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Graduate Course Proposal Form Submission Detail - ADV6602

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Current Status: Approved by SCNS - 2014-12-08
Campus: Tampa
Submission Type: New
Course Change Information (for course changes only):
Comments: Elective for Mass Comm (MA) - To GC. Objectives need revision; Emailed 11/7/13. updated 11/22/13. GC apprd 12/4/13. to USF Sys 12/10; to SNCS 12/18. Apprd eff 12/1/14


  1. Department and Contact Information

    Tracking Number Date & Time Submitted
    4737 2013-04-17
     
    Department College Budget Account Number
    Mass Communications AS USF01 TPA 124700 10000 000000 0000000
     
    Contact Person Phone Email
    Dr. Kelly Page Werder 9746790 kgpage@usf.edu

  2. Course Information

    Prefix Number Full Title
    ADV 6602 Advanced Advertising Management

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

    Credit Hours Section Type Grading Option
    3 C - Class Lecture (Primarily) R - Regular
     
    Abbreviated Title (30 characters maximum)
    Adv Advertising Management
     
    Course Online? Percentage Online
    C - Face-to-face (0% online) 0

    Prerequisites

    Department approval

    Corequisites

    Course Description

    Focuses on application of management principles and practice to effective development of advertising plans. The course includes case studies and discussion of current problems in research, planning, operations, administration, and evaluation.


  3. Justification

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

    Needed to compete with national trends

    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?

    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.

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

    No

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

    Ph.D. in appropriate discipline


  4. Other Course Information

    A. Objectives

    This course has the following objectives:

    • learn key concepts and principles that apply to the management of advertising budget planning;

    • learn how a “brand” is a business tied closely to a budgeting and forecasting process;

    • To apply appropriate theories and research procedures to real-world scenarios that will aid decision-makers within the ad firm;

    • understand the various factors that may impact budget planning and financial management within the agency environment.

    • explore the range of different client fee structures and how they relate to agency goal of attaining profits while building successful relationships with clients;

    •create short and long-term budget plans for an advertising campaign.

    B. Learning Outcomes

    Demonstrate understanding of how a “brand” is a business tied closely to a budgeting and forecasting process;

    Understand the various advertising vehicles, their costs and returns associated with media planning;

    Explore the range of different client fee structures and how they relate to the ad agencies goal of attaining profits while building successful relationships with clients;

    Create short and long-term budget plans for an advertising campaign.

    C. Major Topics

    Advertising as a business

    Foundations of Budgeting processes

    Budgeting tied to brand management

    Business Forecasting & Advertising budgeting

    Rate & Fee Structures for Advertising clients

    Projecting & Monitoring Financial Returns

    Media Planning & Budgeting

    Media Planning & Budgeting

    Budgeting & fostering client relationships

    Short-term campaign budgeting

    Long-term campaign budgeting

    Budgeting & Personnel Management

    Strategies for Ad Agency Profitability

    Budgeting & developing new clients

    D. Textbooks

    Adversiting Management Donald W. Judgenheimer & Larry D. Kelley

    Cases in Advertising Management Larry D. Kelley & Donald w. Judgenheimer

    Advertising Media Planning: A Brand Management Approach Larry D. Kelley & Donald w. Judgenheimer

    Advertising Agency Business: The Complete Manual for Management & Operation Eugene Hameroff (3rd Edition)

    E. Course Readings, Online Resources, and Other Purchases

    Agency Mania: Harnessing the Madness of Client/Agency Relationships for High-Impact Results by Bruce Gralpois

    Advertising Media Planning (7th Edition) by Roger Baron & Jack Sissors

    Advertising Age (on-line: http://www.adage,com) Review this site at the beginning of each week. I will assign you a particular day to help us review important issues affecting the industry, especially as the relate to financial and budgetary concerns.

    Slides & Study Questions archived on Blackboard at https://my.usf.edu. These will be posted by topic areas that correspond to how we cover material in the course. You will be notified via e-mail through Blackboard when these items are available and whether you have to bring copies of anything to class.

    F. Student Expectations/Requirements and Grading Policy

    Mid Term Take Home Exam (15%)

    Advertising Agency Presentation (5%)

    Case Study Presentation (10%)

    Participation (10%)

    Final Group Project (25%)

    Final Take Home Exam (15%)

    Weekly Discussion/Response Blog (20%)

    G. Assignments, Exams and Tests

    TAKE-HOME EXAMS

    Your class grade is partially based on two take-home exams that make-up 30 percent of your overall semester grade (see above chart). The essay exams will measure your understanding and application of key concepts and be in the variety of open-ended case study questions that we will review as part of in-class discussions and readings.

    ADVERTISING AGENCY PRESENTATION

    You will be asked to find a partner and research and present an overview of a large Media Firm to the rest of the class. More details will be made available on Blackboard.

    CASE STUDY PRESENTATION

    You will be asked to answer a series of questions from the assigned case study and lead class room discussion while offering your own perspective and suggested answer/solution to the problem. More details will be made available on Blackboard.

    GROUP PROJECT

    You will work in a small group of no more than four students to research and analyze a real-world problem facing an advertising firm and market that draws upon key budgeting and financial planning concepts. There will be a formal presentation of your project during the last week of classes. More details will be made available on Blackboard.

    WEEKLY DISCUSSION/RESPONSE BLOG

    You will be expected to blog every week to address a particular issue or question via Blackboard that’s in response to the assigned reading and/or topic for the particular week. Each entry must be at least 500 words.

    H. Attendance Policy

    ATTENDANCE, CLASS MEETINGS & PARTICIPATION

    Countless studies demonstrate that students who attend regularly perform better and learn

    more than those who don't attend class. This course works best when there is a discussion of ideas and sharing of questions and answers to discern difficult concepts. Your input and active participation are encouraged to help you and others learn more effectively. Although class meetings serve to enhance and enlighten the comprehension of material that is presented in the assigned readings, you will also be responsible for details presented in class that are not directly evident in the text, including any class handouts, video material or guest speakers. Be forewarned that material presented during class will also reflect recent developments in the ad industry, effectively updating the text and other reading materials. Regular attendance is necessary to succeed in this course.

    Roll will be taken every day in some shape or form. You are allowed one unexcused absences from class during the semester. For each absence beyond one, you will lose one letter grade from your overall semester grade per day for each day you miss unless there are extenuating circumstances. Please come to class on time. If you are more than ten minutes late, I reserve the right to mark you absent for the period. If you have a valid excuse and must leave class early for some reason, please speak to me ahead of time so I won’t mark you absent for leaving early.

    Your participation will account for 10 percent of your overall grade. At times I will ask you to lead discussion of at least one case study and take on the role during the semester to lead a weekly review of important industry news from Advertising Age or lead us through one of the case studies from our readings. While part of your participation grade will be reflected on these roles, obviously if you miss class you can’t participate and be involved with discussion or learning.

    Students who anticipate the necessity of missing any class to the observation of a major religious observance should provide notice of the date(s) to the instructor, in writing, by the third class meeting.

    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.

    I. Policy on Make-up Work

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

    You are expected to abide by the University’s Academic Integrity Guidelines as spelled out in the 2012-2013 Graduate Catalog, see http://www.ugs.usf.edu/catalogs/1213/pdf/AcademicIntegrityOfStudents.pdf . These policies will be strictly enforced. Likewise the act of plagiarism will not be tolerated and will be processed through the appropriate University disciplinary procedures.

    J. Program This Course Supports

    M.A. in Mass Communications (Strategic Communication Managment program track)


  5. Course Concurrence Information

    Business (Marketing)



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