MK 455 Promotional Policies & Strat
SP 2013 HO
Assistant Professor International Business (Visiting)
PhD Candidate (ABD) Northcentral University Business Administration/International BusinessMasters Business Administration (MBA) University of TexasDual Major: Business Management/Marketing Management Park University
January 14-May 10, 2013
11:00 - 11:50 AM
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
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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
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
Percent of Grade
130 (10 points per week)
Weekly Quizzes (Online)
Team Marketing Plan (2)
4 (10 points each)
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:
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 Julia.Creek@park.edu 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.
Chapter 1: The World of Advertising and Integrated Brand Promotion
Read Chapter and Complete Quiz 1
Jan. 21, 23, 25
Jan 28, 30, Feb. 1
Chapter 4: Social, Ethical, and Regulatory Aspects of Advertising and Promotion
Feb. 4, 6, 8
Chapter 5: Advertising, Integrated Brand Promotion, and Consumer Behavior
Complete Chapter 5 Quiz
Feb. 11, 13, 15
Chapter 6: Market Segmentation, Positioning, and the Value Proposition
Feb. 18, 20, 22
Chapter 7: Advertising and Promotion Research.
Feb. 25, 27, Mar.1
Chapter 8: Planning Advertising and Integrated Brand Promotion
Mar.4, 6, 8
Assignment 2 due 03/04/2013
Mar. 18, 20, 22
Read Chapter and Complete Chapter 9 Quiz
March 25, 27, 29
Apr. 1, 3, 5
Chapter 11: Executing the Creative.
Read Chapter and Complete Quiz 11 & 12
Apr. 8, 10, 12
Apr.15, 17, 19
Apr. 22, 24, 26
Group Assignments (2)
Brand Revitalization: Revitalize Existing Brand
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 95-96
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 95
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 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: http://www.park.edu/disability .
Last Updated:1/7/2013 5:59:49 PM