GMU Summer Mass Comm Syllabus

Communication 375 C01 - Mass Communication, Advertising and Promotion
Syllabus
Summer 2012 Page 1 of 5 Instructor Email: hgwaltne@gmu.edu
Instructor: Heather Gwaltney.
E-mail: hgwaltne@gmu.edu (Please note: the best way to contact the instructor is by e-mail.).
Schedule: Classes will be held MWF from 7:00PM - 10:05PM.
Duration: July 2 – August 3, 2012 (including final exam day).
Location: Nguyen Engineering Building 1109.
Credit: 3 hours (Note: Prerequisite for this class is COMM 302.).
Adjunct Professor Office: Robinson A: Room 339A/B.
Office hours: Office hours are MWF by appointment. Feel free to contact the instructor regarding any questions
pertaining to the schedule or class materials.
Communications Department: Robinson A: Room 307 and 703-993-1090.
Required Textbook: Kenneth E. Clow and Donald Baack’s Integrated Advertising, Promotion, and Marketing
Communications, Fifth Edition.
Add and Drop Deadlines:
• Last Day to Add and Drop (without penalty): Jul 09, 2012.
• Last Day to Drop (with penalty): Jul 16, 2012.
Note: All students are advised to make sure they are signed up for the class prior to Jul 09, 2012. The Department
will not be able to add any students after the Last Day to Add.
Course Objectives: The objective of this course is to introduce the students to core marketing, advertising and
promotion concepts, as well as link the concepts to concrete experiences. A strong emphasis is placed on both
how the students can see themselves applying the concepts to their own present and future professions, and on the
broader implications of mass communications on society. Through lectures, group projects and guest speakers,
students will gain an understanding of the planning, design and implementation of marketing and advertising
campaigns. Working together as members of an “advertising team”, students will be rewarded for their participation
and creativity, and will gain first-hand experience in the interrelationships and challenges of marketing and
advertising projects – similar to what they may experience in the real world!
Course Description: Communication 375 is an overview of the basic principles and practices of marketing,
advertising and promotions. The course provides an introduction to the following key subject areas:
Basics of Integrated Marketing Communications Advertising Design
Corporate Image and Brand Management Traditional Media Channels
Buyer Behaviors Social and Online Marketing: E-active Marketing
Marketing-Communications Planning Process Ethics, Regulation, and Evaluation
Advertising Management Metrics: Evaluating an Integrated Marketing Program
Public Relations & Sponsorship Programs
Course Requirements: The course requirements include: Two exams, a group ad campaign and report, a group
advertisement analysis, a field trip paper, one individual reflection/application paper, team member evaluations and
class participation. In the groups, each student will be assigned a specific responsibility and will serve as an active
member of the team, however, positions will often overlap. Each group will lead a discussion on a self-selected
advertisement, and design and present an “ethical ad campaign” selling a human rights or environmental cause,
product or service. While some time will be provided for work on the group projects during class, group members
should plan to meet frequently outside of class. Meetings can be in-person, via e-mail, or through other appropriate
venues. The key to success is good teamwork and personal accountability. It is strongly recommended that each
student copy and maintain a backup of all materials turned in, or used as part of the group presentations.

Syllabus
Course Expectations: Students are expected to attend all classes, study the assigned chapters and actively
participate in a group projects. Each student is required to have a Mason e-mail account. Non-Mason e-mail
systems are not accepted. We will be treating this course as if you are an employee in a professional environment.
As such, your assignments will need to be delivered on time, typed; presented professionally, and meet a level of
quality aesthetics – as if you were being paid for your work. Group assignments will be graded together and
individually through student team evaluations (the most you can receive on the evaluation is 25 points). You must fill
out an evaluation for each team member or you will receive a 0 on your own evaluation. Attendance for the entire
class period is essential. A sign-in sheet will be handed out at the end of each class. If you’re name is not on the
list, you will lose 10 points (out of the 150) each time you miss a class. If you are later than five (5) minutes to
class, five (5) points will be deducted from the full 10 points for that day’s attendance. If you miss a class or
portion of a class, contact another student, get the information and be prepared for the next class. If you are not
present for your team’s presentation, 20 points will be deducted from your assignment grade, and you will
have one week to make up your portion of the presentation. Otherwise, you will receive a 0 for the
assignment. No exceptions. If an assignment is turned in late, you will automatically receive 10 points off.
Class Policy: The University requires that the Professor and one student leave their cell phone on and be on call for
emergencies. For all other students, the use of pagers and cell phones during class time is prohibited. No
electronic devices may be used when taking examinations. If you use a laptop, you must sit in the front rows
of the classroom. Laptops are used only for note taking or contributing to classroom dialogue; not for
completing other assignments or work. If you have an illness or family death and miss a class or assignment, you
will need to provide documentation, so a fair assessment can be made. If there is no clear documentation, you will
receive 0 credit for the class and/or assignment. Exceptions are made for previously arranged religious
observances or other GMU-specific activities at the request of GMU staff or faculty.
Grading Scale: (Please note- anything below a 730 cannot be counted towards a Communications Major.
Therefore, try to get at least a 730.)
970-1000 A+
930-969 A
900-929 A-
870-899 B+
830-869 B
800-829 B-
770-799 C+
730-769 C
700-729 C-
600-699 D
0-599 F
Final Group Project Details: Each member of the class will participate in a group project involving the design of an
“ethical ad campaign” for a human rights or environmental cause, product or service. Emphasis should be given
to the “creative” portion of the project. Certain assumptions will need to be made regarding product/service source
and production issues. Each member of the group will have a specific assignment throughout the semester and be
responsible for his/her individual area. Each group is responsible for developing its own working style and schedule,
and for delegating appropriate duties and responsibilities to its team members. All students should contribute and
participate in the campaign development, both for the learning experience and to share the workload. Contact the
instructor if there are any issues within the team that cannot be addressed by the team alone.

Syllabus
Recommended Team Roles for Ethical Ad Campaigns:
1. Brand Planning Manager: Working with the other team members, determines and monitors the
campaign’s over all success. Works closely with Media Manager to decide on highest impact strategies
and communication channels/tactics (refer to Media Manager description). Responsible for the
campaign’s strategic plan, including identifying strategic partners and promotions opportunities.
2. Creative Director: Responsible for developing, monitoring and implementing the “creative” aspects of
the campaign (i.e., developing the PowerPoint presentation, including message propositions,
copywriting, ad layout sketches, story boards, etc.). Serves as back up for the Account Executive/Client
Manager.
3. Account Executive/Client Manager: Responsible for team effort to include developing appropriate
schedules, encouraging teamwork, coordinating work among the team members and overseeing
budget.
4. Media Manager: Develops the appropriate mix of media and communication channels for the
campaign. Identifies the communication and promotions delivery vehicles best suited for the campaign
and target market(s); determines the appropriate frequency; and develops an appropriate “model”. Must
work with the Brand Manager and team to select at least three strategies reflected in the divisions of the
Propaganda Exhibit’s “The Ministry of Public Enlightenment and Propaganda” (e.g. music, broadcast
television, etc.) and at least three communication channels or tactics, also displayed in the Exhibit.
5. Production and Digital Manager: Responsible for assimilating and synthesizing all teamwork materials
and articulating it in the written materials, and the final group report presented to “the client” (i.e. your
classmates).
6. (IF EXTRA PERSON) Research Manager: Responsible for developing and conducting research to
support the campaign. This team member will plan and undertake any number of formal/informal
research efforts on such topics as consumer behavior, pre-testing ads or selling propositions and
campaign evaluation strategies, etc.
Evaluation: Grades will take into consideration class participation and the quality of work produced. Evaluations will be
based on 1000 points. The grade range is A through F (please note: cheating on any test or assignment is an
automatic F). The table below contains a summary of each assignment and their respective points.
Description of Activity Points Assignment/Deliverable
Class attendance and participation 150 points 13 classes (two classes free points)
Field Trip Paper 100 points Answer questions, typed, 1.5-spaced and printed
Group Advertising Analysis 100 points 30 mins. each uncluding class discussion and presentation
outline
Student Rating of Advertising
Analysis
25 points Completed student rating forms (students who do not turn
in a rating form receive “0” points)
Exam One 100 points In class test, multiple choice and true/false. Bring scantron
and #2 pencil, and allow for 1 hour 15 mins.
Reflection/Application Paper 100 points 2-3 pages, typed, 1.5-spaced and printed
Exam Two 100 points Take home, answer questions, typed, 1.5-spaced and
printed
Group Ethical Ad Campaign 150 points 30 mins. each group
Group Ethical Ad Campaign Report 150 points 10-12 pages total (5-6 pages printed double sided), typed,
1.5-spaced
Team Evaluation 25 points Fill out the form for each team member
GRAND TOTAL 1000 POINTS

Syllabus
Schedule & Assignments:
*Represents chapter numbers in Integrated Advertising, Promotion, and Marketing Communications 5th Edition
Date Lesson/Topic Readings
for class*
Group/Individual Assignment
July 2 Ice Breaker, Instructor Introduction,
Course Overview, Integrated
Marketing Communications (IMC)
Chapter 1
July 4 Field Trip Exercise, NO CLASS Individual visits to The Holocaust
Museum to see the exhibit “State of
Deception: The Power of Nazi
Propaganda”
July 6 Field Trip discussion, Regulations and
Ethical Concerns, Stereotyping
exercise, Get into teams
Chapter 14 Field Trip Paper Due
July 9 Corp. Image and Brand Management,
Mad Men exercise, Work in Groups
Chapter 2
July 11 Buyer Behaviors, Scare Tactics vs.
Inspiration exercise, Work in Groups
Chapter 3
July 13 Groups 1, 2, 3 and 4 Ad Analysis Groups 1, 2, 3 and 4 Ad Analysis and
Outlines Due. Student Rating Forms Due.
Attendance by all class members is
required.
July 16 IMC Planning Process and Advertising
Management, Work in Groups
Chapter 4 & 5 Group Ethical Ad Campaign Selections
Due
July 18 Exam One: Covers Chapters
1, 2, 3, 4, 5 & 14
Bring a Scantron, number 2 pencil, and
eraser. Attendance by all class
members is required.
July 20 Advertising Design, Work in Groups Chapters 6 & 7
July 23 Public Relations and Sponsorship
Programs, Advertising Panel
Chapter 13 Reflection/Application Papers Due
July 25 Traditional Media Channels, Work in
Groups
Chapter 8
July 27 NO CLASS
July 30 E-active Marketing: Social and Online
Marketing, Group 1 and 2 Ethical Ad
Campaigns
Chapter 9 Groups 1 and 2 Ethical Ad Campaign
Presentations and Reports Due. Team
Evaluations Due. Attendance by all class
members is required.
Aug 1 Metrics: Evaluating an IMC Program,
Metrics exercise, Groups 3 and 4
Ethical Ad Campaigns, Hand out take
home Exam Two: Covers Chapters 6,
7, 8, 9, 13 & 15
Chapter 15 Groups 3 and 4 Ethical Ad Campaigns and
Reports Due. ALL Team Evaluations Due.
Attendance by all class members is
required.
Aug 3 Turn in Exam Two, Closing exercise,
Student/teacher evaluations
Exam Two Due at 7:00P. Attendance by
all class members is required.
Special dates on GMU website: http://summer.gmu.edu/dates.
Final exam times on GMU website: http://summer.gmu.edu/finalexams.

Syllabus
University Guidance: The instructor subscribes to all university policies vis-à-vis honor code, sexual harassment
and accommodations for disabilities. (Guidelines are available at: http://jiju.gmu.edu/catalog/acadpol.html#honorsys
and http://www.gmu.edu/catalog/genpolic.html#Harass If you are a student with a disability and you need academic
accommodations, please see me at the beginning of the term and contact the Office of Disability Resources at (703)
993-2474. In order to receive accommodations, a student must be registered with the Office of Disability Resources.
George Mason University is dedicated to preparing staff and students in the event of an emergency. All students in
this class are encouraged to register for Mason Alert, a system that allows university officials to contact the
community during an emergency by sending a text message to cell phones, e-mails, or Pads. In addition, we all need
to take a minute to view the emergency procedures poster in our classroom. This poster explains what to do in the
event of a fire, tornado, sniper, power outage or other bad event. Please let me know if you would like to discuss
these procedures or any information on emergencies. If you are not currently registered for Mason Alert, please text
MASON at 411911, visit the website: www.alert.gmu.edu, or call them at 877-423-3789. If you would like more
information about emergency procedures visit http://www.ready.gov/ or http://www.gmu.edu/service/cert/.

GMU Summer Mass Comm Syllabus

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