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MK 455 Promotional Policies & Strat
Lewis, Leslie Hugh


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 & Strat

Semester

U1A 2011 BE

Faculty

Lewis, Leslie Hugh

Title

Senior Instructor Management/Marketing/HR

Degrees/Certificates

Graduate Studies UT Austin McComb Grad School of Business
MBA Management Systems Univesity of North Texas       MEd HRD University of Texas at Austin
BBA Economics/Finance and Management Baylor University     BS Social Psychology Park University                                                   AAS Electronics ACC

Office Location

RM 209 Austin Center

Office Hours

4-10pm MW

Daytime Phone

512.251.4061 Home

E-Mail

leslie.lewis@park.edu

Semester Dates

Jun 6 -Jul 31, 2011

Class Days

-M-W---

Class Time

5:10 - 7:50 PM

Prerequisites

None

Credit Hours

3


Textbook:

 

ISBN: 9780538473323

Advertising and Integrated Brand Promotion

Author:

O'Guinn, Thomas

Edition/Copyright:

6TH 12

Publisher:

South-Western Publishing Co.

Type:

Hardback

ISBN-10:

0-538-47332-0

ISBN-13:

978-0-538-47332-3

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 11: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 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/.


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 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.

  Instructor Learning Outcomes

  1. 1.Describe the function of promotional strategy in marketing;
  2. 2.Identify the variables that affect the promotional planning process;
  3. 3.Explain the importance of promotional planning in marketing
  4. 4. To evaluate the aspects concerning the social, ethical, and economic aspects of
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 or you can research the topic on the Internet and elsewhere for the chapter and present the discussion and the PP. The researched approach will be worth an extra 10% on your grade for your Student Chapter Presentation.

4. CLASS PARTICIPATION:
Discussion policy: Students will receive 130 points 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 promotional marketing articles and active promotional marketing campaign items they find for class discussion.  


Grading:
 

  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         25% (250 pts)
Final Examination/core      30% (300)
Research Paper                20% (200)
Chapter Presentations     12% (120)
Attendance/Participation   13%  (130)
                                     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 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:
 

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 www.park.edu/piratemail and activate it.  Please check your email every day.

Course Topic/Dates/Assignments:
 

Week

Date

Topics

Pre-Reading

1 

06/06

Syllabus,   

Chp. 1  

1 

06/08

Chp. 2, 3  

2 

06/13

,  

Chp. 4,  

2 

06/15

Chp. 5

3 

06/20

Chp. 6,   

3 

06/22 

Chp.7,  8

4 

06/27

Chp. 9 

4 

06/29 

Midterm Exam –Chapters 1-10

Chp 10

5 

07/4

Chp. 11, 12  

5 

07/06

Chp. 13  

6 

07/11

Chp. 14 

6 

07/13

Chp. 15, 16  

7 

07/18

Chp. 17  

7 

07/20

Chp. 18  

8 

07/25

Final Exam Chapters 10-18 

8 

07/27

Presentations continuation.  

 

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.

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 .

Additional Information:
 

Rubric



   
       
           
           
           
           
           
       
       
           
           
           
           
           
       
       
           
           
           
           
           
       
       
           
           
           
           
           
       
       
           
           
           
           
           
       
       
           
           
           
           
           
       
       
           
           
           
           
           
       
       
           
           
           
           
           
       
   

           

Competency


           

           

Exceeds Expectation (3)


           

           

Meets Expectation (2)


           

           

Does Not Meet Expectation (1)


           

           

No Evidence (0)


           

           

Evaluation                                                                                                                                                                                                                                                 

           Outcomes

           2,5, 6                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                               


           

           

The student's case analysis demonstrates the student's ability to analyze six or more alternative solutions.  The student will choose what they consider best alternative for solving the case and show how to implement their one best alternative. 


           

           

The student's case analysis demonstrates the student's ability to analyze four or five alternative solutions that will solve the case.  The student will pick their best alternative for solving the case. 


           

           

The case analysis demonstrates the student's ability to analyze two or three alternative solutions.  The student will pick an alternative for solving the case. 


           

           

The case analysis does not show the student's ability to analyze alternative solutions. 


           

           

Synthesis                                                                                                                                                                                                                                                  

           Outcomes

           1,2,3                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                


           

           

The student's case analysis demonstrates the student's ability to synthesize information from the case and from at least six other professional sources. 


           

           

The student's case analysis demonstrates his/her ability to synthesize information from the case and from four or five professional sources. 


           

           

The case analysis demonstrates the student's ability to synthesize information from the case and from three professional sources. 


           

           

The case analysis fails to demonstrate the student's ability to synthesize information from the case. 


           

           

Analysis                                                                                                                                                                                                                                                   

           Outcomes

           1,2,5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                


           

           

The student's case analysis demonstrates the student's ability to identify and analyze six or more alternative solutions that could potentially solve the case. 


           

           

The case analysis demonstrates the student's ability to identify and analyze four or five alternative solutions that could solve the case. 


           

           

The case analysis demonstrates the student's ability to identify and analyze two or three alternative solutions.  The student will pick an alternative for solving the case. 


           

           

The student's case analysis does not analyze alternative solutions and just retells the details of the case. 


           

           

Application                                                                                                                                                                                                                                                

           Outcomes

           1,2,3,5                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              


           

           

The case analysis demonstrates the student's ability to apply marketing principles. 


           

           

The case analysis demonstrates the student's ability to apply marketing principles in a basic way. 


           

           

The case analysis shows the student's ability to apply a few marketing principles. 


           

           

The case analysis not show the student's ability to apply the marketing terms. 


           

           

Content of Communication                                                                                                                                                                                                                                   

           Outcomes

           1,2,3,4                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              


           

           

Correctly demonstrates a comprehensive understanding of marketing terminology. 


           

           

The student demonstrates a basic understanding of marketing terminology.  One or two errors in terminology are acceptable. 


           

           

The student often demonstrates a basic understanding of marketing terminology.  Three or four errors are noted. 


           

           

The student does not show a basic understanding of the terminology of marketing.  Five or more errors are noted. 


           

           

Disciplinary Competency                                                                                                                                                                                                                                    

           Outcomes

           3,4,5,6                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                              


           

           

The case analysis shows excellent knowledge of marketing and includes four or more examples of correct marketing terminology. 


           

           

The case analysis shows good knowledge of marketing and includes three examples of correct marketing terminology. 


           

           

The case analysis shows basic knowledge of marketing and includes two examples of correct marketing terminology. 


           

           

The case analysis does not show basic knowledge of marketing and includes one or fewer examples of correct marketing terminology. 


           

           

Disciplinary Competency                                                                                                                                                                                                                                    

           Outcomes

           1,2                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                  


           

           

The case analysis shows excellent knowledge of the marketing management functions and the marketing mix. 


           

           

The case analysis shows good knowledge of the marketing functions and the marketing mix. 


           

           

The case analysis shows basic knowledge of the marketing functions and the marketing mix. 


           

           

The case analysis does not show basic knowledge of the marketing functions and the marketing mix. 


           

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Last Updated:5/10/2011 8:06:05 AM