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MK 455 Promotional Policies and Strategies
Roehrich, Henry C.


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

S2T 2007 DL

Faculty

Roehrich, Henry C.

Title

Adjunct Faculty

Degrees/Certificates

B.S. Business Administration (Marketing), B.S. Communication Arts (Radio/TV Broadcasting)
MSA General Administration
Ph.D. Educational Leadership (Higher Education and Administration)

Office Location

Bismarck, North Dakota

Office Hours

9:00 PM - 10:00 PM CST  Monday - Thursday

Other Phone

(701) 330-6753 after 9:00 PM CST

E-Mail

henry.roehrich@pirate.park.edu

henry_roehrich@hotmail.com

Semester Dates

March 19 - May 13, 2007

Class Days

TBA

Class Time

TBA

Credit Hours

3


Textbook:

Required Text: , Advertising and Promotion: An Integrated Communications Perspective, 
 Author: Belch G. & Belch M.,  7th ed. 2006, ISBN: 0-07325596-3

Textbooks can be purchased through the MBS bookstore

Textbooks can be purchased through the Parkville Bookstore

Additional 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.
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 helpdesk@park.edu or call 800-927-3024
Resources for Current Students - A great place to look for all kinds of information http://www.park.edu/Current/.
Advising - Park University would like to assist you in achieving your educational goals. Please contact your Campus Center for advising or enrollment adjustment information.
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.
FAQ's for Online Students - You might find the answer to your questions here.


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:

The facilitator will engage each learner in order to encourage the lively exploration of ideas, issues and contradictions.

  Instructor Learning Outcomes

  1. Describe the function of promotional strategy in marketing;
  2. Identify the variables that affect the promotional planning process;
  3. Explain the importance of promotional planning in marketing; and
  4. Explain the interrelationship between promotion and the other elements in the marketing mix.
Class Assessment:

The class assessment will include weekly reading assignments, individual project, case studies, homework, conference participation, and a proctored final exam.

Grading:

Grading:

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

 200 points       20%

 Final Examination

 200 points       20%

 Homework (8 @ 30 points)

 240 points       24%

 Case Conferencing (8 @ 30 points)

 240 points       24%

 Promotional Plan Project

 120 points       12%

 Total Points

 1000 points    100%

 

 Grading Scale

 

 A =

 90 - 100% (900 to 1000 points)

 B =

 80 - 89% (800 to 899 points)

 C =

 70 - 79% (700 to 799 points)

 D =

 60 - 69% (600 to 699 points)

 F =

 < 60% (599 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 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.  The final exam will count at least 20% of the grade, and will be closed book/closed note; the student must score 60% of better on the final to pass the class, regardless of other work.

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.

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.

All final exams will be comprehensive and will be closed book and closed notes.  If calculators are allowed, they will not be multifunctional electronic devices that include features such as: phones, cameras, instant messaging, pagers, and so forth.  Electronic Computers will not be allowed on final exams unless an exception is made by the Associate Dean.

The Proctored final exam for online courses must be passed with a grade of 60% or higher in order to pass the course regardless of the overall average.  The grade for students who pass the proctored final will be based on the overall average of homework and tests taken during the course.  The proctored final exam must address only material which the student has been taught in class.

Late Submission of Course Materials:
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.

Classroom Rules of Conduct:

Ground Rules for On-line Participation

  1. Students should use E-Mail for private messages to the instructor and other students. The Class Discussion thread is for public discussion.
  2. Students are expected to complete four hours per week of conferencing or other appropriate on-line activities, including sending/receiving E-mail and navigating and conducting research over the World Wide Web.
  3. All students will participate in conference discussions. Conventions of "on-line etiquette," which include courtesy to all users, will be observed.
  4. Students may get assistance with computer-related problems through the instructor.
  5. Students must submit all work in a Word file attached to their e-mail message. They should routinely check to assure their computer and the files are virus free.
  6. Assigned papers may be submitted via the postal service or fax only if arrangements are made with the instructor beforehand.

Course Topic/Dates/Assignments:

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.
 

 

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:
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.
ONLINE NOTE: 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. Recording of attendance is not equivalent to participation. Participation grades will be assigned by each instructor according to the criteria in the Grading Policy section of the syllabus.

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

Copyright:

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

Last Updated:3/8/2007 4:41:38 PM