Advertising-II (Specialization Advertising and PR) (COMS 419)

Class: BS VIII- Ex-PPP

Credit Hours: 03

Objectives

Campaign Design is a practicum course that introduces students to the process of campaign development, management, and evaluation using the principles and strategies of Integrated Marketing Communication, public relations and Advertising. This course will recreate the real-world professional settings and mark your transition from academic to professional environment.

The aim of this course is to help you master the elements of a strategic communication campaign through direct experience as a practitioner. The course is designed from a professional perspective and makes use of extensive real-life examples. Students will divide into different teams. Working in teams, you will develop a robust, strategic, measurable, and actionable strategic communication plan for a client assigned to you by the instructor or you will choose it by yourself. Your team will write a proposal and prepare a client pitch before you begin work with a client.

This is an exciting opportunity to apply your public relations, IMC and advertising skills and knowledge that you have acquired through your coursework in this program (research methods, writing, strategy, and visual communications) as well as your practical and professional experience during internships or jobs. This course is centered on you and your learning needs, with ample time and opportunity for hands-on learning. While you will be working in teams, this course will provide you with a platform to showcase your individual creative talents and knowledge of communication programs, strategy, and tactics. Emphasis in the course is on the development of various campaign components. The major assignment is preparation of a professional-style communication campaign plan. Other important aspects of the course include team participation and development of presentation skills through exhibition and free publicity through media.

This course will add another notch to your undergraduate portfolio. Done well, your campaign will be accomplishment to show prospective employers.

Learning Outcome:

Students will be able

1. To develop skills in strategic public relations management, IMC and Advertising based on an analysis of current and historical case studies of different campaigns.

2. To understand the role and importance of research in responding to potential or immerging communication problems or utilizing potential opportunities.

3. To obtain a keen knowledge of effective communication campaign and to demonstrate the application of students’ previously acquired skills and knowledge in public relations, IMC and advertising through a group project.

4. To develop, execute, and evaluate an effective public relations campaign.

5. To learn how to work as a group effectively and efficiently.

6. To provide you with an experience in workplace competition, offering a ‘real professional world’ lesson in pitching clients and afterwards, learning from comparing campaigns.

7. To encourage students to view themselves as public relations, IMC and advertising strategists and to acquire the indispensable skills to fulfill this role.

Readings (BOOKS)**:

Aaker, D. A., & Biel, A. (2013). Brand equity & advertising: advertising's role in building strong brands. Psychology Press.
Bagwell, K. (2007). The economic analysis of advertising. Handbook of industrial organization, (Ed 3). Routleg
De Mooij, M. (2013). Global marketing and advertising: Understanding cultural paradoxes. Sage Publications.
Dyer, G. (2008). Advertising as communication. Routledge.
J.C., Reinard, Introduction to Communication Research, 2001 (ed), McGraw Hill.
Joseph and Dominic, Mass Media Research, 1999 (4th ed), Wadsworth Publishing Co. Belmont, California.
Moriarty, S., Mitchell, N. D., Wells, W. D., Crawford, R., Brennan, L., & Spence-Stone, R. (2014). Advertising: Principles and practice. Pearson Australia.
Schudson, M. (2013). Advertising, the uneasy persuasion (RLE Advertising): Its dubious impact on American society (Ed. 6). Routledge.

Ogilvy, D. (2013). Ogilvy on advertising. Vintage.

Assessment:

Assessment Summary* (Subject to the University & Department’s policy)

*Assignments*		%	*Due*
1.	Assignments	05	Time to time
2.	Mid-Term (Project)	30	Mid of semester
3.	Final term (Project)	50	End of semester
4.	Oral Presentations	05	At the end of semester
5.	Attendence and class participation	10	Time to time
Total		100

You will pass the course as long as you submit all pieces of work, make satisfactory efforts to attend and participate in class, and obtain a total mark grade of 50% or more for the course (i.e: you may fail any individual piece of work as long as your result is 50% or more subject to the University’s policy).

Class Participation:

10% of the assessment for this course has been design as class participation marks. The mark that you receive is based upon a number of criteria:

Attendance of lectures- an attendance record will be kept. If you are unable to attend because of illness, or for some other valid reason, you need to inform your tutor (preferably in advance) of the reason for your absence. Shortage of attendance due to alleged commitments in other courses is not acceptable unless written confirmation from the coordinator of the program is presented.
Readiness for lectures – you are to compromise to complete all preliminary work such as preliminary reading or activities so you are to fully participate in the lectures.
Class Activities and discussions – you are expected to actively take part in practical-based activities and tasks, and any discussion which rise from them. (Just present is not enough!)
Attendance is 10 % of Total Grade, Attendance will be calculated according to given criteria.

Attendance Criteria—Total Sessions 20

66 % or below= Students shall not be permitted to take final exam, one must attend at least 18 session out of 20 to secure 67 % attendance.

Attendance Marks will be calculated according to given criteria

18 sessions/69 %=2.5/5

19 session/73 %=3/5

20 session/76 %=7=3/5

21 session/80 %=3.5/5

22 session/84 %=4/5

23 session/88 %=4/5

24 session/92 %=4.5/5

25 session/95 %=5/5

26 sessions/100%=5/5

Presentation of assignment

General guidelines about presentation can be found on the reverse of the assignment cover sheets.

Take care to quote references in full. The purpose of reference is to supply enough information so that the reader can identify and obtain the item you quote if needed.

Provide a cover sheet for your assignment, which gives your name, scholar identification number, name of course and name of assignment. Please use 1.5-line spacing (or enough spacing for your tutor to write between the lines). Leave a line between paragraphs. Staple the pages at the top left and do not use any kind of cover or folder unless computer disks or other media are also to be submitted.

Note: Your all work will pass through pilgrims’ tests, if found copy, lifted and cheated from books, the university strict policy will be implemented.

Keep a copy of your assignment.

Assignments do go astray even with the best care in the world. If you can produce another copy, it is a great relief to all involved.

Extensions

Extension may be granted in advance for reasonable cause. Contact your tutor to discuss the situation. However, you should make every effort to get assignment in time.

If you wish to appeal any grade in this course, first contact the marker concerned, then the course coordinator, then the Director, if still unsatisfied, lodge a formal appeal as per university policy.

Your Personalities in this Course

You must read this Course Plan thoroughly.
It is compulsory for all scholars to attend lectures and practical. A roll will be take during lecture.
Student should let the Institute know AT ONCE if their circumstances change in such a way as to affect their performance. University has the mechanism for dealing with unavoidable study problems but little can be done after the course has been failed.