Promotion Management
MKT 421-01
Fall 2013
T, Th 3:30 – 4:45 pm, Bryan 132
Instructor Information
Richard Birch
rwbirch@uncg.edu
birchtr6@gmail.com (use if sending attachments)
336-309-3849 (cell)
Office: Bryan 374 – Hours by appointment
Text:
Integrated Advertising, Promotion, and Marketing Communications, Clow and Baack,
5th ed., Prentice Hall/Pearson
Role of textbook:
The text book serves as a reference, providing terminology, theories, models and
frameworks that are commonly accepted in marketing, advertising and promotion.
Knowledge of these concepts is essential to successful completion of this course.
Marketing CBK Learning Objectives (MKT 421):
In every business class, we have learning objectives. These indicate what you should be
learning from each course. At the end of the semester, you will be asked to evaluate
how well this class met the learning objectives. In addition to the learning objectives
below, you will find that there are specific learning objectives for each class:
1. Identify and explain the basic concepts of promotional management as they
apply to marketing and marketing strategy.
2. Apply these concepts in business situations in order to identify promotion
problems.
3. Develop specific marketing recommendations to address the problems.
4. Understand how the concepts apply or must be adjusted in international markets.
5. Improve Your written and oral communication skills and your ability to work in
teams.
Student expectations of Faculty
Students can refer to Bryan School Faculty and Student Guidelines to see the guidelines
of faculty performance and behavior. Additionally, I have two very important goals:
1. Provide students with the marketing concepts that assist them in becoming productive
contributors in the community (see Course Learning Objectives below).
2. Create a learning environment where students feel fairly treated.
Faculty Expectations of Students
Students are expected to know and abide by the Bryan School Faculty and Student
Guidelines in all matters pertaining to this course. Violations will be pursued in
accordance with the guidelines. Please do not get into trouble by violating the guidlines.
If you find yourself behind or in a difficult situation, please come see me. When in doubt
about whether something is or is not a violation, please see me.
MKT 421 Honor Code
Please refer to the Bryan School Faculty and Student Guidelines. I should also like to
add, please do not get into trouble by violating the guidelines. If you find yourself behind
or in a difficult situation, please contact me. You will notice that the points are spread out
pretty well to minimize the impact from some bad grades
Absenteeism Due to Religious Observance
If you have any religious holidays that might result in an absence, you must contact me
at least two weeks before the holiday. I prefer to be contacted in the first two weeks of
class. There are a limited number, so please read the UNCG policy for that answer and
the answers to any other questions, which can be found under the Heading of “Religious
Observance” at link
Course Requirements
In-class Attendance and Participation:
There is an attendance and participation grade because of the integrative and
participative nature of this class. It includes attendance, attentiveness and oral
participation.
Participation is measured in terms of consistently relevant (combination of quality and
quantity) contributions to class discussions. This can include asking relevant questions
and participation in group activities.
Attendance is part of the participation grade. Attendance at, and behavior in,
class meetings follows those standards of a professionally run meeting.
Be on time consistently. You will receive 1/4 point for each class attended, provided that
you are on time and actively involved in the class, and up to 3 points additionally based
on the subjective evaluation of your participation, up to a maximum of 10 points.
No phones, irrelevant reading material, or conversations are permitted.
Laptops, PC's in the lab, etc. should be properly used.
If you miss a class, it is your responsibility to manage the situation. Therefore, you are
responsible for any information and/or material from a missed class.
Chapter Case Studies:
At the end of each chapter are two case studies each followed by a series of questions.
You are required to choose one of these case studies and answer the questions in a
brief paper at least one but no more than two pages long. The papers must be submitted
in the class immediately following the class in which the chapter was presented. As time
permits, these cases will be discussed in class. These papers will not be graded but will
be either accepted or rejected by the instructor. You are required to do any 10 of the
case studies and you will receive 1 point for each accepted paper, up to maximum of 10
points.
The case studies will be accepted based on promptness, completeness and
professionalism. Professionalism includes grammar, writing style, spelling and format.
Integrated Marketing Communications Plan:
This will be a group project assigned by the instructor. The project will be submitted and
presented in four segments which will require involvement early in the semester and
prevent the traditional “waiting until the last minute”. An outline will be presented and
discussed in class, and work sessions will be scheduled to work on the project
segments. However, do not expect a step-by-step procedure on how to complete your
project. Successful marketing campaigns require ingenuity and creativity. Out-of-the-box
thinking is encouraged.
Grading policy:
Completed Assignments:
• No papers are accepted late.
• Assignments are always graded for grammar, spelling, organization,
completeness and overall professionalism.
• Students who are concerned about their writing can work with the UNCG writing
center. The Writing Center should be contacted well in advance of the due date
of the assignment.
• The due dates for assignments are included in the syllabus schedule section.
Exams:
There will be four exams in this course. The final (fourth exam) will be a cumulative
exam.
Students with learning challenges that require testing adjustments such as a quiet
setting and/or additional time need to provide me with the appropriate documentation
from Office of Disability Services, ODS, at least one week before a test. Ideally the
student will do so at the beginning of the semester.
Those students with said challenges, but who have not registered as such, are
encouraged to contact ODS:
ODS Contact Information:
web site: ods.dept.uncg.edu/
Suite 215 EUC, PO Box 26170
Greensboro, NC 27402-6170
VOICE/TTY 336.334.5440
FAX 336.334.4412
EMAIL ods@uncg.edu
Generally there are no make-up exams except in the case of serious emergencies or
school related activities. When a student faces such a situation, the student must contact
me as soon as possible and must provide written evidence of the emergency which
includes verification of the time and date as well as a contact number of an individual
that can confirm the emergency. I do not want to know personal and/or sensitive
information, just the general nature of the emergency. It should be noted that the
requirement of written documentation of the issue is part of my effort to ensure that all
students in the course feel fairly treated.
With regard to the final exam time, students with more than two examinations within
24 hours may apply to the University Registrar's Office, 180 Mossman Building, for
permission to change their exam schedules. The usual policy is to change the middle
examination in a sequence of three.
Grade Scale
A+
97 to 100
A
92 to 96.99
A90 to 91.99
B+
88 to 89.99
B
82 to 87.99
B80 to 81.99
C+
78 to 79.99
C
73 to 77.99
C70 to 72.99
D
60 to 69.99
F
Below 60
Grade Break-down
Chapter Case Studies................... 10
Participation………………..............10
Exam 1 ...........................................10
Exam 2............................................15
Exam 3 ...........................................15
Final Exam......................................20
Product/Company IMC Plan.......... 20
TOTAL POINTS ...........................100
CLASS MEETING:
Day 1 T – Aug 20
Day 2
Th – Aug 22
Day 3
T – Aug 27
Day 4
Th – Aug 29
CLASS FOCUS
Introduction
Syllabus
Chapter 1 – Integrated Marketing Communications
Video - Nike
Chapter 2 – Corporate Image & Brand Management
Video - Zappos
Chapter 3 – Buyer Behaviors
Video – Radian6
Chapter 4 – IMC Planning Process
Establish Teams
Video - Intel
Day 5 T – Sep 3
Day 6 Th – Sep 5
Day 7
T – Sep 10
Day 8 Th – Sep 12
Day 9 T – Sep 17
Day 10 Th Sep 19
Day 11 T – Sep 24
Day 12 Th – Sep 26
Day 13 T – Oct 1
Day 14 Th – Oct 3
Day 15 T – Oct 8
Day 16 Th – Oct 10
Day 17 Th – Oct 17
Day 18 T – Oct 22
Day 19 Th – Oct 24
Day 20 T – Oct 29
Day 21 Th – Oct 31
Day 22
Day 23
Day 24
Day 25
Day 26
Day 27
Day 28
Day 29
T – Nov 5
Th – Nov 7
T – Nov 12
Th – Nov 14
T – Nov 19
Th – Nov 21
T – Nov 26
Th – Dec 5
Exam # 1 – Chapters 1-4
Chapter 5 – Advertising Management
Video – Strawberry Frog
Chapter 6 – Advertising Design Theory
Video – Crispin Porter
First Project Segment – Work Shop
Chapter 7 – Advertising Design Strategies
Video – E*Trade
Chapter 8 – Traditional Media Channels
Video – Mullen PR
Exam # 2 – Chapters 5-8
Chapter 9 – E-Active Marketing
Video – Monster.com
Second Project Segment – Work Shop
Chapter 10 - Alternative Marketing
Video – Nom Nom
Chapter 11 – Database & Direct Response Marketing
Video - NutriSystem
Third Project Segment – Segmentation & Positioning
Chapter 12 – Sales Promotions
Video - Nudie
Exam #3 – Chapters 9-12
Chapter 13 – Public Relations & Sponsorships
Video – Jones Soda
Chapter 14 – Regulations & Ethical Concerns
Video – Bzz Agent
Chapter 15 – Evaluating an IMP
Video – Nine MSN
Project Presentations
Project Presentations
Project Presentations
International Issues – Barriers to Trade
International Issues – Advertising & Promotion
International Issues – Management Styles
International Issues – Legal Environment
Final Exam – Cumulative – 3:30