MK455 Promotional Policies & Strat

for SP 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


SP 2013 HO


Creek, Julie


Assistant Professor International Business (Visiting)


PhD Candidate (ABD) Northcentral University Business Administration/International Business
Masters Business Administration (MBA) University of Texas
Dual Major: Business Management/Marketing Management Park University

Office Location

Norrington 205

Office Hours


Daytime Phone

816. 584.6879

Other Phone

816. 332.0672


Semester Dates

January 14-May 10, 2013

Class Days


Class Time

11:00 - 11:50 AM



Credit Hours



Advertising and Integrated Brand Promotion, 6th Edition Thomas O'Guinn, Chris Allen, Richard J. Semenik ISBN-10: 0538473320 ISBN-13: 9780538473323

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 course work will consist of lecture, discussion, case studies, videos, group activities, and in-class writing. As an educator, I strive for continuous improvement and I want my students to understand the necessity of lifelong learning skills in business. My teaching methods are designed to develop research abilities, critical thinking, and problem solving skills. In class, we will build on the relevant academic and professional knowledge that students bring to class and expand their knowledge through various practical applications. To accomplish this, students must prepare for class, must be willing to participate in class discussions, complete assignments, and learn how to engage in research

Class Assessment:



Percent of Grade

Class Participation:

130 (10 points per week)


Weekly Quizzes (Online)



Assignment 1



Assignment 2



Assignment 3



Assignment 4



Team Marketing Plan (2)

30+100=130 points


In-class activities

4 (10 points each)

4 %




Final exam:



























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 Policy. Please be proactive when working and saving your assignments for class. Plan and be ready to work around computer problems. If a life circumstance, such as illness makes it impossible for you to complete the assignment by the due date, please contact me to discuss the matter. I will grant extensions for legitimate concerns on a case-by-case basis. If an extension has not been approved, 10% will be deduced from the grade for each day it is late. If you know that that you will have a problem completing a paper on time, please contact me in advance. I encourage you to take responsibility and ownership for your learning processes.


Classroom Rules of Conduct:

Use class time wisely. This means turning off cell phones – no calls, no texting, and no checking email. If you have an emergency, please take your call outside the classroom. You may bring a laptop to class for authorized group work/research that we do in class and you may use it for note taking during lectures; however, it is not to be in use during other class activities and presentations. We may occasionally have time for group work sessions in class so you should be prepared to work on the group assignments at any time by bringing your group work in process and your laptop.

Be Prepared. To assure your understanding of the material and interesting discussions in class, you are expected to read each chapter in the textbook and assigned materials prior to the date assigned in the course schedule. Keeping current with the reading is essential to your success in this course. You are expected to participate in all class activities, including lectures and discussions, presentations, group projects, and any other type of in-class activity that may occur. Every session of the course will involve interaction. 

Be Here. Plan to attend every session. If you have to miss class on a particular day, it is your responsibility to get the notes from a classmate. While each session will build on the assigned readings, each one may introduce a substantial amount of new material not covered in the readings. If you are late to class or must leave early, you will receive only partial participation points for the class. To earn full participation credit for class, you must be present for the entire class and must participate in the class discussion. Also, please remember that class participation must be relative to the course and consist of quality comments. In summary, the class participation grade will be based on attendance, the quality, and quantity of in-class participation. 

Be Polite. Since learning is in part a collective enterprise, you will be asked to exhibit professional and personal courtesies towards your classmates. As such, please attempt to carry on in a positive and professional manner. Also, please ensure that the comments that you provide are respectful, help to keep the discussion moving forward, and are relevant to the class. Adherence to these norms will ensure a positive, constructive atmosphere that is most conducive to learning.

Be Professional. As business students and business professionals, there is an expectation of respectful professional decorum. Professionalism includes establishing positive relationships and engaging in positive interactions with other students and faculty. Students are expected to be on time, alert, and prepared as directed for each class. You are expected to be courteous and respectful of your peers during any presentation, discussion, or exchange of ideas. Please remember that the class time is your time to learn and that is best accomplished through mutual respect.

Contacting Me. When composing and sending an Email to me please identify yourself fully by name and course title in the subject line of the email.  If you find for some reason that you must use your personal Email account to Email me then send it to and again, identify yourself fully by name and class number (e.g. MK455) in the subject line of the email. I usually respond to course-related questions within 24-48 hours or sooner (unless I notify you previously that I will be unavailable).

Assignment formatting. Please save your assignment files in the following format before emailing them to me: The course code, last name, first initial, dash, and assignment number or name (MK411DoeJ-Project 1). Please place the course code and number in the subject line. This allows me to organize, save, grade, and comment on your assignment more efficiently. Assignments should be in New Times Roman, 12-point font, double-spaced, APA format.

Course Topic/Dates/Assignments:





Week 1
Jan. 14, 16, 18

Chapter 1: The World of Advertising and Integrated Brand Promotion

Read Chapter and Complete  Quiz 1

Week 2

Jan. 21, 23, 25

Chapter 2: The Structure of the Advertising and Promotion Industry: Advertisers, Agencies, Media, and Support Organizations.
Chapter 3: The History of Advertising and Brand Promotion
Read Chapter and Complete  Quiz 2 & 3

Week 3

Jan 28, 30, Feb. 1

Chapter 4: Social, Ethical, and Regulatory Aspects of Advertising and Promotion

Read Chapter and  Complete  Quiz 4
Assignment 1 due 02/01/2013

 Week 4

Feb. 4,  6,  8

Chapter 5: Advertising, Integrated Brand Promotion, and Consumer Behavior

Read Chapter 5
Group Assignment 1 due

Complete Chapter 5 Quiz

Week 5

Feb. 11, 13, 15

Chapter 6: Market Segmentation, Positioning, and the Value Proposition

Read Chapter 6
In class activity 1
Complete Chapter 6 Quiz

Week 6

Feb. 18, 20, 22

Chapter 7: Advertising and Promotion Research.

Read Chapter 7
Complete Chapter 7 Quiz

 Week 7

Feb. 25, 27, Mar.1

Chapter 8: Planning Advertising and Integrated Brand Promotion

Read Chapter  8
In class activity 2Complete Chapter 8  Quiz

Week 8

Mar.4, 6, 8

Exam review/Exam

Assignment 2 due 03/04/2013

Spring break

Week 9

Mar. 18, 20, 22

Chapter 9: Managing Creativity in Advertising and Integrated Brand Promotion.

Read Chapter and Complete Chapter 9 Quiz 

 Week 10

March 25, 27, 29

Chapter 10: Creative Message Strategy
Read Chapter and Complete Chapter 10 Quiz
In class activity 3

 Week 11

Apr. 1, 3, 5

Chapter 11: Executing the Creative.

Chapter 12: Media Planning Essentials

 Read Chapter and Complete Quiz 11 & 12

 Week 12

Apr. 8, 10, 12

Chapter 13: Media Planning: Newspapers, Magazines, Television, and Radio
Chapter 14: Media Planning: Advertising and IBP in Digital/Interactive Media
Read Chapter and complete 13 & 14  Quiz
Assignment 3 due 4/08/2013

 Week 13

Apr.15, 17, 19

Chapter 15: Sales Promotion, Point-of-Purchase Advertising, and Support
Chapter 16: Event Sponsorship, Product Placements, and Branded Entertainment.
Read Chapter  and Complete Quiz 15 & 16 
In class activity 4

Week 14

Apr. 22, 24, 26

Chapter 17: Integrating Direct Marketing and Personal Selling 

Chapter 18: Public Relations,
Influencer Marketing, and Corporate Advertising
Read Chapter and  Complete Chapter 17 & 18 Quiz
Assignment 4 due: 04/24/2013
Week 15
Apr. 29, May 1,3

Team Presentations

Review for final
Group Assignment 2 due
Week 16
May 6,  8, 10

 Final Exam

 Assignments: (4)

Assignment 1: Careers in Marketing/Advertising I 
Assignment 2: Careers in Marketing/Advertising II

Assignment 3 Advertising/Marketing Research Project
Assignment 4: Semester Project: Ads Worth Saving

Group Assignments (2)

Brand Revitalization: Revitalize Existing Brand

 IMC Project: Develop full IMC campaign

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

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

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

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: .


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Last Updated:1/7/2013 5:59:49 PM