MK455 Promotional Policies & Strat

for S1A 2008

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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 & Strat


S1A 2008 BE


Lewis, Les


Assistant Professor of Management/HR


Post Grad Courses McComb School of Business University of Texas
MBA Management University of North Texas
BBA Economics and Management Baylor University

Office Location

Austin Center Campus Rm 108

Office Hours

MW 1 pm - 10 pm

Daytime Phone

512-385-7275 during office hours

Other Phone

512-836-5421 Leave Message


Web Page

Semester Dates

Jan. 14 to Mar. 09, 2008

Class Days


Class Time

5:10 - 7:50 PM



Credit Hours


Belch/Belch Advertising and Promotion 6th edition

Textbooks can be purchased through the Parkville Bookstore

Additional Resources:

Austin Center

The resource room is located in room 213 in the Austin Center.  It is open from 8:00 am until 10:pm Monday through Thursday and Friday till noon.  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 printer. USE IT.

 Advertising Age, Harvard Business Review; The Economist, Wall Street Journal, Forbes, Fortune, Business Week;, marketing and selling journals; marketing and selling magazines; current newspapers, Web articles, professional publications, etc

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: 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 miss 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.

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 need to bring to class current international marketing articles and active international marketing campaign items they find for class discussion.  

1. Develop a complete view of promotional strategy from a managerial-point of view.
2. To understand the IMC planning model. 
    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.


The grading scale for this class is:
1000-900 = A
899+-800 = B
799+-700 = C
699+-600= D
Below 600 = F

   Assignments will be given the following weights:
Midterm Examination         30% (300 pts)
Final Examination/core      30% (300)
Research Paper                20% (200)
Chapter Presentations     12% (120)
Attendance/Participation   8%  (80)
                                     100% (1000)

The course grade for students will be based on the overall average of homework and tests taken during the course in accordance with the weighting of the various requirements as stated in the syllabus.

All final exams in all School of Business and Management courses will be comprehensive and will be closed book and closed notes. They will constitute 30% of the total course grade and will not be a take-home exam. They will be completed during the test week in the period designated by the registrar or by the Proctor in the case online courses. 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 Dean of the School of Business and Management.

Late Submission of Course Materials:

Exam make up:  If students miss an exam, they will have one week to take a makeup exam returning to class.  The second (final) exam, however, must be made up within 24 hours of the assigned date or an F will be given for the exam.

If students miss the date turning in the research paper or presentations, the grade will be reduced one letter grade per day.

Classroom Rules of Conduct:

1. Professional conduct expected. The lecture relies on the fact that you have read the assigned material and have completed any assignment relating to it.

2. a.  No interruption while learners are discussing and/or asking questions. 
    b.  Class starts at the published time and attendance will be taken.  No  Exceptions! 
    c.  Homework is due on the date given, not after. 
    d.  You must be present for all presentations and exams!
3. No cell phones, Please!
4.   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 and activate it.  Please check your email every day.

Course Topic/Dates/Assignments:
To be posted on eCompanion page by 3 Jan. 2008

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 2007-2008 Undergraduate Catalog Page 85-86

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 2007-2008 Undergraduate Catalog Page 85

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.
  3. Work missed through unexcused absences must also be made up within the semester/term of enrollment, but unexcused absences may carry further penalties.
  4. 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 "F".
  5. A "Contract for Incomplete" will not be issued to a student who has unexcused or excessive absences recorded for a course.
  6. 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.
  7. 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 2007-2008 Undergraduate Catalog Page 87-88

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: .

Additional Information:

I  am Les Lewis and I will be your facilitator for this term in MG 420, Labor Relations. As an educator my experience covers thirty years of adult education. I have twenty years at Park University as adjunct and currently as full time faculty at the Austin Center. I have also taught at St. Edwards University, Concordia University, Texas State University, and Austin Community College.

My industrial experience which spans 40 years includes positions in senior management, marketing, operations, manufacturing, financial analysis, program controls, and project management. All the firms have been “high tech” Fortune 500 and Fortune 100 firms. The organizations include Texas Instruments, Xerox, Tracor (BAE), Lockheed Martin, and Applied Materials. Most of these firms have been involved in DOD activities and all are involved in international business.

 Additionally, my wife and I, as well as our two sons have degrees from Park.

So welcome aboard. Now let's have fun AND learn.



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

Last Updated:12/15/2007 11:35:42 AM