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MK 455 Promotional Policies & Strat
Adams, Pamela N.


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 & Strategies

Semester

U1T 2011 DL

Faculty

Pamela Adams

Title

Assistant Professor of Marketing / Adjunct Faculty

Degrees/Certificates

BS Business Management University of Alabama
MBA Samford University

Office Location

Virtual

Office Hours

Virtual

Daytime Phone

206.350.2498

E-Mail

pamela.adams@park.edu

padams3@aol.com

Semester Dates

Summer 2011

Class Days

TBA

Class Time

TBA

Credit Hours

3


Textbook:

Advertising and Promotion: An Integrated Marketing Communication Perspective
8th ed.,  [not the International Version]
Belch B. and Belch M.
2009
McGraw-Hill/Irwin
ISBN 0-07-338109-8

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:
MK455 Promotional Policies and Strategies: 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 base my teaching on the idea that my role as a teacher is to act as a guide and facilitator of learning, to be a source of knowledge (there are many other sources of knowledge), and to provide a challenging and supportive learning environment for students who are willing to learn. An important aspect of my role as a teacher involves setting standards of achievement for my students, assessing their progress based on those standards, and providing feedback that will help them learn. I reward students who demonstrate responsibility for their learning, who engage in critical and analytical thinking, and who seek answers to their questions by searching sources other than the standard course materials.

Class Assessment:

After completing the course, you should:

  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;
  4. Explain the interrelationship between promotion and the other elements in the marketing mix;
  5. Define and solve promotional problems;
  6. Describe how social, governmental, and environmental influences can affect the promotional planning process;
  7. Explain information processing and problem-solving in the consumer decision making process;
  8. Describe the implication of ethical issues in promotional strategy;
  9. Identify barriers to the communication process;
  10. Select secondary and primary data to complete a situational analysis;
  11. Describe the role consumer behavior plays in the objective setting process;
  12. Identify the foundations of budgeting in promotional planning;
  13. Analyze alternative advertising approaches and their applicability; and
  14. Develop a general consumer promotion strategy.

Note: Not only should you develop an understanding of the above concepts, but also an ability to apply them in your own personal and business life.

Grading:

Grading:

Course Evaluation

Points

%

Midterm Examination

160

16%

Final Examination

200

20%

Weekly Practice Quizzes:

160

16%

Discussion Questions

( 8 weeks)

200

20%

Promotion Plan Project

( 2 weeks)

280

28%

Total Points

1000

100%

Please note: the final exam will count at least 20% of the grade, and will be closed book/closed note.

I do not do regrades.

All initial discussion postings and all other written work must be formatted according to APA formatting standards. All initial discussion question postings must have references.

There are many valuable websites online to assist you. See docsharing and webliography portions of the classroom.

All assignments must be properly formatted per APA formatting standards.

Online Discussions -- A number of discussion questions will be posted weekly in a topic titled "Online Discussion Questions for Week #." Each student is required to answer that posted discussion question.  You need to develop a complete answer and post it in the thread. The Discussion Board posting and the two comments must be posted separately. Each participation comment must be at least 100 words in length.  I suggest the 2x2 matrix to comment, i.e. two things that the responding student liked the most about the posting and two things the student posting the original assignment either could have included to improve and/or were erroneously included in the posting. Posting response should focus on content and applicability to the topic. Your initial discussion posting must have properly formatted references.

The final exam will count 20% of the grade, and will be closed book/closed note.

Grading:

A:

90%

or

more

B:

80%

to

89%

C:

70%

to

79%

D:

60%

to

69%

F:

Less

than

60%

The grading system is based on percentage of total points available as listed in the Class Assessment section of the syllabus.

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.

Written Work

All written work must be formatted according to APA formatting standards. This means initial response on the discussion board  and your promotional plan.  

There are many valuable websites online to assist you.

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 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.

Late Submission of Course Materials:

Late papers are not accepted for credit. No exceptions.

I do not do regrades.

Classroom Rules of Conduct:
See the PARK POLICIES

Course Topic/Dates/Assignments:

Welcome to MK 455 Promotional Policies and Strategies, students, you will be a partner in pioneering higher education. As your online professor, I will serve as your facilitator and will encourage you to take responsibility for your learning processes.  You will discover how to perform research for your papers and discuss topics using the World Wide Web.

The basic goals of this course are to provide you with the tools that are used for reviewing key marketing concepts and promotional strategies. The student is to understand the critical role of promotional policies and strategies to the overall marketing strategy and how to develop a promotional plan from the results of data analysis in a marketing research effort. The course should help the student develop a deeper understanding of the formulation, implementation, evaluation and control of promotional programs.

Promotional Plan Project: During the course, the student acting as a brand manager will develop a promotional plan for a fictitious product. PS. if you don't know what this word means, please look it up.  The promotional plan is due the end of week seven, however, please get started right away.

Week 2.  Start thinking about your promotional plan project.

Week 3. Start working on your plan that describes a strategy by the brand manager to develop the coordination between a sales plan and promotional plan. The communication process is an important element for this section of the plan.  Department meetings, newsletters, and interdepartment communications can be effective in the coordination between the sales and promotional departments.   In addition, describe 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. 

Be thinking about the market segmentation, target market decision, and competitive positioning for the product.

Week 4.  Submit in the Dropbox to the instructor the section of the promotional plan project

1. that describes a strategy by the brand manager to develop the coordination between a sales plan and promotional plan as well as  

2. 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. 

3. determining the market segmentation, target market decision, and competitive positioning for the product.

4. In addition, determine the promotional objectives,

5. pricing strategy selected for the product,

This section should be approximately three to four pages in length.

Week 5.  Continue in your planning.  Be sure and discuss in detail, the relationship between promotion and pricing strategy for the product. Be thinking about the promotional plan project describing the selected approach of promotional appropriation.  Discussion of budgets is in the text. For example, the top-down methods include the affordable method, arbitrary allocation, percentage of sales, competitive parity, and return on investment (ROI).  The build-up approaches include objective and task, payout planning and quantitative models.  Discussion of budgets is in the text. For example, the top-down methods include the affordable method, arbitrary allocation, percentage of sales, competitive parity, and return on investment (ROI).  The build-up approaches include objective and task, payout planning and quantitative models.  This section should be approximately three to four  pages in length.

Week 6: Continue working on your promotional plan. In addition,  describe your analysis of the mass media resources available and the media strategy selected.

Week 7 :Submit to the instructor the Dropbox the completed promotional plan. The promotional plan needs to consist of the following
sections:

Section 1  The strategy as a brand manager to develop coordination between a sales plan and promotional plan.

Section 2  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. 

Section 3  The market segmentation, target market decision and competitive positioning for the product.

Section 4  The promotional objectives, pricing strategy selected for the product, and the relationship between promotion and pricing strategy for the product.

Section 5  The selected approach of promotional appropriation.

Section 6  Analysis of the mass media resources available and the media strategy selected.

The report should be 6 - 8 pages in length (not including title page, etc.). You will need to post the complete plan in the Dropbox by the end of week seven. Make any changes that I suggested in your feedback.

Thank you for your effort in developing the plan.

In addition to your Discussion Question posting, I expect two (2) substantive comments each week. Each comment must be at least 100 words in length. You must use the 2x2 matrix to comment, i.e. two things that the responding student liked the most about the posting and two things the student posting the original assignment either could have included to improve and/or were erroneously included in the posting. Posting response should focus on content and applicability to the topic. ‘I agree’ and ‘good job’ are not substantive.

Each week, we will focus on promotional policies and strategies, issues, problems, etc., encountered by the marketing professional through our online conferencing discussions; these issues are reinforced and expanded in readings in our text, Advertising and Promotion: An Integrated Marketing Communications Perspective by Belch G. and Belch M. This course is designed to provide the student:

1.    An overview of the promotional planning process.

2.    A view of activities involved in the promotional planning function;

3.    An understanding of the consumer decision making process;

4.    An introduction to the complicated nature of the communication process;

5.    A sensitivity to the implications of cultural diversity and international issues in promotional strategies; and

6.    The ability to conduct market research, sales forecasting, and situational analysis.

The course should help you to develop an insight about decisions relating to promotional planning and policies. Students would be able to recognize situations that arise causing difficulties in promotional planning through a joint "online" effort. I will work to stimulate your interest and learning. However, you will be expected to display initiative and a program of self-study as well.

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.   Also, please post your e-mail address, along with a brief work and/or educational background to the Discussion Area.

Quizzes: A list of review questions will be provided for each week. The questions are a combination of multiple choice, true/false and/or fill in the blank for the weekly chapter readings. The questions will be answered online and you will receive the answers for review.


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. 

Quizzes: A list of review questions will be provided for each week. The questions are a combination of multiple choice, true/false and/or fill in the blank for the weekly chapter readings. The questions will be answered online and you will receive the answers for review.

Promotional Plan Project: Start thinking about your promotional plan project.

 

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. 

Quizzes: A list of review questions will be provided for each week. The questions are a combination of multiple choice, true/false and/or fill in the blank for the weekly chapter readings. The questions will be answered online and you will receive the answers for review.

Promotional Plan Project: Start writing your promotional plan.

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. 

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

1. that describes a strategy by the brand manager to develop the coordination between a sales plan and promotional plan as well as  

2. 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. 

3. determining the market segmentation, target market decision, and competitive positioning for the product.

4. In addition, determine the promotional objectives,

5. pricing strategy selected 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.

Quizzes: A list of review questions will be provided for each week. The questions are a combination of multiple choice, true/false and/or fill in the blank for the weekly chapter readings. The questions will be answered online and you will receive the answers for review.

Promotional Plan Project: Week 5.  Be working on the second part of this most important project.


Week 6

Readings: Chapters 11 and 12

On-Line Discussion Assignment: Post your responses to the assignment in the Discussion Area on television advertising. 

Quizzes: A list of review questions will be provided for each week. The questions are a combination of multiple choice, true/false and/or fill in the blank for the weekly chapter readings. The questions will be answered online and you will receive the answers for review.

Promotional Plan Project: Continue in your planning. In addition,  describe your analysis of the mass media resources available and the media strategy selected.

 

Week 7

Readings: Chapters 13 and 14

On-Line Discussion Assignment: Post your responses to the assignment in the Discussion Area on stealth marketing. 

Quizzes: A list of review questions will be provided for each week. The questions are a combination of multiple choice, true/false and/or fill in the blank for the weekly chapter readings. The questions will be answered online and you will receive the answers for review.

Promotional Plan Project:  Week 7.  Submit to the instructor in the Dropbox the completed promotional plan project.

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. 

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 students and faculty members are encouraged to take advantage of the University resources available for learning about academic honesty (www.park.edu/current or http://www.park.edu/faculty/).from Park University 2010-2011 Undergraduate Catalog Page 92

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. from Park University 2010-2011 Undergraduate Catalog Page 92-93

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 "F".
  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 2010-2011 Undergraduate Catalog Page 95-96

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 .

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Last Updated:5/25/2011 4:07:52 PM