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Online · School of Communication & the Arts · Strategic & Personal Communication

Strategic Media Analysis
STCO-534

  • CG
  • Section 8WK
  • 11/08/2019 to 04/16/2020
  • Modified 01/13/2020

Course Description

Analysis of the use of sight and sound to affect audiences.

Requisites

Prerequisites

None

Rationale

Strategic communication and digital media students at the graduate level must understand how the media, the messages, and the distribution channels work together to touch audiences.  Analysis must be target- and data-driven to achieve maximum impact.  Implementing and understanding this analysis with emphasis on social, mobile, and interactive media is crucial for effective media use in the digital age.

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

  1. Utilize the dynamics and analytics of media planning to assess and evaluate advertising media plans.
  2. Analyze an advertising media plan to determine strengths and weaknesses in the plan
  3. Develop effective media plans for a diversity of companies in the marketplace.

Course Resources

Required Resource Purchase

Kelley, L. D., Jugenheimer, D. W. & Seehan, K. B. (2015). Advertising media planning: A brand management approach. (4th ed.). New York, NY: Routledge. ISBN: 9780765640901

Disclaimer: The above resources provide information consistent with the latest research regarding the subject area. Liberty University does not necessarily endorse specific personal, religious, philosophical, or political positions found in these resources.

Recommended Resources

American Psychological Association. Publication manual of the American Psychological Association (Current ed.). Washington, DC.

Additional recommended articles and videos will be posted as needed. These will be listed on Blackboard.

Additional Materials for Learning

  1. Computer with basic audio/video output equipment
  2. Internet access (broadband recommended)
  3. Blackboard recommended browsers
  4. Microsoft Word, PowerPoint, Excel
  5. Adobe Premiere, Photoshop, InDesign, Illustrator

Course Assignments

Textbook reading, video and lecture presentations

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related Course Requirements Checklist found in Module/Week 1.

Class Introductions

The student will create a video based on the prompt in the course. The video must address all of the questions and must be uploaded to Discussion Board in the Class Introductions area.

Discussion Board Forums (4)

Discussion boards are collaborative learning experiences. Therefore, the student will create a thread in response to the provided prompt for each forum. Each thread must be at least 400 words, contain 4 references, and demonstrate course-related knowledge. In addition to the thread, the student is required to reply to 2 other classmates’ threads. Each reply must be at least 200 words and contain at least 2 references. All references provided must support the points made.

Situation Analysis

The student will create a situation analysis including a SWOT breakdown for an assigned business or entity using a SWOT template. The student will then write a 4–6-page narrative to expand on the 4 SWOT areas explaining how these areas affect the business or entity's position in the marketplace.

Media Plan Assessment

The student will write an analysis of the media plan in use for a corporation, non-profit, performer/personality or brand that he or she chooses. The body of this paper will be 6–8 pages and must be in current APA format. The paper must include appropriate references related to the entity in addition to the course textbooks and the Bible.

Media Plan Assessment Presentation

The student will create a PowerPoint with audio or Prezi presentation with audio of the Media Plan Assessment assignment. If the student chooses to create a PowerPoint with voice narration, it must be 8–12 slides. If the student chooses to make a Prezi presentation with voice narration, the presentation must be 6–10 minutes.

Advertising Media Plan

The student will propose an advertising media plan for a business based on a video or internet product provided in Blackboard. The body of this paper will be 6–8 pages and must be in current APA format. The paper must include appropriate references related to the entity in addition to the course textbooks and the Bible.

Advertising Media Plan Presentations

The student will create a PowerPoint with audio or Prezi presentation with audio of the Advertising Media Plan assignment. If the student chooses to create a PowerPoint with voice narration, it must be 8–12 slides. If the student chooses to make a Prezi presentation with voice narration, the presentation must be 6–10 minutes.

Midterm Exam

This test will cover the Reading & Study material for the assigned modules/weeks. This test will be open-book/open-notes, contain 25 multiple-choice, true/false, and essay questions, and have a 2-hour time limit.

Comprehensive Exam

This exam will demonstrate the student’s understanding of the text and various assignments covered throughout the course. Each exam will be open-book/open-notes, contain 50 multiple-choice and true/false questions, and have a 2-hour time limit.

Course Grading

Course Requirements Checklist

10

Class Introductions

15

Discussion Board Forums (4 @ 50 pts ea.)

200

Situation Analysis

100

Media Plan Assessment Approval

10

Media Plan Assessment

125

Media Plan Assessment Presentation

125

Advertising Media Plan

125

Advertising Media Plan Presentation

125

Midterm Exam

75

Comprehensive Exam

100

Total

1010

Policies

Late Assignment Policy

Course Assignments, including discussion boards, exams, and other graded assignments, should be submitted on time.

If the student is unable to complete an assignment on time, then he or she must contact the instructor immediately by email.

Assignments that are submitted after the due date without prior approval from the instructor will receive the following deductions:

  1. Late assignments submitted within one week after the due date will receive up to a 10% deduction.
  2. Assignments submitted more than one week and less than 2 weeks late will receive up to a 20% deduction.
  3. Assignments submitted two weeks late or after the final date of the course will not be accepted outside of special circumstances (e.g. death in the family, significant personal health issues), which will be reviewed on a case-by-case basis by the instructor.
  4. Group projects, including group discussion board threads and/or replies, and assignments will not be accepted after the due date outside of special circumstances (e.g. death in the family, significant personal health issues), which will be reviewed on a case-by-case basis by the instructor.

Disability Assistance

Students with a disability and those with medical conditions associated with pregnancy may contact Liberty University’s Online Office of Disability Accommodation Support (ODAS) at [email protected] for accommodations.  Such accommodations require appropriate documentation of your condition.   For more information about ODAS and the accommodations process, including how to request an accommodation, please visit https://www.liberty.edu/online/online-disability-accommodation-support/. Requests for accommodations not related to disabilities or pregnancy must be directed to the Registrar’s Office, which generally handles medical needs support.

If you have a complaint related to disability discrimination or an accommodation that was not provided, you may contact ODAS or the Office of Equity and Compliance by phone at (434) 592-4999 or by email at [email protected].  Click to see a full copy of Liberty’s Discrimination, Harassment, and Sexual Misconduct Policy or the Student Disability Grievance Policy and Procedures.

Course Attendance

In an effort to comply with U.S. Department of Education policies, attendance is measured by physical class attendance or any submission of a required assignment within the enrollment dates of the course (such as examinations, written papers or projects, any discussion board posts, etc.) or initiating any communication with one’s professor regarding an academic subject. More information regarding the attendance policy can be found in the Academic Course Catalogs. Regular attendance in online courses is expected throughout the length of the term. Students who do not attend within the first week of a sub-term by submitting a required academic assignment (such as the Course Requirements Checklist, an examination, written paper or project, discussion board post, or other academic activity) will be dropped from the course. Students who wish to re-engage in the course are encouraged to contact Academic Advising to discuss their enrollment options. Students who begin an online course, but at some point in the semester cease attending, and do not provide official notification to withdraw, will be assigned a grade of “FN” (Failure for Non-Attendance). Students wishing to withdraw from courses after the official start date should familiarize themselves with the withdrawal policy.

Grading Scale

A- B+ B B- C+ C C- D+ D D- F
940-1010 920-939 900-919 860-899 840-859 820-839 780-819 760-779 740-759 700-739 680-699 679 and below

For courses with a Pass/NP final grade, please refer to the Course Grading section of this syllabus for the assignment requirements and/or point value required to earn a Passing final grade.

Add/Drop Policy

The full policy statement and procedures are published in the Policy Directory.

Honor Code

Liberty University comprises a network of students, Alumni, faculty, staff and supporters that together form a Christian community based upon the truth of the Bible. This truth defines our foundational principles, from our Doctrinal Statement to the Code of Honor. These principles irrevocably align Liberty University’s operational procedures with the long tradition of university culture, which remains distinctively Christian, designed to preserve and advance truth. Our desire is to create a safe, comfortable environment within our community of learning, and we extend our academic and spiritual resources to all of our students with the goal of fostering academic maturity, spiritual growth and character development.

Communities are predicated on shared values and goals. The Code of Honor, an expression of the values from which our Doctrinal Statement was born, defines the fundamental principles by which our community exists. At the core of this code lie two essential concepts: a belief in the significance of all individuals, and a reliance on the existence of objective truth.

While we acknowledge that some may disagree with various elements of the Code of Honor, we maintain the expectation that our students will commit to respect and uphold the Code while enrolled at Liberty University.

Adherence to the principles and concepts established within facilitates the success of our students and strengthens the Liberty community.

The Code of Honor can be viewed in its entirety at http://www.liberty.edu/index.cfm?PID=19155.

Schedule

Textbook: Kelley et al. Advertising Media Planning: A Brand Management Approach. (2015).

Module/Week

Reading & Study

Assignments

Points

1

Kelley et al.: chs 1–5, pp. 325–329.

Course Requirements Checklist

Class Introductions

10

15

2

Kelley et al.: chs 6–9

1 presentation

DB Forum 1

Media Plan Assessment Approval

Situation Analysis

50

10

100

3

Kelley et al.: chs 10–15

1 article

Media Plan Assessment

125

4

Kelley et al.: chs 16–23

1 presentation

DB Forum 2

Media Plan Assessment Presentation

50

125

5

Kelley et al.: chs 24–28

1 presentation

DB Forum 3

Midterm Exam

50

75

6

Kelley et al.: chs 29–34

1 presentation

DB Forum 4

Advertising Media Plan

50

125

7

Kelley et al.: chs 35–41

Advertising Media Plan Presentation

125

8

Kelley et al.: Review pp. 325–329

1 presentation

Comprehensive Exam

100

Total

1010

DB = Discussion Board

NOTE:  Each course module/week begins on Monday morning at 12:00 a.m. (ET) and ends on Sunday night at 11:59 p.m. (ET). The final module/week ends at 11:59 p.m. (ET) on Friday.