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Graduate Course Proposal Form Submission Detail - ADV5996

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Current Status: SCNS Liaison Notified of Graduate Council Approval - 2016-05-20
Campus: Tampa
Submission Type: New
Course Change Information (for course changes only):
Comments: Elective for MA in Mass Comm (Strat Comm Mgmt). To GC. Pending rev to LO. Emailed 3/11/16. Emailed again 5/8/16. Updated to Art Ramirez for Frederick Pearce. Due date 5/13/16. Approved 5/19/16. To Sys 5/20/16. To SCNS after 5/27/16

  1. Department and Contact Information

    Tracking Number Date & Time Submitted
    2874 2012-05-08
    Department College Budget Account Number
    Mass Communications AS 124700
    Contact Person Phone Email
    Art Ramirez 8139743689

  2. Course Information

    Prefix Number Full Title
    ADV 5996 Return on Advertising Investment

    Is the course title variable? N
    Is a permit required for registration? N
    Are the credit hours variable? N
    Is this course repeatable?
    If repeatable, how many times? 0

    Credit Hours Section Type Grading Option
    3 D - Discussion (Primarily) R - Regular
    Abbreviated Title (30 characters maximum)
    Return on Ad Investment
    Course Online? Percentage Online
    C - Face-to-face (0% online) 0





    Course Description

    An in-depth analysis of the performance metrics required to determine the success of advertising and marketing in fiscally accountable business practice. Metrics will include both quantitative and qualitative measures of advertising planning, consumer r

  3. Justification

    A. Please briefly explain why it is necessary and/or desirable to add this course.

    Needed for new program/concentration/certificate

    B. What is the need or demand for this course? (Indicate if this course is part of a required sequence in the major.) What other programs would this course service?

    There are several new developments in marketing: The current economic crisis is changing consumers' current and future purchase and consumption patterns. Search engines have changed the way consumers obtain information and make decisions and they are also dramatically changing the advertising industry. Social networks and user generated content have opened a new way for consumers to engage with each other as well as with brands and companies. There are significant changes in the attitudes of consumers and companies about social issues. Consumer preferences and choice of products are increasingly influenced by social factors. Companies are recognizing that there is a large market at the "bottom of the pyramid" and marketing to these consumers may require a new framework.

    C. Has this course been offered as Selected Topics/Experimental Topics course? If yes, how many times?


    D. What qualifications for training and/or experience are necessary to teach this course? (List minimum qualifications for the instructor.)

    Ph.D. with background in advertising and/or marketing with special knowledge of the use of statistics and digital analytic tools for researching effectiveness in message justification.

  4. Other Course Information

    A. Objectives

    The principle course objective for this course is to study contemporary empirical methods of analyzing return on advertising investment. Based on current analytic models from Nielsen, Google, and others, case studies will be presented to illustrate strategic and tactical methods for using data to make decisions about advertising investment. Students will understand and apply analytic and other research instruments to generate empirical data to map to buying behaviors and to determine return on advertising investment. Case studies will be analyzed. A major primary empirical research paper using contemporary analytic models, and focusing on a market client, will demonstrate proficiency with analytic research tools and analysis.

    B. Learning Outcomes

    At the end of the course, the student will:

    1. Understand basic and advanced media analytic tools used in contemporary advertising;

    2. Understand the importance of using digital analytic tools to inform decisions on advertising investment;

    3. Apply contemporary analytic tools to case studies in advertising return on investment;

    4. Use contemporary analytic methods and tools to make decisions on advertising investment.

    C. Major Topics

    Advertising Planning Metrics

    Consumer Response Metrics

    Media Efficiency Metrics

    Sales Force Effectiveness Metrics

    D. Textbooks

    Data-Driven Marketing: The 15 Metrics everyone in Marketing Should Know, Mark Jeffery

    ROI of Social Media: How to improve the Return on Your Social Marketing Investment, Guy Powell, Steven Groves, Jerry Dimos

    Marketing Metrics: The Definitive Guide to Measuring Marketing Performance

    by Paul W. Farris, Neil T. Bendle, Phillip E. Pfeifer and David J. Reibstein

    Measuring Marketing: 103 Key Metrics Every Marketer Needs

    by John Davis

    Multichannel Marketing: Metrics and Methods for On and Offline Success

    By Akin Arikan

    Marketing ROI: The Path to Campaign, Customer, and Corpor

    E. Course Readings, Online Resources, and Other Purchases

    Google Analytics:

    Nielsen Cross-Platform Measurement:

    Facebook Marketing Solutions:

    F. Student Expectations/Requirements and Grading Policy

    A = 90-100 Work of professional quality

    B = 80-89 Work that requires minor revision

    Near professional quality with

    C = 70-79 Work that requires major revision

    Work of marginal professional quality

    D = 60-69 Non-professional work

    F = below 59 Late work, non-professional work,

    Work of questionable validity

    G. Assignments, Exams and Tests

    Five (5) case study analysis papers = 60%

    One (1) 20-page primary empirical research

    paper on return on investment in advertising

    using current analytics tools and business plan

    format = 30%

    Annotated bibliography = 10%

    H. Attendance Policy

    Course Attendance at First Class Meeting Policy for Graduate Students: For structured courses, 6000 and above, the College/Campus Dean will set the first-day class attendance requirement. Check with the College for specific information. This policy is not applicable to courses in the following categories: Educational Outreach, Open University (TV), FEEDS Program, Community Experiential Learning (CEL), Cooperative Education Training, and courses that do not have regularly scheduled meeting days/times (such as, directed reading/research or study, individual research, thesis, dissertation, internship, practica, etc.). Students are responsible for dropping undesired courses in these categories by the 5th day of classes to avoid fee liability and academic penalty. (See USF Regulation Registration - 4.0101,

    Attendance Policy for the Observance of Religious Days by Students: In accordance with Sections 1006.53 and 1001.74(10)(g) Florida Statutes and Board of Governors Regulation 6C-6.0115, the University of South Florida (University/USF) has established the following policy regarding religious observances: (

    In the event of an emergency, it may be necessary for USF to suspend normal operations. During this time, USF may opt to continue delivery of instruction through methods that include but are not limited to: Blackboard, Elluminate, Skype, and email messaging and/or an alternate schedule. Its the responsibility of the student to monitor Blackboard site for each class for course specific communication, and the main USF, College, and department websites, emails, and MoBull messages for important general information.

    I. Policy on Make-up Work

    No late work will be accepted.

    J. Program This Course Supports

    M. A. in Advertising, School of Mass Communications, College of Arts and Sciences

  5. Course Concurrence Information

    Masters in Marketing in the College of Business/USF

    Masters in Strategic Communication in the School of Mass Communications/College of Arts and Sciences/USF

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