J444/544: Advertising Account Management

Instructor: Kim Sheehan Send me mail!

































































































Welcome...

to J444/544 Advertising Agency Account Management home page.

Course Description:

This course is designed to provide you with opportunities to practice advertising management by analyzing and discussing situations that arise in the course of advertising management, supplemented by lectures, exercises, and readings. As future advertisers, you will be responsible for strategic thinking, creative analysis and client management. Thus, you must consider business, creative and behavioral aspects of the advertising and communication process simultaneously. It is a big job, but you can do it!

Objectives:

  1. To provide you with opportunities to practice making various types of decisions that are encountered by managers in advertising and marketing.
  2. To present you with a structured approach to decision making so that you can tackle a range of management issues.
  3. To strengthen your problem-solving abilities and to foster successful group work.

To accomplish this, we will examine a number of different advertising situations both in groups and individually, have in-depth and fascinating discussions, practice with a number of exercises, present our work to our peers, and hopefully have fun doing so.

Prerequisites

Priciples of Advertising.

Textbooks

  • Where the Suckers Moon, Rothenberg
  • Positioning, Ries and Trout
  • Readings packet, available at the Bookstore.
  • Selected readings will be available on reserve in the Duniway Reading Room.
  • Cases: will be made available to you for xeroxing in the Duniway Reading Room.

Grading and Class Success How to be successful in this class? Keep these in mind:
  1. Prepare for all class meetings. Preparation includes a thorough study of the readings, preparation of the discussion questions, and providing your viewpoint during discussions.
  2. In most cases, there are no right or wrong answers. Being able to support your viewpoint is key to success in this class.
  3. Because of the importance of class participation, you must attend every class.
  4. Your grade will be lowered one entire grade for every class missed. If you are ill, you must present a signed doctor's excuse for the class that you missed.
  5. Excessive absences will result in failure in the class.
  6. Turn in all written work on time, with no typos, with concise and well thought out and supported answers. Not only are your recommendations important, your reasons why are important.
  7. No late work is accepted.
  8. Successfully participate in a small team throughout the term.
  9. You will work in teams of three on all case write-ups. How you chose to share the workload is up to you.
  10. You will have the opportunity to evaluate your team throughout the term.
    11. Grades will be based on:
    • Case 1-4: 25 points/each
    • Case 5: 50 points
    • Class participation: 25 points
    • Peer Evaluation: 25 points
    • Journal: 50 points
    • Total Points Available: 250 points
  12. Information on each of the cases will be distributed in class.
  13. Grades will be earned as follows:
    • 225-250 points=A
    • 200-225 points=B
    • 175-200 points=C
    • 150-175 points=D
    • Below 150=F
    • "Minuses" and "plusses" are at the discretion of the instructor.
  14. Attendance and participation: specific discussion assignments will given in class.
  15. You are expected to prepare the case and contribute to class discussion on that case.
  16. Failure to contribute in class will hurt your final grade.

Class Topics and Assignments
    Tuesday, 9/27 :Class Introduction/Case Method
    Thursday, 9/29 What does an Account Manger do?
  • "ABCs of Management"
  • Positioning Ch 1, 9-13, 24-25
  • Rothenberg 1-6
    Tuesday, 10/5 Positioning
  • Positioning Ch 2-8
  • Rothenberg Ch 7-11
    Thursday, 10/7 Case Presentations
  • Case 1 Due
    Thursday, 10/12 Objectives/Budgeting
  • "Increasing the Odds"
  • "Advertising that Works"
  • "Investing in Advertising" Journals
    Tuesday, 10/14 Objectives/Budgeting
  • In class exercise
    Tuesday, 10/19 Case presentations
  • Case 2 Due
    Thursday, 10/21 Creative Strategy
  • Rothenberg 12-16
  • "Master Your Marketing"
    Tuesday, 10/26 Discussion/in class exercise Journals
    Thursday, 10/28 Evaluating Creative
  • "Art Versus Commerce"
  • "Art of Noise"
    Tuesday, 11/2 Evaluating Creative
    Thursday, 11/4 Case Presentation Case 3 Due
    Tuesday, 11/9 Internal Relations
  • "Creating an Environment"
  • "Six Blind Men",
  • "8 Ways"
  • "Give the Staff"
  • "Its Time to Bridge"
  • "Creative Departments"
    Thursday, 11/11 External Relations
  • "Its Time to Tell Clients"
  • "Agency Client Relationships"
  • "We Can Work It Out"
  • "Great Clients" Journals
    Tuesday, 11/16 Ethics
  • "Ethics Without the Sermon"
    Thursday, 11/18 Case Presentations
  • Case 4 Due
    Tuesday 11/23 Future of Advertising Management
  • "Next Millenium,"
    Thursday, 11/25 Thanksgiving..no class
    Tuesday, 11/30 Case Presentations Case 5 due
    Thursday 12/2 Case Presentations Journals

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