MK455 Promotional Policies & Strat

for F2J 2005

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Mission Statement: The mission of Park University, an entrepreneurial institution of learning, is to provide access to academic excellence, which will prepare learners to think critically, communicate effectively and engage in lifelong learning while serving a global community.

Vision Statement: Park University will be a renowned international leader in providing innovative educational opportunities for learners within the global society.

CourseMK 455 Promotional Policies and Strategies DN
FacultyLane, Frank E.
TitleSenior Instructor
Degrees/CertificatesBS Marketing, Southwest Missouri State University
MA Management & Supervision ,  Central Michigan University
Office LocationNot located on campus
Office HoursOn an appointment basis will meet outside of class time
Daytime PhoneDuring the day leave a voice mail.
Other Phone816-694-2224 call evenings after 5:30 PM or on weekends after 1PM.
Semester DatesOctober 24 to December 16
Class Days----R-- (Thursday)
Class Time5:30 - 9:50 PM
PerquisitesPrinciples of Marketing  BA/MK 351
Credit Hours3

Tom Duncan, Principles of Advertising & IMC w/ AdSim CD-ROM, 2nd edition 2004    McGraw-Hill Irwin:        
ISBN  0-07-295615-1

Textbooks can be purchased though the MBS bookstore

Textbooks can be purchased though the Parkville Bookstore

Course Description:
A study of the specific role of the various promotional mix elements in relation to the overall marketing strategy.  Pre-requisite:  MK351.  3:0:3

Educational Philosophy:
This course is structured around the basic building blocks of creating an MC campaign: researching to determine customer insight, segmenting and targeting, positioning a brand, identifying objectives, developing creative and media strategies, and determining the best way to evaluate and measure the effectiveness of your MC effort.  The format of most class sessions will be a mix of lectures, exercises, student presentations, and classroom discussion of MC issues.  Heavy emphasis will be on ”the real world applications of the material covered in the text and discussed in class.

Learning Outcomes:

1. Explain the IMC planning model, including the role of the internet and interactive media.
2. Explain how companies organize for advertising and aspects of marketing communications.
3. Define the role of consumer behavior in the development of promotional strategies
4. Explain the role of the media in promotion strategy.
5. Discuss strategies and tactics involved in direct marketing.
6. Evaluate the social, ethical and economic aspects of promotional policies.
7. Design and develop a promotional plan for an operational business.

The primary focus of this class is to provide you with a hands-on understanding of the Integrated Marketing Communications concepts.  You will be expected to not only learn about Integrated Marketing Communications from reading and classroom discussion, but also to demonstrate it via preparing and submitting an operational campaign.  

The reason is, to prepare you for career decisions before your finish your degree to assess if this is an path you wish to pursue.

Finally this class will familiarize you with the type of teamwork  required of you in the “real world”, particularly in marketing environments.

Course Assessment:
Class time will be divided into roughly 50%lecture/ discussion, 15% cases, and 35% IMC campaign meetings. Students are expected to have completed the requirements listed in pre-work (homework, readings, assignments, etc.) prior to attending class.

Individual initiative accounts for 80 % of your final grade.  It will be evaluated by your, participation, attendance and performance on three tests.  Tests will ensure that you comprehend the fundamental disciplines that would be required of you in the CM profession.  Two will be multiple choice & fill–in the blank and one will be essay.

Teamwork skill accounts for 20% of your grade.  It will be evaluated by your groups performance and your working with a group of other students to develop and present an IMC campaign.  Presentation will be made during class 7.  The project will be evaluated using the instructor's evaluation of the components of your campaign, The six elements are: research findings; segmenting and targeting, brand positioning, creative direction; media plan, handling of the mechanics of standard English and evaluation and measurement tools.
A complete listing of points for each test, assignment, and project will be handed out during your first class meeting.  Included will be points for weekly participation and perfect attendance.

Late Submission of Course Materials:
Assignment/test not turned in by the end of the scheduled class meeting due will result in a 10% grade reduction and an additional 10% deduction each week late.  If late due to an “excused absence” prior arrangements must be made with the instructor for submission to not be considered late.  If arrangements are not met, submission will be considered late.
At the end of the term any student who has not completed all work will receive an incomplete only if a valid reason exists for an incomplete.  Grades will not be held while waiting for your class requirements. A (90%), B (80%), C (70%) D (60%) F (less than 60%) all based upon total points.  A “Extra Credit” is not available.

Classroom Rules of Conduct:
The student is responsible to contact the instructor for any makeup assignments or tests and their inclusion in the total grade.  Use of cell phones in the classroom is prohibited.  This is a case discussion class and rules of etiquette will be discussed the first meeting.

DateTentative Class ScheduleHomework Assignment
For next meeting:
Meeting - 1
Oct. 27
Orientation – Syllabus & term project – Break into teams
Chapter 1 The Marketing Communication Functions
Chapter 2 Marketing Communication Partners
Chapter 3 Brands & Stakeholder Relationships
Read Chapters 4 & 5
Assigned case
Team assignment
Meeting - 2
Nov. 3
Chapter 4 Integrating the Brand Communication Process
Chapter 5 Customer Brand Decision Making
Read Chapters 6, 7 & 14

Team assignments
Assigned case
Meeting - 3
Nov. 10
Chapter 6  IMC Planning
Chapter 7 Segmenting, Targeting & Positioning
Chapter 14  Consumer Promotional & Packaging
Study for test
Read Chapter 15 & 17
Meeting - 4
Nov. 17
Test–chapters 1-7 & 14
Chapter 15 Channel Marketing & Trade Promotion
Chapter 17 Public Relations & Brand Publicity
Study Chapter 16 & 20
Meeting - 5
Nov. 24 Thanksgiving
Class will not meet, you work assignments below.
Complete take home test
Study Chapter 12 The Internet and Interactivity.
Chapter 16 Personal Selling
Chapter 20 Social, Legal, & Ethical Issues
Assigned case
Team assignment
Read Chapters 18 & 19
Assigned case
Team assignment
Meeting - 6
Dec 1
Chapter 18 Integrated Direct Marketing
Chapter 19 Customer Service, Trade Shows, Events & Sponsorships
Collect take home test
Attendance mandatory for class meeting # 7.
Complete team assignment & presentation
Read Chapter 22
Meeting - 7
Dec 8
Chapter 22 Effectiveness Measurements & Evaluations
Team Presentations and Team IMC Campaign turn in.
Study for test
Complete IMC Campaign
Meeting - 8
Dec 16
Test Chapters 12, 15,17,18,19,& 22Meeting - 1
Oct. 27

Academic Honesty:
Academic integrity is the foundation of the academic community. Because each student has the primary responsibility for being academically honest, students are advised to read and understand all sections of this policy relating to standards of conduct and academic life.   Park University 2005-2006 Undergraduate Catalog Page 85-87

Plagiarism involves the use of quotations without quotation marks, the use of quotations without indication of the source, the use of another's idea without acknowledging the source, the submission of a paper, laboratory report, project, or class assignment (any portion of such) prepared by another person, or incorrect paraphrasing. Park University 2005-2006 Undergraduate Catalog Page 85-87

Attendance Policy:
Instructors are required to maintain attendance records and to report absences via the online attendance reporting system.

  1. The instructor may excuse absences for valid reasons, but missed work must be made up within the semester/term of enrollment.
  2. Work missed through unexcused absences must also be made up within the semester/term of enrollment, but unexcused absences may carry further penalties.
  3. In the event of two consecutive weeks of unexcused absences in a semester/term of enrollment, the student will be administratively withdrawn, resulting in a grade of "WH".
  4. A "Contract for Incomplete" will not be issued to a student who has unexcused or excessive absences recorded for a course.
  5. Students receiving Military Tuition Assistance or Veterans Administration educational benefits must not exceed three unexcused absences in the semester/term of enrollment. Excessive absences will be reported to the appropriate agency and may result in a monetary penalty to the student.
  6. Report of a "F" grade (attendance or academic) resulting from excessive absence for those students who are receiving financial assistance from agencies not mentioned in item 5 above will be reported to the appropriate agency.

Park University 2005-2006 Undergraduate Catalog Page 89
THIS INSTURCTOR'S ADDITIONAL ATTENDANCE POLICY FOR THIS CLASS:  Students are expected to arrive on time and attend the entire class period.  Plan on meeting the FULL time for each session.  Class hours from 5:30pm to 9:50 PM.  Non-attendance requires a legitimate reason such as personal illness, death in the family, or occupational related requirements.  In the event of two consecutive unexcused absences, the instructor will administratively withdraw a student if it is prior to the published drop date.  An incomplete grade will not be granted for lack of attendance or late work

Notify the instructor at least 2 hours before an absence by phone to request being formally excused from class and schedule submission of make-up material.  Attendance may be taken at any time during each class session and also at the end of class to insure accurate attendance records. Three tardies and/or partial attendance (not being present when roll is called or leaving prior to class being dismissed) excused or not excused counts as one class absence.  Any student absent over 2.5 classes meetings will receive a failing grade, whether absences are excused, unexcused or in combination with tardies/partial attendance. (Example:  two absences plus two tardy/partial attendances will receive a failing grade for the term) Extra credit and/or make-up work cannot be substituted for attendance and class participation.

Disability Guidelines:

Park University is committed to meeting the needs of all students that meet the criteria for special assistance. These guidelines are designed to supply directions to students concerning the information necessary to accomplish this goal. It is Park University's policy to comply fully with federal and state law, including Section 504 of the Rehabilitation Act of 1973 and the Americans with Disabilities Act of 1990, regarding students with disabilities. In the case of any inconsistency between these guidelines and federal and/or state law, the provisions of the law will apply. Park University is committed to meeting the needs of all learners that meet the criteria for special assistance. These guidelines are designed to supply directions to learners concerning the information necessary to accomplish this goal. It is Park University's policy to comply fully with federal and state law, including Section 504 of the Rehabilitation Act of 1973 and the American with Disabilities Act of 1990, regarding learners with disabilities and, to the extent of any inconsistency between these guidelines and federal and/or state law, the provisions of the law will apply. Additional information concerning Park University's policies and procedures related to disability can be found on the Park University web page:

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