NYU Stern School of Business

Undergraduate College


Spring 2011

Instructor Details

Green, Jeffrey



TR 10:00-2:00

Tisch 905


Course Meetings

TR, 2:00pm to 3:15pm

Tisch T-UC04

Final Exam:

Schedule exceptions
    Class will not meet on:
    Class will meet on:


Course Description and Learning Goals

We will explore together the planning, development and implementation of marketing communications programs – with a particular focus on advertising campaigns and executions.  The emphasis will be more on exploring “why and when” advertising works than on the specifics of “how” advertising is done.  While the majority of the content will be focused on advertising, we will also address some other elements of integrated marketing communications strategies such as direct marketing, interactive marketing and non-traditional media.

This course is designed for students who seek careers in which you will make marketing communication decisions. It is also appropriate for students who just desire an understanding of how communication strategies work.

The more specific objectives of this course are:


Course Pre-Requisites

My preference is that students would have taken either Marketing Research or Consumer Behavior before taking this class.


Course Outline

The course is constructed around the advertising/communication development process and the elements of marketing communications. We will focus on learning how to answer six key questions that advertisers and their agency partners must address in order to develop effective marketing communications; namely, marketing communications with which people will want to engage.

We’ll discuss advertising/communication (business) goals, target market definition, media strategies, message strategies (including knowledge about persuasion in general) and evaluation methods/tools.

We’ll learn the concepts through lectures/discussions, case discussions and written synopses, one class exercise, a semester-long group project and guest speakers (depending on availability).


Required Course Materials

Textbook:  Advertising Principles and Practice, Eighth Edition (2009), by Wells, Burnett, Moriarty (Prentice Hall)

Companion Text:  Truth, Lies and Advertising: The Art of Account Planning, Jon Steel, John Wiley & Sons

Case Packet: Cases will be available as a packet of readings.


Assessment Components

Class participation is 15% of the grade.

Two case write-ups are 30% of the grade.

A strategy assignment is 15% of the grade.

A group advertising project is 40% of the grade.


Group Projects

For this semester-long project, working with three or four other classmates (maybe five), you will develop a detailed advertising brief for a product/brand that you select.  The brief can be for a product/brand that has not advertised before or a product/brand for which you think their current advertising can be improved or should be addressing a different target audience

The brief will include the following components:

In addition, you will create at least one “ad-like object” based on a creative strategy developed by a different team.

You will present your advertising “ad-like object” during the last class session(s).  You will be handing in your brief document and “ad-like object” for grading during the first session of presentations.



At NYU Stern we seek to teach challenging courses that allow students to demonstrate their mastery of the subject matter.  In general, students in undergraduate core courses can expect a grading distribution where: 

Note that while the School uses these ranges  as a guide, the actual distribution for this course and your own grade will depend upon how well  you actually perform in this course.



The process of assigning grades is intended to be one of unbiased evaluation. Students are encouraged to respect the integrity and authority of the professor’s grading system and are discouraged from pursuing arbitrary challenges to it.

If you believe an inadvertent error has been made in the grading of an individual assignment or in assessing an overall course grade, a request to have the grade re-evaluated may be submitted. You must submit such requests in writing to me within 7 days of receiving the grade, including a brief written statement of why you believe that an error in grading has been made.


Stern Policies

General Behavior
The School expects that students will conduct themselves with respect and professionalism toward faculty, students, and others present in class and will follow the rules laid down by the instructor for classroom behavior.  Students who fail to do so may be asked to leave the classroom. 


Collaboration on Graded Assignments
Students may not work together on graded assignment unless the instructor gives express permission. 


Course Evaluations
Course evaluations are important to us and to students who come after you.  Please complete them thoughtfully.


Academic Integrity

Integrity is critical to the learning process and to all that we do here at NYU Stern. As members of our community, all students agree to abide by the NYU Stern Student Code of Conduct, which includes a commitment to:

The entire Stern Student Code of Conduct applies to all students enrolled in Stern courses and can be found here:

Undergraduate College: http://www.stern.nyu.edu/uc/codeofconduct
Graduate Programs: http://w4.stern.nyu.edu/studentactivities/involved.cfm?doc_id=102505

To help ensure the integrity of our learning community, prose assignments you submit to Blackboard will be submitted to Turnitin.  Turnitin will compare your submission to a database of prior submissions to Turnitin, current and archived Web pages, periodicals, journals, and publications.  Additionally, your document will become part of the Turnitin database.


Recording of Classes

Your class may be recorded for educational purposes


Students with Disabilities

If you have a qualified disability and will require academic accommodation of any kind during this course, you must notify me at the beginning of the course and provide a letter from the Moses Center for Students with Disabilities (CSD, 998-4980, www.nyu.edu/csd) verifying your registration and outlining the accommodations they recommend.  If you will need to take an exam at the CSD, you must submit a completed Exam Accommodations Form to them at least one week prior to the scheduled exam time to be guaranteed accommodation.


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