MK455 Promotional Policies & Strat

for S2A 2005

Printer Friendly

(Spring II, 2005)
A syllabus is tangible evidence of the goals, learning objectives, instructional activities, and performance requirements of a specific course. While the syllabus is typically seen as a contract between the instructor and students concerning the nature and guidelines of a course, syllabi are also used to examine the relationship of a course within the broader curriculum. As such, in addition to facilitating communication between the instructor and student, syllabi are utilized by administrators, institutions, and accreditation agencies to document the role and effectiveness of a specific course. The purpose of a syllabus can be divided into three different functions: practical, theoretical, and institutional.


COURSE DESCRIPTOR: COURSE DESCRIPTOR: The study of the concepts and
methodology in analyzing, planning, and implementing effective promotional policies and strategies.
Typically, this strategy will result in a controlled integrated program of communication methods and materials designed to present an organization and its products to prospective customers and thus contribute to long-run profit performance organization of the firm.

COURSE TITLE: “Promotional Policies and Strategies”



TITLE OF FACULTY MEMBER: Associate Professor


FACULTY OFFICE HOURS: 1 pm to 5 pm Monday & Wednesday

Home 512-836-5421 (leave message)




DATES OF THE SEMESTER/TERM: Mar. 14 – May 8, 2005

ADD/DROP PERIOD: Mar. 14 to Mar. 21, 2005


CLASS SESSIONS DAYS: Monday & Wednesday

CLASS SESSION TIME 8:00 pm to 10:30 pm

CLASS MEETING PLACE: Austin Campus Center




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.

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

FACULTY’S EDUCATIONAL PHILOSOPHY: I will serve as your facilitator and will work with you to take responsibility for your learning processes and work. You will learn how to perform research for your case studies and discussion topics using the World Wide Web and your text. I develop my classes with the assumption 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 be in class for all meetings. The student must conscientiously prepare for class by reading the text prior to class. Taking notes on the reading will also be to the student's benefit. The student should be prepared to answer questions and solve problems in class. The student must also satisfactorily complete all examinations and homework in the class. 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. We can take this learning and find situation to apply the new knowledge.

This course is an upper level course covering specific topics concerning the study of, Promotional Policies and Strategies giving special attention to the major challenges and paradigm shifts facing today's marketing management environment. Although academics is an important aspect of understanding principles of organizational behavior, the application of theories acquired form the material is the most important benefit.

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.

Advertising and Promotion, Belch and Belch, Sixth Ed. 2004, McGraw-Hill, New York, NY.
ISBN 0-07-286614-4

Supplemental Resource Materials List
Supplementary reading in marketing, advertising, and promotional periodicals, Internet sites, principle of marketing text, and other publications as assigned.


Grading Policy
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.

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 is due as assigned by the instructor by the 5th class period of the term.

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 a chapter from the text (not to exceed 55 minutes) this includes a brief outline, which is to be handed out to the class. 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.

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. Also, you can earn 2 points for no absences or 1 point for only one absence during the term.


Class Number Date Assignment

1 Course introduction, Chapter 1
2 Chapter 2, 3 (read 22 for reference)
3 Chapters 4, 5 (chapter presentations start)
4 Chapters 6, 7 (topic due)
5 Chapters 8
6 Chapters 9, 10
7 Chapters 11
8 TEST 1 Chapters 1-11
9 Chapters 12, 13
10 Chapters 14, 15
11 Chapters 16, 17
12 Chapters 18, 19
13 Chapter 20, 21
14 Chapters 22
15 Test II & Projects due
16 Project Presentations

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 30%
Research Paper 20%
Chapter Presentations 12%
Attendance/Participation 8%

ACADEMIC HONESTY: “Academic Honesty is required of all members of a learning community. Hence, Park will not tolerate cheating or plagiarism on tests, examinations, papers or other course assignments. Students who engage in such dishonesty may be given failing grades or expelled from Park.”

PLAGIARISM: Plagiarism—the appropriation or imitation of the language or ideas of another person and presenting them as one’s original work—sometimes occurs through carelessness or ignorance. Students who are uncertain about proper documentation of sources should consult their instructors.” Just give credit when credit is due. It is better than an “F”.

ATTENDANCE POLICY: Instructors are required to keep attendance records and report absences. The instructor may excuse absences for cogent reasons, but missed work must be made up within the term of enrollment. Work missed through unexcused absences must also be made up within the term of enrollment, but unexcused absences may carry further penalties. In the event of four consecutive unexcused absences in a term of enrollment, the student will be administratively withdrawn, resulting in a grade of “F”. An Incomplete will not be issued to a student who has unexcused or excessive absences recorded for a course. Students receiving Military Tuition Assistance (TA) or Veterans Administration (VA) educational benefits must not exceed three unexcused absences in the term of enrollment. Excessive absences will be reported to the appropriate agency and may result in a monetary penalty to the student. Reports of F grade (attendance or academic) resulting from excessive absence for students receiving financial assistance from agencies not mentioned above will be reported to the appropriate agency.

If students miss the first exam, they will have 1 week to take a makeup exam after returning to class. The second (final) exam, however, must be made up within 24 hours of the assigned date or an incomplete or F will be given for the exam.
Reports and presentation will incur a reduction of 10 points per day for reports and 10 points per class session for presentations.

In order to succeed in this course, the student must first and foremost be in class for all meetings. The student must conscientiously prepare for class by reading the text prior to class. Taking notes on the reading would also be to the student's benefit. The student must be prepared to answer questions and solve problems in class.

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, cases, videos, 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. Class interaction is where much knowledge is obtained through a process called Action Learning.

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 American with Disabilities Act of 1990, regarding students 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:


McAfee Memorial Library:
From the Website of Park University's McAfee Memorial Library, students can access a number of electronic databases, search the University's online catalog, and link to other Internet search sites organized by content (business, humanities, etc.).

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.

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

REMEMBER: This instructor is here to assist you during this learning experience. Do not forget that I have been in your shoes so please do not hesitate to ask questions at any time if you need help on any aspect of this course during the term.