MKT 421-01 Promotion Management (UNCG)
Spring 2014
THE UNIVERSITY OF NORTH CAROLINA AT GREENSBORO
BRYAN SCHOOL OF BUSINESS AND ECONOMICS
Department of Marketing, Entrepreneurship, Hospitality and Tourism
MKT 421-01: Promotion Management
Spring 2014
216 Bryan Building
Tuesdays & Thursdays, 9:30 am – 10:45 pm
1. INSTRUCTOR:
Dr. Jiyoung Hwang
Office: Bryan 350
Email: j_hwang3@uncg.edu (the most efficient means of contact)
Course website: http://blackboard.uncg.edu
Office hours: Thursdays 1:30-2:30 pm and by appointment
2. COURSE OBJECTIVES
This course is designed to familiarize students with the integral components of marketing, advertising,
promotions, and marketing communications. Specifically, the class will focus on how companies can
effectively communicate with customers and potential customers. To extend our understanding of
promotion and communication issues, this course will consist of readings, case analysis, projects and
discussion. With this in mind, specific student learning outcomes are to develop an understanding of:
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.
3. REQUIRED TEXT
Integrated Advertising, Promotion, and Marketing Communications 6th edition by Clow and Baack,
Pearson.
** An earlier version is acceptable but students are responsible to be aware of some differences. If you
prefer, e-textbook version with access to web sources from the publisher is a good option as well. Other
additional readings can be found in pdf form on our course website.
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.
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MKT 421-01 Promotion Management (UNCG)
Spring 2014
4. TERM ASSIGNMENTS AND GRADES
Points
Class Participation (Individual)
 Attendance (25)
 In-class participation (25)
 Article/promotion case discussions (10)
Chapter Case Studies (Individual)
 Any 10 case studies (each @5 points)
Strategic Promotion Campaign Plan (Group)
 Promotion Campaign Plan (160)
 Presentation (25)
 Peer evaluation (25)
Quizzes (Individual)
 3 Quizzes (each @50 points)
TOTAL
60
50
210
150
470 +
** Total points can be over 470 if some extra point opportunities are provided. Grades are not curved and
will not be rounded. The points you earned will determine the grade you deserve. Final grades can only be
changed to correct calculation or input errors on my part. Any issues concerning grading need to be called
to my attention in writing within one week of receipt of the grading. Grades assigned at the end of the
semester are NOT negotiable.
Grading Scale
A
93-100%
A90-92.99
B+
B
B-
87-89.99
83-86.99
80-82.99
C+
C
C-
77-79.99
73-76.99
70-72.99
D+
D
E
67-69.99
60-66.99
Below 60%
4.1. Class Participation
Because of the integrative and participative nature of this class, there are grades for attendance,
article/promotion case presentation, and in-class discussion.
First, for attendance, arriving to class late or leaving early may count as an absence. For the absence with
reasonable situation, the proof or documentation should be filed for the absence to be waived. Excused
absences include class conflicts, documented illness or true emergencies. Other excused absences may be
granted, in advance, but should be considered the exception, rather than the rule.
Second, each student needs to do one article/promotion case discussions (see the class list for the day of
your presentation). Specifically, the student needs to briefly present and discuss an article/promotion case
that they found interesting and related to the topic of this class. About 5 minutes is given to each student.
Any type of written presentation material is required for the grade. The article can be from any source –
EBSCOhost, ProQuest, The Wall Street Journal, The New York Times, or advertising magazines.
Examples available on YouTube are also acceptable as long as it is not students’ projects for class. The
article and examples must be current (since 2011 or later).
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MKT 421-01 Promotion Management (UNCG)
Spring 2014
Third, in-class discussion participation is to promote your understanding of important concepts and realworld examples. Remember that “consistent, meaningful” contribution (quality- and quantity-wise) to the
class discussion will be counted. To do so, it is important for you to read the chapter before each class.
Poor participation will be reflected on final grade. Grading in-class discussion participation is necessarily
subjective. Some of the criteria for evaluating meaningful contribution include: 1) whether the participant
is prepared and the participant goes beyond simple repetition of case/article or facts, 2) whether the
participant is a good listener and also interacts with other fellow students, and 3) whether the participant
is an effective communication.
4.2. Chapter Case studies (Individual)
Every chapter of the textbook has two case studies with a series of questions. You are required to choose
one of these case studies and answer the questions in a brief paper (up to 2 pages). The papers must be
submitted on blackboard immediately following the class in which the chapter was presented. You are
required to do any 10 of the case studies of different chapters during the semester.
4.3. Strategic Promotion Campaign Plan (Group)
The major learning activity during the semester is the development of a Strategic Promotion Campaign
Plan. For this group project, students will sign up for a team of 3-4 students, which will be done in the
first week. So be ready to get started quickly. The campaign must be for a real business.
A strategic promotion campaign has many parts because no single advertisement, package or website can
do all the jobs in creating necessary brand awareness. Thus, the strategic campaign consists of many parts,
which should be integrated to deliver a consistent and coordinated message to the target audience.
Successful marketing campaigns require ingenuity and creativity. Out-of-the-box thinking is encouraged.
Specific guidelines are provided and any questions/discussions are welcomed but do not expect a step-bystep procedure on how to complete your project.

Note that a progress report is required. Progress report is a draft version of term project on the
date noted in the schedule. Late report will not be accepted. Although this report will not be
graded, it will be more helpful for you to work on it early so that you get my feedback on much
content as possible, which will help you improve the quality of the final report.

For the most part, write the report as if it is being written for senior management. This
means that it is crucial for you to know that who is the reader and how you need to present
effectively. Grade for the final report will be given based on 1) logical arguments based on
extensive research using credible sources (most important), 2) proper citation, and 3) other details
(grammar, format etc.). Remember that Wikipedia is NOT a credible source for research papers.

Presentation is included as a grading term. Presentation should be professional (e.g., good ppts,
professional attire, professional attitude etc.). We have a session for draft presentation so that you
get feedback from me and from your fellow students. This is designed to enhance the quality of
the presentation – this is all learning experience for all of you. Specific guideline is available on
blackboard.
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MKT 421-01 Promotion Management (UNCG)
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Spring 2014
Peer Evaluation is also an important component in group project and so it is included as a
grading term for group project. Each member of the project teams will provide evaluative
feedback on the performance of each individual group member. You will give yourself a rating
and provide comments on the contributions each member made toward the successful completion
of the project. The ratings provided by each group member will be taken into account in the final
calculation of each student’s total grade for the project. The form is available on blackboard.
** When serious conflicts exist among group members prohibiting productive work, you are strongly
recommended to contact me ASAP. **
4.4. Exams
There will be three exams. It is designed to evaluate your understanding of the key concepts and
applications within promotion and marketing communication contexts. All exams will be open notes, but
not open book. The exams will consist of 50% multiple choice, 50% written answer format, though the
final exam may contain more written portion than the other two. A make-up exam can be considered only
when 1) there is extreme emergency and 2) a written notice is given to the instructor at least 24 hours
prior to the exam day.
4.5. Bonus Points
There may be one or two extra credit opportunities. If you are planning an absence (both excused and
unexcused reason), you will lose the opportunity. But losing these opportunities does not affect your final
grade in a negative manner.
5. RULES FOR WRITTEN ASSIGNMENTS
Any written assignment with no compliance to the following rule will result in a deduction of 10% of the
grade.
 Must be typed with Times New Roman 12 font, double-spaced, and 1-inch margins all sides.
 For individual work:
o File name of assignment for upload: Last Name_Title of Assignment
 (e.g., Hwang_Ch 1 case study paper)
o On the top left corner of the first page, provide student’s full name, course name, and name of
assignment.
 For group project:
o File name of assignment for upload: Group Numer_Title of assignment
 (e.g., Group #4 – Panera promotion campaign plan_Progress Report)
o On cover page, provide the title of project and all student names.
 In writing papers, use headings and paragraphs to organize your writing.
 Use third person. Check spelling, grammar, punctuations, and consistent formatting.
 All references and quotations using American Psychological Association (Examples:
http://owl.english.purdue.edu/owl/resource/560/01/). Jackson library also has an APA style
guideline.
 No Wikipedia as a source – anyone can add to or alter these entries and thus there are questions
about the credibility of the information. Use library databases to search for articles and reports
published in newspapers, trade magazines, and academic and business journals.
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MKT 421-01 Promotion Management (UNCG)
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
Spring 2014
All assignments are due at the beginning of class. Any assignments submitted 1) after the
beginning of class and 2) without written rules applied will receive a letter-down grade per day.
Late assignments will not be accepted. If accepted, the grade will be lowered on letter grade for
every day late, including weekend days.
DO NOT EMAIL your assignment to me. Also “My printer did not work at the last minute” is
not an acceptable excuse.
6. COURSE POLICIES
6.1. Sending e-mail:
When sending e-mails, be sure to put the course name (MKT 421 – Promotion) in the subject line. You
will get replied usually within 24 - 48 hours with very few exceptional cases (e.g., conference attendance
etc.). In such cases, the instructor will notify you beforehand.
6.2. Modification of class:
***The instructor reserves the right to modify the syllabus, grading system, or calendar to better suit the
course.***
Note that occasionally, changes in the schedule of the course, or in the assignments, are announced on
Blackboard. Materials may be added to increase your knowledge or efficiency in a particular subject area.
It is your responsibility to connect with blackboard to stay abreast of changes, additional material etc.
6.3. Professionalism & Courtesy:
We subscribe to the UNCG professional standards. Students are required to be on time and turning off
cell phones during class. Students should NOT work on unrelated tasks. The use of laptop, smartphone,
and any recording device is prohibited in this class.
Any disrespectful or disruptive behavior may result in sanctions including point deduction in final grade,
course failure or request to leave the class etc. The examples of desirable and disruptive behaviors include:
Desirable behavior
 Being on time and paying attention to the class
 Reading chapters before class
 Asking questions related to the class
 Sharing own experiences that are relevant to the
class
 Following the guideline in the syllabus and in
the project guideline
 Taking notes
 Being honest
 Submitting document for absence
Disrespectful/Disruptive behavior
 Sidebar talking, texting, sleeping, surfing on
the Internet, chewing gum, eating a meal
 Unreasonable compliant about your grade
such as arguing about grade when the work
does not align with the guideline
 Providing false excuse/document for
absence
 Any unprofessional behavior that interferes
the learning environment of the class
Refer to the following for more details on school policies and procedures:
http://www.uncg.edu/bae/faculty_student_guidelines.pdf
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MKT 421-01 Promotion Management (UNCG)
Spring 2014
6.4. The use of course materials
Course materials should be used only for this class: sharing the class material with others or posting any
of class materials online is prohibited.
6.5. Academic misconduct
As the university requires all members to be honest, I take academic misconduct very seriously. My
responsibility is to promote honest behavior based on highest standards of honesty and integrity for the
students. You, as a student, have a responsibility to report any condition facilitating dishonesty relevant to
academic performance in any respect.
Any form of academic dishonesty including plagiarism or cheating will not be tolerated. Plagiarism
may occur on any paper, report, or other work that is submitted to fulfill course requirements. This
includes submitting work done by others such as others’ work on websites. Failing to cite reference
properly will result in from re-doing the paper to zero point for an extreme case. Any copy of work done
by other students in class or by previous students will result in from grade F on the assignment to request
for expulsion from the class. Proof of academic dishonesty will result in a fail in this class. Violations of
the Academic Honesty Guidelines will result in judicial action. Violation of the Guidelines includes
cheating, plagiarism, bribery, misrepresentation, conspiracy and fabrication.***
Personal digital assistant devices, cellular phones, and other electronic devices not allowed cannot be used
during exams. Using any of these during an exam will be reported as a suspected case of Academic
Misconduct and handled in accordance with University policy. Check the details:
http://sa.uncg.edu/handbook/academic-integrity-policy/
6.6. Accommodations for Students with disabilities:
Students requiring physical or programmatic accommodations should consult UNCG’s Office of
Accessibility Resources & Services at http://ods.uncg.edu/
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MKT 421-01 Promotion Management (UNCG)
Spring 2014
TENTATIVE COURSE SCHEDULE
(*subject to change)
Day
Jan 14 (Tue)
Jan 16 (Thu)
Jan 21 (Tue)
Jan 23 (Thu)
Jan 28 (Tue)
Jan 30 (Thu)
Feb 4 (Tue)
Feb 6 (Thu)
Feb 11 (Tue)
Feb 13 (Thu)
Feb 18 (Tue)
Feb 20 (Thu)
Feb 25 (Tue)
Feb 27 (Thu)
Mar 4 (Tue)
Mar 6 (Thu)
Mar 8 – 16
Mar 18 (Tue)
Mar 20 (Thu)
Class focus
Introduction
Syllabus
Ch 1- Integrated marketing communications
Video - Big Apple Circus
Ch 2- Corporate image & Brand management
Video - Playmouth Rock Assurance
Ch 3- Buyer behaviors
Video - Radian6
Ch 4- IMC planning process
Video- Strawberry Frog
Ch 5-Advertising management
Video- Zappos
Exam 1
Due
Team sign-up
Company sign-up
Student Profile on
blackboard with picture
Ch 6-Advertising design: Theories and appeals
Video- Crispin Porter + Bogusky
Ch 7-Advertising design: Strategy and executions
Video- E*Trade
Research workshop session
Ch 8- Traditional media channels
Video- Gavina Gourmet Coffee
Ch 9- Digital marketing
Video- Konica/Minolta
Ch 10- Alternative marketing
Video- Nom Nom
Exam 2
Student presentation of promotion examples (half of
class)
Ch 11 - Database & Direct response marketing
Video- Nestle
Ch 12- Sales promotion
Video- MedTronic
Spring Break – No Class
Ch 13- Public relations and sponsorships
Video- OXO
Ch 14- Regulations and ethical concerns
Video - Life is Good
Presentation materials
Have Fun!
Progress Report (hard
copy)
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MKT 421-01 Promotion Management (UNCG)
Mar 25 (Tue)
Mar 27 (Thu)
April 1 (Tue)
Ch 15- Evaluating an IMP
Video- Domino’s Pizza
No class – Group working day
Student presentation of promotion examples (the other
half of class)
April 3 (Thu)
Promotion in International Business Context
April 8 (Tue)
Draft presentation
April 10 (Thu)
Draft presentation
April 15 (Tue)
Final presentation
April 17 (Thu)
Final presentation
April 22 (Tue)
Study day
April 24 (Thu)
Final exam
April 29 (Tue)
Peer evaluation
Spring 2014
Presentation materials
Presentation PPT (hard
copy)
Presentation PPT & Final
report (hard copy and
Blackboard submission)
Peer evaluation form
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