MCOM 2686 - Advertising Principles and Production
Fall 2026 Syllabus, Section 01, CRN 43892,
Credit hours: 3
Course Meeting Times
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Instructor
Thomas Flynn
Email: trflynn@ysu.edu
Course Description
Course Readings
| Group | Title | Author | ISBN |
|---|---|---|---|
| Required | Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Age. | Flynn, Smith & Walsh | 9798765798188 |
Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Age, 2nd Edition. Flynn, Smith & Walsh. Kendall Hunt Publishing. Available online at Integrated Marketing Communication: A Consumer-Centric Approach for the Digital Era | Higher Education (kendallhunt.com) Purchase the Ebook version to save. Will be supplemented with additional notes and readings posted on D2L.
The course readings are subject to change in the event of extenuating circumstances, research developments, current events, and/or to ensure better learning.
Assignments/Assessments
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Schedule of Topics and Assignments
| Day | Date | Reading(s) | Proposed Topic | Due/To Prepare for Class |
|---|---|---|---|---|
| Tue | 8/25 | Chapter 1 | Introduction to Course | |
| Thu | 8/27 | Chapter 1 & Notes | The Age of Brand Disruption | |
| Tue | 9/1 | CH 1 pp. 2-6, 13-16 CH 7 pp. 199-200 CH 11 pp, 331-337 | Overview of Advertising, IMC & Public Relations | |
| Thu | 9/3 | CH 1 pp. 2-6, 13-16 CH 7 pp. 199-200 CH 11 pp, 331-337 | Overview of Advertising, IMC & Public Relations | |
| Tue | 9/8 | Chapter 2, Readings & Notes | Consumer Behavior | |
| Thu | 9/10 | Chapter 2, Readings & Notes | Consumer Behavior | Media Consumption Project Due by 11:59 pm on September 11th . Be prepared to discuss your findings on Tuesday 9/15 |
| Tue | 9/15 | Chapter 3 & Notes | Brands, Branding & CX | |
| Thu | 9/17 | Chapter 3 & Notes | Brands, Branding & CX | |
| Tue | 9/22 | Chapter 4 & Notes | Strategic Planning | |
| Thu | 9/24 | Chapter 4 & Notes | Media Planning | |
| Tue | 9/29 | Chapter 5 & Notes | Message Strategies | |
| Thu | 10/1 | Chapter 5 & Notes | Message Strategies | |
| Tue | 10/6 | Chapter 6 & Notes | Message Tactics | |
| Thu | 10/8 | Chapter 6 & Notes | Message Tactics | Persuasive Message Analysis due Friday, October 9th by 11:59 pm. Be prepared to discuss your findings on Tuesday 10/1315 |
| Tue | 10/13 | Catch up Day if needed | ||
| Thu | 10/15 | Exam #1 over Chapters 1-6 | ||
| Tue | 10/20 | Chapter 7 & Notes | Traditional Advertising & Media Resources | |
| Thu | 10/22 | Chapter 7 & Notes | Traditional Advertising & Media Resources | |
| Tue | 10/27 | Chapter 8 & Notes | Digital Basics, Direct Marketing, Email, Ecommerce and Website Resources | |
| Thu | 10/29 | Chapter 8 & Notes | Digital Basics, Direct Marketing, Email, Ecommerce and Website Resources | |
| Tue | 11/3 | Chapter 9 & Notes | Digital Display, Search, Content Marketing and Mobile Resources | |
| Thu | 11/5 | Chapter 9 & Notes | Digital Display, Search, Content Marketing and Mobile Resources | |
| Tue | 11/10 | Chapter 10 & Notes | Social Media: Influencers and Listeners | |
| Thu | 11/12 | Chapter 10 & Notes | Social Media: Influencers and Listeners | |
| Tue | 11/17 | Chapter 13 & Notes | Ethics & Regulation of Marketing Comm | |
| Thu | 11/19 | Chapter 13 & Notes | Ethics and Regulation of Marketing Comm | |
| Tue | 11/24 | TBA | ||
| Thu | 11/26 | Thanksgiving Day | ||
| Tue | 12/1 | Case Study Presentations | Submit your Slide Deck to BB on the day you've been assigned to present. We will open them from the BB site. | |
| Thu | 12/3 | Case Study Presentations | The Case Study Analysis will be due the last day of the semester. Submit it to the BB site. | |
| Tue | 12/8 | Exam #2 over Chapters 7-10 & 13. It will be held at the date and time assigned for the course final exam. TBA |
The course schedule, policies, procedures, and assignments in this course are subject to change in the event of extenuating circumstances, by mutual agreement, and/or to ensure better learning.