Christian Brothers
University
School of Business
Course syllabus
Course Title: MKTG 433 A Promotional Strategy
Credits: 3
Hours
Term: Fall 2005
Meeting Times: 11:00 am – 12:15pm T-TR Room: BU 104
Pre-Requisites MKTG
311
Instructor: Reginald
M. Peyton, D.B.A.
Office: Buckman Hall Room 311accessible by elevator or stairs
Office
Hours: Tuesday and Thursday: 10:00 am-11:00 am, 12:30 pm-1:30 pm, 8:00
pm-9:00
pm, Wednesday:
5:00 pm – 6:00 pm, 9:00 pm – 10:00
pm
Office Phone: 901-321-3577 E-mail: rpeyton@.cbu.edu
In case of
Emergency:
901-550-3060
Course Description:
This course is designed to provide
the student with the communication process used in marketing. The various communication methods are treated
as variables to communicate with the firm’s stakeholders. The promotional mix is integrated into the
marketing mix from a management perspective. The role of promotion will be examined in both the consumer
and business to business marketing.
Course Purpose/Goal:
1. To provide an understanding of the role and relationship of marketing as used by the marketing manager when developing the most appropriate promotional mix.
2.
To define the factors involved in the integrated
marketing communication strategy.
3.
To provide an understanding of the global
implications of promotion decisions.
4.
To provide an understanding of the management process
affecting the use of the promotional mix.
5.
To provide an understanding of the facets of the communication mix.
6.
To develop an awareness of the effect of the internet
on the business communication process.
7.
To be able to recognize opportunities and problems in
the strategic marketing plan that related to the marketing mix.
Program Outcomes: Students will be able to integrate and develop
concepts regarding the
Marketing communication
mix. Students will be knowledgeable of the terms and activities utilized by the
marketing manager to increase consumer demand. Students will be encouraged to
develop theories regarding current popular products. Students will be able to explain the use of
components of the promotional mix that corporations utilize in order to remain
competitive in the global marketplace.
American
Disability Act: If you need course adaptations or
accommodations because of a disability or if you have emergency medical information to share with
your instructor, or if you need special
arrangements in case the building must be evacuated, please make an appointment with your
instructor as soon as possible.
Educational
Philosophy:
1.Learning
can be fun. Becoming educated opens one's mind to a better life through increased
understanding about what goes on around us, in our lives in the world and in the universe.
2.Today's
students are tomorrow's leaders. I am a proponent of practical applications of
educational theories. I challenge
students to understand theory, and make it a useful tool in the acquirement of
knowledge.
Coverage of Business Curriculum:
Integrates
ethical and moral issues facing the modern business person. Macro and Micro
theories as the global market emerges; as well as the political and legal
issues of situations as it relates to marketing and the promotion variable.
Explores the cultural values of the diverse world markets.
Methods of
Instruction: Lecture,
class participation, paper presentation, guest speakers, in class films.
Textbook: Principles of Advertising & IMC 2nd
Ed.
Duncan, Tom
Supplementary
On reserve at the library as assigned. Students are expected to utilize the Internet to be advised of the most current aspects of entrepreneurial activity. Course requires extensive supplementary reading and research
Student
assignments: Written case analysis is an important component of this
class.
Examinations: Two examinations and a final are
given in this course. Tests are designed to check knowledge of specific
concepts as well as comprehensive understanding of principles and
interrelationships. Essay questions and all written reports will be graded on
the basis of how logically supportive the response is to the question.
Make-up/
Missed Test: If it is absolutely necessary for you to be
absence on a test date, you must make arrangements beforehand to merit a
rescheduled test.
Attendance: This course demands regular attendance and
participation. You will be held accountable for all policies and regulations
described in the current university catalog. Please note that tardiness is very
disruptive.
Student
Responsibility: You are
responsible for all work covered in class regardless of your attendance record.
You are responsible for any and all reading and writing assignments. You are
responsible for presenting assignments on time. You are responsible for all
material covered in the text. This syllabus is not to be considered as a
contract. It is merely a guide to assist student in planning and preparing for
class. With reasonable notice the syllabus is subject to change. Cheating and
plagiarism are absolutely unacceptable in an academic environment and will not
be tolerated. University regulations provide for the assignment of a failing
grade for anyone found guilty of such misconduct.
Grading:
Exam
1 200 points
Exam
2 200 points
Class
Participation
& Quizzes 100 points
Paper 200 points
Final
Exam 300 points
_________
Total 1000 points
Grade for Course:
Based on the percentage of total course points attained by the student.
A 92
- 100%
B 82
- 91%
C 72
- 81%
D 62 -
71 %
F Below
62%
Course Outline
|
DATE |
TOPIC
|
|
Aug. 23rd Aug. 25th Aug. 29th |
|
|
Sept. 1st Sept. 6th |
Chapter 3 Brands and Stakeholder Relationships
Chapter 4 Integrating the Brand Communication Process
|
|
Sept. 8th |
Chapter 5 Customer Brand Decision Making
|
|
Sept. 13th |
Chapter 6 Advertising and IMC Planning
|
|
Sept. 15th Sept. 20th |
Chapter 7 Segmenting, Targeting and Positioning
Chapter 8 Data-Driven
Communications
|
|
Sept. 22nd |
Exam I |
|
Sept. 27th Sept. 29th |
Chapter 9 Advertising and IMC Creative Strategies
Chapter 10 Creative Executions
|
|
Oct. 4th |
Chapter 11 Advertising and IMC Media
|
|
Oct. 6th |
Chapter 12
Internet and e-Commerce |
|
Oct. 11th Oct. 13th |
Chapter 13 Advertising and IMC Media Planning
Chapter 14
Consumer Promotional and Packaging |
|
Oct. 17th – 21st Oct. 25th Oct. 27th Nov. 1st |
Fall
Break
Chapter 15 Channel Marketing and Trade Promotion
Chapter 16
Personal Selling Chapter 17
Public Relations and Brand Publicity |
|
Nov. 3rd Nov. 8th |
Chapter 18 Integrated
Direct Marketing Exam II |
|
Nov.10th Nov. 15th |
Chapter 19 Customer Service, Trade Shows, Events and
Sponsorships
Chapter 20 Social, Legal, and Ethical Issues in Marketing
Communications
|
|
Nov.17th Nov. 22nd |
Chapter 20 Social, Legal, and Ethical Issues in Marketing
Communications
Chapter 21 International IMC
|
|
Nov. 24th – 27th |
Thanksgiving
|
|
Nov. 29th Dec. 1st Dec. 6th Dec. 8th Final Exam |
Chapter 21
International IMC cont’d. Chapter 22
Effectiveness Measurements and Evaluations Presentations Presentations Per Exam
Schedule |