A study of
decisions involved
in developing promotional objectives, creating, implementing and
controlling
promotional plans and the interrelationship among advertising, selling,
and
sales promotion strategies. Ethical and
international issues involved in promotional activities are studied and
discussed.
Course material is
presented
at three levels: learning of course material outlined in this syllabus,
learning of varied functions and concepts of business, learning of
methods and
opportunities for career advancement.
Students will develop skills in how to
1.
Determine
promotion’s place in the marketing mix.
2.
Identify and learn appropriate
applications of promotion mix components.
3.
Understand
basic concepts in communications theory.
4.
Identify
aspects of media strategy, buying, and measurement.
5.
Identify
various applications of creative elements and media in advertising.
6.
Develop
understanding of promotion within the context of a varied business
environment.
7.
Improve
their analytical abilities.
8.
Do comprehensive analysis of an
organization’s promotional needs and to develop an appropriate
promotional
plan.
INSTRUCTIONAL
MATERIALS: (Required
Textbooks)
“Advertising
and Promotion,” by George E. Belch and Michael A. Belch,
Irwin-McGraw-Hill, Seventh
Edition.
INSTRUCTIONAL
PROCEDURES:
Class
procedures: Lectures, class discussions, and online assignments. Time will be used during scheduled class time
for work on a semester-long group project.
The
general outline of class procedures are as follows; however I will also
provide
you with a detailed class schedule which will list specific dates of
material
covered, homework and in-class assignments and tests.
That schedule may be revised from
time-to-time depending upon the progress we make through the material
during
the semester. I will inform you of any
revisions that may be made.
1. Introductory Issues (Weeks 1-3).
A.
Test of promotional strategy
knowledge.
B. Introduction to
Integrated Marketing Communications.
C. The role of IMC
in the Marketing Process.
D. Organizing for
Advertising and Promotion: The Role of advertising agencies and
Other
Marketing Communication Organizations.
E. Communications
Process and Models of Communications Effects.
f. Communications
Theory: Source, Message and Channel.
G.
Business-to-business promotion.
2.
Types and Foundations of Promotion (Week
4).
A.The
group project assignment.
B. Perspectives
on Consumer Behavior.
C. Establishing
Objectives for the IMC Program:
Budgeting for Advertising and
Promotion.
3.
Creative and Media Issues (Weeks 5-10).
A. Creative
Strategy: Planning
and Development.
B. Creative
strategy:
Implementation and Evaluation.
C. Media Planning and
Strategy.
Test One (Week 6)
D. Evaluation of
Broadcast Media: Television
and Radio.
E. Evaluations of Print
Media: Magazines and
Newspapers.
F. Support
Media.
G.
Direct marketing.
H. Internet and
interactive media.
Test
Two (Week 11).
4. Group
Project Presentations (Week 12).
4. Other
Issues in Promotional Strategy (Weeks 13-15).
A. Sales
promotion: Overview and Consumer
Promotions.
B. Sales
Promotion: Trade Promotions and Coordination of the Sales Promotion
Program.
C. Public
Relations, Publicity, and Corporate
Advertising.
D. The
Role of Personal Selling in the IMC Program.
E.
Measuring
the Effectiveness of the Promotional Program.
F. International
Advertising and Promotion.
G. Regulation of
Advertising and Promotion.
6. Final
Assessments (Weeks 16-17).
A.
Test
Three.
B. Final
Examination.
STUDENT
PERFORMANCE
ACTIVITIES: (Attendance/Punctuality)
Regular attendance
is
required. Failure to attend class will
affect the grade. ALL absences will
naturally reflect in the grade due to the quality of work and material
missed. You are allowed to miss two
unexcused classes period without penalty. Excused classes include
official
university absences and urgent situations which may be excused at the
discretion of the instructor. Beginning
with the third unexcused class missed, one percentage point will be
deducted
from your final grade for every class period missed.
For example, if you have a 90% and miss three
unexcused class periods, you will receive an 89%. In addition,
recipients of
such lowered grades do not qualify for discretionary instructor
adjustments to
grades to aid students on the border between two grades (a bonus of
about 2%).
Under
appropriate circumstances, makeup exams will be allowed. These may be
different
from the regular tests, and may consist of short-answer, fill-in-the
blank, and
essay questions. Makeup tests will be
given at the end of the semester.
The
last day to drop the class with an unconditional “W” is April 7.
There
will be a term project in which teams of students will develop and
apply an
in-depth promotional plan.
All assignments
must be
submitted in Word format. Each grammar,
spelling, and typographical error in the group project paper will
result in a
1% reduction of the possible overall grade.
The
class project will have an evaluation form by which you will evaluate
other
members of your team. It is important to
have your evaluation in on time. It is
due when the project is turned in. If I
do not receive a timely peer evaluation from you, I will arbitrarily
assign
full scores to other
members
of your group on your behalf – that may cause your evaluation by other
group
members to decline. The evaluation form is on Blackboard and on my web
site at http://arapaho.nsuok.edu/~landry.
If you believe you
have been
unfairly evaluated by members of your team you may 1) appeal to the
members of
the team to revise your evaluation or 2) take an Incomplete for the
course and
do a project yourself by the end of the next semester.
Plagiarism notice: Material that you use in papers, projects, or
other written work (except if it is done as an in-class exercise or
test) that
is not original or generally considered to be common knowledge should
be cited
for its source. Except in formal
research papers, I am not as concerned about the style of citation as I
am
about the fact that you have acknowledged the source in such a way that
I
could, if I desired, readily look it up.
When in doubt, cite it.
All
assignments except those done in class must be typed and pages should
be
numbered and stapled together. Besides your name, please put on your
paper the
name of the class and the time it meets.
Other
items:
–No
leaving class before an in-class test ends.
–Except for in-class assignments, all papers
turned in
must be typed. For the project, on the
cover page include the class, the project title, name(s) of author(s),
group
number if any and current e-mail addresses.
Peer evaluations must be turned in with projects.
–All
e-mail addresses in Blackboard must be current.
--If English is not
your
first language, you may only use hard copy translation
books for in-class
quizzes or tests, not electronic devices.
–Keep a
backup of everything you turn in.
–All
e-mail communications need to include your name, the class and the time
the
class meets.
–When
you leave messages on my voicemail, speak distinctly and slowly give
your phone
number. It’s hard to “CallBradatninefivesevenfivefourfourone.”
–Do not
enclose individual pages in plastic covers.
It’s difficult for me to grade.
–E-mail:
if I don’t acknowledge it, I didn’t get it.
ASSIGNMENT
DUE DATES:
I will not support
online
quizzes after the deadline (meaning if the quiz locks up on deadline, I
will
not fix it). The quiz will go offline
one hour after the deadline. Quizzes
cannot be made up. There will, however,
be some extra credit work you can use to offset points lost by missing
a quiz.
STUDENT
EVALUATION:
Grade
determinations:
Test 1: 1000 points
Test 2: 1000 points
Test 3: 1000 points
Final Test: 1000
Online quizzes: 1050 points.
Group project: 2000 points.
Total: 7050 points.
A = 6306 or more points
B = 5601 to 6305 points
C = 4896 to 5600 points
D = 4191 to 4895 points
F = Below 4191 points
I try to keep
scores posted
on Blackboard as current as possible so you always know where you
stand;
however, the Blackboard scores do not represent my official grading. The official class grading is on a
spreadsheet which I keep. Some of my spreadsheet material I download
from
Blackboard (as in quiz scores which Blackboard tabulates); other
material I
upload from my spreadsheet to Blackboard for your information. Depending on the Blackboard control panel
settings I may unwittingly have on or off, from time to time Blackboard
may not
list your correct scores or may not list the correct scores possible
for a
given item or for the entire class. As a
result, you need to be aware that your final grade for the class is
based upon
your total number of points in the class and where that number falls on
the
“Student Evaluation” scale listed above.
Again, while I’ll try to keep the Blackboard material as current
as
possible, it is not my formal grading system but is for your
convenience and
information.
If any
member of the class feels that he or she has a disability and needs
special
accommodations of any nature whatsoever, the instructor will work with
you and
the University's Office of Student Affairs to provide reasonable
accommodations
to ensure that you have a fair opportunity to perform in this class. Please advise the instructor of such
disability and the desired accommodations at the first class attended.
INCLEMENT
WEATHER/DISASTER POLICY:
The
following are basic premises for the inclement weather policy at
1.
Classes
are expected to be held if at all possible.
2.
It is the
student's responsibility to receive the information when weather is
questionable.
3.
Neither
students nor faculty are expected to risk life or limb.
4.
Faculty
members are obligated to hold classes if the University is not closed,
unless
the faculty member is unable to get to campus.
Policy:
During times of inclement weather,
decisions concerning day classes will be made by
The following media will be notified
regarding closing of the campus:
Radio
Stations:
Television
Stations:
KRMG 740 AM
KAYI
107 FM
KTLQ
1350 AM Tahlequah
KTUL Channel 8
KEOK
102 FM
Tahlequah
KFSM Channel 5
KBIX
1490 AM
KMMY 97 FM
KFAQ 1170 AM
The
automated attendant message on 918-456-5511 will be modified to include
information concerning campus operations during inclement weather.
This
syllabus is not inclusive of all aspects of the course.
You’re likely to receive other communications
in class, other handouts, e-mail, and by postings on the internet and
the
Blackboard Distance Learning software.
The instructor reserves the right to vary from the syllabus
material. The