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Comm 470 strategic campaigns syllabus

Strategic campaigns / public relations campaign class syllabus for a university hybrid course during the COVID-19 pandemic.

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Matthew J. Kushin, PhD
Shepherd University Course Syllabus .:. 1
COMM 470: Strategic Campaigns
Fall 2021 | 3 Credit Hours | Hybrid Course
Lecture:
 Monday: In person in Knutti L10 G. Masks required per
university policy.
 Wednesday: Online via Zoom @ 2:10-3:15pm
Text: · Made to Stick: Why Some Ideas Survive and Others Die by
Heath & Heath (ISBN 978-1400064281)
Optional:
· Developing the Public Relations Campaign: A Team-Based
Approach (3rd
edition) by Randy Bobbitt and Ruth Sullivan
(ISBN: 978-0-205-06672-8)
Course Documents & Assignments accessible on Brightspace:
https://brightspace.shepherd.edu
For more details about Brightspace, see the info in the course policies
below.
Course Overview
This course expands upon the study of public relations by examining and critiquing public relations campaigns.
Students build upon skills developed in Principles of Public Relations and Communication Research to advance
their knowledge of the process of planning, executing, and evaluating strategic campaigns.
LEAP Goals:
#1: Knowledge of Human Cultures & the Physical & Natural
World
#2: Intellectual & Practical Skills throughout the Curriculum
Learning Outcomes:
▪ Inquiry & Analysis ▪ Critical and Creative
Thinking ▪ Oral & Written Communication ▪
Information Literacy ▪ Collaborative Work ▪
Lifelong Learning
Objectives:
This course
 Will help you identify strategic communication campaigns in your day-to-day life
 Teach you to analyze and evaluate the components of strategic communication campaigns
 Teach you project management skills.
 Require you to develop a strategic communication campaign plan with a team of classmates
Assessment based on ability to:
 Utilize technology to improve critical thinking and writing
 Produce excellent professional writing.
 Work effectively in teams to complete course projects
 Give professional presentations in a team
 Identify historical and emerging trends in mass communication, technologies, and audiences
 Demonstrate familiarity with the writing, research, and documentation conventions in the field of communication.
Classroom Structure & Professionalism
This course marks your transition from student to professional.
The class will be structured with a mix of lecture and active class and discussion. We will begin the semester with a
heavier emphasis on lecture. For the campaign portion of the class, the professor will take a supervisor role
overseeing and guiding your team’s work. Onus will be placed on students to manage their time and work
effectively.
Professor: Matthew J. Kushin, PhD
Virtual Office Hours on MS Teams:
Monday-Thursday 9-11am.
Meetings will be virtual.
Book appointment: ADD INFO
We will meet on Zoom every Wednesday
unless stated on the schedule.
Please have your cameras on to build
community and help provide nonverbal
feedback to each other
Join Zoom Meeting
 ENTER INFO
Matthew J. Kushin, PhD
Shepherd University Course Syllabus .:. 2
I expect you to behave professionally in your conduct and interactions. We will treat this class as though you work
for the company we will do our campaigns for. Expect that I will evaluate your work and treat your work as though
this was a real-world business.
This class relies entirely on teamwork. If you have 5 or more unexcused
absences in this class you will fail. If you have 4 unexcused absences, your grade
will go down 1 letter grade. Please, communicate with me and your team if you
miss class.
Assignments:
Teamwork Scale +/- to final grade
Campaign Case Study Analysis Discussion with Professor (individual) 5%
Made to Stick Book Chapter Summary & Tips Handout 7%
Participation 5%
Peer Evaluations & Professors Evaluation of You 24% (12% each)
Strategic Plan Proposal 17%
Part 1: 5%
Part 2: 12%
Strategic Plan Implementation & Evaluation 42%
Presentation 12%
Completed Campaign 25%
Final edits to Dr. K’s requested fixes to completed campaign 5%
Final Grades: Final grades will be determined with the following scale. There is no rounding:
A = 100-90% B = 89.9-80% C= 79.9-70% D= 69.9-60% F =0-59.9%
All assignments due by the start of class on the due date unless specified otherwise.
Resources
Department Social Media @shepcomm Instagram.com/shepcomm shepcommblog.wordpress.com
Dr. Kushin @mjkushin
Follow these lists I cultivate:
o https://twitter.com/mjkushin/social-media - General Social Media News
o https://twitter.com/mjkushin/shep - Shepherd and local – play your cards right and you might end up
on this list!
o https://twitter.com/mjkushin/strategic - PR, marketing, etc., w/ a bend toward new media.
Equipment Checkout: For some of the projects in this class you’ll need media equipment. If you don’t have your
own, you can check them out from the library. I suggest planning ahead. You are responsible for any equipment
you check out and for adhering to all library policy. Find equipment & policy info here:
http://www.shepherd.edu/libweb/libservices/borrowing.html
Course Policies
Brightspace Learning Management System (URL: brightspace.shepherd.edu)
This class uses the Brightspace Learning Management System. You will be able to access the course modules,
assignments, quizzes and tests, and your grades from this platform. To access Brightspace, go
to brightspace.shepherd.edu and login with your full Shepherd email address and password. To find this course,
look for the nine-dot waffle course selector in the menu located at the top right of your screen and click on the
name of our class to open. To learn more about Brightspace and how to use it, visit
the student Brightspace information page and check out the Brightspace video tutorial playlist on YouTube. Don't
forget to download the Brightspace PULSE app from the app store of your choice. Note: Brightspace will be
replacing Sakai in the Spring of 2022, so you may be using both platforms until this date to access your online
courses or course materials.
Matthew J. Kushin, PhD
Shepherd University Course Syllabus .:. 3
Classroom Environment: Play (mp3 players, games on handheld devices, etc), reading non-course related
materials, or working on assignments for other classes is distracting. We’re all here to learn and people pay a lot of
money for their education. Use of Internet devices to take notes & gather information to inform classroom
discussion is strongly encouraged. But browsing & social interaction are not so please minimize use during class. If
your use of any device becomes disruptive, it will negatively impact your participation grade. Although I may speak
with you about this, do not expect a warning prior to reduction nor for the instructor to inform you that your grade
has been reduced. If your ringer goes off during class, please turn it off. If you feel the call may be an emergency,
please step out of class.
Participation Grade: A portion of your grade comes from participation. These are not “free” points distributed to
students just for showing up. They must be earned. This grade is calculated based on various “participation
challenge” assignments I will assign throughout the semester, general participation in classroom discussion and
evidence of preparation (e.g., attending class having completed the readings), and the student’s contribution to a
productive, inclusive and respectful educational environment for the professor and fellow students.
You will note an assignment on Sakai that reads “Classroom Citizenship” – This is there as a reminder that part of
your participation grade comes from your citizenship. Your participation grade will be reduced by some or all
possible points earned through participation assignments for: excessive tardiness, lack of participation in
discussion, distracting device use, and lack of a contribution to a productive, inclusive and respectful educational
environment. Students who have completed less than ½ of the participation assignments and who lose all of their
participation points, will see an additional reduction to their class grade equal to ½ of the value of the participation
portion of the semester grade. Do not expect any warnings.
Peer Evaluations & Professor’s Evaluation:
Teamwork is vital to the success of this class. In addition to peer evaluations, I will evaluate your behavior in your
group. This is based on your displayed work and citizenship to your team as observed by the professor. You are an
adult. This evaluation is folded into your peer evaluation grade. The professor will not waste time lecturing you.
Active engagement in team discussions and group work, completing all assigned tasks promptly, and being
communicative with teammates is expected from everyone. If you meet this standard, your grade in this class will
not be impacted. Deviations above or below this expectation carries one into “Rockstar” or “The Bane” realms,
resulting in bonuses or deductions to your final grade.
 Rockstar-like behaviors boost your final grade in this course. They include things such as taking on leadership
and significant extra work in the group - which can be displayed in various forms.
 Deductions stem from “The Bane” behaviors, which are a blight to your group’s success, such as: Tardy to class
on several occasions without excused absence; Missing more than 2 classes unexcused; Missing group
meetings; Using phone or computer unrelated to class project during team time; Not taking an active role /
general disengagement from team discussions or activities.
Where can I find how I’m fairing? You likely know if you’re being a Rockstar or a The Bane. But, any comments the
professor shares will be listed on the “Teamwork” assignment on Sakai. Any positive or negative impact on your
grade will be integrated into the peer evaluation grades (24% of your total grade in this class) and thus reflected in
the final grade at the end of the semester.
Attendance, Being on Time, & Leaving Early:
Most of your work in this class is in a group. Your group DEPENDS on you. I will be enforcing the department policy
in this class:
Department Attendance policy: 3 unexcused absences permitted, full grade deduction for each absence thereafter,
and 5 or more is automatic F. Attendance will be taken every class.
Matthew J. Kushin, PhD
Shepherd University Course Syllabus .:. 4
For a class to be considered an excused absence, a printed, doctor/care provider’s note or note from professor or
coach is required within a week of the missed class. (I do not want any personal information regarding your visit on
the Dr.’s note).
You MUST attend your classes regularly and engage in the requirements for each class; otherwise, your financial
aid may be revoked either partially or in full. This would result in an amount due by you to the University
immediately. Please refer to shepherd.edu/faoweb for more details. If you know you will be missing classes – work
with me ahead of time. High-fives will be given to students who miss no more than 2 classes at the end of the
semester; two-handed high fives for students who miss no classes.
Class participation is important for the success of the class and to your success. You are expected to attend class
regularly and on time and to stay for the duration of class. Students who arrive more than 5 minutes late or leave
lecture before it is complete without notifying the instructor prior to the start of class will receive a reduction in
their overall attendance & participation grade. Do not expect a warning or notification of grade reduction.
Late assignments: Late means turned in ANYTIME AFTER the end of scheduled class time on the due date. 2
minutes late and 2 hours late are treated equally. Late assignments will be accepted for a 20% reduction in grade.
(except participation challenges – which can only receive 50% credit if the student is not present when due [unless
university-approved absence or family emergency]; and presentation assignments which cannot be made up). Late
assignments will not be accepted beyond 1 class period late. Students are responsible for remembering to turn in
assignments (whether online or in person) prior to end of class on the due date. In the rare case that a student is
not able to attend class on the date an assignment is due, the student may submit the assignment electronically
BEFORE the end of class on the assigned day for full credit. If you are having email/internet issues, you can fax it to
the communication department or slide it under Dr. K’s office door. There will be no exceptions to the late
assignment policy.
Email & Electronic Communication Policy: I will prioritize & make every effort to respond to communications sent
during virtual office hours ASAP. However, for electronic communication occurring outside of established Office
Hours:
 Students can expect to get a response to an email from me within 48 hours of sending it, often much
sooner. If you don’t hear from me within 48 hours, send a polite reminder.
 If you send me an email or any other electronic communication and I do not respond to it, then I did not
receive it. You will always get a response from me if I received something.
 Students should not expect responses on weekends or after 6pm.
 Email subject lines should include: Class Title & Your name. e.g., “Comm 203 – Jane Doe”
 In case of real emergency needing response ASAP, add “[emergency]” to subject line. Don’t abuse this!
Academic Dishonesty. Each student in this course is expected to abide by the Shepherd University Academic
Integrity Procedures found in the Shepherd University Student Handbook
(http://www.shepherd.edu/students/studenthandbook.pdf).
By submitting academic work, students warrant that the work is their own and that unauthorized materials or
resources were not used. Plagiarism, fraud, unauthorized use of resources–cheating in all its forms is not
tolerated. All members of the Shepherd community are responsible for maintaining their own academic integrity
and for reporting suspected academic dishonesty.
Plagiarism is the act of stealing and using, as one’s own, the ideas of another or the written expression of the ideas
of another. Students guilty of academic dishonesty in any course will receive sanction from the course instructor
and may face sanctions by the University, particularly if there is a second reported offense. Sanctions may include
dismissal from the University. In this course you will fail any assignment you plagiarize on. Additional sanctions
may be taken at the discretion of the instructor including but not limited to reporting the incident to the proper
university authorities.
Matthew J. Kushin, PhD
Shepherd University Course Syllabus .:. 5
Publication: The department of communication has the right to record, file, broadcast, webcast and publish,
through any means necessary, any or all other means of distributing student production work in perpetuity.
COMM maintains an archive of material that we may webcast, broadcast, show in theaters and use for the
promotion of the department and its students. Any monetary gain made by the department will be used only for
the development of the program, and student wellbeing. The students who produce the work also maintain the
rights to use their work as they see fit, and are liable for that usage.
Accessibility Support Services: The Office of Accessibility Services at Shepherd University believes that, "the first
step to success is access." Accessibility Services is committed to working closely with individuals with
exceptionalities to meet their academic and housing needs. Students requesting any disability related
accommodation should contact the Office of Accessibility Services at 304-876-5122. This includes, but is not
limited to, students with visual or hearing impairments, students with diagnosed disabilities that affect their
learning and in need of academic accommodations, and students requesting specific housing accommodations for
health-related reasons. Students must be registered with the Office of Accessibility Services and present their
certified accommodation letter to each of their instructors as early in the semester as possible prior to using any
granted academic accommodation. For more information, please visit https://www.shepherd.edu/accessibility
Matthew J. Kushin, PhD
Shepherd University Course Syllabus .:. 6
Tentative Schedule
Note: Readings are to be completed by the date listed below. Schedule is subject to change.
[Week#]
Week of
Day Topic
Assignments in italics are assigned that day. In bold are due that day. Italics
& bold indicates assigned & completed same day in class.
Reading Due
[1] 8/23 Mon Intro to Class; Build Teams; Project Overview
Group Contract (in class)
Weds What is a Strategic Campaign?; Campaign Plan Overview
Participation: Campaign Brief
Bobbitt & Sullivan -
Chapter 1
AFTER THE FIRST WEEK OF CLASS, WE WILL MEET IN PERSON ON
MONDAYS AND ON ZOOM ON WEDNESDAYS UNLESS OTHERWISE
NOTED. SEE SPECIAL INSTRUCTIONS HIGHLIGHTED IN THE RIGHT-
HAND COLUM BELOW.
[2] 8/30 Mon Background Research: Client Analysis
Strategic Campaign Proposal: Part 1
Participation: Client Analysis (in class)
Bobbitt & Sullivan -
Chapter 1 – finish (read
Johnson & Johnson case
study at end of chapter)
Made to Stick – Chapter 1
Weds Background Research: Public Analysis
Made to Stick Chapter Summaries
Participation: Public Analysis (in class)
Made to Stick – Chapter 1
– finish
[3] 9/6 Mon Labor Day – University Closed – No Class
Weds CLIENT VISIT Chapter 2 &3 – Bobbitt &
Sullivan
We will meet in person in our
normal classroom.
[4] 9/13 Mon Public Analysis: Facebook audience insights persona & working
on crafting surveys/interviews
Listen (podcast):
http://bit.ly/470_audience
analysispodcast
Weds Background Research: Competitor
Campaign Case Study Analysis Discussion with Professor
Bobbitt & Sullivan: Chapter
4
Made to Stick – Chapter 2
[5] 9/20 Mon Situation Analysis
Participation: Situation Analysis (in class)
Made to Stick – Due Date 1
http://bit.ly/470_SWOT
Made to Stick – Chapter 3 -
start
Weds Lab Day: Work on Competitor Analysis & Situation Analysis
(attendance required)
Lab time will be virtual during
class on Zoom.
[6] 9/27 Mon Goals and Objectives
Strategic Campaign Proposal: Part 1
Bobbitt & Sullivan: Chapter
5
Made to Stick – Chapter 3 -
finish

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Comm 470 strategic campaigns syllabus

  • 1. Matthew J. Kushin, PhD Shepherd University Course Syllabus .:. 1 COMM 470: Strategic Campaigns Fall 2021 | 3 Credit Hours | Hybrid Course Lecture:  Monday: In person in Knutti L10 G. Masks required per university policy.  Wednesday: Online via Zoom @ 2:10-3:15pm Text: · Made to Stick: Why Some Ideas Survive and Others Die by Heath & Heath (ISBN 978-1400064281) Optional: · Developing the Public Relations Campaign: A Team-Based Approach (3rd edition) by Randy Bobbitt and Ruth Sullivan (ISBN: 978-0-205-06672-8) Course Documents & Assignments accessible on Brightspace: https://brightspace.shepherd.edu For more details about Brightspace, see the info in the course policies below. Course Overview This course expands upon the study of public relations by examining and critiquing public relations campaigns. Students build upon skills developed in Principles of Public Relations and Communication Research to advance their knowledge of the process of planning, executing, and evaluating strategic campaigns. LEAP Goals: #1: Knowledge of Human Cultures & the Physical & Natural World #2: Intellectual & Practical Skills throughout the Curriculum Learning Outcomes: ▪ Inquiry & Analysis ▪ Critical and Creative Thinking ▪ Oral & Written Communication ▪ Information Literacy ▪ Collaborative Work ▪ Lifelong Learning Objectives: This course  Will help you identify strategic communication campaigns in your day-to-day life  Teach you to analyze and evaluate the components of strategic communication campaigns  Teach you project management skills.  Require you to develop a strategic communication campaign plan with a team of classmates Assessment based on ability to:  Utilize technology to improve critical thinking and writing  Produce excellent professional writing.  Work effectively in teams to complete course projects  Give professional presentations in a team  Identify historical and emerging trends in mass communication, technologies, and audiences  Demonstrate familiarity with the writing, research, and documentation conventions in the field of communication. Classroom Structure & Professionalism This course marks your transition from student to professional. The class will be structured with a mix of lecture and active class and discussion. We will begin the semester with a heavier emphasis on lecture. For the campaign portion of the class, the professor will take a supervisor role overseeing and guiding your team’s work. Onus will be placed on students to manage their time and work effectively. Professor: Matthew J. Kushin, PhD Virtual Office Hours on MS Teams: Monday-Thursday 9-11am. Meetings will be virtual. Book appointment: ADD INFO We will meet on Zoom every Wednesday unless stated on the schedule. Please have your cameras on to build community and help provide nonverbal feedback to each other Join Zoom Meeting  ENTER INFO
  • 2. Matthew J. Kushin, PhD Shepherd University Course Syllabus .:. 2 I expect you to behave professionally in your conduct and interactions. We will treat this class as though you work for the company we will do our campaigns for. Expect that I will evaluate your work and treat your work as though this was a real-world business. This class relies entirely on teamwork. If you have 5 or more unexcused absences in this class you will fail. If you have 4 unexcused absences, your grade will go down 1 letter grade. Please, communicate with me and your team if you miss class. Assignments: Teamwork Scale +/- to final grade Campaign Case Study Analysis Discussion with Professor (individual) 5% Made to Stick Book Chapter Summary & Tips Handout 7% Participation 5% Peer Evaluations & Professors Evaluation of You 24% (12% each) Strategic Plan Proposal 17% Part 1: 5% Part 2: 12% Strategic Plan Implementation & Evaluation 42% Presentation 12% Completed Campaign 25% Final edits to Dr. K’s requested fixes to completed campaign 5% Final Grades: Final grades will be determined with the following scale. There is no rounding: A = 100-90% B = 89.9-80% C= 79.9-70% D= 69.9-60% F =0-59.9% All assignments due by the start of class on the due date unless specified otherwise. Resources Department Social Media @shepcomm Instagram.com/shepcomm shepcommblog.wordpress.com Dr. Kushin @mjkushin Follow these lists I cultivate: o https://twitter.com/mjkushin/social-media - General Social Media News o https://twitter.com/mjkushin/shep - Shepherd and local – play your cards right and you might end up on this list! o https://twitter.com/mjkushin/strategic - PR, marketing, etc., w/ a bend toward new media. Equipment Checkout: For some of the projects in this class you’ll need media equipment. If you don’t have your own, you can check them out from the library. I suggest planning ahead. You are responsible for any equipment you check out and for adhering to all library policy. Find equipment & policy info here: http://www.shepherd.edu/libweb/libservices/borrowing.html Course Policies Brightspace Learning Management System (URL: brightspace.shepherd.edu) This class uses the Brightspace Learning Management System. You will be able to access the course modules, assignments, quizzes and tests, and your grades from this platform. To access Brightspace, go to brightspace.shepherd.edu and login with your full Shepherd email address and password. To find this course, look for the nine-dot waffle course selector in the menu located at the top right of your screen and click on the name of our class to open. To learn more about Brightspace and how to use it, visit the student Brightspace information page and check out the Brightspace video tutorial playlist on YouTube. Don't forget to download the Brightspace PULSE app from the app store of your choice. Note: Brightspace will be replacing Sakai in the Spring of 2022, so you may be using both platforms until this date to access your online courses or course materials.
  • 3. Matthew J. Kushin, PhD Shepherd University Course Syllabus .:. 3 Classroom Environment: Play (mp3 players, games on handheld devices, etc), reading non-course related materials, or working on assignments for other classes is distracting. We’re all here to learn and people pay a lot of money for their education. Use of Internet devices to take notes & gather information to inform classroom discussion is strongly encouraged. But browsing & social interaction are not so please minimize use during class. If your use of any device becomes disruptive, it will negatively impact your participation grade. Although I may speak with you about this, do not expect a warning prior to reduction nor for the instructor to inform you that your grade has been reduced. If your ringer goes off during class, please turn it off. If you feel the call may be an emergency, please step out of class. Participation Grade: A portion of your grade comes from participation. These are not “free” points distributed to students just for showing up. They must be earned. This grade is calculated based on various “participation challenge” assignments I will assign throughout the semester, general participation in classroom discussion and evidence of preparation (e.g., attending class having completed the readings), and the student’s contribution to a productive, inclusive and respectful educational environment for the professor and fellow students. You will note an assignment on Sakai that reads “Classroom Citizenship” – This is there as a reminder that part of your participation grade comes from your citizenship. Your participation grade will be reduced by some or all possible points earned through participation assignments for: excessive tardiness, lack of participation in discussion, distracting device use, and lack of a contribution to a productive, inclusive and respectful educational environment. Students who have completed less than ½ of the participation assignments and who lose all of their participation points, will see an additional reduction to their class grade equal to ½ of the value of the participation portion of the semester grade. Do not expect any warnings. Peer Evaluations & Professor’s Evaluation: Teamwork is vital to the success of this class. In addition to peer evaluations, I will evaluate your behavior in your group. This is based on your displayed work and citizenship to your team as observed by the professor. You are an adult. This evaluation is folded into your peer evaluation grade. The professor will not waste time lecturing you. Active engagement in team discussions and group work, completing all assigned tasks promptly, and being communicative with teammates is expected from everyone. If you meet this standard, your grade in this class will not be impacted. Deviations above or below this expectation carries one into “Rockstar” or “The Bane” realms, resulting in bonuses or deductions to your final grade.  Rockstar-like behaviors boost your final grade in this course. They include things such as taking on leadership and significant extra work in the group - which can be displayed in various forms.  Deductions stem from “The Bane” behaviors, which are a blight to your group’s success, such as: Tardy to class on several occasions without excused absence; Missing more than 2 classes unexcused; Missing group meetings; Using phone or computer unrelated to class project during team time; Not taking an active role / general disengagement from team discussions or activities. Where can I find how I’m fairing? You likely know if you’re being a Rockstar or a The Bane. But, any comments the professor shares will be listed on the “Teamwork” assignment on Sakai. Any positive or negative impact on your grade will be integrated into the peer evaluation grades (24% of your total grade in this class) and thus reflected in the final grade at the end of the semester. Attendance, Being on Time, & Leaving Early: Most of your work in this class is in a group. Your group DEPENDS on you. I will be enforcing the department policy in this class: Department Attendance policy: 3 unexcused absences permitted, full grade deduction for each absence thereafter, and 5 or more is automatic F. Attendance will be taken every class.
  • 4. Matthew J. Kushin, PhD Shepherd University Course Syllabus .:. 4 For a class to be considered an excused absence, a printed, doctor/care provider’s note or note from professor or coach is required within a week of the missed class. (I do not want any personal information regarding your visit on the Dr.’s note). You MUST attend your classes regularly and engage in the requirements for each class; otherwise, your financial aid may be revoked either partially or in full. This would result in an amount due by you to the University immediately. Please refer to shepherd.edu/faoweb for more details. If you know you will be missing classes – work with me ahead of time. High-fives will be given to students who miss no more than 2 classes at the end of the semester; two-handed high fives for students who miss no classes. Class participation is important for the success of the class and to your success. You are expected to attend class regularly and on time and to stay for the duration of class. Students who arrive more than 5 minutes late or leave lecture before it is complete without notifying the instructor prior to the start of class will receive a reduction in their overall attendance & participation grade. Do not expect a warning or notification of grade reduction. Late assignments: Late means turned in ANYTIME AFTER the end of scheduled class time on the due date. 2 minutes late and 2 hours late are treated equally. Late assignments will be accepted for a 20% reduction in grade. (except participation challenges – which can only receive 50% credit if the student is not present when due [unless university-approved absence or family emergency]; and presentation assignments which cannot be made up). Late assignments will not be accepted beyond 1 class period late. Students are responsible for remembering to turn in assignments (whether online or in person) prior to end of class on the due date. In the rare case that a student is not able to attend class on the date an assignment is due, the student may submit the assignment electronically BEFORE the end of class on the assigned day for full credit. If you are having email/internet issues, you can fax it to the communication department or slide it under Dr. K’s office door. There will be no exceptions to the late assignment policy. Email & Electronic Communication Policy: I will prioritize & make every effort to respond to communications sent during virtual office hours ASAP. However, for electronic communication occurring outside of established Office Hours:  Students can expect to get a response to an email from me within 48 hours of sending it, often much sooner. If you don’t hear from me within 48 hours, send a polite reminder.  If you send me an email or any other electronic communication and I do not respond to it, then I did not receive it. You will always get a response from me if I received something.  Students should not expect responses on weekends or after 6pm.  Email subject lines should include: Class Title & Your name. e.g., “Comm 203 – Jane Doe”  In case of real emergency needing response ASAP, add “[emergency]” to subject line. Don’t abuse this! Academic Dishonesty. Each student in this course is expected to abide by the Shepherd University Academic Integrity Procedures found in the Shepherd University Student Handbook (http://www.shepherd.edu/students/studenthandbook.pdf). By submitting academic work, students warrant that the work is their own and that unauthorized materials or resources were not used. Plagiarism, fraud, unauthorized use of resources–cheating in all its forms is not tolerated. All members of the Shepherd community are responsible for maintaining their own academic integrity and for reporting suspected academic dishonesty. Plagiarism is the act of stealing and using, as one’s own, the ideas of another or the written expression of the ideas of another. Students guilty of academic dishonesty in any course will receive sanction from the course instructor and may face sanctions by the University, particularly if there is a second reported offense. Sanctions may include dismissal from the University. In this course you will fail any assignment you plagiarize on. Additional sanctions may be taken at the discretion of the instructor including but not limited to reporting the incident to the proper university authorities.
  • 5. Matthew J. Kushin, PhD Shepherd University Course Syllabus .:. 5 Publication: The department of communication has the right to record, file, broadcast, webcast and publish, through any means necessary, any or all other means of distributing student production work in perpetuity. COMM maintains an archive of material that we may webcast, broadcast, show in theaters and use for the promotion of the department and its students. Any monetary gain made by the department will be used only for the development of the program, and student wellbeing. The students who produce the work also maintain the rights to use their work as they see fit, and are liable for that usage. Accessibility Support Services: The Office of Accessibility Services at Shepherd University believes that, "the first step to success is access." Accessibility Services is committed to working closely with individuals with exceptionalities to meet their academic and housing needs. Students requesting any disability related accommodation should contact the Office of Accessibility Services at 304-876-5122. This includes, but is not limited to, students with visual or hearing impairments, students with diagnosed disabilities that affect their learning and in need of academic accommodations, and students requesting specific housing accommodations for health-related reasons. Students must be registered with the Office of Accessibility Services and present their certified accommodation letter to each of their instructors as early in the semester as possible prior to using any granted academic accommodation. For more information, please visit https://www.shepherd.edu/accessibility
  • 6. Matthew J. Kushin, PhD Shepherd University Course Syllabus .:. 6 Tentative Schedule Note: Readings are to be completed by the date listed below. Schedule is subject to change. [Week#] Week of Day Topic Assignments in italics are assigned that day. In bold are due that day. Italics & bold indicates assigned & completed same day in class. Reading Due [1] 8/23 Mon Intro to Class; Build Teams; Project Overview Group Contract (in class) Weds What is a Strategic Campaign?; Campaign Plan Overview Participation: Campaign Brief Bobbitt & Sullivan - Chapter 1 AFTER THE FIRST WEEK OF CLASS, WE WILL MEET IN PERSON ON MONDAYS AND ON ZOOM ON WEDNESDAYS UNLESS OTHERWISE NOTED. SEE SPECIAL INSTRUCTIONS HIGHLIGHTED IN THE RIGHT- HAND COLUM BELOW. [2] 8/30 Mon Background Research: Client Analysis Strategic Campaign Proposal: Part 1 Participation: Client Analysis (in class) Bobbitt & Sullivan - Chapter 1 – finish (read Johnson & Johnson case study at end of chapter) Made to Stick – Chapter 1 Weds Background Research: Public Analysis Made to Stick Chapter Summaries Participation: Public Analysis (in class) Made to Stick – Chapter 1 – finish [3] 9/6 Mon Labor Day – University Closed – No Class Weds CLIENT VISIT Chapter 2 &3 – Bobbitt & Sullivan We will meet in person in our normal classroom. [4] 9/13 Mon Public Analysis: Facebook audience insights persona & working on crafting surveys/interviews Listen (podcast): http://bit.ly/470_audience analysispodcast Weds Background Research: Competitor Campaign Case Study Analysis Discussion with Professor Bobbitt & Sullivan: Chapter 4 Made to Stick – Chapter 2 [5] 9/20 Mon Situation Analysis Participation: Situation Analysis (in class) Made to Stick – Due Date 1 http://bit.ly/470_SWOT Made to Stick – Chapter 3 - start Weds Lab Day: Work on Competitor Analysis & Situation Analysis (attendance required) Lab time will be virtual during class on Zoom. [6] 9/27 Mon Goals and Objectives Strategic Campaign Proposal: Part 1 Bobbitt & Sullivan: Chapter 5 Made to Stick – Chapter 3 - finish
  • 7. Matthew J. Kushin, PhD Shepherd University Course Syllabus .:. 7 Weds Campaign Brief Activity; Professor-Team Meetings, RE: Proposal Part 1; “Yes And” Brainstorm Activity Professor-Team meetings will be virtual during class on Zoom. Bobbitt & Sullivan: Chapter 5 – finish http://bit.ly/470_keymessa ges [7] 10/4 Mon Key Messages and Message Support Carousel Group Mind Map Brainstorm Game Strategic Campaign Proposal: Part 2 - Sub Assignment: Key Messages Made to Stick – Due Date 2 (April et al) Made to Stick – Chapter 4 Weds Channels and Opinion Leaders Petition to give warning to team member deadline http://bit.ly/470_pointsofc onfusion http://bit.ly/470_differenc es2 Case Studies Examples #1 (PDF on Sakai) [8] 10/11 Mon Key Messages Presentation to Classmates; Key Message Check in with Dr. K; Evaluate other team’s key messages Sub Assignment: Key Messages Made to Stick – Chapter 5 – start Bobbitt & Sullivan: Chapter 6 Weds Strategies & Tactics Workshop; Lab time - Goals & Objectives check-in: due @ end of class today (1 person upload to Brightspace). Lab time and check-in will be virtual during class on Zoom. http://bit.ly/470_newmark etingfunnel Case Studies Examples #2 (PDF on Sakai) Made to Stick – Chapter 4 – finish [9] 10/18 Mon Strategies & Tactics, cont’d Made to Stick – Due Date 3 (Chelsea et al.) Made to Stick – Chapter 5 Weds Open Workshop (Work on your proposals; Attendance required) - Strategies Check-in: Strategies due @end of class today (handwritten and turned in in class). Lab time will be virtual during class on Zoom. Bobbitt & Sullivan: Chapter 7 Made to Stick – Chapter 6 - start [10] 10/25 Mon Evaluation; Evaluation Lab Time Strategic Campaign Proposal: Part 2 Team Evaluations #1 Note: this proposal will be sent to client for their feedback. http://bit.ly/470_dontsay Lots of pitch slides from successful startups: http://www.pitchenvy.com 6 steps to a perfect pitch: http://www.entrepreneur. com/article/201826
  • 8. Matthew J. Kushin, PhD Shepherd University Course Syllabus .:. 8 Weds Professor-Team Meeting: RE Proposals Part 2; Group Time Petition to fire team member Team Evaluations #1 Professor-Team meetings will be virtual during class on Zoom. Made to stick - Chapter 6 - finish Awesome story about pitching and interesting example: http://read.bi/1WgeFXA [11] 11/1 Mon Implementation; Implementation Lab Time Participation: Implementation (in class) Strategic Campaign Implementation Plan and Presentation Bobbitt & Sullivan: Chapter 8 Weds Project work day: Open Lab – Implementation; Proposal Edits (attendance required) Made to Stick – Due Date 4 Lab time will be virtual during class on Zoom. Made to stick – Epilogue [12] 11/8 Mon Project work day: Lab (attendance required) Bobbitt & Sullivan: Chapter 10 Weds Pitching & Presentation Tips; Presentation Planning Lab Time Final Presentation “walkthrough” session during or outside of normal class time with Dr. K (sign up in class for a time next week) Bobbitt & Sullivan: Chapter 9 Finish Made to stick over the rest of the semester [13] 11/5 Mon Project work day: Lab Required Professor-Team “Check in” Meetings We will be online today. Professor-Team meetings and lab time will be on Zoom. Failure to attend your team’s designated meeting time will result in reduction of that person’s final project grade. Weds Final Presentation Walk Through (in class); Lab time for rest of students Walk through will be in person in class in our normal classroom. Failure to attend presentation wall through will result in reduction of that person’s final project grade. [14] 11/22 Mon Thanksgiving Break – No Class Weds Thanksgiving Break – No Class [15] 11/29 Mon Final Presentation Practice: Each Team Will Present In Byrd Center Auditorium to Classmates Presentations (Campaign) Note: Completed Campaign Material Due Monday of this week, @ noon on Sakai I will provide feedback on any needed changes We will be in person in the Byrd Center Auditorium. Auditorium booked 2-3:30pm Weds Presentations to Client Team Evaluations (submit by 11:55pm tonight) Presentations (Campaign) We will be in person in the Byrd Center Auditorium. Presentations to Client in Byrd Center Auditorium Auditorium booked 2-3:30pm
  • 9. Matthew J. Kushin, PhD Shepherd University Course Syllabus .:. 9 Indicates due date for a “Made to Stick” chapter summary indicates presentation dates indicates open week for students to sign up for campaign case study analysis discussion with professor Final = Final edits to Dr. K’s requested fixes: _____________(Check final exam schedule). No late assignments accepted for any reason.