Graduate Studies Reports Access

Graduate Course Proposal Form Submission Detail - ADV5005
Tracking Number - 4736

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Current Status: Approved by SCNS - 2014-02-01
Campus: Tampa
Submission Type: New
Course Change Information (for course changes only):
Comments: Elective for Mass Comm (MA) - To GC. Ojbectives need revision; Need published Textbook. Emailed 11/7/13. Updated 11/22/13 GC aprd 12/4/13. to USF Sys 12/10; to SNCS 12/18. Apprd eff 2/1/14

Detail Information

  1. Date & Time Submitted: 2013-04-17
  2. Department: Mass Communications
  3. College: AS
  4. Budget Account Number: USF01 TPA 124700 10000 000000 0000000
  5. Contact Person: Dr. Kelly Page Werder
  6. Phone: 9746790
  7. Email: kgpage@usf.edu
  8. Prefix: ADV
  9. Number: 5005
  10. Full Title: Advertising Planning
  11. Credit Hours: 3
  12. Section Type: C - Class Lecture (Primarily)
  13. Is the course title variable?: N
  14. Is a permit required for registration?: Y
  15. Are the credit hours variable?: N
  16. Is this course repeatable?: N
  17. If repeatable, how many times?: 0
  18. Abbreviated Title (30 characters maximum): Advertising Planning
  19. Course Online?: C - Face-to-face (0% online)
  20. Percentage Online: 0
  21. Grading Option: R - Regular
  22. Prerequisites: Department approval
  23. Corequisites:
  24. Course Description: Introduction to the process of developing advertising strategy, emphasizing theory and research methods. Applied research course to bridge research methods with execution of creative messaging strategies that drive business success.

  25. Please briefly explain why it is necessary and/or desirable to add this course: Needed to compete with national trends
  26. 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? The M.A. in Mass Communications, which includes a program in Strategic Communication Management, currently requires 6 hours of elective credits, which students have been taking outside of the School of Mass Communications. This course provides a much needed elective course that focuses on advertising and brand management, topics that are not currently included in the Strategic Communication Management curriculum.

    In addition, this course, once fully approved, will be a required course for the ZAP 5-year Accelerated B.S./M.A. in Advertising, an interdisciplinary program being developed with the College of Business.

  27. Has this course been offered as Selected Topics/Experimental Topics course? If yes, how many times? No
  28. What qualifications for training and/or experience are necessary to teach this course? (List minimum qualifications for the instructor.) This is a 5000-level course. Individuals with Master's degrees in appropriate disciplines who have significant professional experience in advertising and strategic communication will be qualified to teach this course.
  29. Objectives: This course has the following objectives:

    • learn the concepts and practices required of future CMO or Brand Communications leaders;

    • apply research methods to inform execution of creative messaging strategies that drive business success;

    • learn to analyze data for campaign planning;

    • develop skills to achieve marketing goals via communications strategies and tactics;

    • learn the historical and contemporary issues surrounding qualitative and quantitative advertising and public relations research;

    • apply new technology to address shifting consumer behavior and media receptivity barriers;

    • learn the role that research plays in fulfilling an organization’s marketing objectives;

    • proactively design research plans to uncover meaningful data;

    • learn to create messages that resonate in the appropriate media;

    • develop communications plans that work in deadline-driven, highly-tracked, ROI business environments;

    • uncover the insights that motivate, inspire, and endear consumers and stakeholders to the mission of an organization

  30. Learning Outcomes: Comprehension of the historical and contemporary issues and practices in strategic brand communications research and consumer insight theory and practice to be poised to solve new problems in the modern world

    Mastery of qualitative and quantitative research methods in strategic marketing communications to apply needed approaches for existing and future communications messaging design

    In-depth analysis of independent and interdependent methods and analytical approaches to understanding research findings

    Execution of research findings for effective communications strategies to affect human thought, behavior, and action to achieve demonstrable business goals

    Real-world application of class learning to solve real and immediate organization’s need by partnering with client or communications firm to develop communications strategies and tactics

    Ability to and/or manage others to uncover robust insights through both data-based and discussion-based approaches to create successful advertising, corporate communications and marketing communications

  31. Major Topics: The development of advertising and public relations strategic (sometimes called “account”) planning

    Successes of a consumer-centric insights based researched methodology approach

    Successes of a tailored blend of quantitative and quantitative methods for insight development

    Strategic planning in contemporary advertising agencies, public relations firms, and client marketing departments

    Theories of brand positioning, consumer rational and emotional bonding, and effective selling of Strat Com strategy to stakeholders and publics' acceptance

    Brand differentiators and mental real estate

    Qualitative – focus groups, dyads, triads, projection techniques, accompanied’s, hijacks, ethnographies, experiment design, online think tanks/panels

    Quantitative – statistical analysis, survey/question writing, secondary source analysis, physiological approaches

    Applied sources and methods and case study analysis of the genesis of Strat Com planning; insights!

    Independent methods and analysis of each C

    Interdependent nature of several C’s to form insights

    A team project to propose and conduct primary and secondary research, discover and illuminate the insight, utilize it in a strategic communications plan with strategies and tactics, and provide ROI assessment instruments.

  32. Textbooks: This following text will be required for this course:

    Percy, L., and Rosenbaum-Elliott, R. (2012). Strategic advertising management. Oxford University Press: Oxford, UK.

  33. Course Readings, Online Resources, and Other Purchases: Readings in Account Planning by Hart Weichselbaum

    Truth, Lies and Advertising by Jon Steele

    A Master Class in Brand Planning by Stephen King

    Journal of Advertising Education

    Advertising Account Planning by Larry D. Kelley and Donald W. Jugenheimer

    What is Account Planning, The Account Planning Group, UK

    How to Plan Advertising by Alan Cooper

    Essentials of Advertising Strategy by Don Schultz and Stanley Tannenbaum

    Journal of Advertising

    International Journal of Strategic Communication

    Quantitative Models in Marketing Research by Philip Hans Franses

    Data-Driven Marketing: The 15 Metrics Everyone in Marketing Should Know by Mark Jeffery

    Marketing Metrics: The Definitive Guide to Measuring Marketing Performance by Paul W. Farris, Neil T. Bendle, et al

    Advertising Research Theory and Practice by Joel Davis

    Using Qualitative Research in Advertising Strategies, Techniques and Applications by Margaret Morrison, Eric Haley et al

    Advertising Research Handbook by Charles Young

    Advertising and Public Relations Research by Donald W. Jugenheimer, Samuel

    Goodthinking by Wendy Gordon

    Effie case studies (Effectiveness in Advertising awards)

    Jay Chiat Advertising Planning awards

    Journal of Advertising Research

    Journal of Marketing Research

    Historical and Contemporary trade pubs (Mediapost, Ad Age)

  34. Student Expectations/Requirements and Grading Policy: Examinations (25%)

    Small group historical case study paper and presentation (10%)

    Individual assignment in qualitative planning and data analysis (10%)

    Individual assignment in quantitative planning and data analysis (10%)

    Individual paper (25%)

    Team paper and presentation (20%)

  35. Assignments, Exams and Tests: Examinations (25%)

    Small group historical case study paper and presentation (10%)

    Individual assignment in qualitative planning and data analysis (10%)

    Individual assignment in quantitative planning and data analysis (10%)

    Individual paper (25%)

    Team paper and presentation (20%)

  36. Attendance Policy: Attendance and participation impact your grade. Attendance is mandatory. You are responsible for scheduling other classes and appointments so that they do not overlap with this class. Excessive absences will result in lower grades. Excused absences will be granted only (a) in cases of extreme emergency, (b) prior to the absence, and (c) if supported with appropriate written documentation. Students who anticipate being absent from class due to a major religious observance must provide written notice of the date and event to me by the end of the second week of class.

    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,

    http://usfweb2.usf.edu/usfgc/ogc%20web/currentreg.htm)

    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: (http://usfweb2.usf.edu/usfgc/gc_pp/acadaf/gc10-045.htm)

    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. It’s 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.

  37. Policy on Make-up Work: Make-up work will be allowed for excused absences, as determined by the instructor on a situation basis.

    Your USF Student Handbook contains policies on academic dishonesty, plagiarism, and disruption of academic processes, as well as the punishment guidelines for violating these policies. In essence, the policies state that you are expected to do your own work and be truthful about how you completed it. There is absolutely no tolerance for academic dishonesty. To ensure that you understand the USF Academic Honesty Policy, please read and sign the attached contract and submit it at the end of this class.

  38. Program This Course Supports: M.A. in Mass Communications (Strategic Communication Managment program track)
  39. Course Concurrence Information: Business (Marketing)


- if you have questions about any of these fields, please contact chinescobb@grad.usf.edu or joe@grad.usf.edu.