Professor: Dr. Kathy Winsted

 Office: Goldstein Academic Center in Pleasantville - Rm 121 (PLV)
               Graduate Center 538 in White Plains (GC)

 Phone Numbers: Pleasantville (PLV): 914/773-3905 (FAX 914/773-3908)
                                White Plains (GC): 914/422-4158 (FAX 914/422-4311)
                                Home office: 914/962-3029

 Email address: kwinsted@pace.edu

 Web page: http:://webpage.pace.edu/kwinsted

Course Discussion Page:  http://blackboard.pace.edu

Office Hours:
            Pleasantville: Monday  9:30-11:00 AM, 2:30-3:30 PM
                    Wednesday  2:30 - 4:30 PM
           White Plains:  Wednesday  5:00 - 5:30 PM

Class Session:  Monday 11:15-12:10, Wednesday 10:10-12:10

Reading:

• Visit Florida case study, American Advertising Federation
• National Student Advertising Competition rules and procedures, American Advertising Federation
• Previous winning plansbooks, American Advertising Federation
• Advertising Campaign Planning, Avery, Copy Workshop, selected chapters

Each graded component of the course will be evaluated on a 100 point scale, with each weighted as follows to determine a final grade.  Overall grades will be assigned as follows:  A(93-100), A- (90-92), B+(87-89), B(83-86), B-(80-82), C+(77-79), C(73-76), C-(70-72), D+(67-69), D(60-66), F(0 - 59).

  EXAMS (2 @ 15%) - 30%
  SECONDARY RESEARCH REPORT - 10%
  PRIMARY RESEARCH CONTRIBUTION AND REPORT - 15%
  PLANS BOOK SECTIONS (2 @ 10%) - 20%
  IDEA SUBMISSIONS - 10%
  CLASS AND GROUP PARTICIPATION  -  15%

This course is a hands-on learning experience where all students in the class will function as part of an ad agency.  Our client is VISIT FLORIDA, and agency working with the State of Florida to promote tourism in the state..  The client wants us to design an integrated marketing communications program to help attract American tourists to the state of Florida.  We will be creating an advertising and promotion campaign and "plans book" for presentation to the client and judges at the National Student Advertising Competition sponsored by the American Advertising Federation.  During the Fall, we will do research, write initial sections of the plans book, and begin to brainstorm big ideas for the campaign.  In the Spring, we will complete the campaign and compete in the district competition in New York.  If we win, we will then compete in the national finals in June.

• To simulate a real advertising agency experience to give students a hands-on understanding of how advertising is created.
• To provide students with nationally recognized advertising experience that they can include on their resumes.
• To enhance students' understanding of advertising concepts and processes through readings as well as experience.
• To help all students develop and improve critical thinking, teamwork, creativity, and written and oral communication skills.

Two exams will help ensure that all students are very familiar with the case, the requirements of the project, and the marketing concepts necessary to do the job well.  The exam will test students' knowledge of  the  assigned readings, the VISIT FLORIDA case, the rules and procedures for the NSAC, and the decisions being made in the class.

Each student's participation in his or her team will be graded both by peers in each team and by the professor.  Participation in class discussions, presentations, critiquing and brainstorming will also be graded by the professor.  In all cases, both quality and quantity of contribution will be considered, along with attendance at team meetings and class sessions.

          Each student will be asked to submit ideas regularly to aid in class discussion.  The quality of a student's submissions and effort reflected will determine that
          student's grade for idea submissions.

Plans Book Sections and Research Contribution:

Each student will also be assigned a grade based on quality and comprehensiveness of that individual's input and the team's input to the research conducted and to the plans book (including timeliness and quality of all assignments).  Previous winning plans books will be available to guide students in preparing portions of the plans book, and each individual and team assignment will be made clear.

If the office hours listed at the top of the syllabus are inconvenient for you, feel free to call me at home at any reasonable time of day or night with questions or concerns.  If you need to get information to me, it can be dropped into file exchange or put on the discussion board on Blackboard, emailed to me, or faxed to me at my office number (if I'm in office hours) or to my home.  If you can't get to a class session and your team is expecting something from you, the best thing to do is to post it on Blackboard.  If you contact me by email, I will respond within a day (I check messages each evening and most mornings).  You can check for information on the syllabus, assignments, office hours or course schedules on Blackboard or on my web page if your printed versions are not easily accessible.  The addresses are included at the top of this syllabus (add them to your Favorites).

Marketing 396F home page

Prof. Winsted's home page