ADVERTISING & SALES PROMOTION
MRKG 2349
Instructor: _______________________________________
Phone:
______________________________________
Email:
______________________________________
Office: ________ Fax: _____________________________
Prerequisite: none
Credit: 3 semester hours
Materials needed:
Textbook: Advertising, Promotion and Integrated Marketing Communications, Shimp 8th edition,
Thomson Learning Publishers
Course Description and Objectives:
The purpose of this course is to provide an introduction to integrated marketing communications,
including advertising principles and practices. Emphasizes multi-media of persuasive
communication including buyer behavior, budgeting, and regulatory constraints.
Learning Outcomes - by the end of the semester, the student will be able to:
1. Analyze a product or service in terms of its’ target audience, key selling points, and past
advertising and promotion competition.
2. Select a target market(s) for the advertising, selling, sales promotion and public relations of
the product.
3. Prepare and be ready to present and defend a creative approach for the promotional campaign,
a media plan for the campaign, a marketing plan for the product or service, which will include
the above.
Course Competencies- In order to accomplish the above objectives, it will be necessary for the
student to meet the following skills and competencies:
1. set personal goals
2. foster positive working relationships
3. develop a promotional plan/ad campaign
4. define a target audience
5. read, comprehend and discuss contemporary advertising and promotion issues
6. differentiate between the marketing concept and advertising and promotion
7. set measurable, understandable tools of advertising and promotion
8. explore marketing mix, target marketing and niche marketing
9. define product brand (impact of packaging, couponing) and the promotional mix
10. explore special issues within advertising and promotion, including international marketing and
advertising/promotional ethics
Means of Assessment
Means of Assessment will be determined by your instructor. Please see the attached Syllabus Addendum
if your instructor has provided one.
Evaluation Policies and Procedures
Your instructor will supply detailed testing and grading procedures. If you stop attending class, you must
withdraw at the Admissions Office before the official drop date. Failure to do so will result in a grade of
‘F’ for the course.
Statement of Foundation Skills and Workplace Competencies (SCANS Skills)
The Lone Star College System is committed to preparing every student with the knowledge and
skills needed to succeed in today’s dynamic work environment. Towards this end, the following
foundation skills and workplace competencies have been designed into the curriculum for this
course:
Foundation Skills
 Demonstrates Basic Skills – Reading (F1), Writing (F2), Arithmetic (F3), Mathematics (F3),
Listening (F4), Speaking (F5)
 Demonstrates Thinking Skills – Creative (F6), Decision making (F7), Problem solving (F8),
Seeing things through the mind’s eye (F9), Knowing how to learn (F10), Reasoning (F11)
 Exhibits Personal Qualities – Responsibility (F12), Self-esteem (F13), Social (F14), Selfmanagement (F15), Integrity / Honesty (F16)
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Workplace Competencies
Manages Resources – Allocates time (C1), Allocates money (C2), Allocates material and facility
resources (C3), Allocates human resources (C4)
Exhibits Interpersonal Skills – Participates as team member (C5), Teaches others (C6), Serves
clients/customers (C7), Exercises leadership (C8), Negotiates to arrive at decisions (C9), Works
with cultural diversity (C10)
Manages Information – Acquires and evaluates (C11), Organizes and maintains (C12), Interprets
and Communicates (C13), Uses computers to process (C14)
Uses Systems and Technology – Understands systems (C15), Monitors and corrects performance
(C16), Improves and designs systems (C17), Selects technology (C18), Applies technology to
task (C19), Maintains and troubleshoots (C20)
Attendance and Participation Policies
Class attendance is important. Generally, the course material is covered in the textbooks;
however, lectures and small group exercises augment and clarify the textbook material. You are
encouraged to get to know your fellow students in order to have a source for lecture notes and
handouts if you cannot attend a class session.
Students are expected to assume the responsibility for learning. Your instructor will assist you,
but the actual responsibility rests with you. Students are also expected to devote their energy to
attaining the skills and knowledge required for their particular career goals.
The Lone Star College System Policy & Procedure Manual [Student Conduct, Section 562.0ld]
states, “Disruptive activity that hinders other students’ learning or deters an instructor from
effective teaching will not be tolerated under any circumstances.”
To provide equal-opportunity learning situation for all students enrolled in this class, children
are not allowed in the labs or classrooms.
Academic Integrity
The college’s academic integrity policy states, the Lone Star College System is committed to a high
standard of academic integrity in the academic community. In becoming a part of the academic
community, students are responsible for honesty and independent effort. Failure to uphold these
standards includes, but is not limited to, the following:
1. Plagiarizing written work projects.
2. Cheating on exams or assignments.
3. Collusion on an exam or project.
4. Misrepresentation of credentials or prerequisites when registering for a
course.
Virus Protection
The college will not be held liable for any corruption of data caused by virus contamination. The
college computers are regularly screened and are protected against computer viruses to the best of
our ability. However, we do not guarantee that viruses do not exist on our systems. Procedures are in
place in all labs for you to scan your diskettes. It is your responsibility to protect your data from
corruption due to viruses.
Student Services
Library
The Library at each college provide print and non-print resources and services for students. The
materials have been selected to serve the curricular, vocational, and recreational needs of the college
community. Each college provides computer access to a variety of information in electronic form
including bibliographic indexes to journals, Internet resources, and multimedia publications.
Learning Support Centers
Learning Support Center at each college provide print and audio-visual materials as well as
tutorial assistance and computer labs for students who need academic support services.
Materials from other disciplines are available in each center including reading, writing, math
and college study skills.
Internet & E-mail
The Lone Star College System provides computing and network resources to students. Students are
encouraged to use the computers, software packages, and electronic mail (e-mail), for educational or
System-related activities and to facilitate the efficient exchange of useful information. However, the
equipment, software and network capacities provided through the System computer services are and
remain the property of the System, and access may be denied to any student who fails to comply with
the System’s policies and procedures regarding its use.
Access to the System’s e-mail and similar electronic communication systems are a privilege
and certain responsibilities accompany that privilege. System users are expected to
demonstrate the same level of ethical and professional manner, as is required in face-to-face
or written communications. Anonymous or forged messages will be treated as a violation of
this policy.
Equal Opportunity Statement
It is the policy of the Lone Star College System to provide equal employment, admission and
educational opportunities without regard to race, color, religion, national origin, sex, age or
disability.
Lone Star College System strives to provide an excellent learning environment free from
harassment or intimidation directed at any person’s race, color, religion, national origin, sex,
age, or disability. Any form of harassment will not be tolerated.
ADA Statement
The Lone Star College System is dedicated to providing the least restrictive learning environment
for all students. The college system promotes equity in academic access through the implementation
of reasonable accommodations as required by the Vocational Rehabilitation Act of 1973, Title V,
Section 504 and the Americans with Disabilities Act of 1990 (ADA) which will enable students with
disabilities to participate in and benefit from all post-secondary educational activities.
If you require reasonable accommodations because of physical, mental, or learning
disability, please notify the instructor of this course as soon as possible and preferably before
the end of the first two weeks of class to arrange for reasonable accommodations.
Guaranteed Graduate Policy
The Lone Star College System guarantees that graduates of its Associate of Arts, Associate
of Science, or Associate of Applied Science and all Certificate programs, will provide under
certain circumstances, additional education and training tuition free to students lacking
appropriate master of specified competencies.
Drops/Excessive Absences:
Under Section 51.907 of the Texas Education Code, "an institution of higher education may
not permit a student to drop more than SIX courses, including any course a transfer student
has dropped at another Texas public institution of higher education." This statute was
enacted by the State of Texas in Spring2007 and applies to students who enroll in a public
institution of higher education as first-time freshmen in the Fall 2007 semester or later.
Students enrolled prior to Fall 2007 are not affected. Any course that a student drops is
counted toward the six-course limit unless the student is completely withdrawing from the
institution or meets one of the eligible criteria for a waiver. A "drop" in this instance is
considered when a student is dropped or withdrawn from a course after official day resulting
in a grade of "W." Please refer to the catalog for any additional information regarding the
eligible criteria for a waiver.
For additional information, refer to the Lone Star College System catalog.