Dept. of Mass Communications
College of Liberal Arts
-
-‐‑ University of Central Oklahoma
Course Syllabus MCOM 2553 -‐‑ CRN#12131 Fall 2015
STRATEGIC COMMUNICATIONS PLANNING
Room COM 211 • 3 credit hours 11:00 A.M. -‐‑ 12:15 P.M.
• T-‐‑Th.•
Instructor:
Office Phone:
Sandra Martin
974-‐‑5920
smartin33@uco.edu
Fax: 974-‐‑5125
Home Phone:
Office:
478-‐‑4572
COM 129
(no calls after 9:00 p.m.)
Office Hours:
Scheduled office hours are:
Tues. Th. 8:30 –9:00 a.m.; 3:15 – 4:15; Wed. 9:30-‐‑12:00
(Other times by appointment)
REQUIRED TEXTBOOK: There is NO required text. Students will be assigned
relevant readings and professional journal articles related to each assigned area
.
COURSE OBJECTIVE:
Upon completion of the Strategic Communication Planning course, the learner will
be able to analyze a variety of corporate and non-‐‑profit scenarios, products and
business division scenarios and determine how to develop an appropriate
structured, strategic communications response. Competency will be based upon
successful completion of all assignments and by scoring at least 70% on the Final
Project.
ENABLING OBJECTIVES:
•
Implicit in gaining the skills needed to address these issues at a professional
level requires that the student attain understanding of the steps involved in the
strategic communications planning process
•
Mastery of the decisions essential to good planning and execution. Awareness
that strategic communications now is mission critical.
•
Understanding that business leaders want a return on their communications
investment (ROI)—not only in dollars, but also in the context of image,
credibility, capacity to change opinions, and ability to impart and leverage
information to key audiences.
•
Knowledge of proper content and structure of Corporate Objectives, Vision
and Mission Statements and Commitment Statements
•
Ability to analyze corporate culture and intent and to assess and assign an
appropriate corporate persona
•
Knowledge of critical elements needed to develop and maintain a consistent
brand image
•
Ability to properly choose typography, colors, logos, paper and design
elements to help create and continue the corporate brand
•
Knowledge of how to select and supervise design of signage, collaterals,
exterior and interior design elements to effectively communicate and represent
the organizational brand
•
Ability to synthesize all elements and combine them with
programming to create an atmosphere and corporate culture
appropriate to an organization.
•
Knowledge of how to compare and then choose the best philanthropic
foundation or system to maximize a organizations ability to gives back to its
community while insuring appropriate ROI.
•
Ability to design appropriate employee rewards, engagement and loyalty
activities in order to build positive perceptions, maximize consumer
engagement and provide a positive employment experience in keeping with
the corporate persona.
•
Understanding of the steps involved in the strategic communications planning
process
•
Mastery of the decisions essential to good planning and execution.
•
Awareness that strategic communications now is mission critical, not fluff
•
Understanding that business leaders want a return on their communications
investment (ROI)—not only in dollars, but also in the context of image,
credibility, capacity to change opinions, and ability to impart and leverage
information to key audiences
CATALOG COURSE DESCRIPTION: MCOM 2553 -‐‑ Strategic Communications
Plan Strategic Communications Planning is designed to provide an introduction to
strategic planning and its role in the communications strategy for brands and
organizations. Students will learn the fundamentals of the marketplace, current
methods of consumer analysis, brand equity creation, brand relationship analysis,
and brand communications responses in a variety of advertising (new and old)
open to Mass Communication majors and minors, Technology Applications and
Applied Liberal Arts majors only.
COURSE STRUCTURE:.
During the semester students will work both as individuals and as members of selected
teams to complete projects that replicate the decisions and executional areas essential for
preparing and completing a comprehensive integrated strategic communications campaign.
Projects will include the following areas.
The Steps in the Planning Process:
STEP IN PLANNING
CONTENT
CLIENT
DUE/
PTS
.
1. Who are we? What
do we do? What do
we want to be?
•
Vision
•
Mission
•
Commitment
Statements
-‐‑-‐‑-‐‑-‐‑
Paseo Arts
The District
2. What do people
think about us?
How are we
known?
•
Research
•
Branding
•
Positioning
OKC & In and
Out Burger-‐‑
Milk
3. Who are we
talking to?
•
Market
Segmentation
•
Consumer Insight
•
Shopper Behavior
•
Culture Trends
•
Prospect Definition
Real Housewives
Supermarket
Stalk
4. How do we
engage them-‐‑?
-‐‑
Capture their
attention
-‐‑
Connect with
their mindset
-‐‑
Make it easy for
them to commit
American Dairy
Association
“Milk”
5. Creative Story
Telling
-‐‑-‐‑-‐‑-‐‑
-‐‑-‐‑-‐‑-‐‑
The Creative Brief
Creative Strategies
“Bowl Appetit”
Packets containing information, resources ad requirements will be distributed to class
members at the beginning of each project.
ATTENDANCE / STUDENT COMMITMENT: Strategic Communications Planning
is
a
professional preparation class
. The goal is to provide an experience and
•
Timely arrival for class sessions
•
Regular class attendance (NOTE: Each student will assume a
role of importance in each group project. Their lack of
attendance impacts the work and grades of every member of
the team.
•
FAILURE TO MEET YOUR OBIGATION TO YOUR TEAM
MATES IS UNACCEPTABLE. This includes:
•
Failure to complete an assigned portion of a team project by the
agreed-‐‑upon deadline.
•
Failure to attend class and out-‐‑of-‐‑class work sessions
•
Failure to communicate with team members and the instructor
in the instance of an emergency that prevents completion of
assigned work
•
Failure to attend a presentation session is cause for failure of
the entire project. (ANY EXCEPTION MUST BE APPROVED
BY THE INSTRUCTOR AND MUST BE DISCUSSED WITH
TEAM MATES).
•
Participation and focused attention during class sessions.
•
This includes NOT:
•
Participating in text or telephone conversations during class
time
•
Submission of professional quality work. Content may need
revision based on instructor evaluation of the submission but
the neatness, look and presentation of the work should be a
reflection of your professionalism and awareness that the
quality of your work reflects your professional potential.
•
Ability to work with also embers of your team inn a cooperate
manner – here is the bad news…when you go to work you
don’t get to choose who you work with-‐‑.
•
Finally, failure to participate in final preparation of a project or
as part of a presentation team (without prior excuse) is cause
for failure of this class.
•
NOTE: A rubrick used to evaluate content elements of projects
and presentations is attached to this syllabus. It will help guide
you and your teammates in preparation of project reports and
presentations. HOWEVER you must be aware that a portion
of grading is always based on the instructors perceptions and
observations, this is a realistic standard and one you will
experience in the workplace as your boss decides whether you
earned a raise or get fired.
IMPORTANT DATES
•
Friday, Oct.2
-‐‑ 9 a.m. -‐‑ Noon
FUSION 3 Required Attendance
•
Nov. 5 & 6 Thurs.-‐‑ Fri.
DALLAS AGENCY TOUR
GRADE CALCULATIONS
:
5 Major Projects
(350 pts. possible each)
1750 possible points
(Written Strategic Plan & Presentation)
o
Project
250 pts
o
Presentation
50 pts
o
Peer Evaluations 50 pts.
o
Total Points Each Project 350
5 In-‐‑Class Individual Work Sheets
(100 points possible each)
500 possible points
Professional Conduct Points
(50 pts. each project)
250 possible points
TOTAL POINTS POSSIBLE: 2500
GRADE CALCUATIONS:
(A= 2500 – 2250 pts. /90%; B = 2249 – 2000 pts./ 80%; C = 1999 – 1750 pts. /
70%; D = 1749 – 1500 pts. / 60%; F – 1499 – 0 pts. / 59 – 0 %)
Transformative Learning Objectives
The University of Central Oklahoma is a learning centered
organization committed to transformative education through active
engagement in the teaching learning interchange, scholarly and
creative pursuits, leadership, global competency, healthy lifestyles,
and service to others. This course potentially addresses 5 of the
university’s transformative learning goals.
•
Teaching / Learning
as evidenced through discussions,
lectures, interactive projectdevelopment and group
interaction
.
•
Scholarly and Creative Pursuits –
as evidenced through
primary and secondary research collection and data
analysis; development of strategic concepts; creative
concept development and design and production of
creative advertising executions; development of media
analysis and strategies; writing of detailed plans book;
development of and presentation of a competitive
campaign to corporate clients.
•
Leadership –
as evidenced through management of strategic
communication planning segments; development of team
responsibilities; timeline management and team motivation
and completion of project segments by assigned deadlines
•
Global Competency
S as evidenced when campaign clients
are engaged in the global marketplace and project
development incorporates global marketing and media
.
•
Service to Others
– as evidenced when clients are non-‐‑
PLANNING TOPICS AND DEADLINES
Classes Begin
August 18
Introduction: Strategic Planning
August 20
Planning Process
August 25
The What and Why
August 27
Vision / Mission
September 1
Commitment Statements
September 3
Paseo Project / Positioning
September 8 -‐‑ 10
Paseo Presentations
September 15
Presenting Research
September 17
Research Analysis
September 22
In & Out Burger
September 24-‐‑29
In & Out Presentations
October 1
Market Segmentation
October 6
Segmentation Lab /DEEP DIVE
October 8
Real Housewives
October 13-‐‑20
Real Housewives Presentation
October 22
Super Market Stalk Due
October 27
ADA Milk
October 27
Milk Presentations
November 5
Branding
November 10-‐‑12
Branding Lab
November 17
Bowl Appetit
November 19 -‐‑ Dec. 3
FINAL PRESENTATIONS
Tues, Dec. 8 – 1:00 -‐‑2:50
PM
LATE WORK/ MAKE-‐‑UP WORK POLICY: No assignment
will be accepted past the designate deadline. Because
projects are group process execution members of a team who
are unable to meet their group deadlines are responsible for
making arrangements to trade-‐‑off assigned deadlines and
cover for one-‐‑another. THIS COURSE IS DESIGNED TO
REPLICATE REAL AGENCY WORKPLACE
CIRCUMSTANCES WHERE IT IS NOT PERMISSABLE TO
MISS A DEADLINE Students involved with University
accepted excused absence activities should inform the
instructor in advance of approved, scheduled absences. In
case of illness or emergency absences email or call the
professor as soon as possible to discuss options for make-‐‑up
work. Students are expected to be in class and to be on time.
You are expected to personally contact the instructor in
situations that cause tardiness or absences.
RUBRICK FOR STRATEGIC COMMUNICTIONS
PLANNING
EXCELLENT
Meets or exceeds
ALL criteria.
Elements are
correct &
comprehensive(1
00-‐‑90% = A
SATISFACTORY
Includes MOST
essential elements;
content is correct
.
(89-
70% = B range)
UNACCEPTABLE
Incomplete or Incorrect
elements.
(69-0 % = D-F range)
✓ Meets established criteria ✓ Word Crafted – appropriate in construction and tone ✓ Clear, appropriate to
professional standards and client needs ✓ Appropriate analysis
and conclusions ✓ Shows knowledge of
shopping behavior and consumer
motivational process ✓ Professional
preparation and presentation
✓ Meets MOST established criteria
✓ Word Crafted – appropriate in construction and tone ✓ Clear, appropriate to
professional standards and client needs ✓ Appropriate analysis and
conclusions ✓ Shows knowledge of
shopping behavior and consumer motivational process
✓ Professional preparation and presentation
✓ Does NOT Meet MOST ✓ established criteria
✓ Word Crafted – appropriate in construction and tone ✓ Clear, appropriate to
professional standards and client needs
✓ Appropriate analysis and conclusions
✓
Shows knowledge of
shopping behavior and
consumer motivational
process
✓
Professional preparation
and presentation
Vision, Mission,
Commitments
Positioning
Research
Analysis
Branding
Market
Segmentation
Consumer
Insight,
Conduct,
Definition
Engagement
3 C’s
Creative Brief
Perception
Department of Mass Communication Policies – Fall 2015
College of Liberal Arts University of Central Oklahoma
Departmental Phone: (405) 974-5303 Website: http://www.uco.edu/la/masscomm/
UCentral Student Media has an app! Go to iTunes to download it for free! Follow the department Twitter account @UCO_MCOM
“Like” the UCO - Department of Mass Communication Facebook Page!
MCOM Majors Email: The department, the college, and the university utilize the UCO email address assigned to each UCO student. Official
information will be emailed through the UCO system. Students have the option of forwarding their UCO email to a personal email account if
preferred. For information, go to http://www.uco.edu/technology/student/email/index.asp. If students do not check their UCO email, they risk missing vital information. If you do not use your UCO email account, please forward your UCO email to an email account you check frequently.
Student Advisement
MCOM has two Student Success Advisors for MCOM majors. Each student is responsible for seeking advisement information each semester
in order to graduate in a timely manner.
• Ms. Heather Peck o Office: COM 103 A o Phone: 974-5108 o Email: hpeck3@uco.edu • Mr. Gary Parsons o Office: COM 103 o Phone: 974-5108 o Email: gparsons2@uco.edu
UCentral Student Media: http://www.uco.edu/la/masscomm/ucentral/index.asp
UCentral is the student media network at the University of Central Oklahoma, featuring traditional media (television, radio, newspaper) and new media (web, netcasts, social networking) created by students majoring in professional media. UCentral is located within the Mass Communication Department on the campus of UCO.
Fall Events
• Monday, August 17: First Day of Fall Classes!
• Monday, September 7: Labor Day
• Friday, September 25: TEDxUCO, 9:00am-4:00pm, Constitution Hall, UCO@125 Event
• Friday, October 2: Strategic Communications Fusion Conference
• Wednesday-Thursday, October 7-8: Media Ethics Conference: Reporting & Living Through Life-Changing Stories
• Thursday-Friday, October 15-16: Fall Break
• Thursday, October 22: UCO@125 End of Year Gala
• Saturday, November 7: Homecoming Football Game
• Wednesday-Sunday, November 25-29: Thanksgiving Break
• Monday-Friday, December 7-11: Finals Week
• Saturday, December 12: Graduation (Probable date for MCOM/CLA Graduation Ceremony)
Grade Information
16-Week Session: Aug 17-Dec 11 Block I: Aug 17-Oct 7 Block II: Oct 8-Dec 11 Grades Submitted by Faculty
No Later than Noon on December 15
No Later than Noon on October 12
No Later than Noon on December 15
Grades Posted to Transcript, Available to Students after 5:00pm
December 15 October 12 December 15
Undergraduate Degrees Posted on Transcripts, Available to Students
December 18 December 18 December 18
Expectation of Work
Full-time college students are expected to spend approximately 40 hours each week in class attendance and study outside of class. According to Regents’ policy, for each hour in class a student is expected to spend two (2) to three (3) hours studying for the class (OSRHE II-2-34). For each three-credit hour course, the Regents expect students to study/prepare 6-9 hours per week.
UCO Student Code of Conduct
Students are responsible for all information in the Student Code of Conduct 2015-2016. This can be accessed on the Student Affairs Publications website at http://www.uco.edu/student-affairs/conduct/index.asp.
ACADEMIC DISHONESTY AND PLAGIARISM:
The UCO Student Code of Conduct describes Academic Dishonesty and outlines the steps for disciplinary action in the Guidelines for Alleged Academic Dishonesty. This information can be found in Section III, C, 3 & 4.
Academic dishonesty: Includes but is not limited to the “giving” and “taking” of improper assistance in examinations and assignments; not adhering to correct procedures for identification of sources in reports and essays and all creative endeavors; intentional misrepresentation; cheating; plagiarism; and unauthorized possession of examinations. The UCO Student Code of Conduct provides further details. Additionally,
any work submitted as an assignment for one class may not be submitted for credit in another class, without prior permission of the professor. Any work so submitted will receive an automatic "0."
Plagiarism: When a student submits any assignment for a course (written, oral, videotape, audiotape, photograph or Web Site), the student will submit entirely original work or will properly cite all sources utilized in the preparation of the assignment. Without proper citation, the student is guilty of plagiarism, which is not tolerated at UCO. As a student, you are responsible for understanding what constitutes plagiarism. You should talk to your professor to ensure that you can recognize and avoid all types of plagiarism. Plagiarism occurs in two primary ways: 1. Word-for-word copying, without acknowledgement, of the language or creative work of another person. Having another person complete
all or part of your assignment is plagiarism and is clearly forbidden. But, in addition, the student should include NO written, video, audio, or photographic material from an existing source, no matter how brief, without acknowledging the source. When using the written words of an existing source in your assignment, either place the borrowed words in quotation marks or set the quotation aside as a block quotation. Additionally, you must include the citation for the material in your assignment. This applies to even the briefest of phrases if they are truly distinctive.
2. The unacknowledged paraphrasing of an author’s ideas. The student should no more take credit for another person’s thoughts than for another person’s words. Any distinctive, original idea taken from another writer should be credited to its author. If you are not sure whether or not an author’s idea is distinctive, you should assume that it is: no fault attaches to over-acknowledgement, but under- acknowledgement is plagiarism. Most style manuals (e.g., Publication Manual of the American Psychological Association) provide information concerning how to paraphrase and cite the ideas and writings of existing sources.
Students may be dismissed from the university for plagiarism. University guidelines provide a range of disciplinary action dependent upon the severity of the offense including but not limited to: requiring a substitute assignment, awarding a reduced grade, awarding a failing grade for the assignment, awarding a failing grade for the course, or expelling the student from the university. Acknowledging that instances of plagiarism may range from minor to severe, the Department of Mass Communication allows the course professor to determine the severity and the disciplinary action for the first instance of plagiarism committed by a student in the professor’s course. However, if that student commits plagiarism a second time in the course, departmental policy requires that the student receive both a failing grade (“F”) for the courseand a referral to the UCO Student Conduct Officer. Students should make sure they understand professor expectations for sources and content to be cited.
Turnitin.com Plagiarism Syllabus Statement: UCO subscribes to the Turnitin.com plagiarism prevention service. Students agree that by taking this course, all required assignments may be subject to submission for textual similarity review to Turnitin.com for the detection of plagiarism. All submitted assignments will be included as source documents in the Turnitin.com restricted access reference database for the purpose of detecting plagiarism of such assignments. Use of the Turnitin.com service is subject to the Terms and Conditions of Use posted on the Turnitin.com website. Turnitin.com is just one of various plagiarism prevention tools and methods which may be utilized by your faculty instructor during the terms of the semesters. In the UCO Student Handbook, there is a process for contesting any plagiarism allegations against you.
ADA Statement Regarding Special Accommodations:
The University of Central Oklahoma complies with Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990. Students with disabilities who need special accommodations must contact Sharla Weathers, B.S., C.S.R. in Disability Support Services [sweathers2@uco.edu] in room 309 of the Nigh University Center, (405) 974-2549. It is the student’s responsibility to contact the instructor as soon as possible after DSS has verified the need for accommodations to ensure that such accommodations are implemented in a timely fashion.
Transformative Learning: http://www.uco.edu/central/tl/
“At the University of Central Oklahoma, we help students learn by providing transformative experiences so that they may become productive, creative, ethical and engaged citizens and leaders contributing to the intellectual, cultural, economic and social advancement of the
communities they serve. Transformative learning is a holistic process that places students at the center of their own active and reflective learning experiences. All students at UCO will have transformative learning experiences in five core areas: leadership; research, creative and scholarly activities; service learning and civic engagement; global and cultural competencies; and health and wellness.”
Class Attendance: (Taken from the Faculty Handbook)
The university expects students to regularly attend classes in which they are enrolled. Faculty members are expected to establish specific attendance policies governing their classes. Attendance policies must appear in the course syllabi. Faculty members may require appropriate documentation to verify absences. Students are responsible for work missed due to absences. It is the student’s responsibility to initiate a request to make up class work or examinations missed.
Individual policies must allow for a reasonable but not unlimited, number of excused absences, for legitimate reasons. Excused absences approved by faculty members should be consistently applied to all students. An excused absence means that an instructor may not penalize the student and must provide a reasonable and timely accommodation or opportunity to make up exams or other course requirements that have an impact on course grade. Excused students should be allowed the same opportunities as students who were present in class. Faculty members are obligated to honor the following circumstances as excused absences:
a. travel considered part of the instructional program of the university and requiring absence from class (e.g. field trips, research presentations, etc.);
b. invited participation in activities directly and officially sponsored by and in the interest of the university (e.g. athletic teams, debate teams, dance company, etc.); in cases of student athletes, refer to UCO Compliance Policy Manual for Athletics or contact the Faculty Athletic Representative;
c. jury duty;
d. military obligation (See Appendix K in Faculty Handbook.)
e. serious illness, medical condition, pregnant and parenting students’ rights (as outlined in Title IX), accident, or injury; and f. death or serious illness in immediate family
Additional policies for this course are included in the Fall 2015 UCO Student Information Sheet and Syllabus Attachment that can be accessed at http://www.uco.edu/academic-affairs/files/aa-forms/StudentInfoSheet.pdf
