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Technical Communication 5033
Developing Promotional Materials
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Early Fall Term 2006 |
Section 01:
Tuesday, 12:00 to 2:50 p.m. and Thursday, 1:00 to 2:50 p.m.
Rooms ATLC 330 and ATLC 419
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4 credits (3 lecture, 2 lab) |
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Prerequisite: Successfully complete (with grade of C or higher) all English composition requirements and successfully complete MKT 2901 or MKT 2903 (or equivalent) |
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Instructor: Pam Ecker, Center for Innovative Technologies, Cincinnati State Technical & Community College |
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Office: Main 226A (Mailbox in Main 210) - Phone: 569-1722 |
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E-mail: ps.ecker@cincinnatistate.edu |
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Website: http://faculty.cincinnatistate.edu/eckerps - This is NOT a Blackboard site! |
Course Goals & Methods for Student Learning:
The course is intended to provide these learning opportunities:
- Gain understanding of the concepts, principles, and techniques that contribute to creation and distribution of effective promotional (marketing communication) materials for a variety of audiences and organizational purposes.
- Practice applying techniques for effective research, planning, writing, and designing of promotional materials for print and digital distribution.
- Gain understanding of the professional fields of journalism, public relations, and marketing communication.
- Evaluate the effectiveness of various promotional materials prepared by professionals and by students.
- Contribute to the success of an effective work team.
- Practice effective personal and interpersonal communication techniques through individual and group activities and presentations.
To achieve these goals, learners will engage in these activities:
- Read assigned materials from textbooks and other sources.
- Review, assess, and evaluate (in writing and in discussion) various sample products and materials.
- Discuss thoughtfully issues raised in class.
- Participate in laboratory activities. (Some, but not all, activities will involve using computers.)
- Demonstrate knowledge of principles, concepts, and techniques for effective multimedia communication.
- Contribute effectively to the work of a project team that is responsible for developing a marketing communication plan and supporting promotional materials.
- Prepare a marketing communication plan suitable for inclusion in a professional portfolio of work samples.
- Prepare several examples of promotional materials suitable for inclusion in a professional portfolio of work samples.
Textbooks and Course Materials
Learners are responsible for all information in the textbooks as well as information covered in class lectures and discussions. If obtaining the books is a problem for you, let me know and I'll try to provide reasonable assistance if possible. However, telling me you don't have the textbook or other course materials will not exempt you from meeting course requirements.
- The Brand Gap, Revised edition
Marty Neumeier (New Riders, 2006)
Website: http://www.peachpit.com/title/0735713308
You may download from this site a PDF (3.36 mb) containing most of the text of the first edition of this book.
- The Copywriter's Handbook, Third edition
Robert W. Bly (Owl Books/Henry Holt and Co, 2005)
Website: http://www.bly.com
- Market Research Made Easy, Third edition
Don Doman, Dell Dennison, Margaret Doman (Self-Counsel Press, 2005)
- (optional) Looking Good in Print, Sixth edition
Roger C. Parker (Paraglyph Press, 2006)
Website: http://www.guerrillamarketingdesign.com
Other required reading and resource materials may be provided as handouts or as links on Assignment pages in the course Schedule, or may be placed on reserve in the Cincinnati State Library.
Guidelines and Expectations:
Read these guidelines carefully! Following these guidelines will contribute to your success in this course!
Attendance and Deportment
Arrive on time and prepared for the day's activities, and remain for the entire session. Be aware that:
- In general, I will not provide opportunities for "make up" classes or activities. You are responsible for all material covered in class, whether you are present or not.
- The following deficiencies will lead to a final grade of "F":
- more than one unexcused absence during the term.
- chronic tardiness (either arriving late or leaving early repeatedly).
- chronic "wandering" (leaving and returning while class is in progress).
- chronic lack of preparation (including failure to turn in assignments on time).
- Emergencies resulting from weather, traffic, life crises, and other unpredictable events will be dealt with individually, as needed. If a College-wide emergency requires cancellation of a class session, look for information on the Schedule page.
- If a personal emergency prevents you from attending class, please notify me by phone or e-mail as soon as possible (preferably before class). Be aware that the personal choices you make to arrange your schedule might not meet my definition of "emergencies."
- Consume your meals outside of the classroom, not during class.
- Complete all of your technology-assisted communication and entertainment needs before or after class, not during class. Disruptive devices will be temporarily confiscated, if necessary. Repeated disruptions caused by your devices will result in a reduction of your final grade.
- Requests to use laptop computers for notetaking will be considered on a case-by-case basis. Please discuss your plans with me before setting up your computer.
Participation
Class participation includes these components:
- Allocate sufficient time to complete all coursework effectively. Assignments are based on the assumption that you will spend approximately 5 to 10 hours per week preparing for this class (and probably more when you are working on the final project). Not completing assignments will result in course failure.
- Regularly check the course website for updated information about class assignments and activities. Announcements related to the course will be posted on the Schedule page.
- Complete assignments on time. Late work will be penalized. Repeatedly late work will result in a lowered final grade (including possible course failure).
- Contribute meaningful ideas, examples, opinions, observations, questions, and conclusions during class discussion. I expect every student to contribute to class discussion at least once (and preferably more than once) every week. Continuous lack of contributions will affect your final grade.
- Contribute effectively and productively to group and team projects, and provide honest assessment of the contributions of yourself and others to team projects.
- Comply with the Cincinnate State "Student Code of Conduct" and other policies and procedures included in the College Catalog. In particular, be aware of the conduct guidelines that define plagiarism (inadvertently or deliberately presenting work done by others as if it were your own). A single incident of plagiarism can result in course failure and possible expulsion from the College.
- Demonstrate consideration and respect for the ideas and opinions of other course participants, including the instructor, even when you disagree (which you may).
- Take an active, responsible, and creative approach to carrying out course activities.
- Ask for clarification whenever you need it. Don't make assumptions about "what the instructor wants." Ask questions instead.
Specifications for Preparing Written Work
Apply professional standards for formatting various promotional materials, as discussed and illustrated in class.
For assignments that are not professionally-formatted promotional materials:
- Type or computer-generate your work on standard 8 1/2 x 11 inch paper, in 10, 11, or 12 point type, using reasonable margins.
- Double-space the text.
- Include, in a clearly visible place on the first page,
- your name.
- the date the assignment is due.
- the course number and the section number.
- the assignment name and/or number (as given on the assignment page).
- Staple or paper clip multi-page documents. (Please don't annoy me by asking me "do you have a stapler?" or "do you have a paper clip?" at the moment that you turn in your document.)
- Don't enclose your work in folders or plastic covers. You may use a cover page for assignments if you want to.
For some course assignments, it is possible that work may be submitted by e-mail. In these cases:
- Prepare an MS Word document, a .jpg file, or another cross-platform compatible file to attach to your e-mail message.
- DO NOT submit "zipped" files. The College's computer security system will prevent these files from being delivered.
- Use a clear and meaningful file name.
- Use a clear and meaningful subject line for your e-mail message.
- Apply professional writing standards to all text that appears in the body of your e-mail message.
- If your e-mail address does not include your name, sign your message.
- If I cannot evaluate your work because of technical problems, your work will be graded as "Incomplete" until you provide usable files. (Note: My primary computer is a Macintosh, and my computer is not equipped with all of the software used in every MID computer lab.)
Maintenance of Inspiration File
Throughout the term, collect at least three samples every week of effective promotional messages. Annotate each sample (on a page separate from the sample) with the source, the publication date, and the reasons you believe the sample is exemplary in its writing and (if applicable) its design. Additional instructions will be included with specific course assignments.
Maintenance of Portfolio
Keep all class assignments and exercises that are returned to you during the term with grades or comments. At the end of the term, I will collect and review this set of materials (or a designated subset of the materials). Your portfolio of course materials does not require extraordinary packaging, but should be suitable for the work being submitted. If you want to retrieve your portfolio, I'll return it to you next term.
Computer Lab Considerations
It is assumed that all students enrolled in this course have computer proficiency that is well beyond the novice level; however, it is not assumed that every student is equally proficient with all software and other technical tools that potentially could be used to complete a particular assignment.
It is assumed that all assignments which require use of specialized software or other tools will be completed using software/tools that are taught as part of the Multimedia Information Design curricula and are available in Cincinnati State computer labs. Whether you actually complete your homework in these labs or at some other location is up to you.
Special Needs:
Any student with a disability necessitating accommodations prescribed by the Americans with Disabilities Act or Section 504 of the Rehabilitation Act should schedule an appointment to meet with David Cover, Counselor/Special Needs, in Room 181, Main Bldg., or call 569-1613. Students seeking accommodations should meet with Mr. Cover prior to the second week of the academic term.
Quality Control:
Writing Quality: Your work (and your attitude toward preparation and presentation of your work) should demonstrate appropriate attention to the professional standards of Multimedia Information Design fields. These standards include--but are not limited to--timeliness, accuracy, and attention to detail, as well as use of professional writing standards for spelling, punctuation, grammar, and sentence syntax (except as such standards may be deliberately modified to enhance marketing communication goals). Failure to demonstrate attention to all applicable standards will affect assignment grades and may result in a lowered final grade.
Design Quality: Although this is a writing class, many assignments will require you to prepare design mock-ups (sometimes called "roughs" or "comps") in addition to typed text, or to integrate text and design elements in a finished piece. All of your work is expected to demonstrate the standards of excellence in design that apply to your professional field.
Evaluation (Grading):
Your grade for this course will be a measurement of your effectiveness in:
- Fulfilling the general guidelines and expectations described in this syllabus.
- Fulfilling all of the specific guidelines established for each assignment prior to the Final Project.
- Fulfilling all of the specific guidelines for the Final Project assignment, which involves working effectively and productively as a member of a team to prepare a complete marketing communication plan and individual promotional pieces that support the plan.
- Demonstrating effective and appropriate skills and techniques in preparing and presenting assignments.
- Demonstrating ongoing improvement (adaptation, experimentation) over the duration of the course.
- Taking professionally-appropriate scholarly and/or creative risks; that is, attempting to creatively and responsibly "push the boundaries" of possible ideas for projects and solutions to problems, rather than relying on simple and familiar concepts and answers.
- Demonstrating effective skills for interpersonal communication and presentational communication.
I will review your course portfolio before I assign a final grade. My evaluation system always includes the assumptions that learning is incremental (it takes time) and that learners ought to demonstrate greater proficiency as time goes by.
If, at any time, you need clarification of my evaluation criteria and standards, ask me to clarify! It's your right as a student to understand what's expected of you; it's my responsibility as your instructor to provide clear information and feedback.
Disclaimer:
- Everything in the Center for Innovative Technologies' Multimedia Information Design programs is subject to continuous review and (we hope) improvement. This course is under continuous reconstruction and therefore may experience changes in direction during the term. Please be patient, please bring problems to my attention, and please don't expect all problems to be solved instantly.
- You are responsible for recognizing your own needs as a student, and making them known to me if necessary. If you aren't getting what you need or what you want from this course, you always have permission to ask questions and make suggestions in order to make the course a more satisfying learning experience for you.
Site contents copyright © 1999-2006, Pamela S Ecker. All rights reserved.
Created September 2003
Modified Sep. 5, 2006
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