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Canyon College

online Sales and Advertising course at Canyon College

COURSE SYLLABUS: Sales and Advertising

Course Title: HT384 - Sales and Advertising
Department: Hospitality and Tourism
Instructor: Catherine Moriarty - PhD (c), MS, BA E-Mail Vita
Prerequisites: None

Course Objectives:

This course introduces the student to the fundamentals of integrated marketing communications. The focus will be the progression from a primary form of mass marketing communications, advertising, to personal selling, the primary individualized component of marketing communications. The coordination and meshing of these disciplines is key to efficient marketing persuasion, and the successful learner will develop a practical approach for himself and his or her specific product/service area.

Required Textbook:   Online Bookstore

The textbook for this class is Advertising, Promotion, & Supplemental Aspects of Integrated Marketing Communicatons, by Terence A. Shimp, Sixth edition. Thomson (South-Western), 2002. ISBN: 0030352711

The textbook for this class is Selling: Building Partnerships, by Barton Weitz, Setphen Castleberry, and John Tanner. McGraw-Hill (Irwin), 2000. ISBN: 0072315504

Other Requirements:
  1. There will be written assignments from your text on each chapter’s content. The readings will be of specified. The assignments are outlined below. In completing your composition, remember that grammar is very important as well as sentence structure, composition, content, and punctuation. Deductions may be taken for poor grammar, syntax, or structure.
  1. A requirement is an independent reading and study of a book on salesmanship. A book report and summary is due on the book of the student’s choice for Assignment #20. Choose wisely for the quality of your choice will be considered when your work is graded.
There are no exams required for this course.

Written Assignments:

WEEK #1

Assignment #1
  1. Define the concept of Integrated Marketing Communications.
  2. Discuss the key features of the Integrated Marketing Communications model.
  3. Compare this method with a marketing communications experience you have known.
  4. Answer the odd numbered discussion questions at the end of Chapter #1.
Assignment #2

Answer the odd numbered discussion questions at the end of Chapter #2.

Assignment #3
  1. Explain the concept of positioning.
  2. Discuss the importance of targeting marketing communications to specific consumer groups.
  3. Define the term "geodemographics”"
  4. Discuss major demographic trends in the structure of the population of our country and the ethnic population growth rates. What does this mean to marketing endeavor?
    is "psychographic targeting"?
  5. Complete Discussion Question #10, Chapter 3, page 76.
WEEK #2

Assignment #4
  1. Discuss the elements of the communications process.
  2. Compare and contrast the simile, the metaphor, and the allegory in the context of marketing communications.
  3. Compare and contrast the two models of consumer behavior: the consumer processing model (CPM) and the hedonic, experiential model (HEM).
  4. Describe the eight stages of consumer information processing.
  5. Explain the fundamental features of the hedonic, experiential model.
Assignment #5
  1. Explain basic attitude change strategies.
  2. Compare and contrast the application of these strategies to the advertising process and to the personal selling process.
  3. Explain the tools of persuasion from the marketing communicator’s perspective.
  4. Discuss the principle of "scarcity".
Assignment #6
  1. Discuss efficient management of the "diffusion process" for product introduction and the five categories of consumer responses.
  2. Describe the key principles in how to ignite explosive self-generated demand.
WEEK #3

Assignment #7
  1. Discuss the role of point-of-purchase advertising in the marketing communications process.
  2. Describe the development of a "good brand name".
Assignment #8
  1. Describe the functions of advertising.
  2. Describe the "hierarchy-of-effects" model and its relevance for setting adverting objectives.
  3. Distinguish between "direct" and "indirect" advertising objectives.
  4. Explain the relation between a brand’s share of market and it share of voice.
  5. Discuss advertising budgeting.
Assignment #9
  1. Describe a five-step program used in formulating advertising strategy.
  2. Describe the features of a creative brief.
  3. Select a book on salesmanship and begin weekly readings.
WEEK #4

Assignment #10
  1. Answer odd numbered chapter discussion questions.
  2. Discuss the five components in the TEARS model of endorser attributes.
  3. Discuss the :No Tears: approach.
  4. Discuss music’s role at point of purchase.
  5. Discuss the use of fear, guilt and sex in advertising Are these effective approaches?
Assignment #11
  1. Answer odd numbered discussion questions at the end of the chapter.
Assignment #12
  1. Discuss the five major traditional advertising media and their strengths and limitations.
WEEK #5

Assignment #13
  1. Describe the various alternatives advertising media.
  2. Discuss the magnitude and value of yellow pages advertising.
  3. Compare and contrast Internet advertising from traditional mass-oriented media.
  4. Discuss the measurement of effectiveness of advertising.
Assignment #14
  1. Discuss offline and online direct advertising.
  2. Explain the role of databases and data mining.
  3. Discuss the distinctive features and advantages of opt-in e-mail advertising.
  4. Evaluate the role and future prospects of wireless advertising.
  5. Explain direct advertisng and the reasons underlying its growth.
Assignment #15
  1. Describe the major factors used in segmenting target audiences for media planning purposes.
  2. Explain the meaning of reach, frequency, gross rating points, target rating points, efective reting points, and other media concepts.
  3. Discuss the logic of the three-exposure hypothesis and its role in media and vehicle selection.
  4. Describe the use of the efficiency index procedure for media sleection.
  5. Distinguish the differences among three forms of advertisng alllocation: contimuous, pulsed, and flighted schedules.
  6. Perform an example of a cost-tper thousand clauculaton.
  7. Discuss the media planning process.
WEEK #6

Assignment #16
  1. Answer he questions at the end of the chapter.
Assignment #17
  1. Discuss trade-oriented sales promotion.
  2. Discuss the role of trades shows in the marketing process and in respect to the marketing component of personal sales (This is a short but very important assignment).
WEEK #7

Assignment #18
  1. Define "sales promotion".
  2. Describe the objectives of consumer-oriented sales promotions.
  3. Explain the role of sampling, the forms of sampling, and the trends in sampling practice.
  4. Explain the role of couponing, the types of coupons, and the developments in couponing practice.
  5. Explain the role of premiums, the types of premiums, and the developments in premium practice.
  6. Describe the role of price-off promotions and bonus packages.
  7. Discuss the role of rebates and refund offers.
  8. Explain the differences among sweepstakes, contests. And games, and the reasons for using each form of promotion.
  9. Discuss the role of continuity programs.
  10. Discuss the growth of Internet promotions.
WEEK #8

Assignment #19
  1. Compare "public relations" to "personal selling".
  2. Discuss the types of commercial rumors and how to avoid them.
  3. Explain the nature and role of cause-oriented marketing.
  4. Explain the nature and role of public relations in the marketing process.
  5. Distinguish between proactive and reactive MPR.
Assignment #20
  1. Discuss the ethical issues of marketing, particularly in the advertising and sales efforts.
  2. Discuss government efforts to regulate marketing communications.
  3. Complete independent reading on salesmanship and turn in book summary and report.
Written assignment number one--Chapters 1 thru 3--"Choose one major topic from each chapter. Discuss completely and fully. Make sure your work is at least as long as noted above. Documentation must be consistent. Every outside source should be documented. Plagiarism will not be tolerated on any assignment. Always be consistent. Please use APA for all assignments.

Instructor Availability:

I am available periodically at the e-mail address above. Please e-mail any questions. That is the reason that I am here. I will try to do everything I can to help you as much as possible. Please do not wait until the end of class to get help. It will be too late. Anytime your grade falls below C, I will try to contact you about it. If I do not, or fail to get a hold of you, please contact me through e-mail.

Attendance Requirements and submission deadlines:

You must submit all assignments on time as listed above. Other interactions are encouraged, but not necessary. Late assignments will result in point deductions as noted above. Late exams will only be allowed to be remade if the student has an excuse that was excused before the exam. Warnings are given about exams prior to the beginning of the course. It is in the best interest of anyone wanting to "miss" an exam to get an excuse from myself or to take the exam just prior to the due date to ensure no problems. Interactions will be made with instructor via message boards and e-mail. I am not planning any chatting one on one with myself or the class, but you are welcome to do so among yourselves. If you do need me for "chatting", please e-mail me and we will set something up. I need as much warning as possible. This is not my only class. Questions need to be completed prior to these sessions so be ready. The only requirements for attendance are the assignment deadlines given above.

Grades and distribution (points):

First five written assignments 60 points each
Mid-term exam 100 total points
Final exam 100 total points
Final written assignment 100 total points
Total points available 600 total points for the class

Grading Scale:

A Excellent 90-100 540-600
B Above average 80-89 480-534
C Average 70-79 420-474
D Below average 60-69 360-414
F Failing grade 59 or below 354-0