BUSML 4231: Promotional Strategy
Autumn 2014 Draft Syllabus
T/TH 8:00 – 9:20 am or 9:35 – 10:55 am
Instructor: Professor Pat West
Location: Schoenbaum 205
Office: 544 Fisher Hall
Phone: (Office) 614-292-0568
E-Mail: west.284@osu.edu
Office Hours: By appointment
Information
I will be available ten minutes before each class in our assigned classroom. You can use this opportunity
to ask me questions, or schedule a time to meet with me outside of class. While I don’t hold a standing
time for office hours, you are always welcome to schedule an appointment. If you need to contact me
outside of class I can be reached by e-mail at (west.284@osu.edu). I monitor my e-mail regularly and do
my best to respond in a timely manner.
There is a dedicated class website on Carmen where you will find more detailed information about our
daily class schedule including objectives, thought questions, readings, and slides. I will also post any
updates to the syllabus on Carmen. You can use Carmen to communicate with your fellow classmates
using a discussion board and email list. It is also were you will be reviewing your grades and submitting
your work. Access to Carmen simply requires that you have a valid OSU e-mail account. If you have
trouble gaining access please contact OIT support at 688-HELP.
Required Course Materials:
Advertising & Promotion by Belch & Belch, 10th edition by McGraw-Hill (ISBN-10: 0078028973).
This book is required for all sections of this class and all sections of Advertising Management. This
means you should be able to find a used copy and resell the book when you are done with the course. It is
also available for rent for $67.49 from Amazon.
Harvard Business School Coursepack https://cb.hbsp.harvard.edu/cbmp/access/27973572.
The course packet has two important cases that we will cover and two additional readings that cover
topics on in the textbook.
Overview
This course is designed to complement the Advertising Management (M&L 4230) class. Taken together,
you will be introduced to the field of advertising and promotion. The perspectives offered will emphasize
the role of traditional advertising and other promotional mix elements in developing an integrated
marketing communications (IMC) program. IMC requires an understanding of the overall marketing
process, how companies organize for advertising and other promotional functions, customer behavior,
communications theory, how to set goals and manage budgets.
This course will explore how marketers utilize promotional campaigns to enhance their advertising and
other marketing efforts. The tools needed to design, evaluate and analyze the effectiveness of direct and
digital marketing programs, sales promotions, sponsorships, events, branded entertainment, publicity and
public relations will be provided.
By the end of the term you will be able to:
(1) Evaluate the fit of a promotional effort for a brand
(2) Analyze the effectiveness of promotions
(3) Critique and develop promotional strategy
(4) Provide recommendations for how to improve promotion efforts
Promotional Strategy Syllabus - 2
In addition, we will focus on enhancing your ability to work effectively with your peers as well as
improve your analytic, oral presentation and writing skills.
Requirements & Evaluation
Don't think of this as a class in marketing; think of this as a marketing company in which you are
employees trying to get ahead. When you prepare for class, imagine you are preparing for an important
meeting with your boss. Don't miss a chance to advance your career because of sloppy preparation. Try to
be the most informed person in the room!
Two corollaries of this idea are the following: (1) we must treat each other with the professionalism and
respect required of us in our careers; (2) personal integrity means doing the right thing at all times and in
all circumstances, whether or not anyone is watching. Attention to both of these ideas will help to build a
strong reputation and earn others’ trust.
While building your reputation and gaining trust takes time and effort, it only takes one wrong move to
lose. Therefore, never allow yourself to do something that could damage your personal reputation or
integrity.
In other words:
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Make sure your work is your own
Show pride in your work (rewrite documents, edit them, proof them, then do it all again)
Don’t expect me to look kindly on absences or under-preparation caused by other commitments
in your life
Be sure to send notification to me, and your team if you are going to miss class on a given day
Inappropriate conduct (i.e., tardiness, stepping out during class, sidebar conversations, use of electronic
equipment like cell phones) is strongly frowned upon. Each of these behaviors tends to distract your
fellow classmates and thus detract from the learning environment. I, and your fellow classmates, will
return your consideration by treating you with respect, listening to your opinions and offering as much
constructive feedback as possible. Additionally, I will be accessible for questions whenever you need
assistance.
The table that follows documents how your final grade will be determined.
Individual Work
3 Quizzes (lowest score dropped)
1 Exam
Group Work
- GSP Report
- Promotion Plan Presentation
3 @ 50 points each
150 points
30%
30%
100 points
100 points
500 possible points
20%
20%
100%
The grading scale that will be utilized is as follows:
A = 465 – 500
A- = 450 – 464
B+ = 435 – 449
B = 415 – 434
B- = 400 – 414
C+
C
CD+
D
= 385 – 399
= 365 – 384
= 350 – 364
= 335 – 349
= 315 – 334
I am not in the habit of changing grades unless a math error is made. If you feel that you’ve been graded
unfairly please make sure you visit me in my office and prepare a written explanation of why your grade
should be reconsidered. Do not wait until the end of the term to request reconsideration of an assignment
or exam grade. If you miss the next highest grade by one point you will have my sympathy, but I will not
change your grade.
Promotional Strategy Syllabus - 3
Academic Integrity
Building a strong reputation is essential to your future success. This requires knowing what you stand for,
and acting accordingly. Similarly, academic integrity is essential to everything we do here at Ohio State.
In order to uphold the integrity of the Fisher College of Business, and the value of your degree, it is
important that we communicate what is expected of you and that we understand the activities that
undermine these efforts.
The Ohio State University and the Committee on Academic Misconduct (COAM) expect that all students
have read and understand the University’s Code of Student Conduct (http://studentaffairs.osu.edu/csc/),
and that all students will complete all academic and scholarly assignments with fairness and honesty.
Students must recognize that failure to follow the rules and guidelines established in the University’s Code
of Student Conduct and this syllabus may constitute “Academic Misconduct.”
The Ohio State University’s Code of Student Conduct (Section 3335-23-04) defines academic misconduct
as: “Any activity that tends to compromise the academic integrity of the University, or subvert the
educational process.” Examples of academic misconduct include (but are not limited to) plagiarism,
collusion (unauthorized collaboration), copying the work of another student, submitting the same or
similar work for credit in more than one class, and possession of unauthorized materials during an
examination. Ignorance of the University’s Code of Student Conduct is never considered an “excuse” for
academic misconduct, so I recommend that you review the Code of Student Conduct and, specifically, the
sections dealing with academic misconduct.
If I suspect that a student has committed academic misconduct, I am obligated by University Rules to
report my suspicions to COAM. If COAM determines that you have violated the University’s Code of
Student Conduct (i.e., committed academic misconduct), the sanctions for the misconduct could include a
failing grade for the course, disciplinary probation, suspension or dismissal from the University. If you
have any questions about the above policy or what constitutes academic misconduct in this course, please
contact me.
I want you to understand why this is important, not only for building your personal character and
reputation, but for protecting the reputation of all that we do and the value of your degree.
Remember that the impact of your actions extend far beyond you.
Missed Quizzes, Exams, and Late Assignments. Please understand that you are responsible for
arranging your schedule to accommodate your classroom obligations.
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Make-up examinations will only be given if you notify me prior to the exam. Only if unforeseen
circumstances seriously compromise your ability to complete an obligation will permission be given
to postpone taking an exam. Zero points will be awarded to any examination that is not completed on
schedule without prior approval.
Late assignments will not be considered and will result in a score of zero.
If you miss class on the day a quiz is given it will result in a score of zero. There are no make-up
opportunities for quizzes.
Everyone will be allowed to drop his/her lowest quiz score. If you miss one quiz that score of zero can be
used as your “lowest score” and will be dropped from your final grade calculation. If you do not miss a
quiz, your lowest score among all the graded quizzes will be dropped from your final grade calculation.
Grading Policy. Nobody likes being graded, even when the outcome is a good one. I will do everything
in my power to make the grading experience a useful and fair one. I will also try to provide as much
feedback as possible. Requests to have a grade reconsidered should be submitted in writing (via e-mail).
Please do not approach me in class to discuss your grade on an exam or assignment. This tends to create
Promotional Strategy Syllabus - 4
confusion and I cannot make the necessary changes unless I have access to my computer. No re-grading
will be considered more than 10 days after the assignment is returned to you, unless it is a matter of a
math error, which will always be cheerfully corrected.
Peer Review. Each of you will be asked to evaluate the contribution of your peers on collaborative work.
These evaluations will be used in determining your grade on the group reports. Each student will receive a
grade that is proportionate to their participation, as assessed by other contributors. For example, if five
members of a team feel that the sixth member only contributed 2% of the workload on a report or
presentation that received a grade of 87/100 then the grade assignments would be computed as follows.
Each contributing group member would receive a score of 87/100, but the non-contributing individual
would receive a score of (.20 + .20 + .20 + .20 + .02) x 87 = 71/100.
Examination
One in-class examination will be given. The exam will consist of a combination of multiple choice, and
short answer questions. Weekly quizzes will help to prepare you for the exam. In addition, thought
questions for each class session are posted on the course website and these will be used when forming the
short answer questions.
The best way to prepare for the exam is to read the materials and consider the thought questions before
coming to class so that you can follow and contribute to the discussion, then go back over the materials,
testing yourself via the readings prior to the exam. Go back over the quizzes to make sure you understand
any mistakes you might have made. The purpose of the exam is for you to show me that you understand,
remember and can apply the course material.
Group Work
To facilitate the “learning-by-doing” model proposed, you will be engaging in two group assignments.
For each assignment you will have the opportunity to select up to five teammates to work with. Groups
may change or stay the same. You will be given time in class to work on the assignment and then each
group will write a report to be turned in at the assigned time and prepare a presentation to be given on the
assigned day.
If you miss a day when we do group work, your name will not be on the write-up and you will not receive
credit for that group assignment. If you let me know prior to class that you are going to miss a group day,
with a valid and documented reason, you will have an opportunity to turn in an individual assignment to
make up the missed group assignment. The individual make-up assignments are due on the same day that
the group reports are due.
Grocery Store Pricing Report:
Each group member will plan and conduct a shopping trip to their favorite store prior to the activity day
when you will work together on your project. The purpose of this group GSP activity is to provide a
better understanding of how consumers shop, what role pricing and promotions play in our routine
behavior, and how retailers try to influence buying decisions.
The following are very important to know in advance:
You need to be present in class the day before the activity is scheduled and the day of the actual
activity in order to receive instructions, do your “homework” in advance and come prepared to
work.
• You must actually go on a planned shopping trip prior to the activity day and come with
documentation of what you purchased (including an itemized receipt) and a list of the actual
prices for a set of routine items that will be provided in advance.
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Your group will submit a single report that is due in class on the date specified. Your report should
include answers to a set of research questions and an appendix that includes completed versions of forms
labeled “Grocery Store Pricing Report: Part I” and “Grocery Store Pricing Report: Part II.” In evaluating
Promotional Strategy Syllabus - 5
your team performance on this report, I will be looking to see what insights you were able to uncover.
These insights could reflect observations about consumers or of use to marketers.
Promotion Analysis:
Your group will select a brand to study and perform an in-depth external analysis of their current/recent
promotional activities. The goal of this activity is to apply what you have learned in this class to evaluate
the strengths and weaknesses of a real-world promotional strategy. Each team will have 15 minutes to
present their promotion analysis. Not all group members are required to actually present; however, it is
vital that everyone actively participate in the analysis and presentation development. The written report
will consist of a Powerpoint or Prezi presentation deck with accompanying speaker notes that provide
detailed information on what is said.
I will be looking to see how well you are able to demonstrate what you’ve learned from class to generate
an insightful critique and sound advice for the brand. It is important that you justify and provide evidence
to support all of your claims, recommendations and conclusions.
As you approach your promotion analysis please consider the following:
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What is the objective of the promotional activity?
Who is target audience the promotional activity is directed toward?
How well does the promotional effort fit with the brand positioning, the competitive environment
and the brand’s target market?
Will the promotion be effective in achieving its desired goal?
What recommendations would you offer for improving and/or building on the existing
promotional strategy?
What financial results and potential competitive response should the brand expect if the firm
heeds your advice?
Attendance is required on the day assigned to work together on this project as well as the day of
presentation. If you are absent either day your name cannot be included in the presentation. Your group
will post a single presentation deck (with accompanying speaker notes) on Carmen before class on the
date specified.
Disability:
Every effort will be made to provide each student with a meaningful learning opportunity. If there are any
obstacles that could prevent you from learning effectively, please set an appointment with the instructor
so that we might jointly figure out how to circumvent those obstacles. Any student who feels s/he may
need an accommodation based on the impact of a disability should contact the instructor privately to
discuss specific needs. The Office for Disability Services, 614-292-3307, in room 150 Pomerene Hall can
assist with coordinating reasonable accommodations should there be a need.
Promotional Strategy
Autumn 2014 Course Schedule
Topics
Readings & Assignments
Week 1:
TH 8.28.14
Course Introduction
Marketing Promotions / Advertising Analytics 2.0
Turn in Grocery Store Pricing Part I
Getting the Price Right
Principles of Pricing / Tools of the Trade / Student Profile Due
Sales Promotions
B&B Chapter 16 pp. 519 – 567
T 9.9.14
Grocery Store Pricing Activity
Bring Completed Grocery Store Pricing Part II
TH 9.11.14
Case: Giant Consumer Products
Giant Consumer Products / GSP Report Due
Direct & Digital Marketing
B&B Chapter 14 pp. 473 – 491 / B&B Chapter 15 pp. 493 – 516
Bill Miko, Chief Idea Guy
Advertising’s New Medium / Kick-off Promotion Project
T 9.23.14
Cause-Related Marketing
B&B Chapter 17 pp. 572 – 599
TH 9.25.14
Case: Green Hills Market
Green Hills Market Loyalty Program
Support & Nontraditional Media
B&B Chapter 13 / For Mobile Devices, Think Apps, Not Ads
Shopper Marketing & Review
Marketing to the Omnichannel Shopper/The Future of Shopping
Exam
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Promotional Plan Activity
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T 10.14.14
Presentations
Promotion Analysis Due (post on Carmen before class)
TH 10.16.14
Presentations
Week 2:
T 9.2.14
TH 9.4.14
Week 3:
Week 4:
T 9.16.14
TH 9.18.14
Week 5:
Week 6:
T 9.30.14
TH 10.2.14
Week 7:
T 10.7.14
TH 10.9.14
Week 8: