MK 455 Promotional Policies & Strat
F2J 2011 DN
Lane, Frank E.
BS Marketing, Missouri State UniversityMA Management & Supervision, Central Michigan University
Not located on campus
Retired- may call my phone from 9AM to 9PM
October 17- December12
5:30 - 9:50 PM Thursdays - Meeting 6 meets online using E College
Principles of Marketing BA/MK 351
Textbook: Advertising and Promotion: An Integrated Marketing Communication Perspective, 8th ed., by Belch B. and Belch M. (2009). New York: McGraw-Hill/Irwin. ISBN 978-0-07-338109-1.
Textbooks can be purchased through the MBS bookstore
Textbooks can be purchased through the Parkville Bookstore
Additional Resources: You will need to research the company your Promotional Plan will be concerned with along with the industry and marketplace.
E college site will contain all power points and handouts the week prior to the first meeting under the "Doc Sharing" tab. The grade book will also be housed under that tab. We will also be using it for drop boxes, and internal class email.
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 firstname.lastname@example.org or call 800-927-3024Resources for Current Students - A great place to look for all kinds of information http://www.park.edu/Current/.
Educational Philosophy: 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 placed on the real world applications of the material covered in the text and discussed in class. The primary focus of this class 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 demonstrate it via preparing and submitting an operational campaign.
The reason is, to prepare you for career decisions before your finish your degree and assess if this is a career path you wish to pursue.
Finally this class will familiarize you with the type of teamwork required of you in the “real world”, particularly in marketing environments.
Instructor Learning Outcomes
Grading: Individual initiative accounts for 80 % of your final grade. It will be evaluated by your, participation, attendance and performance on three tests. Three tests will ensure that you comprehend the fundamental disciplines that would be required of you in the profession. The two tests will be multiple choice & short answer and one essay.
Teamwork skill accounts for 20% of your grade. It will be evaluated by your agency's performance and your individual working with other student(s) to develop and present an IMC campaign. You will have weekly meetings during class and email weekly status reports by Noon Saturday. Authoring this campaign will require considerable outside research, creativity and graphics. A presentation will be made during class 8. 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. Included is a peer evaluation component from the members on your team. (Note: depending on class size, this could turn into an individual project.)
Total points for the class 1,000. Breakdown: term project 200 pts., first test 250 pts., second test 150 pts, final test 300 pts., and participation and assignments 100 pts.
A complete point system schedule will be covered during your first class meeting. A (90%), B (80%), C (70%) D (60%) F (less than 60%) - all based upon total points. "Extra Credit" is not available.
Grades will not be held while waiting for your class requirements. At the end of the term, any student who has not completed all work will only receive an "incomplete" if a valid reason exists and there are unusual circumstances to consider.
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.
Tentative Class Schedule
Next Meeting Assignments:
Meeting - 1
Orientation – Syllabus & term project – Break into agencies
Chapter 1 Introduction
Chapter 2 Role of IMC
Chapter 3 Roles of Agencies
IMC Agency Team Building Meeting
Study Chapters 4,5,& 6
Agency email Noon Saturday
Meeting - 2
Chapter 4 Perspectives on Consumer Behavior
Chapter 5 Communication Process
Chapter 6 Source, Message and Communication Factors
IMC Agency Campaign Meeting
Study Chapters 6, 7 & 14
Meeting - 3
Chapter 7 Objectives & Budgeting for Promotional Program
Chapter 8 Planning and Development
Chapter 9 Implementation & Evaluation
IMC Agency Campaign Meeting
Study for test
Study Chapters 12 & 13
Agency email Noon Sat.
Meeting - 4
Chapter 12 Print Media
Chapter 13 Support Media Class will meet
IMC Agency Campaign Meeting
Study Chapter 14 & 15
Agency email Noon Sat.
Meeting - 5
Chapter 14 Direct Marketing
Chapter 15 The Internet and Interactive
IMC Agency Meeting
Study Chapters 16 & 17
No agency email
Meeting - 6
E College Class-Replaces meeting
Thursday Nov 24 Thanksgiving evening
Class will use E College Online discussion and take 2nd test per E college. All assignments due by Friday Nov 25.
Chapter 16 Sales Promotion
Chapter 17 Public Relations & Brand Publicity
Study Chapters 18 & 19
Complete team project
Meeting - 7
Chapter 18 Personal Selling
Chapter19 Measuring the Effectiveness of the Promotional Program,
Turn In IMC Campaign (written & digital)
Study for test
Meeting - 8
Instructor Returns IMC Campaign
Complete instructor evaluation
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 2011-2012 Undergraduate Catalog Page 93
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 2011-2012 Undergraduate Catalog Page 93
Attendance Policy:Instructors are required to maintain attendance records and to report absences via the online attendance reporting system.
Park University 2011-2012 Undergraduate Catalog Page 96Example: two absences plus two tardy/partial attendances will receive a failing grade for the term) Extra credit and/or make-up work cannot be substituted for attendance and class participation.
An incomplete grade will not be granted for lack of attendance or late work
Requesting an excused absence requires you call the instructor at least 3 hours before the absence by phone with a legitimate reason such as personal illness, death in the family, or occupational related requirements. At that time be prepared to discuss scheduling submission of assignments due before the next class. (See Late Submission)
Attendance may be taken at any time during each class session and also at the end of class to insure accurate attendance records. Three tardies and/or partial attendance (not being present when roll is called or leaving prior to class being dismissed) excused or not excused counts as one class absence.
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 .
Last Updated:9/5/2011 5:04:55 PM