BUSML 4231: Promotional Strategy
Spring 2015 Syllabus
T/TH 8:00 – 9:20 am
Instructor: Professor Pat West
Location: Schoenbaum 209
Office: 200F Fisher Hall
Phone: (Office) 614-292-0568
E-Mail: west.284@osu.edu
Office Hours: T/TH 9:30 – 10:30 am
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 hold a standing time for
office hours, if this does not fit your schedule 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 Powerpoint 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 (9781259337048).
This book is required for all sections of this class and all sections of Advertising Management (BUSML
4230). The publisher has prepared a custom loose leaf textbook that includes an e-book and access to
online resources. The package is available through the bookstore for $115 used or $153 new.
Harvard Business School Coursepack (https://cb.hbsp.harvard.edu/cbmp/access/32321334).
The course packet has two important cases that we will cover and one additional reading on pricing that
supplements 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 & 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 promotional strategy
(4) Provide recommendations for how to improve promotion efforts
Promotional Strategy Syllabus - 2
Requirements & Evaluation
Please 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,
instead 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 is fundamental to your success in this class
and your career. Integrity means doing the right thing at all times and in all circumstances, whether or
not anyone is watching. Attention to both professionalism and integrity 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
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 or ipads for non-class related work) 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 (60%)
Participation
3 Quizzes (lowest score dropped)
1 Exam
Group Work (40%)
- Grocery Store Pricing Report
- Promotion Analysis Presentation
50 points
2 @ 50 points
150 points
10%
20%
20%
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 during office hours or another agreed upon time 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
Absentee Policy
If you know that you will not be able to attend class on a given day you I ask that you send an email in
advance and provide documentation to support the need for missing class. If you are unable to attend class
due to an unplanned event, you are expected to provide documentation supporting the reason for the
absence when you return. Regardless of the circumstance, you are responsible for everything covered,
discussed or announced in class, as well as any assignments due during an absence. Arrangements for
completing an assignment due on the day of an absence must be made with me.
Course Participation
Participation is an important part of the learning process and I strongly encourage you to be actively
involved. Course participation does not mean the amount of time you talk in class, or simply your
presence in class. It means participation in the class as a whole, including involvement that occurs outside
the classroom and on your team. Your class participation grade is weighted heavily in favor of quality
over quantity.
Given that participation is subjective, and because my memory is not perfect, I recommend that you keep
a personal log of your own participation (jot down the date and comments you made). This will be useful
if you feel that I have unfairly evaluated your participation. There are actually many ways to improve
your participation grade, including:
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In-Class Participation. Many people are intimidated by the "obligation" of speaking up in class.
Don't be. Your anxiety will be reduced only through practice. Getting comfortable with public
speaking will give you a huge career advantage. Here's the secret to cutting your stress level – be
prepared. I will call on people in class to share their opinions and perspectives. In addition you are
welcome at any time to ask questions.
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Be a Good Team Member. A student who is a poor contributor to his/her team (i.e., missed
meetings, was poorly prepared, or quarrelsome) will lose participation points. On the other hand, a
student who makes a better-than-average team contribution may be rewarded with additional points.
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Current Events. Post information and commentary for others to see (articles from a newspaper or
magazine, an ad, promotional material, or actual new product). Information and observations should
be relevant to the course content (promotional strategy) and always include a brief commentary
explaining why you found it interesting and how it is relevant to the class. Reading the marketing and
advertising columns of the newspapers and business press can provide great opportunities for class
participation.
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Posting Exam Questions. I encourage everyone of post up to four multiple-choice questions for the
exam (see details later).
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Discussion Board. Some people are more comfortable expressing their opinions in writing than in
class.You are welcome to post comments on the discussion board or respond to others questions/posts
as a means of participating in this class.
Examination
There will be three in-class quizzes, each worth 50 points. Quizzes will often involve performing
calculations involving arithmetic functions. You are allowed to use your own calculator but not your
cellphone or tablet as a calculator. You are also not allowed to share a calculator with another student.
Please remember to come prepared with your own calculator that can perform basic arithmetic functions.
Each quiz will cover material assigned since the previous quiz. There are no “make-ups” for a missed
quiz, however everyone is allowed to drop their lowest score and therefore will not be penalized if they
miss one of the quizzes.
Promotional Strategy Syllabus - 4
An in-class examination, worth 150 points, will be given on March 3rd during our scheduled class time.
The exam will consist of a combination of multiple-choice, and short answer questions. You will have the
opportunity to provide up to four multiple-choice questions for consideration for the exam on the Carmen
discussion board. If one or more of your questions are selected for inclusion on the exam, or your
question inspired a similar question, you will receive two extra credit points per question. Thought
questions for each class session are posted on Carmen and will be used when forming the short answer
questions for the exam.
The best way to prepare for quizzes is to carefully read the materials and consider the thought questions
before coming to class so that you can contribute to the discussion and ask questions about content you
don’t understand. In preparation for the exam, be sure to go back over the assigned reading and slides,
also look over the quizzes to make sure you understand any mistakes you might have made. Remember
that the purpose of the exam is for you to show me that you understand, remember and can apply the
course material.
Missed Quizzes and Exams. Please understand that you are responsible for arranging your schedule to
accommodate your classroom obligations.
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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.
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Make-up examinations will only be given if you notify me in advance and provide documentation.
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.
Group Work
To facilitate a “learning-by-doing” environment, 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 assignments and then each group
will write a report to be turned in at the assigned time for the first assignment, and prepare a presentation
to be given on the assigned day for the second assignment.
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 report. The purpose of this
group GSP activity is to provide a better understanding of how consumers shop. Specifically, how aware
are people of the price they pay for routine items, how much of their shopping is planned versus
unplanned, what role sales and promotions play in consumers’ purchase decisions, and how can retailers
improve the shopping experience for their customers as well as their own bottom line?
The following are very important to know in advance:
• You need to be present in class the day the activity is scheduled, be sure to do your “homework” in
advance and come prepared to work.
Promotional Strategy Syllabus - 5
•
You need to go on a planned shopping trip prior to the activity day and come with documentation of
what you purchased including: (1) an itemized receipt and (2) a list of the actual prices for the items
you purchases as well as a set of routine items that will be provided in advance.
Your group will submit a single report that is due in class on the date specified. Your report should
include: (1) answers to a set of research questions, (2) an appendix that includes completed versions of
forms labeled “Grocery Store Pricing Report: Part I” and “Grocery Store Pricing Report: Part II” as well
as copies of your itemized receipts to document purchases.
Promotion Analysis Presentation. 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. To prevent duplication of efforts, each team is required to get advance approval for their brand
selection via email from me.
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 deck with accompanying speaker notes that
provide detailed information on what is said.
I will be looking forward 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 the
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.
Additional Items
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
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.
Promotional Strategy Syllabus - 6
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.
Academic Integrity. As stated earlier, 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.
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 Syllabus - 7
Promotional Strategy
Spring 2015 Course Schedule
Topics
Readings & Assignments
Week 1:
T 1.13.15
Course Introduction
Read: Advertising Analytics 2.0
Getting the Price Right
Read: Principles of Pricing / Using Big Data to Make Better Pricing
Decisions
Sales Promotions
Read: B&B Chapter 16 / Quiz I
Sales Promotion Resource Allocation
Prepare: Giant Consumer Products Case (use Excel supplement) /
Turn in Grocery Store Pricing Part I
Grocery Store Pricing Activity
Bring completed Grocery Store Pricing Part II and store receipt
Using Promotions as Support
Read: B&B Chapter 13 / For Mobile Devices, Think Apps, Not Ads /
Quiz II
Super Bowl Wrap-up
Post your observations on the Winners & Losers / GSP Report Due
Direct & Digital Marketing
Read: B&B Chapter 14 / B&B Chapter 15
Mobile & Experiential Marketing
Advertising’s New Medium / Mastering Digital Marketing
Cause-Related Marketing
Reading: B&B Chapter 17 / Quiz III
Case: Green Hills Market
Green Hills Market Loyalty Program
Promotional Analysis Activity
Come prepared to work with your team
T 2.24.15
Presentations
Promotion Analysis Due (post on Carmen before class)
TH 2.26.15
Presentations
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In-Class Examination
Exam
TH 1.15.15
Week 2:
T 1.20.15
TH 1.22.15
Week 3:
T 1.27.15
TH 1.29.15
Week 4:
T 2.3.15
TH 2.5.15
Week 5:
T 2.10.15
TH 2.12.15
Week 6:
T 2.17.15
TH 2.19.15
Week 7:
Week 8:
T 3.3.15