MK455 Promotional Policies & Strat

for F2J 2006

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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.


MK 455 Promotional Policies and Strategies


F2J 2006 DN


Lane, Frank E.


Senior Instructor


BS Marketing, Missouri State University
MA Management & Supervision, Central Michigan University

Office Location

Not located on campus

Office Hours

On an appointment basis will meet outside of class time

Daytime Phone

During the day leave a voice mail.

Other Phone

816-694-2224 call evenings after 6:30 PM or on weekends after 1PM.


Only Park Email will be used for this class

Semester Dates

October 23 to December 15, 2006

Class Days


Class Time

5:30 - 9:50 PM


Principles of Marketing  BA/MK 351

Credit Hours



Advertising and Promotion: An Integrated Marketing Communication Perspective, 7th ed., by Belch B. and Belch M. (2006). New York: McGraw-Hill/Irwin.  ISBN 0-07-325596-3


Note:  This is a new edition just released within the past two months.  Web address listed under other resources

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:
You will need to reseach the company your Promotional Plan will be concerned with along with the industry and marketplace.

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.
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.
Park Helpdesk - If you have forgotten your OPEN ID or Password, or need assistance with your PirateMail account, please email or call 800-927-3024
Resources for Current Students - A great place to look for all kinds of information

Course Description:
A study of the specific role of the various promotional mix elements in relation to the overall marketing strategy. PREREQUISITE: MK 351. 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 placed on”the real world applications of the material covered in the text and discussed in class. 


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 and assess if this is a career 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.


  Instructor 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.
Class Assessment:

Class time will be divided into roughly 50% lecture/ discussion, 15% cases, and 35% IMC agency 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.  Three tests will ensure that you comprehend the fundamental disciplines that would be required of you in the profession. The first two tests will be multiple choice & short answer.  The third and final  with a third being essay.

Teamwork skill accounts for 20% of your grade.  It will be evaluated by your agency's performance and your working with other student(s) to develop and present an IMC campaign. You will have weekly meetings during class and email weekly status reports by Noon Saturday.  Authoring this campaign will require considerable outside research, creativity and graphics.  A presentation will be made during class 8.  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. (Note: depending on class size, this could turn into an individual project.)

Total points for the class 1,000.  Breakdown: term project 200 pts., first  test 250 pts., second test 150 pts,  final test 300 pts., *and participation and assignments 100 pts . 


*  NOTE: You must pass the closed book/closed note written final examination with a passing score of (60%+) to pass the class, reguardless points earned on other work.




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.

Course Topic/Dates/Assignments:
Realize this is a Thursday night class that runs into the Thanksgiving Holiday. Class will meet on Thanksgiving per school policy or a alternative found after the class forms. All rules for attendance will apply for Thanksgiving or rescheduled meeting.


Tentative Class Schedule (less cases awaiting from publisher)

Next Meeting Assignments:

Meeting - 1
Oct. 26

Orientation – Syllabus & term project – Break into agencies
Chapter 1 Introduction
Chapter 2 Role of IMC
Chapter 3 Roles of Agencies
IMC Agency Team Building Meeting  

Study Chapters 4,5,& 6
Agency email Noon Saturday

Meeting - 2
Nov. 2

Chapter 4 Perspectives on Consumer Behavior
Chapter 5 Communication Process
Chapter 6   Source, Message and Communication Factors
IMC Agency Campaign Meeting

Study  Chapters 6, 7 & 14
Team assignments
Assigned case

Meeting - 3
Nov. 9

Chapter 7 Objectives & Budgeting for Promotional Program
Chapter 8 Planning and Development
Chapter 9 Implementation & Evaluation
IMC Agency Campaign Meeting

Study for test
Study Chapters 12 & 13
Agency email Noon Sat.

Meeting - 4
Nov. 16

First Test
Chapter 12 Print Media
Chapter 13 Support Media Class will meet
IMC Agency Campaign Meeting

Study Chapter 14 & 15
Agency email Noon Sat.

Meeting - 5
Nov. 23 Thanksgiving*

Class will meet as scheduled*
Chapter 14 Direct Marketing
Chapter 15 The Internet and Interactive
IMC Agency Meeting

Study Chapters 16 & 17
Study for test
Agency email Noon Sat.

Meeting - 6
Nov 30

Second Test  
Chapter 16 Sales Promotion
Chapter 17 Public Relations & Brand Publicity
IMC Agency Campaign Meeting

Study Chapters 18 & 19
Agency email Noon Sat.

Complete IMC Campaign

Meeting - 7
Dec 7

Chapter 18 Personal Selling
Chapter19  Measuring the Effectiveness of the Promotional Program,
Turn In IMC Campaign (written & digital)

Study for test
Prepare Presentation

Meeting - 8
Dec 14

Instructor Return IMC Campaign

Complete instructor evaluation


Note:  If a 2/3 majority of the class can come to a consensus to move to a different evening providing space is available, Meeting 5 may be rescheduled.


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 2006-2007 Undergraduate Catalog Page 87-89

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 2006-2007 Undergraduate Catalog Page 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 "W".
  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 2006-2007 Undergraduate Catalog Page 89-90

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. 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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Last Updated:10/18/2006 9:47:02 PM