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MK 455 Promotional Policies and Strategies
Lewis, Leslie H.


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.

Course

MK 455 Promotional Policies and Strategies

Semester

U1A 2006 BE

Faculty

Lewis, Les

Title

Assistant Professor

Degrees/Certificates

MBA Management Systems University of North Texas
BBA Economics and Mangement Baylor University
BS Social Psychology Park University

Office Location

Austin Center Room 108

Office Hours

M W 1-5pm

Daytime Phone

512-385-7275

Other Phone

512-836-5421 Leave a message

E-Mail

leslie.lewis@park.edu

theaustinprof@yahoo.com

Semester Dates

June 5, 2006 to July 30, 2006

Class Days

-M-W---

Class Time

8:00 - 10:40 PM

Prerequisites

MK351

Credit Hours

3


Textbook:
Belch & Belch Introduction to Advertising and Promotion, 6th edition,  
Irwin, 2004.  ISBN  0072866144

Textbooks can be purchased though the MBS bookstore

Textbooks can be purchased though the Parkville Bookstore

Additional Resources:
Supplementary reading in marketing, advertising, and promotional periodicals, Internet sites, principle of marketing text, and other publications as assigned. Review the offerings in our Resource Center on the second floor.


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:
I develop each class with the idea that “We are all Life Time Learners” and that adults learn better if they are part of the learning process itself.  In order to succeed in this course, the student must first and foremost participate each week in class.  The facilitator's educational philosophy is one of interactiveness based on the assumption that the student must conscientiously prepare for class by reading the text prior to participation.  The student must satisfactorily complete all examinations, term paper, and homework which is developed to emphasis the course's Core Learning Outcomes. All methods of teaching are designed to transfer new material by clarifying and emphasizing subject areas presented in the text, current news topics, and experiences.

Class Assessment:
1. There will be two exams given during the semester and will be made up of  essay questions.  If students misses the first exam, they will have 3 days to take a makeup exam after returning to class.  The second (final) exam however, an “F” will be given unless the office approves the excuse for missing the exam.  The student will need to provide a doctor's excuse, a note from work, or other documentation.  If permission is granted, the student MUST get an appointment during week 8 from the office to get a time to take this proctored final exam.  An appointment is also necessary to take the final exam early during week 8.

2. Research project/presentation: Students are required to turn in a research report of not less that 6-8 pages (typewritten) in a research paper format.  A report publication guideline used by this instructor is MLA, Park's standard.  An oral presentation to the class, not to exceed 15 minutes, of the case's high points and solution is also required for each student.  The project should be within the sphere of a specific promotional strategy and approved by the instructor.  The topic of the research preferably will be on a promotional strategy for a real product or a product you would like to develop.  You need a minimum of two references from printed material other that your text and two references from the Internet showing that the problems you found or the solutions you recommended are not unique to this business.  This paper/project topic is due as assigned by the instructor by the 3th class period of the term.

3. Student Chapter Presentation: To enable the student to become conversant with the subject matter in the text and to perfect their presentation skills.  Each student will prepare and present two chapters from the text (not to exceed 55 minutes) this includes a brief outline, which is to be handed out to the class.  A chapter presentation evaluation form is shown at the end of the syllabus.  The chapter outline for the class should include the chapter's learning objectives.  The chapter will be one of the two chapters discussed in each class.  I will present the remaining chapter scheduled for that class.  Chapter choice must be made by the 3rd class period.  Student chapter presentations will begin on the 4th class period.

4. CLASS PARTICIPATION:
Discussion policy: Students will receive .8 points or ½ point per class for participation in class discussions.  Only timely and relevant discussion will be evaluated positively.  A lack of participation in class and case discussions will lead the instructor to conclude the student is not prepared to participate and could have a negative effect on the student's participation grade.  Students are encouraged to bring to class current international marketing articles and active international marketing campaign items they find for class discussion.  

5. A special assignment to discuss the course's Core Objectives.

COURSE LEARNING OBJECTIVES:  
1. Develop a complete view of promotional strategy from a managerial-point of view.
2. To understand the IMC planning model.
2. Define terms and identify methods in developing and implementing effective advertising and promotional strategies.
3. Know the various decision areas under each element of the marketing mix.
4. To understand how companies organize for advertising and aspects of marketing communications.
5. Focus on the fact that promotion is the communication function of marketing.
6. To understand the role of consumer behavior in the development of promotional strategies.
7. To understand how companies organize the communications function.
8 Promote managerial thinking from a marketing concept verses a selling orientation.
9. Examine promotional strategies in the context of current national and international  markets as well as the economic environment.
10. To recognize the value of setting specific objectives for promotion.
11.     To understand the key term and processes in media planning.
12.     To understand the role of the media in promotion strategy.
13.     To know the strategies and tactic involved in direct marketing.
14.     To know the role of the Internet and interactive media in an IMC program.
15 Hone the students' skills in the tools of promotion that include advertising, personal selling, reseller support, publicity, and sales promotion.
16. To evaluate the aspects concerning the social, ethical, and economic aspects of promotional policies.

Grading:
The grading scale for this class is:
100-90 = A
89+-80 = B
79+-70 = C
69+-60 = D
Below 60 = F

   Assignments will be given the following weights:
Midterm Examination  30%
Final Examination/core  30%
Research Paper          20%
Chapter Presentations  12%
Attendance/Participation   8%
                        100%

Late Submission of Course Materials:
If students miss the first exam, they will have 1 class period to take a makeup exam after returning to class.  The second (final) exam however, an “F” will be given unless the office approves the excuse for missing the exam.  The student will need to provide a doctor's excuse, a note from work, or other documentation.  If permission is granted, the student MUST get an appointment during week 8 from the office to get a time to take this proctored final exam.  An appointment is also necessary to take the final exam early during week 8.

Reports and presentation will incur a reduction of 10 points per day for reports and 10 points per class session for presentations.

Classroom Rules of Conduct:
The degree of concentration, material covered and specific methodology to be utilized in each area will be determined by the amount of classroom time available. Methods used to achieve these learning objectives will include lecture, reports, self-study, and most importantly, class discussion and student participation.  All methods of teaching are designed to transfer new material by clarifying and emphasizing subject areas presented in the text.  The lecture relies on the fact that you have read the assigned material and have completed any assignment relating to it.  The student is grades in each class for participation (see assessment).

Student Communications:  Remember that all cell phones and alpha and digital pagers must be turned off.  Use your devices outside the building.
  Also, the official method of communications between the university and students at Park is Pirate Email.  Each of you has an account.  If you have not activated your account, go to www.park.edu/piratemail.  Please check your mail every day.

Course Topic/Dates/Assignments:
1         6-5      Course introduction, chapter 1
 2    6-7      Chapter 2, 3 & 22
 3         6-12     Chapters 4, 5 (chapter
                    presentations   start) (topic due)
 4         6-14     Chapters 6, 7
 5         6-19     chapters 8, class cases
 6         6-21     Chapters 9, 10
 7         6-26     Chapters 11, class cases
 8         6-28     TEST 1 Chapters 1-11
 9         7-3      Chapters 12, 13
10         7-5      Chapters 14, 15
11         7-10     Chapters 16, 17
12         7-12     Chapters 18, 19
13         7-17     Chapter 20, 21 & Research paper due
14         7-19     Chapters 22, class cases
15         7-24     Test II (must be taken on this date)
16         7-26     Presentations and written class case

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:
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

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: http://www.park.edu/disability .

Additional Information:

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.

 

Concordia University Library. Park students can use the resources of Concordia University Library located at I-35 and 32nd.  You will need your Park ID.

 

Austin Campus Resource Room . The resource room is located in room 210 in the Austin Center.  It is opened 8 am to 10 pm on Monday through Thursday.  The room has a wide selection of current business and academic journals, magazines and a limited number of subject related videos, texts, and books.  The room also has three PCs with an Internet connection and a printer.


 

 

 

 

 

 

GOOD LUCK AND GOOD LEARNING!        

 

Les

Copyright:

This material is copyright and can not be reused without author permission.

Last Updated:4/20/2006 7:00:41 PM