Syllabus Entrance
Printer Friendly
Email Syllabus

MK 455 Promotional Policies and Strategies
Roehrich, Henry C.


Course Syllabus
          Henry Roehrich
Henry.Roehrich@pirate.park.edu
Office: Bismarck, North Dakota
Office Hours: 8:00 PM - 10:00 PM
Phone: (701) 740-3176

I received a B.S. degree in Business Administration (Marketing) and a B.S. degree in Communication Arts (Radio and TV Broadcasting) from Wayne State College in Nebraska. I received my Master of Science degree in General Administration from Central Michigan University.  I have a Ph.D. in Educational Leadership with a major in Higher Education Administration from the University of North Dakota in Grand Forks.

I am an Associate Professor at the University of Mary in Bismarck, North Dakota.  Also, I am a marketing instructor for Park University at the Grand Forks AFB and on the Internet.  I also teach marketing for the University of North Dakota, Lake Region State College, Mayville State University and Embry-Riddle Aeronautical University. In addition, I am a consultant to Northland Community and Technical College in Minnesota. 

I was in retail management for 19 years at the JCPenney Company. My responsibilities included purchasing and marketing over $3 million dollars of merchandise each year. After I left the company, I then took a position as the Executive Officer for the Grand Forks Realtors following the flood. While working for the Realtors, I was responsible for public relations and marketing along with working with Urban Development in the flood recovery.  I then worked as a program administrator at the Grand Forks AFB for Central Michigan University for six years before taking a faculty position at the University of Mary. 

I can be reached at the following:

Phone -      701-740-3176 after 8:00 PM CST
Email -       henry_roehrich@hotmail.com

It is a pleasure to have each of you in the class and I hope you enjoy the course.

Dr. Roehrich


Park Vision/Mission Statement

Park University Vision

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

Park University Mission

The mission of Park University, a 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.

 
Course Description

A study of the specific role of the various promotional mix elements in relation to the overall marketing strategy. (3 Credit Hours).

 
Overview and Course Goals

Welcome to MK 455 Promotional Policies and Strategies, students, you will be a partner in pioneering higher education. Through "electronic teams," you will work with students miles apart to complete projects and discuss promotional issues in marketing. As your online professor, I will serve as your facilitator and will encourage you to take responsibility for your learning processes.  You will discover how to perform research for your papers and discuss topics using the World Wide Web.

The basic goals of this course are to provide you with the tools that are used for reviewing key marketing concepts and promotional strategies. The student is to understand the critical role of promotional policies and strategies to the overall marketing strategy and how to develop a promotional plan from the results of data analysis in a marketing research effort. The course should help the student develop a deeper understanding of the formulation, implementation, evaluation and control of promotional programs.

Each week, we will focus on promotional policies and strategies, issues, problems, etc., encountered by the marketing professional through our online conferencing discussions; these issues are reinforced and expanded in readings in our text, Advertising and Promotion: An Integrated Marketing Communications Perspective by Belch G. and Belch M., 6th edition. This course is designed to provide the student:

  1. An overview of the promotional planning process.
  2. A view of activities involved in the promotional planning function;
  3. An understanding of the consumer decision making process;
  4. An introduction to the complicated nature of the communication process;
  5. A sensitivity to the implications of cultural diversity and international issues in promotional strategies; and
  6. The ability to conduct market research, sales forecasting, and situational analysis.

The course should help you to develop an insight about decisions relating to promotional planning and policies. Students would be able to recognize situations that arise causing difficulties in promotional planning through a joint "online" effort. I will work to stimulate your interest and learning. However, you will be expected to display initiative and a program of self-study as well.

 
Core Learning Outcomes

After completing the course, you should:

  1. Understand the function of promotional strategy in marketing;
  2. Be aware of the variables that affect the promotional planning process;
  3. Understand the importance of promotional planning in marketing;
  4. Understand the interrelationship between promotion and the other elements in the marketing mix;
  5. Know how to define and solve promotional problems;
  6. Understand how social, governmental, and environmental influences can affect the promotional planning process;
  7. Understand information processing and problem-solving in the consumer decision making process;
  8. Understand the implication of ethical issues in promotional strategy;
  9. Understand barriers to the communication process;
  10. Know how to find secondary and primary data to complete a situational analysis;
  11. Understand the role consumer behavior plays in the objective setting process;
  12. Be familiar with the foundations of budgeting in promotional planning;
  13. Understand alternative advertising approaches and their applicability; and
  14. Be able to develop a general consumer promotion strategy.

Note: Not only should you develop an understanding of the above concepts, but also an ability to apply them in your own personal and business life.

 
Required Texts/Materials

Advertising and Promotion: An Integrated Marketing Communication Perspective, 6th ed., by Belch B. and Belch M. (2004). New York: McGraw-Hill/Irwin.  ISBN 0-07-253676-4

 
Course Policies

A class week is defined as the period of time between Monday and Sunday at 12 PM EST. The first week begins the first day of the semester. Assignments scheduled for completion during a class week should be completed and successfully submitted, by the due date.

Preferred Contact Method:  You may contact me vai email or by cell phone when you need assistance.

Preferred Method for Submitting Assignments:  Please use the Dropbox when asked.  All other work should be submitted via email.

Response Policy I will respond to all questions within 48 hours.

Students are responsible for clicking on the link below and thoroughly reading each Online course policy.  If you have questions about any of these policies, please contact me.

Online Course Policies

 
Grading Policy

I will provide you with ongoing progress reports of your average grade throughout the term. The grading scale is as follows:

 Course Evaluation

 Points

 Midterm Examination

 100 points      16%

 Final Examination

 100 points      16%

 Homework (8 @ 20 points)

 160 points      25%

 Case Conferencing (8 @ 20 points)

 160 points      25%

 Promotional Plan Project

 120 points      18%

 Total Points

 640 points     100%

 Grading Scale

 

 A =

 90 - 100% (576 to 640 points)

 B =

 80 - 89% (512 to 575 points)

 C =

 70 - 79% (448 to 511 points)

 D =

 60 - 69% (384 to 447 points)

 F =

 < 60% (383 or fewer points)

Midterm examination – The midterm test will be posted in the conference threads in Week 4.  The test is open book and open notes and must be completed and e-mailed to the instructor before the end of the 4th week of instruction.

Final examination - An examination will be taken in person during the 8th week of instruction at one of the Park University sites around the country or at an alternative location approved by your Instructor where Park University sites are not available.  It will be the responsibility of the student to arrange for a proctor, by the 6th week of the term, who will be accepted and approved by the instructor. 

Guidelines for selecting an acceptable proctor can be found at the Park University Website.  For proctored examinations, photo identification is required at the time of the test.  A proctor request form will be made available to you during the first week of class so that you can send your requested proctor to me for approval.  Failure to take a final proctored exam (or submit your final project for some online graduate courses) will result in an automatic "F" grade.  Some Graduate Online courses may not require a proctored Final Examination.

Submission of Late Work: Unless there are special circumstances discussed and approved ahead of time by the instructor, grades for late work are deducted 10% each day for up to five days past the due date.  After five days past the due date, the work will not receive any credit.

Proctored final examination - A computerized examination will be taken in a proctored testing environment during the 8th (or 16th) week at one of the Park University sites around the country or at an alternative location.  For proctored examinations, photo identification is required at the time of the test.  Guidelines for selecting an acceptable proctor can be found on the Park University Website. 

Other Information on proctored exams:

  • It will be the responsibility of the student to arrange for a proctor, by the 6th week of the term, who is accepted and approved by the course instructor. 
  • Approval of proctors is the discretion of the Online instructor. 
  • A proctor request form will be made available to you during the first week of class so that you can send your requested proctor to your instructor for approval. 
  • Failure to take a final proctored exam (or submit your final project for some online graduate courses) will result in an automatic "F" grade. 
  • Some Graduate Online courses may not require a proctored Final Examination.

 
Academic Honesty

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. 

Definitions

Academic dishonesty includes committing or the attempt to commit cheating, plagiarism, falsifying academic records, and other acts intentionally designed to provide unfair advantage to the students.

  • Cheating includes, but is not limited to, intentionally giving or receiving unauthorized aid or notes on examinations, papers, laboratory reports, exercises, projects, or class assignments which are intended to be individually completed.  Cheating also includes the unauthorized copying of tests or any other deceit or fraud related to the student's academic conduct.
  • Plagiarism involves the use of quotation 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 assignments (any portion of such) prepared by another person, or incorrect paraphrasing.
  • Falsifying academic records includes, but is not limited to, altering grades or other academic records.
  • Other acts that constitute academic dishonesty include:
    • Stealing, manipulating, or interfering with an academic work of another student or faculty member.
    • Collusion with other students on work to be completed by one student.
    • Lying to or deceiving a faculty member.

Procedure

In the event of alleged academic dishonesty, an Academic Dishonesty Incident Report will be submitted to an Online Academic Director who will then investigate the charge.  Students who engage in academic dishonesty are subject to a range of disciplinary actions, from a failing grade on the assignment or activity in question to expulsion from Park UniversityPark University's academic honesty policy and related procedures can be found in full in the 2004-2005 Park University Undergraduate and Graduate Catalogs.

 
Attendance

Professors are required to keep attendance records and report absences throughout the term. Excused absences can be granted by the instructor for medical reasons, school sponsored activities, and employment-related demands including temporary duty. The student is responsible for completing all missed work.  Any student failing to attend class for two consecutive weeks, without an approved excuse from their instructor, will be administratively withdrawn and notified via email that you have been withdrawn and a grade of "WH" will be recorded.

An attendance report of "P" (present) will be recorded for students who have logged in to the Online classroom at least once during each week of the term.  PLEASE NOTE:  Recording of attendance is not equivalent to participation.  Participation grades will be assigned by each individual instructor according to the criteria in the Grading Policy section of the syllabus.

For more details on Park University on page 100 of the Park University Undergraduate Catalog or page 14 of the Park University Graduate Catalog.

 
Student Resources

McAfee Memorial Library - Online information, links, electronic databases and the Online catalog. Contact the library for further assistance via email or at 800-270-4347.

Park University Online Bookstore - Select "Distance Learning - Graduate," or "Distance Learning Internet," and then click on the appropriate course code (ex. AC 201, PA 501) to see the list of required and optional texts for each course that you are enrolled in. 

Advising - Park University would like to assist you in achieving your educational goals. Your Campus Center Administrator can provide advising to you, please contact them for assistance.  If you need contact information for your Campus Center, click here.

Online Tutoring Services - Park University has arranged for Online students to receive five hours of free access to Online tutoring and academic support through Smarthinking. If you would like Online tutoring, please contact me to receive their recommendation and information on how to access the Online tutoring.

Career Counseling - The Career Development Center (CDC) provides services for all stages of career development.  The mission of the CDC is to provide the career planning tools to ensure a lifetime of career success.

Online Classroom Technical Support - For technical assistance with the Online classroom, email helpdesk@parkonline.org or call the helpdesk at 866-301-PARK (7275).  To see the technical requirements for Online courses, please visit the http://parkonline.org website, and click on the "Technical Requirements" link, and click on "BROWSER Test" to see if your system is ready.

Park Helpdesk - If you have forgotten your OPEN ID or Password, or need assistance with your PirateMail account, please email helpdesk@park.edu or call 800-927-3024.

 
Weekly Coursework

Promotional Plan Project: During the course, the student acting as a brand manager, will develop a promotional plan for a fictitious product.  The promotional plan is due the end of week eight and the final plan will include the following:

Week 2.  The strategy as a brand manager to develop coordination between a sales plan and promotional plan.

Week 3.  A situational analysis including the description of the product, demand, target market,   competition, internal organizational considerations, and where the product is in reference to the product life cycle. 

Week 4.  The market segmentation, target market decision and competitive positioning for the product.

Week 5.  The promotional objectives, pricing strategy selected for the product, and the relationship between promotion and pricing strategy for the product.

Week 6.  The selected approach of promotional appropriation.

Week 7.  Analysis of the mass media resources available and the media strategy selected.

The report should be 6 - 8 pages in length (not including appendices). You will need to post the complete plan in the Dropbox by the end of week eight.

Week 1

Readings: Chapters 1 and 2 

On-Line Discussion Assignment: Post your responses to the assignment in the Discussion Area.  You will choose a specific company and discuss how this firm can use the concept of integrated marketing communications in developing a promotional program for one of its products or services.  You may provide any other comments you wish concerning the assignment.  Also, please post your e-mail address, along with a brief work and/or educational background to the Discussion Area.

Homework: Answer any two discussion questions at the end of each chapter assigned for week 1 and post the homework to the Dropbox by the end of the week.


Week 2

Readings: Chapters 3 and 4

On-Line Discussion Assignment: Post your responses to the assignment in the Discussion Area.  Find an example of a company who has switched advertising agencies recently.  Your research should focus on determining the reasons the company decided to change agencies and their rationale for choosing their new agency.  You may provide any other comments you wish concerning the assignment. 

Homework: Answer any two discussion questions at the end of each chapter assigned for week 2 and post the homework to the Dropbox by the end of the week.

Promotional Plan Project: Submit in the Dropbox to the instructor the section of the promotional plan project that describes a strategy by the brand manager to develop the coordination between a sales plan and promotional plan.


Week 3

Readings: Chapters 5 and 6 

On-Line Discussion Assignment: Post your responses to the assignment in the Discussion Area. Choose a print ad from the newspaper or a magazine and evaluate them using the various elements of the basic communications model presented in this chapter. You may provide any other comments you wish concerning the assignment. 

Homework: Answer any two discussion questions at the end of each chapter assigned for week 3 and post the homework to the Dropbox by the end of the week.

Promotional Plan Project: Submit in the Dropbox the section of the promotional plan project that describes the situational analysis including the description of the product, demand, target market, competition, internal organizational considerations, and where the product is in reference to the product life cycle.


Week 4

Readings: Chapters 7 and 8

On-Line Discussion Assignment: Post your responses to the assignment in the Discussion Area.  The assignment addresses creativity in advertising. You may provide any other comments you wish.    

Homework: Answer any two discussion questions at the end of each chapter assigned for week 4 and post the homework to the Dropbox by the end of the week. 

Midterm Test: The midterm test is located in the Discussion Area in Week 4.  The test will need to be completed online before the end of the week.

Promotional Plan Project: Submit in the Dropbox to the instructor the section of the promotional plan project that describes the market segmentation, target market decision, and competitive positioning for the product.


Week 5

Readings: Chapters 9 and 10 

On-Line Discussion Assignment: Post your responses to the assignment in the Discussion Area evaluating the promotional techniques by car dealers. You may provide any other comments you wish. 

Homework: Answer any two discussion questions at the end of each chapter assigned for week 5 and post the homework to the DropBox by the end of the week.

Promotional Plan Project: Submit in the Dropbox to the instructor the section of the promotional plan project determining the promotional objectives, pricing strategy selected for the product, and the relationship between promotion and pricing strategy for the product.


Week 6

Readings: Chapters 11 and 12

On-Line Discussion Assignment: Post your responses to the assignment in the Discussion Area on television advertising.  You may provide any other comments you wish.

Homework: Answer any two discussion questions at the end of each chapter assigned for week 6 and post the homework to the Dropbox by the end of the week.

Promotional Plan Project: Submit in the Dropbox to the instructor the section of the promotional plan 
project describing the selected approach of promotional appropriation.

Week 7

Readings: Chapters 13 and 14

On-Line Discussion Assignment: Post your responses to the assignment in the Discussion Area on stealth marketing.  You may provide any other comments you wish.  This assignment is due at the end of week 8.

Homework: Answer any two discussion questions at the end of each chapter assigned for week 7 and post the homework to the Dropbox by the end of the week.

Promotional Plan Project:  Submit to the instructor in the Dropbox the final section describing analysis of the mass media resources available and the media strategy selected.

Student Survey: It is very important that we hear from you concerning your suggestions for improving our course. Please complete the student survey this week.


Week 8

Readings: Chapters 16   

On-Line Discussion Assignment: Post your responses to the assignment in the Discussion Area.  The assignment addresses how sales promotion can be used to contribute to the development of brand equity. You may provide any other comments you wish.  

Homework: Answer any two discussion questions at the end of the chapter assigned for week 8 and post the homework to the Dropbox by the end of the week.

Promotional Plan Project: Submit to the instructor the Dropbox the completed promotional plan.

Final Exam: The final exam is closed book and no notes.  The final exam must be taken in person before the end of the week at one of the Park University sites around the country or at an alternative location approved by the University where Park University sites are not available. It will be the responsibility of the student to arrange for a proctor who will be accepted and approved by the instructor.  Guidelines for selecting an acceptable proctor can be found at the Park University Website.