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
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 on ”the real world applications of the material covered in the text and discussed in class.
The primary objective 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 practice it via the creation of a campaign.
Second, to prepare you for career decisions before your finish your degree and if this career you wish to pursue.
Third to familiarize you with the type of teamwork required of you in the “real world”, particularly in marketing environments.
Class time will be divided into roughly 3/4 lecture, 1/4 analyze sample cases & discussion and critique on assignments / term project. 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. Tests will ensure that you comprehend the fundamental disciplines that would be required of you in the CM profession. Two will be multiple choice & fill–in the blank and one will be essay.
Teamwork skill accounts for 20% of your grade. It will be evaluated by your groups performance and your working with a group of other students to develop and present an IMC campaign. Presentation will be made during class 7. 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.
A complete listing of points for each test, assignment, and project will be handed out during your first class meeting. Included will be points for weekly participation and perfect attendance.
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.
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 2004-2005 Undergraduate Catalog Page 101
Instructors are required to maintain attendance records and to report absences via the online attendance reporting system.
Park University 2004-2005 Undergraduate Catalog Page 100
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 .
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