Date Submitted: Thu, 20 Jul 2017 15:39:13 GMT

Viewing: JOURN 4970W stemmlej : Strategic Campaigns - Writing Intensive

Last approved: Thu, 02 Mar 2017 22:35:37 GMT

Last edit: Thu, 02 Mar 2017 22:34:05 GMT

Changes proposed by: stemmlej

Proposal Type

Writing Intensive

Contact Information

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Term for Proposal

Fall 2017

Course Catalog Information

Journalism (JOURN)
Strategic Campaigns - Writing Intensive
This capstone course, gives students a hands-on opportunity to use their skills and apply strategic communication learning to a real client situation. To be taken final semester. Application required for Mojo Ad section and will include additional leadership responsibilities.
Lecture/Standard with Laboratory
A-F (allow student to choose S/U option)
Consent of Instructor required.

Instructor Information

(numbers only)
NTT Associate Professor
237 Walter Williams Hall

(numbers only)

The Campus Writing Program conducts a two-day faculty workshop to assist with the design and implementation of your writing intensive course. Once your course proposal has been approved by the Campus Writing Program, you will receive information on time, date and location of the workshop.
Indicate below if additional instructors are planned, but specific individuals have not yet been chosen. Check all that apply

Briefly describe the qualifications of the known graduate instructors, or planned qualifications if graduate instructors are still to be selected, bearing in mind that graduate students teaching honors courses should be advanced students with a record of excellent teaching.

Honors Course Information

Answer the questions below as they would apply to one section. For all other sections, provide similar information in the Additional Sections Information box below.



Writing Intensive Course Information

Strategic Campaigns focuses on the professional skills, principles and practices required for success in the advertising, PR and strategic communication industries. Students will learn to set clear marketing communication objectives; develop strategic plans, and combine clear, logical thinking and creativity to determine appropriate solutions for professional clients. Projects are done for real advertising clients. Because the types of clients and the nature of the projects vary from semester to semester, each group of students leaves with his or her own unique professional experience. This is a capstone course for strategic communication majors. 3 credit hours. This is a course where you and your team are in charge. You will be given an assignment from your client and it's your team's responsibility to figure out how best to complete the assignment. You'll be drawing from other courses you have taken, internship and job experiences, experts in various areas and in other ways. Your client contact and your professor will offer suggestions, correct errors of fact and assist you in finding strategies for solving the problem that has been presented, but we're not here to make the decisions for you. This course provides an opportunity for you to experience all aspects of communication planning.
Self paced?

Should this course be considered for funding?
Large Enrollment Courses:
The way this course is set up is that the students are divided up into labs of 15-33 students all led by professionals from the PR/advertising/strategic communication industry. Strategic Communication faculty lead a one-hour lecture that all students attend, which guides the students on the main elements of how to create a campaign. This setup allows the number of students to be manageable. TAs have no responsibility with grading.
Student performance is monitored by the lab instructors, typically on a weekly basis as there tend to be drafts of assignments due each week. For example, as the students prepare to do primary research they will draft up a list of questions for interviews or a survey or a discussion guide, which will then be edited by the instructor and then revised by the students. Additionally, there is an evaluation done at the middle and end of the semester for each student, incorporating peer and instructor feedback about their work and effort in the class to that point.
The teaching assistants are not responsible for grading. They assist the instructors with the logistics of the class – arranging presentation rooms, client meetings, etc. – and help the students facilitate the process of the course. TAs are trained in at the start of the semester by the instructors about the course, their responsibilities and how to handle logistics needed. This is done through a review of the syllabus, examination of projects from past semesters and attending all student meetings.

Writing Intensive Assignments

All assignments
All assignments, aside from the Ethics assignment (1-2 pages), are evaluated by the instructor and fellow team members.

In-process drafts: Your team will turn in drafts of your plan as you develop it throughout the semester and each of these drafts will be evaluated and critiqued. It is expected that your plan will become more comprehensive and targeted throughout the semester, and your grade will reflect the continual improvement represented in your drafts. Grammar, punctuation, thoroughness and attention to detail, high quality and overall mechanics of the draft will contribute to this grade. It is expected that all members will have contributed equally to the plan development by the end of the semester. Key to improvement are the weekly meetings with your professor, your research and your individual initiative and work ethic.

Bi-weekly call reports: This grade will reflect the overall quality of these reports, punctuality and timeliness of reports. Ethics paper: This will be assigned in lecture, but turned into your lab instructor.

Campaigns plan: The professor and the client will evaluate the final product and agree on a group grade. Is your plan supported by research? Is it strategically sound? Is it on target? Is the creative work top notch? All of these elements will be considered in the determination of a grade for your overall plan.

Campaigns plan book: The professor and the client will evaluate the final product and agree on a group grade. This component of your grade is on the book itself, including the design, professional look and readability. It should be free of typos and should include sharp charts and graphs. It should reflect very favorably upon your team and the work you have put into it. A great deal of time and effort is needed to prepare a well thought-out, integrated communications campaign. Each team should prepare a campaigns plan book, which is a permanent record of the analyses and proposed/developed solutions to the assigned communications problem.

There is no prescribed length for the campaigns book. However, by the time the research results from surveys and focus groups, audience profiles, situation analysis, objectives, messages, tactical applications, calendar, timetable, budget and other areas are addressed, it is not uncommon for the campaigns plan book to be more than 70 pages in length. Each team will compile a complete rough draft, working-copy plan book throughout the semester. This book is a place to collect the material that will be used for the final campaign plan book. It should be brought to your team meetings and to meetings with the professor. You should expect that this rough draft, working-copy plan book will be used, with comments written in it and other suggestions/corrections made. We can arrange for each team to keep their copy in the J-Library as that would make it accessible to all team members at any time. As we proceed through the semester, this list of items to be included in your campaign plan book will be updated with more specific information. The campaign plan book is a team activity. You should visit with your client about how many copies of the campaign plan book they will need. You should plan to provide the professor with a nonreturnable copy.

Although students work in a group setting, each student has a different role on the team. So while the team creates a plan book of 70 or more pages in length, each individual is in charge of a different part of that book and does multiple drafts of those sections throughout the semester. Students individually are responsible for multiple drafts that receive numerous rounds of peer and instructor feedback.
Length of assignment:

Total pages for all assignments:
First drafts:
Assignments also include creating blog posts, student bios, social media posts and industry-standard conference reports after each presentation done by students.

Writing Intensive Teaching

Instructor provided feedback
Oral presentation by student, followed by feedback
Peer review
Writing in done by teams, with each member of the team contributing a part of the campaign. For example, a researcher would contribute their research findings and a public relations student would contribute their ideas for that aspect of the campaign. We assess each individual student contributions to the whole based on what they have presented in class and the clarity and examples of topic expertise in the writing, and then grade the team based on how the final comprehensive written work flows as a whole.
Because each campaign is uniquely designed for the client challenge presented, no two assignments are the same. Each team has multiple options on how to solve the client's marketing challenge. The sole purpose of the drafts is to monitor their progress and direction throughout the semester.
Writing is pretty evenly distributed throughout the semester. Documentation and campaign plan books are done throughout the semester and all students complete an ethics assignment. In addition, students present their work for feedback throughout the semester based on the various tasks outlined in the syllabus.
The teaching assistants are not responsible for grading or editing. They assist the instructors with the logistics of the class; arranging presentation rooms, client meetings, etc.; and help the students facilitate the process of the course. TAs are trained in at the start of the semester by the instructors about the course, their responsibilities and how to handle logistics needed. This is done through a review of the syllabus, examination of projects from past semesters and attending all student meetings.

Course Syllabus

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Administrative Information

Humanities and Arts


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Additional Comments

They will be teaching 2 lectures both with labs
Patricia Luckenotte (luckenottep) (Thu, 02 Mar 2017 22:34:05 GMT): JOURN 4970W, 01 with labs 01A and 01B and 4970W, 02 has been added to Fall 2017 schedule of classes and JOURN 4970, 01 with lab 01A and 01B and JOURN 4970, 02 has been cancelled for fall
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