Discipline: Marketing Degree Credit  [X]
Non Credit  [ ]
Nondegree Credit  [ ]
Comm Service  [ ]
 

Riverside Community College District
Integrated Course Outline of Record

Marketing 40


COURSE DESCRIPTION
40 Advertising Units: 3.00
 
Prerequisite: None.
 
Economic, professional, persuasive and technical aspects of advertising, publicity and propaganda, and their relation to sociology and psychology. Campaign organization, research and media of communication. Analysis and discussion of situation problems, mass motivation, consumer action and legal restraints. 54 hours lecture.
 
SHORT DESCRIPTION FOR CLASS SCHEDULE
Economic, professional, persuasive and technical aspects of advertising, publicity and propaganda, and their relation to sociology and psychology.
 
ADVISORY ENTRY SKILLS
None.

STUDENT LEARNING OUTCOMES
 Upon successful completion of the course, students should be able to:
  1. Describe the effects of advertising on human behavior and explain why those effects occur.
  2. Apply the principles of Integrated Marketing Communications to specific advertising objectives.
  3. Differentiate among various advertising objectives and suggest appropriate methodologies for achieving those objectives.
  4. Conceptualize the relationship of advertising to the total marketing function.
  5. Compare and contrast the various types of advertising media(print, broadcast, Internet/interactive, outdoor, and point-of-purchase).
  6. Draw distinctions between advertisements using different concepts of ad copywriting, art, layout, and special creative techniques to reach different target markets.
  7. Develop an advertising campaign including generating objectives, budgeting, creative messages, media allocation and methods of analysis of the effectiveness of the campaign.
 
COURSE CONTENT
  TOPICS
 
  1. Integrated Marketing Communications
  2. Consumer Behavior
  3. The Communication Process
  4. Source, Message, and Channel Factors
  5. Advertising Objectives and Budgeting
  6. Creative Strategies
  7. Media Planning and Evaluation
  8. Public Relations, Publicity and Corporate Advertising
  9. The Social, Ethical, and Economic Aspects of Advertising and Promotion
  10. Research required reading from texts, journals, newspaper articles, and writing assignments.
 
METHODS OF INSTRUCTION
 Methods of instruction used to achieve student learning outcomes may include, but are not limited to:

  • Present lectures to describe the essentials of advertising concepts
  • Group and individual exercises to reinforce concepts and encourage students to apply them to current trends and events in advertising.
  • Create and have students participate in cooperative learning tasks such as small group exercises to identify issues that relate to course content and utilize the content to offer opinions, solutions and analysis with respect to those issues.
  • Present case studies to provide students with the opportunity to utilize concepts learned in class to analyze real world situations.
  • Develop and assign tasks/activities such as presentations in order to assess students understanding of advertising concepts and practices..
  • Instruction may take the form of online, hybrid, TV or other distance learning formats.
 
METHODS OF EVALUATION
 Students will be evaluated for progress in and/or mastery of learning outcomes by methods of evaluation which may include, but are not limited to:

  • Individual, small group, or paired activities designed to allow students to demonstrate understanding of basic business concepts.
  • Quizzes, examinations and in-class participation designed to assess mastery of the student learning outcomes.
  • Written assignments and individual web projects designed to assess proficiency in the subject matter.
  • Individual or class projects designed to evaluate the application of advertising principles to simulated real world situations.
  • Final examination designed to provide objective evidence that students have attained the level of understanding expected in the areas detailed in the Student Learning Outcomes.
ASSIGNMENTS

Required Reading Assignments


Required Writing Assignments


Other Outside-of-Class Assignments
 
COURSE MATERIALS
 All materials used in this course will be periodically reviewed to ensure that they are appropriate for college level instruction. Possible texts include:

  • George E. Belch: Michael A. Belch. Advertising and Promotion. 6th ed. McGraw-Hill/Irwin, 0.
  • William Wells; Samuel Moriarity; John Burnett. Advertising: Principles and Practice. 7th ed. Prentice Hall, 0.
  • Kenneth Clow; Donald Baack. Integrated Advertising, Promotion and Marketing Communications. 3rd ed. Prentice Hall, 0.
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