UNIV 401
TTH 12:20 -1:45
Room 3009, Coliseum
Adam Speight

COURSE DESCRIPTION
UNIV 401: Senior Capstone Experience
Integration of major program of study and general education; issues of transition into graduate school and/or employment; group project, intensive writing/speaking.

THIS COURSE:
The course provides students an opportunity to reflect on the outcomes of their major and general education studies, to enhance their research skills, to consider the issues related to the transition from the university experience to post-collegiate life, and further develop written and oral communication skills.

COURSE OBJECTIVES:

• Students will produce and demonstrate an original creation or composition relating their major area of study.
  
• Students will demonstrate oral and written communication skills in presenting their capstone project to the class.
  
• Students will study the nature of their transition from the senior year at the University of South Carolina to a professional career.
  
• Students will become familiar with the wide range of career opportunities in advertising and public relations and the necessary qualifications for each.
  
• Students will learn how to prepare cover letters and resumes and other employment-related correspondence and how to conduct themselves in job interviews.
  
• Students will learn about other issues related to employment and employment searches

ADDITIONAL READING:
Barry, Ann Marie. The Advertising Portfolio, Lincolnwood, Illinois: NTC Business Books, 1990.

Fletcher, Leon. How to Speak Like a Pro. New York: Ballantine Books. 1983.

Hoff, Ron. I Can See You Naked. Kansas City, Missouri: Andrews and McMeel, 1992.

Minski, Laurence and Emily Thorton Calvo. How to Succeed in Advertising When All You Have is Talent. Lincolnwood, Illinois: NTC Business Books, 1994.

Moriarty, Sandra and Tom Duncan. Creating and Delivering Winning Advertising - Marketing Presentations. NTC Business Books: Lincolnwood, Illinois, 1995.

Paetro, Maxine. How to Put Your Book Together and Get a Job in Advertising. Chicago: The Copy Workshop, 1998.

Schloff, Laurie and Marcia Yudkin. Smart Speaking. New York: Plume, 1992.

Stuart, Cristina. How to Be an Effective Speaker. Lincolnwood, Illinois: NTC Business Books, 1989.

REFERENCE BOOKS:
Field, Shelby. Career Opportunities in Advertising and Public Relations. New York: Facts on File. 1990.

Morgan, Bradley J. Marketing and Sales Career Directory. Detroit: Invisible Ink Press, 1993.

Standard Directory of Advertising Agencies. 1998.

ASSIGNMENTS:
Present new ads w/ creative briefs 1	15
Creative/media quiz	10
Data presentations	20
Resume drafts	5
Present new ads w/ creative briefs 2	15
Account services/PR quiz	10
National Firm Project	25

Present new ads w/ creative briefs
Students will be required to choose an ad they feel is ineffective and "reverse engineer" it. That is, design the creative brief they feel was used for that particular ad and design a new ad that better fits that brief. Presentations will be made individually.

Text Quizzes - Creative/Media P.R. /Account Services
Questions will be multiple choice and based on specified readings from handouts.

Data presentations
Students will be divided into groups where each group will receive the same set of data in information. The packet of information will exceed 200 pages of raw information and data. The students will analyze the information and be asked to "spit it back out" in a clear, understandable format in the form of a presentation. The purpose of this assignment is to reflect a "real world" situation where they may be given certain information from which they will need to analyze and form conclusions.

National firm project
Students will research a national firm (advertising agency, public relations firm, in-house marketing department, etc.) and present to the class as a final project. Specific requirements to follow.

Draft resume

LATE ASSIGNMENTS:
Assignments will be accepted late under the following conditions:

1 class period late:	-25%
2 class periods late:	-50%
3+ class periods late:	-75%