MK455 Promotional Policies & Strat

for SP 2012


Printer Friendly

Mission Statement: Park University provides access to a quality higher education experience that prepares a diverse community of learners to think critically, communicate effectively, demonstrate a global perspective and engage in lifelong learning and service to others.

Vision Statement: Park University, a pioneering institution of higher learning since 1875, will provide leadership in quality, innovative education for a diversity of learners who will excel in their professional and personal service to the global community.


Course

MK 455 Promotional Policies & Strategies

Semester

SP 2012 HO

Faculty

Venable, William R.III

Title

Assistant Professor of Marketing and Management

Degrees/Certificates

MBA - Marketing and Finance; Rockhurst
MPA - Organization Behavior; UMKC
BS - Journalism; Kansas

Office Location

Library - 416H

Office Hours

Tue and Thur  8 - 10:00; and by appointment

Daytime Phone

816-584-6851

E-Mail

william.venable@park.edu

Semester Dates

1/16 - 5/11/2012

Class Days

TR

Class Time

11:35 - 12:50 MA 306

Prerequisites

MK 351 - Principles of Marketing

Credit Hours

3


Textbook:




Advertising and Integrated Brand Promotion, 6th Edition

Thomas O'Guinn - University of Wisconsin-Madison
Chris Allen - University of Cincinnati
Richard J. Semenik - Montana State University - Bozeman

ISBN-10: 0538473320 ISBN-13: 9780538473323

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/.


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

  Instructor Learning Outcomes

  1. Describe the function of promotional strategy in marketing
  2. Explain the importance of promotional planning in marketing
  3. Explore the interrelationship between promotion and the other elements in the marketing mix
  4. Identify the foundations of budgeting in promotional planning
  5. Analyze alternative advertising approaches and their applicability
  6. Describe the implication of ethical issues in promotional strategy
  7. Evaluate social, governmental, and environmental influences and their effect on the promotional planning process
  8. Describe the role consumer behavior plays in the objective setting process
  9. Explain information processing and problem-solving in the consumer decision making process
  10. Identify barriers to the communication process
Class Assessment:

 

Item

Quantity

Points

Total Points

Pct of Grade

Weekly Class Participation

15

10

150

15%

Quizzes and/or Team Projects

10

15

150

15%

Midterm Exam

1

200

200

20%

Promotional Plan

1

200

200

20%

Final Exam

1

300

300

30%

1000

100%

Grading:

Grade

Minimum

 

Maximum

Low Points

High Points

A:

90%

or

more

900

1000

B:

80%

to

89%

800

899

C:

70%

to

79%

700

799

D:

60%

to

69%

600

699

F:

Less

than

59%

0

599

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.

Classroom Rules of Conduct:

No Cell phones!!! No texting!!!

Course Topic/Dates/Assignments:

 

Week

Topic

1

PART I: ADVERTISING AND INTEGRATED BRAND PROMOTION IN BUSINESS AND SOCIETY.

  1. The World of Advertising and Integrated Brand Promotion.

2

  1. The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media and Support Organizations.

Quiz 1 – Society and Culture

3

  1. The History of Advertising and Brand Promotion.
  1. Social, Ethical, and Regulatory Aspects of Advertising and Promotion.

4

PART II: ANALYZING THE ENVIRONMENT FOR ADVERTISING AND INTEGRATED BRAND PROMOTION.

5

  1. Advertising, Integrated Brand Promotion, and Consumer Behavior.
  1. Market Segmentation, Positioning, and the Value Proposition.

6

Quiz 2 – Market Research

  1. Advertising and Promotion Research.

7

  1. Planning Advertising and Integrated Brand Promotion.

8

Midterm Exam

9

Spring Break

10

PART III: THE CREATIVE PROCESS.

  1. Managing Creativity in Advertising and Integrated Brand Promotion.

11

  1. Creative Message Strategy.

Quiz 4 - Creativity

12

  1. Executing the Creative.

13

PART IV: PLACING THE MESSAGE IN CONVENTIONAL AND "NEW" MEDIA.

  1. Media Planning Essentials.
  1. Media Planning: Newspapers, Magazines, Television, and Radio.
  1. Media Planning: Advertising and IBP in Digital/Interactive Media

14

PART V: INTEGRATED BRAND PROMOTION.

  1. Sales Promotion, Point-of-Purchase Advertising, and Support Media.
  1. Event Sponsorship, Product Placements, and Branded Entertainment.

15

Quiz 5 - Branding

  1. Integrating Direct Marketing and Personal Selling.
  1. Public Relations, Influencer Marketing, and Corporate Advertising.

16

Final Exam

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.

  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 2011-2012 Undergraduate Catalog Page 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:

 


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.


UNDERGRADUATE CORE ASSESSMENT RUBRIC (CAR)
 


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.




   
       
           
           
           
           
           
       
       
           
           
           
           
           
       
       
           
           
           
           
           
       
       
           
           
           
           
           
       
   

           

Learning Outcomes


           

           

CLO


           

           
Exceeds

           Expectations

           

(3)


           

 


           

           

Meets

           Expectations


           

(2)


           

           

Does Not Meet Expectations


           

(1)


           

           

1. Analyze how ethical considerations affect the development of promtional campaigns.


           

           

Whole Artifact


           

           

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.


           

           

Application


           

           

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 project was completed on time.


           

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.


           

Copyright:

This material is protected by copyright and can not be reused without author permission.

Last Updated:1/10/2012 7:33:53 AM