INSTRUCTOR:
COURSE TITLE AND NUMBER:
CLASS
DAYS AND TIME:
MKT 3253 Promotional Strategy ZAP Section 0494
Online.
Course material is
normally
presented at three levels: learning of course material outlined in this
syllabus, learning of varied functions and concepts of business, and
learning
of methods and opportunities for career advancement.
Students will
develop skills
in how to
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:
The
class is entirely online including discussion board, audio-based
PowerPoint lectures,
online quizzes and tests and a challenging term project.
The class is on the Blackboard online
software.
At
first, you will not be admitted directly to the class; rather you'll
need to go
through the tutorial material on Blackboard entitled "The Challenge of
Distance Learning." Then, to gain
entrance to the actual course, you'll need to take a test on the
tutorial
material. You'll have to get a 90 on the tutorial exam –called the
“Gateway
Quiz” -- to be admitted to the course.
Don't
worry, we'll wait for slightly over the first week of class for you to
pass the
Gateway Quiz: no academic activity will take place until the second
week. But
don't delay, because we'll start moving in earnest during the second
week and
you do not want to get behind (the academic material will be
immediately online
for those who finish the Gateway Quiz early).
During
the first week we can work out problems related to the ability of you
and your
computer to be able to navigate the course.
You
cannot gain access to the course without scoring a
90 on the quiz. But you can
take the Gateway
quiz as many times as you like.
If you
are unable or unwilling to pass the entrance exam, it is your
responsibility to
drop the course. I won’t do that for
you.
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.
1. Introductory Issues (Weeks 1-2)
A.
Orientation to online
class.
B.
Entrance
test regarding computer capability and computer skills.
2.
Promotion, Communication and Consumer Issues (Weeks 2-5).
A.
Introduction to Integrated
Marketing Communications.
B.
The
Role of IMC in the Marketing Process.
C. Market
Segmentation and Positioning.
D. The
group project.
E.
Organizing for Advertising
and Promotion: The Role of
Advertising Agencies and Other Marketing Communication Organizations.
F.
Organizational Markets (not in text).
G. Perspectives
on Consumer Behavior:
Implication for Advertising and Promotion.
H. The
Communications Process and Models of
Communications Effects.
I.
Communications Theory: Source, Message
and Channel.
3.
Objective, Creative, and Media Issues (Weeks 5-8).
A. Establishing
Objectives for the IMC
Program. Budgeting for Advertising and Promotion.
B.
Creative Strategy: Planning and
Development.
C. Creative
Strategy: Implementation and
Evaluation.
D. Media
Planning and Strategy.
E.
Evaluation of Broadcasting Media:
Television and Radio.
Test One (Weeks
8-9).
4.
Unstructured Time to Work on Group Project
(Week 10).
Fall Break.
5. Unstructured Time to Work on Group Project
(Week 11).
6.
Group Project due (Week 11).
7.
More Media Issues (Week 12).
A. Evaluation
of Print Media: Magazines and Newspaper.
B.
Support Media.
8.
Alternative Media and More Parts of the
Promotion Mix (Weeks 12-14).
A.
Direct Marketing.
B.
The Internet and Interactive Media.
C. Sales
Promotion: Overview and Consumer
Promotions.
D. Sales
Promotion: Trade Promotions and
Coordination of the Sales Promotion Program.
E.
Public Relations, Publicity, and
Corporate Advertising.
F.
The Role of Personal Selling in the IMC
Program.
5.
Measurement (Week 15) --Chapter
Nineteen Measuring the Effectiveness of the
Promotional Program.
6.
Varied Topics (Week 16).
A. International
Advertising and Promotion.
B.
Regulation of Advertising and
Promotion.
7. Test
Two
(Weeks 16-17).
STUDENT
PERFORMANCE ACTIVITIES: (Attendance/Punctuality)
Under
appropriate circumstances, makeup exams for
the mid-term and the final examination will
be allowed. These may be in a different format than the regular tests. Chapter quizzes cannot be made up.
The
last day to drop the class with an unconditional “W” is April 7.
There
will be a term project in which groups of students will be involved in
a challenging
real-world promotion project.
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.
All
assignments must be submitted in Word format. I will grade assignments
for
punctuation, grammar, and typographical errors.
In most cases, I take 1 percent of the total possible grade for
each
error of this nature.
Other
items:
–Keep a
backup of everything you turn in.
–All
e-mail communications need to include your name and the class (“Online
Promotional Strategy”).
–When
you leave messages on my voicemail, speak distinctly and slowly give
your phone
number. It’s hard to
“CallBradatninefivesevenfivefourfourone.”
–E-mail:
if I don’t acknowledge it, I didn’t get it.
ASSIGNMENT
DUE DATES:
I will provide no
support for
online quizzes after their deadline (such as releasing quizzes the
computer
locks up). The quizzes go offline one
hour after the deadline and cannot be made up.
The latest time the quizzes will be put online and the time they
are due
are on the Class Schedule contained in the Course Information section
of
Blackboard – plan your work accordingly.
If you do all of
the regular
quizzes you will be eligible for an end-of-semester bonus (usually a few percentage points of your total score)
designed to help students who are very close to a higher letter grade
to
achieve that grade.
STUDENT
EVALUATION:
Grade
determinations:
Test 1: 1000
points
Test 2: 1000
points
Online Quizzes: 1050 points.
Group project: 2000 points.
Total: 5050 points.
A = 4517 or more points
B = 4012 to 4516 points
C = 3507 to 4011 points
D = 3002 to 3506 points
F = 3001 points or below
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:
While of limited
relevance to
distance learning classes (except for things like power outtages),
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 e‑mail, and by
postings
on the internet and the Blackboard Distance Learning software. The instructor reserves the right to vary
from the syllabus.