SRJC Course Outlines

9/15/2019 5:33:10 PMBMK 54 Course Outline as of Fall 2018

Changed Course
CATALOG INFORMATION

Discipline and Nbr:  BMK 54Title:  ADVERTISING  
Full Title:  Advertising, Branding, & Digital Marketing
Last Reviewed:8/28/2017

UnitsCourse Hours per Week Nbr of WeeksCourse Hours Total
Maximum3.00Lecture Scheduled3.0017.5 max.Lecture Scheduled52.50
Minimum3.00Lab Scheduled06 min.Lab Scheduled0
 Contact DHR0 Contact DHR0
 Contact Total3.00 Contact Total52.50
 
 Non-contact DHR0 Non-contact DHR Total0

 Total Out of Class Hours:  105.00Total Student Learning Hours: 157.50 

Title 5 Category:  AA Degree Applicable
Grading:  Grade or P/NP
Repeatability:  00 - Two Repeats if Grade was D, F, NC, or NP
Also Listed As: 
Formerly: 

Catalog Description:
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Applies the fundamental principles of brand and advertising development to the modern "attention economy" where new forms of media and consumer engagement are continually being invented and reinvented.  
 
Brand auditing, market research, media usage patterns, copywriting and brainstorming techniques are used to develop unified branding, advertising, and digital media marketing strategies relevant and motivating to current consumers.
 
Culminates with a comprehensive final team project where campaign strategy, copy, design, media placement and social media campaigns will be created for student-selected products.

Prerequisites/Corequisites:


Recommended Preparation:
Eligibility for ENGL 100 or ESL 100

Limits on Enrollment:

Schedule of Classes Information
Description: Untitled document
Applies the fundamental principles of brand and advertising development to the modern "attention economy" where new forms of media and consumer engagement are continually being invented and reinvented.  
 
Brand auditing, market research, media usage patterns, copywriting and brainstorming techniques are used to develop unified branding, advertising, and digital media marketing strategies relevant and motivating to current consumers.
 
Culminates with a comprehensive final team project where campaign strategy, copy, design, media placement and social media campaigns will be created for student-selected products.
(Grade or P/NP)

Prerequisites:
Recommended:Eligibility for ENGL 100 or ESL 100
Limits on Enrollment:
Transfer Credit:CSU;
Repeatability:00 - Two Repeats if Grade was D, F, NC, or NP

ARTICULATION, MAJOR, and CERTIFICATION INFORMATION

Associate Degree:Effective:Inactive:
 Area:
 
CSU GE:Transfer Area Effective:Inactive:
 
IGETC:Transfer Area Effective:Inactive:
 
CSU Transfer:TransferableEffective:Fall 1981Inactive:
 
UC Transfer:Effective:Inactive:
 
C-ID:

Certificate/Major Applicable: Both Certificate and Major Applicable



COURSE CONTENT

Student Learning Outcomes:
Upon completion of the course, students will be able to:
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1.  Demonstrate proficiency in applying research and fact finding to the design of an effective
    advertising program.
2.  Generate creative ideas through the construction of written, verbal, and visual messages.
3.  Develop an advertising campaign designed to generate attention and interest, while creating
    desire and action.

Objectives: Untitled document
Upon completion of the course, students will be able to:
1. Summarize influences that have changed the advertising industry.
2. Select an effective campaign theme targeted toward a specific market.
3. Design a market research plan that includes both secondary and primary sources, assesses
    consumer behavior, and produces relevant data.
4. Construct an effective advertising strategy that responds to competition and a target audience
    that conveys how the brand addresses a human need.
5. Compare and contrast the advantages and disadvantages of various advertising media, and
    conclude which method, or combination of methods, is most appropriate.
6. Prepare an advertising proposal that maximizes impact on consumers and other end users at
    minimal cost.

Topics and Scope
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I. Branding
    A. Famous brands  
     B. Local brands  
     C. What elements contribute to a powerful brand
II. Creativity in Advertising  
     A. Unexpected but relevant and authentic selling messages
     B. Ethical issues
III. Historical Review of Iconic Brands and Advertisements
    A. How advertising's role in the marketing mix has changed over time
    B. Influences that have changed the advertising industry
IV. Changing Media Landscape
     A. The digital tsunami
    B. What's new, what's the same
    C. How branding is the glue that holds the messaging together
    D. Matching consumers and media
V. Diversity:  Making Connections in a Changing Marketplace
VI. Market Research: Fact Finding
    A. Brand audit: current messaging, look & feel, tone of voice, brand values  
     B. Using available secondary research and designing custom primary research
    C. Interpreting the data
VII. Strategy Development: Turning Research Facts into Relevant Consumer Insights
    A. McCann Erickson role-playing approach
    B. BBDO action plan
    C. Nasuti + Hinkle Creative Thinking's approach
    D. Foote, Cone & Belding Thinking/Feeling, High/low Importance Scales
    E. The target audience, including lifestyle, values, and media usage habits
    F. Campaign strategy development
VIII. The Big Idea. Making the Messaging Strategy Relevant, Interesting, and Engaging to Consumers
    A. Brainstorming techniques
    B. Storytelling techniques
    C. Checking in with consumers
IX. Copywriting Techniques
    A. Print and outdoor
    B. Digital/Social Media
X. Layouts: Designing to Communicate
XI. The Digital/Social Media Revolution: Joining the Conversation
    A. Digital: Overview of connecting to consumers through Wordpress, Adwords, Search Engine Optimization (SEO), and  Google Analytics
    B. Social media marketing:  Paid, Owned, and Earned
    C. Testing and refining
    D. Maintaining a consistent and authentic brand voice
    E. Online educational resources
XII. Television
    A. Storytelling through pictures
    B. Introduction to scripting and storyboards

Assignments:
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1. Weekly reading assignment of 15-20 pages
2. One-paragraph to one-page research and strategic copywriting assignments (6 - 10)
3. Group analysis and projects
4. Midterm interactive quiz
5. Quizzes (6 - 10)
6. Group completion of Final Campaign Project
7. Formal group presentation of Final Campaign Project

Methods of Evaluation/Basis of Grade.
Writing: Assessment tools that demonstrate writing skill and/or require students to select, organize and explain ideas in writing.Writing
30 - 50%
Weekly one-paragraph to one-page research and strategic copywriting assignments
Problem solving: Assessment tools, other than exams, that demonstrate competence in computational or non-computational problem solving skills.Problem Solving
15 - 20%
Group analysis and projects
Skill Demonstrations: All skill-based and physical demonstrations used for assessment purposes including skill performance exams.Skill Demonstrations
20 - 30%
Group completion of Final Project and formal group presentation of final project
Exams: All forms of formal testing, other than skill performance exams.Exams
10 - 15%
Midterm interactive quiz and weekly quizzes
Other: Includes any assessment tools that do not logically fit into the above categories.Other Category
5 - 15%
Attendance and participation


Representative Textbooks and Materials:
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Creative Strategy in Advertising. Jewler, Jerome and Drewniany, Bonnie. 11th ed. Cengage Learning. 2013

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