MK 455 Promotional Policies & Strategies
SP 2012 HO
Venable, William R.III
Assistant Professor of Marketing and Management
MBA - Marketing and Finance; RockhurstMPA - Organization Behavior; UMKCBS - Journalism; Kansas
Library - 416H
Tue and Thur 8 - 10:00; and by appointment
1/16 - 5/11/2012
11:35 - 12:50 MA 306
MK 351 - Principles of Marketing
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Instructor Learning Outcomes
Pct of Grade
Weekly Class Participation
Quizzes and/or Team Projects
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.
No Cell phones!!! No texting!!!
PART I: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY.
Quiz 1 – Society and Culture
PART II: ANALYZING THE ENVIRONMENT FOR ADVERTISING AND INTEGRATED BRAND PROMOTION.
Quiz 2 – Market Research
PART III: THE CREATIVE PROCESS.
Quiz 4 - Creativity
PART IV: PLACING THE MESSAGE IN CONVENTIONAL AND "NEW" MEDIA.
PART V: INTEGRATED BRAND PROMOTION.
Quiz 5 - Branding
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UNDERGRADUATE CORE ASSESSMENT
PROMOTION PLAN ASSIGNMENT
Your major class project for the semester is to develop an advertising and promotional plan for an original product of your own design and imagination. The promotional plan is due the end of week fourteen.
The final report should consist of a well-integrated and carefully documented proposal that presents strategies, creative platform, media schedule, estimated expenses and possibly research that may be required for your product or service.
The paper provides an opportunity for you to apply the course materials to the project where you will assess its advertising, publicity and sales promotion needs. You will make recommendations for a target audience, communications goals, and the strategies to attain those goals and grades will be based on the rationales you provide as to why those recommended directions should be followed. The term paper will be your application of the course materials so the guidelines for doing each part of the paper will be developed as we work on various areas of class materials. As we go over each section of communications decisions in class, you should be working on that section of the paper.
Write the report as if it is being written for senior management. The maximum length of the text of the final paper is a total of ten double-spaced pages (title page, table of contents and reference lists are not part of the ten pages). Be complete but concise. In addition to pure content you should be concerned with how well the paper reads. When in doubt, quote opinions directly and cite factual information from secondary sources properly.
You must give the reference citations for all assertions originating from somewhere other than the confines of your cranium. You also need to be wary of yours sources.
The internet, while a wealth of opinions and statements, is not an authoritative resource since anyone can freely distribute all sorts of garbage without any oversight, review or analysis. Opinions, rumors and conspiracy theories abound. Newspapers and news magazines give current information, but they, too, have their limitations. Research reports in academic journals present all materials for scientific peer reviews, but even then, since the topics are controversial, interpretations can vary from the same data. Your analysis must not make the mistake of over generalizing from questionable resources and you must be able to distinguish facts from opinions in assessing the issue. Remember, an opinion does not become a fact simply because you can cite someone who says it!! For example, if you come across a prediction that "the GNP will grow at an average rate of 5% per year for the next three years," you must cite the source. And even with the citation, it is still just someone's opinion.
APA formatting standards apply. I do expect many reference citations for outside resources, but keep in mind our main concern here is your assessment of the audience and the potential purchasers.
Description of the Core Assessment Instrument: Promotional Campaign Project
The Core Assessment for MK 455 is the development of a promotional campaign for an imaginary product or service of the student’s choice. The project involves research and analysis or the target market and the creation of multiple deliverables and mediums. The student must deliver at least one print ad and at least two additional media options (TV, radio, cable, internet, magazine, etc.). Previous campaigns have included travel and cruise lines, new degree programs, cell phones, and casinos.
This assessment is designed to assess primarily Core Learning Outcomes 1, 3, and 4 and will make up 20% of the course grade.
Does Not Meet Expectations
1. Analyze how ethical considerations affect the development of promtional campaigns.
The ad campaign conveys a message with facts about the product or service that are creative and original.
The message about the product or service is clear to the target market. All major elements of the ad campaign reflect the facts about the product or service.
The ad campaign conveys a message with facts about the product or service that are reflective of some creativity and originality, but more in line with what is seen in the current market.
The message about the product or service is somewhat inconsistent to the target market. Many major elements of the ad reflect the facts about the product or service.
No originality and the ideas looked like they are directly copied from other ads.
Few parts of the campaign reflect facts about the product or service.
No clear message is evident, and campaign is messy and incomplete, barely started, or quickly put together.
3. Explain the concept of integrated brand promotion and the role advertising plays in the promotional strategy process.
The construction and appearance of the campaign are well written in standard English and are appropriate for the chosen presentational strategies.
The construction and appearance of the campaign are written in standard English and are somewhat appropriate for the chosen presentational strategies.
There are multiple obvious errors in design and content. Spelling and grammar errors are evident throughout the campaign.
4. Develop a basic promotional strategy and campaign.
Analysis & Evaluation
Project is neat; colors and layout match; planning is evident; correct spelling and grammar are used; the project was completed on time.
The project was completed on time.
The student correctly demonstrates a comprehensive understanding of advertising terminology.
Project is neat; colors and layout with few inconsistencies; well planned with minimal errors; correct spelling and grammar are used.
The student demonstrates a basic understanding of advertising terminology. One or two errors in terminology are acceptable.
Did not deliver a campaign consistent with achievement of the core learning outcomes of the course.
The project was not completed on time.
The student often demonstrates a basic understanding of advertising terminology.
Three or four errors are noted.
Last Updated:1/10/2012 7:33:53 AM