal en6ir%nment and /%r9 as a team d%in resear#h' mar9etin analysis' media e6aluati%n and #reati6e de6el%pment. <%u /ill be analy=in a brand - its #%mpetiti%n' its p%siti%nin ' its mar9etpla#e' its #%nsumers - t% de6el%p a s%und inte rated mar9etin #%mmuni#ati%ns strate y &%r the brand. <%u /ill then #reate a #ampai n based %n this strate y.
Course !"#ecti$es.%earning !utcomes: Satis&a#t%ry #%mpleti%n %& the #%urse sh%uld enable the student t%: "ea#h strate i# de#isi%ns 6ia resear#h' analysis' th%u ht and in&%rmed >ud ment?n%t uess/%r9. @reate' analy=e' and #riti8ue basi# &%rms %& #%nsumer resear#h. 4em%nstrate basi# mar9et se mentati%n' tar etin ' and p%siti%nin s9ills. @reate a basi# ad6ertisin strate y statement' #reati6e brie&' and p%siti%nin statement. Analy=e and dis#uss the #%mmuni#ati%n stren ths and /ea9nesses %& ma>%r media and the #%n#ept %& 7A@ .inte rated mar9etin #%mmuni#ati%ns0. )6aluate' present' and dis#uss the stren ths and /ea9nesses %& 6ari%us ad6ertisin strate ies and plans in a #%mpellin manner.
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&rading:
The &%ll%/in items /ill #%ntribute t% y%ur &inal rade in the #lass .per#enta es are appr%(imate0:
Ta9in an a#ti6e r%le - listenin ' #riti8uin %thers' spea9in Applyin /hat y%u ha6e learned in #lass 4em%nstratin /hat y%u ha6e learned 4em%nstratin ability t% lead and /%r9 /ith %thers
D+ EAT) F+"G 7S A@@)$T)4 - Students are e(pe#ted t% meet all deadlines. ThatHs the nature %& this business - a deadline is a deadline. <%u are treated in this #lass as a :$re-$r%&essi%nal.; This means bein pun#tual' meetin deadlines' and puttin &%rth y%ur best e&&%rt. 7& there is an assi nment due' y%u must be present t% hand it in t% re#ei6e #redit. There are n% ma9eup assi nments. ACT PR!)*SSI!+A%%,- Assi nments must be submitted in #lass %r in the instru#t%rIs mailb%( in the @%mmuni#ati%ns 4epartment +&&i#e' i& s% assi ned. Any %ther arran ement must be appr%6ed by the instru#t%r.
Attendance Po'ic(:
7 learn e6eryb%dyIs names and there&%re 9n%/ /hen y%u are absent. A lar e p%rti%n %& y%ur rade #%mes &r%m in-#lass assi nments. 7& y%u are n%t in #lass' y%u /ill n%t re#ei6e #redit &%r these assi nments. They #ann%t be made up. C!.* T! C%ASS- /0en ro'e is ta1en and (ou are not t0ere points 2i'' "e su"tracted 3rom (our 3ina' gradeFe all learn &r%m ea#h %ther. $lan %n parti#ipatin in #lass dis#ussi%ns and #riti8ues. 4% the assi ned readin s and be prepared t% #%mment %n them in #lass. TA%4 I+ C%ASS+ne %& the m%st imp%rtant elements %& this business is the presentati%n %& y%ur ideas and /%r9. All /ritten assi nments must be type-/ritten .i& rele6ant0 and pr%&essi%nally presented. <%ur rade /ill be l%/ered &%r p%%r /ritin ' in#%rre#t rammar' %r misspelled /%rds. <%ur sp%9en ideas sh%uld be #%n6eyed #%n&idently and #learly' n%t ap%l% eti#ally. S*%% ,!5R ID*AS-
Drop Po'ic(: $lease re&er t% uni6ersity dr%p p%li#y. @he#9 /ith 4ept. %& @%mmuni#ati%n %&&i#e. Americans 2it0 Disa"i'ities Act:
The 3ni6ersity %& Te(as at Arlin t%n is %n re#%rd as bein #%mmitted t% b%th the spirit and letter %& &ederal e8ual %pp%rtunity le islati%nJ re&eren#e $ubli# Ea/ 92-112 - The "ehabilitati%n A#t %& 19!3 as amended. Fith the passa e %& &ederal le islati%n entitled Americans with Disabilities Act (ADA)' pursuant t% se#ti%n 50- %& the "ehabilitati%n A#t' there is rene/ed &%#us %n pr%6idin this p%pulati%n /ith the same %pp%rtunities en>%yed by all #iti=ens. As a &a#ulty member' 7 am re8uired by la/ t% pr%6ide Kreas%nable a##%mm%dati%nsK t% students /ith disabilities' s% as n%t t% dis#riminate %n the basis %& that disability. Student resp%nsibility primarily rests /ith in&%rmin &a#ulty %& their need &%r a##%mm%dati%n and in pr%6idin auth%ri=ed d%#umentati%n thr%u h desi nated administrati6e #hannels. 7n&%rmati%n re ardin spe#i&i# dia n%sti# #riteria and p%li#ies &%r %btainin a#ademi# a##%mm%dati%ns #an be &%und at ///.uta.edu/disability. Als%' y%u may 6isit the +&&i#e &%r Students /ith 4isabilities in r%%m 102 %& 3ni6ersity ,all %r #all them at .11!0 2!2-33L-.
Academic Integrit(:
7t is the phil%s%phy %& The 3ni6ersity %& Te(as at Arlin t%n that a#ademi# dish%nesty is a #%mpletely una##eptable m%de %& #%ndu#t and /ill n%t be t%lerated in any &%rm. All pers%ns in6%l6ed in a#ademi# dish%nesty /ill be dis#iplined in a##%rdan#e /ith 3ni6ersity re ulati%ns and pr%#edures. 4is#ipline may
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in#lude suspensi%n %r e(pulsi%n &r%m the 3ni6ersity. KS#h%lasti# dish%nesty in#ludes but is n%t limited t% #heatin ' pla iarism' #%llusi%n' the submissi%n &%r #redit %& any /%r9 %r materials that are attributable in /h%le %r in part t% an%ther pers%n' ta9in an e(aminati%n &%r an%ther pers%n' any a#t desi ned t% i6e un&air ad6anta e t% a student %r the attempt t% #%mmit su#h a#ts.K ."e entsI "ules and "e ulati%ns' Series 50101' Se#ti%n 2.20
Ce'' P0one Po'ic(: A'' ce'' p0ones 2i'' "e turned o33 and out o3 sig0t during c'ass- C'int *ast2ood in Dirty 1arry sa(s it "est7 8&o a0ead pun17 ma1e m( da(9Sc0edu'e:
Be#ause %& the /%r9sh%p-li9e nature %& this #lass' 7 #ann%t pr%6ide y%u /ith an e(a#t s#hedule %& /hat /e /ill d% /hen. Bel%/ is a list %& dates the #lass /ill meet' as /ell as the t%pi#s /e /ill #%6er. 7t is y%ur resp%nsibility t% be a/are %& assi nments and 9n%/ /hen they are due. <%u #an d% this by attendin #lass' and #%nta#tin a #lassmate i& y%u d% ha6e t% miss it.
Wk 1
Date
T Jan 19
# 1
Discussion Topics
Importance of Marketing
Assignments
Read Importance of Marketing
Project
Syllabus Page 4 of 5
Th Jan !1 T Jan !% Th Jan !( T ,eb ! Th ,eb ) T ,eb 9 Th ,eb 11 T ,eb 1% Th ,eb 1( T ,eb !& Th ,eb !T Mar ! Th Mar ) T Mar 9 Th Mar 11 T Mar 1% Th Mar 1( T Mar !& Th Mar !T Mar &6 Th /pr 1 T /pr % Th /pr ( T /pr 1& Th /pr 1T /pr !6
Marketing "ommunications Marketing "ommunications Research Segmenting* Targeting Segmenting . Targeting /na'+sis "ommunication Tasks "ampaign Strateg+ 0ositioning "reati$e thinking "reati$e brief*cop+ strateg+ Marcom strateg+ Marcom strateg+ IM"*Media strateg+ IM"*Media strateg+ IM"*Media strateg+ IM"*Media strateg+
"hpt# 1 Marcom perspecti$e Read Ro'e of Marketing "ommunications "hpt# ! "ategories and consumers Read Research modu'e "hpt# & Markets and competition "ase intro Secondar+ research*"ategor+ research 0rimar+ research*Sur$e+ de$e'opment
!1 !! !& !) !!% !1
Syllabus Page 5 of 5
1) 111% 1% 11 11