MK455 Promotional Policies & Strat

for S1J 2013

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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.


MK 455 Promotional Policies & Strat


S1J 2013 IN


Florence, Robert K.


Adjunct faculty


BA-Communication/Journalism-Drury (College) University
MEd-Education-William Woods University

Office Location

Not on campus

Office Hours

On appointment basis, will meet outside of class time

Daytime Phone


Other Phone



Semester Dates

January 14- March 10, 2013

Class Days


Class Time

5:30 - 9:50 PM


Principles of Marketing MK 351

Credit Hours


Advertising and Promotions, ninth edition, by George Belch & Michael Belch, McGraw-Hill Irwin, ISBN 978-0-07-340486-8

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 or call 800-927-3024
Resources for Current Students - A great place to look for all kinds of information

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:
The facilitator's educational philosophy is one of interactiveness based on textbook lectures, discussions, examinations, internet exploration, current events and projects.  The facilitator will engage each learner in what is referred to as disputatious learning to encourage the lively exploration of ideas, issues and contradictions.  The main focus of this course will be the study of Integrated Marketing Communication and how it relates to promotional activities of a marketing plan.  The student will also get "real-world" exposure in the creation and evaluation of promotional projects. In addition to marketing, the facilitator will also aid the learners in building other skills such as critical thinking and communication.

  Instructor Learning Outcomes

  1. "Hands on" understanding of Integrated Marketing Communication concepts
  2. Appreciate the role of the media in relation to promotions
  3. Distinguish between various types of marketing strategies & trends
  4. Examine the rising popularity of social networking as it relates to marketing
Class Assessment:
Student assessment is crucial to any course.  Assessment will be conducted through various ways including individual & group projects and examinations.  Outcomes for the class will be assessed through the following assignments.  These are projected activities and are subject to change as the term progresses.  Activities include: examinations, textbook readings, discussions, presentations, projects and current events study.


Grading is based on the standards set by the university as applied to individual performance using a cumulative point scale.  All written portions of projects are to be typed and double spaced. They should form to a style manual and use appropriate citations to avoid plagiarism.  Avoid language that is not inclusive, sexist and problematic. Current events should have sources cited.  Homework can be handwritten.
Grade scale:
A-90% to 100%
B-80% to 89%
C-70% to 79%
D-60% to 69%
F-59% and below

Items/points/percents are:
Chapter test I
100 points
Chapter test II
100 points
Final exam (comprehensive)
300 points
Direct mail project
100 points
Print project 
100 points
Radio project
100 points
TV project
100 points
Internet/Social Network project
100 points
Random homework and/or other class activities (may be assigned when deemed appropriate by the instructor)
Total 1,000 points 

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 homework will be accepted as deemed appropriate by the instructor.  If a student has to be absent, prior arrangements should be made.  The student will need to e-mail the assignment to the instructor by the due date.  Any student who fails to complete and submit a major assignment will most likely receive a lower overall grade and might even fail the course.  Incomplete and make-up exams are rarely given except in the case of a legitimate, verifiable emergency.
At the end of the term, any student who has not completed the work will receive an incomplete only if a valid reason exists.  Extra credit is rarely given.

Classroom Rules of Conduct:
Students are to be respectful of the instructor and each other.  Class disruptions of any kind will not be tolerated.  Do not disrupt or distract people who are giving presentations. The student is responsible to contact the instructor for any makeup assignments, tests and other projects.  Use of cell phones in the classroom is prohibited.  The rules of etiquette will be discussed the first meeting.

Course Topic/Dates/Assignments:

1/17- Introductions, orientation of spring I term, basic marketing review, view "Media Literacy" video, Chapters 1, 2 & 3 lecture and discussion
Homework-read chapters 4, 5, 6 & 7, choose product/service
1/24-Chapters 4, 5, 6 & 7 lecture and discussion, chapter review, prepare direct mail campaign
Homework - prepare for exam I, read chapters 8 & 9, prepare direct mail campaign
1/31- Exam I, chapters 8 & 9 lecture and discussion, present direct mail campaign, prepare print campaign
Homework - read chapters 10, 11 & 12, prepare print promotion
2/7- Chapters 10, 11 & 12 lecture and discussion, present print campaign, prepare radio campaign
Homework- read chapters 13, 14, 15 & 16, prepare radio promotion
2/14 -Chapters 13, 14, 15 & 16 lecture and discussion, chapter review, present radio campaign, prepare TV campaign
Homework- Prepare for exam II, prepare TV promotion
2/21-Exam II, Chapters 17, 18 lecture and discussion, present TV promotion, begin internet promotion 
Homework read chapters 19, 20, 21 & 22, prepare internet/social networking promotion
2/28-Chapters 19, 20, 21 & 22 lecture and discussion, chapter review
Homework - prepare for final exam, prepare for internet/social networking promotion
3/7-Final (comprehensive) exam, present internet/social networking promotion

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 ( or Park University 2011-2012 Undergraduate Catalog Page 95-96
Cheating will not be tolerated and can lead to course failure and/or other actions according to the standards set by the university. Academic dishonesty also includes committing or attempting to commit falsifying academic records, stealing, manipulating, interfering, collusion and lying.

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 95
Plagiarism will not be tolerated and can lead to course failure and/or other actions according to the standards set by the university.

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 98
Students are expected to attend each class, from beginning to end.  Students cannot satisfy the course requirements without regular and consistent attendance.  It is not the responsibility of the instructor to drop students from class, if they choose not to attend.  Although, the instructor will administratively withdraw a student after two consecutive unexcused absences. The instructor will make the final determination regarding the acceptability of excuses. Tardies, partial attendance and leaving class early on a continual basis will also effect a student's attendance record. This policy is applied to all students, even if ones absences lead to a lower grade for the course.  While in class, students are expected to participate in class discussions and other activities. Students are expected to be in class during all oral presentations. Extra credit and/or make-up work cannot be substituted for attendence and class participation.

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: .
Please make the facilitator aware of any needed accommondations the first class meeting.


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Last Updated:12/12/2012 12:47:52 PM