n/a
General Education Outcomes are the knowledge, skills, abilities, attitudes, and behaviors that students are expected to develop as a result of their overall experiences with any aspect of the college, including courses, programs, and student services, both inside and outside of the classroom. The General Education Outcomes specifically learned in this course are:
- Communication
Topical Outline
- Introduction to advertising: evolution, environment, business
- Understanding the target audience: marketing mix, communication, consumer behavior
- Account planning and research for marketing and advertising
- Creating ads through strategy and planning; executing art and copy
- Reaching target audiences: print, broadcast, cable, digital, satellite, TV, radio, direct mail, and promotional products
- Integrating marketing communication elements; media planning and buying, personal selling, packaging, sales promotions, PR, sponsorship, and corporate advertising
Faculty Contact Information
By appointment
n/a
Course Information
At the end of this course, students will be able to:
- Craft marketing and advertising strategies by researching markets and identifying an appropriate marketing communications mix
- Integrate advertising with other elements of the communications mix by developing an integrated marketing communications (IMC) plan involving advertising, public relations, sales promotion, and personal sales
- Create advertisements and promotional messages by developing effective art and copy for print, electronic, and digital media
- Use advertising media effectively by selecting and purchasing appropriate media vehicles to deliver specific communications messages
Textbook: M:Advertising, Arens & Weigold, 2024, McGraw Hill
Evaluation
| Coursework | Grade Weight |
| Discussions | 15% |
| Assignments/Assessments | 15% |
| Exercises | 25% |
| Ad Campaign Project | 25% |
| Final Exam | 20% |
Business, Technology & Human Services
Dean, Paul Carlson; 815-802-8858; V105; pcarlson@kcc.edu; Division Office – W102; 815-802-8650
Academic Integrity
KCC considers student violation of academic integrity to be a serious offense. Violations include, but are not limited to, plagiarism, cheating, AI use, fabrication/falsification, and personal misrepresentation. The academic integrity policy refers to all coursework in this class for the duration of the semester. Plagiarism in any form is treated as follows:
- First incident, student will be issued a warning.
- Second incident will result in a zero for the assignment.
- Third incident will be reported to school officials.
SimCheck software is used to evaluate coursework for potential plagiarism. Proper use of in-text citations and references is required on applicable assignments. Students will be asked to reassess, revise, and resubmit assignments with a SimCheck score in the cautionary level (yellow/orange). Assignments with similarity scores in red are not accepted. Refer to KCC’s Code of Campus Affairs, Section 19.6.B, for specific violations of academic integrity.
Mechanics
College-level writing is expected on all assignments. This includes proper spelling, grammar, punctuation, and sentence structure (complete sentences). When applicable, writing must include appropriate in-text citations and references. Use of text language is prohibited. All written assignments are graded accordingly.
Attendance
Attendance is recorded and reported to the Admissions and Financial Aid offices. Students are expected to log in routinely since the nature of the online classroom allows for postings and submissions 24/7. Per the design of this online course, students can expect to attend and participate a minimum of three days per week. Excessive absences from the online environment will have an adverse effect on a student’s grade as well as create cause for being expunged from the course. Excessive absence is defined as nonattendance and nonparticipation for seven consecutive days. The instructor’s right to institutionally withdraw or fail a student for nonattendance is in accordance with KCC’s Code of Campus Affairs, Section 18.0. Refer to KCC’s Code of Campus Affairs, Section 18.0 for specific attendance policies.
Assignments
This course emulates the face-to-face course that would normally meet 2.5 hours per week. Coursework is prepared and presented in a variety of methods for the purpose of effective learning as well as attaining learning outcomes. The coursework is administered via the Canvas Learning Management System only. Details of assignments, due dates/times, and grading rubrics are provided regularly and used for assessing accordingly.
All coursework is assigned a due date in order to facilitate appropriate progression of course material as well as complete the required work in a timely manner. Assignments will be submitted electronically in the proper forum in Canvas by the specified deadline time. Assignments will not be distributed or accepted by email. Assignments will not be accepted after the final closing date posted. Students who are failing at midterm of the semester will be expunged with a grade of “W”. Acceptance of late assignments and credit given is at the instructor’s discretion.
Technology
Technology issues of any type are not accepted as an excuse for incomplete and late assignments. For an online course, it is the student's responsibility to ensure possession of proper working equipment and a contingency plan for outages. Computers for student use are available on KCC’s campuses.
Grades
All grades count. Lowest grades are not dropped for any assignments. Diligence in completing the required coursework is expected. It is the student’s responsibility to routinely assess their gradebook in Canvas for errors or missing assignments/grades and communicate discrepancies to the instructor.
Classroom Rules
The instructor’s classroom rules are in accordance with KCC’s Student Code of Conduct and the Code of Campus Affairs, Section 19.0. While working online, students are expected to exercise professionalism and etiquette conducive for providing a respectful learning environment without disruptions. A student’s inability to follow the rules of college classroom professionalism and etiquette is considered a violation of KCC’s Code of Conduct. A student’s enrollment in this course and acceptance of this syllabus indicates an agreement to comply with the classroom rules. Refer to KCC’s Code of Campus Affairs, Section 19.0 for specific code of conduct policies.
COURSE CALENDAR
MKTG-2063-H01
Fundamentals of Advertising
FALL 2026
Refer to the Canvas classroom weekly modules. Chapter and supplemental materials to be read along with assignments and due dates will be posted in the modules in Canvas.
Each week begins on Monday and ends on Sunday.
Week | Dates (Mon – Sun) | Chapter(s) Topic | Due Days (by 11:59 p.m.) |
1 | 8/17 – 8/23 | Welcome! Orientation/Introductions | -Complete course navigation -Review syllabus/course documents Student introductions - Wed Assignment – Sun Syllabus Quiz - Sun |
2 | 8/24 – 8/30 | 1 Advertising Intro/IMC | Assignments, Quizzes, Exercises may be due on Wed, Thu, or Sun - Check Canvas for exact due dates each week. Discussion 1 is always due on Wed and Discussion 2 is always due on Thu and Sun (2 separate responses). Due dates are posted in each discussion forum. |
3 | 8/31 – 9/6 | 2, 3 Ad Environment/Business | |
4 | 9/7 – 9/13 | 4 Marketing Mix | |
5 | 9/14 – 9/20 | 5 Consumer Behavior | |
6 | 9/21 – 9/27 | 6 Planning Process, pt. 1 | |
7 | 9/28 – 10/4 | 7 Planning Process, pt. 2 | |
8 | 10/5 – 10/11 | 8 Creative Process, pt. 1 |
Week | Dates (Mon – Sun) | Chapter(s) Topic | Due Days (by 11:59 p.m.) |
9 | 10/12 – 10/18 | 9 Creative Process, pt. 2 | Assignments, Quizzes, Exercises may be due on Wed, Thu, or Sun - Check Canvas for exact due dates each week. Discussion 1 is always due on Wed and Discussion 2 is always due on Thu and Sun (2 separate responses). Due dates are posted in each discussion forum. |
10 | 10/19 – 10/25 | 10, 11 Print Ads/Digital, TV, Radio | |
11 | 10/26 – 11/1 | 12 Interactive Media | |
Thu, 11/5 - last day to withdraw with a grade of “W”* | |||
12 | 11/2- 11/8 | 13 Promo Products | |
13 | 11/9 – 11/15 | 14 IMC Elements, pt. 1 | |
14 | 11/16 – 11/22 | 15, 16 IMC Elements, pt. 2 | |
15 | 11/23 – 11/29 | TBD | |
16 | 11/30 – 12/6 | Ad Campaign Project Due Course Conclusion | TBD |
Finals Week | 12/7 – 12/10 | Final Exam | Date / Time / Location TBA |
*Thursday, 11/5 is the last day to withdraw from this course with a grade of “W”. When it is necessary to withdraw from a course or from the college, students may do so on or before the applicable withdrawal date for the particular semester to receive a grade of “W”. A Change of Schedule form (used to add or drop a course) is available in Student Services or see an advisor. The last day to voluntarily withdraw from this course this semester, Fall 2026, is Thursday, November 5 in Student Services.
College Policies, Resources and Supports
For information related to the Student Code of Conduct Policy, Withdrawal Policy, Email Policy, and Non- Attendance/Non-Participation Policy, please review the college’s Code of Campus Affairs and Regulations webpage, which can be found at catalog.kcc.edu under the Academic Regulations & Conduct Guide.
KCC offers various academic and personal resources for all students. Many services are offered virtually, as well as in person. Please visit Student Resources - Kankakee Community College to access student resources services such as:
- Clubs and organizations
- Counseling and referral services
- Office of disability services
- Student complaint policy
- Transfer services
- Tutoring services, etc.
The materials on this course are only for the use of students enrolled in this course for purposes associated with this course. Further information regarding KCC's copyright policy is available at https://kcc.libguides.com/copyright.
|Course syllabus/calendar is subject to change.