College of Business
Promotion Management – MKG 42100-01
Term, Year:
Spring 2014
Class hours:
M/W 11:00 – 12:20 P.M.
Instructor:
Classroom:
Office:
Matt Hanson
SUL 317
Anderson 382
Phone:
Email:
Office Hours:
219-613-8104
Matthew.Hanson@PurdueCal.edu
M/T/W/R 9:30 – 10:50 A.M.
R 5:30 – 6:20 P.M.
Or by appointment
Course Description:
MKG 42100 – Promotions Management 3 cr.
Promotions management integrates advertising, direct marketing, digital/interactive, public relations and
publicity, personal selling, and sales promotions as the overall promotional mix. Various communication
methods are treated as variables for use alone or in combination to communicate attributes of products and
services to the customer.
Prerequisites:
MKT / MGMT 32400 or MKT / MGMT 22400 or BA 224000
Learning Objectives & Assessments:
1.
2.
3.
4.
Achieve an understanding of the major elements comprising the marketing communications mix.
Assessment: Understanding of the major elements of marketing mix and the process of
constructing an IMC plan through research, strategy, and implementation will be
assessed through various in-class assignments and exams.
Fully comprehend the meaning and relevance of integrated marketing communications.
Assessment: Assessed through various in-class assignments and exams.
Appreciate the complexity of designing a complete IMC plan.
Assessment: All members of the two student agency teams will contribute and help
produce a formal integrated marketing communications plan to present to a local client.
Achieve a high proficiency in locating, understanding, and using information sources for
marketing communications program design, execution, and measurement.
Assessment: All members of the two student agency teams will contribute and help
produce a formal integrated marketing communications plan to present to a local client.
Course Materials:
ISBN: 978-0073404868
Advertising and Promotion: An Integrated Marketing Communications Perspective
McGraw-Hill/Irwin, 9th Edition, Belch
ISBN: 978-1887229418
Advertising Campaign Planning: Developing an Advertising-based Marketing Planning
Copy Workshop, 4th Edition, Avery
Grades and Policies:
Grading is based on five (5) specific criteria:
570 points possible
1.
2.
3.
4.
5.
In-class Activities – 30 points
Exam 1 – 100 points
Exam 2 – 100 points
Exam 3 – 100 points
Client IMC Project – 240 points from the following:
Written Plan – 100 points
Formal Pitch – 100 points
Team Evaluation – 40 points
A = 513 points or more
B = 512 – 456 points
C = 455 – 399 points
D = 398 – 342 points
F = 341 points or less
In-class Activities
Through the term, you will be expected to complete in-class group assignments focused on important topics
of interest and case studies. These assignments will be unannounced (“pop assignments”) due at the end of
class. All late assignments will be considered incomplete and you will receive a zero for that assignment.
Exams
There will be three (3) exams during the semester, which will cover the assigned chapters, whether or not explicitly
mentioned in the class lectures. Tests also cover class material that is not in the book. The best preparation for all
exams will be for you to integrate the readings, lectures and class discussions.
Make-up exams will only be given in extremely rare instances (i.e. hospitalization). You are given exam
dates at the beginning of the semester and they are very unlikely to change. Therefore, make your plans to
ensure that you are in class on those dates.
Client IMC Project
Team Formation:
The class will be split into 4 full-service agencies with the responsibility of preparing a complete Integrated
Marketing Communications plan for a local client. Each agency should adopt a formal name and elect a
team leader (Account Manager).
Client #1: Fusion Radio
Contact:
Manny Esparza
Fusion Communications
3340 N. Clark Street, Suite 215
888.491.0169 x 1003
manny@fusionradio.fm
W:
FB:
TW:
FusionRadio.fm
Facebook.com/fusionradioofficial
Twitter.com/Fusion_Radio_
About the Client:
Fusion Radio came to life when former stations Pure Pulse Radio and Energy Internet Radio combined into
a single dance station. Today it’s known as one of the largest commercial dance internet radio stations with
localized focuses on Chicago and San Francisco.
Today, Fusion Radio continues to grow capturing the eye of the dance music industry. With nearly 1.9
million tune-ins, Fusion ranks as the 2nd largest commercial internet dance station on the web and runs a
leading dance music website.
Due to the rise of internet radio services such as Pandora and Spotify, they set out to diversify their
offerings by launching a Pop and Latin channel.
Fusion Dance has been a major success and has won Promo Only’s best “Internet Radio Station” twice.
Fusion Radio is broadcasted from Chicago.
The Challenge:
Fusion Radio has two objectives:
1.
Create a digital marketing campaign (paid search, Facebook, Twitter, etc.) for Fusion Dance
targeted at young males, who are professionals during the day and party-goers at night.
2.
Create a digital marketing campaign (paid search, Facebook, Twitter, etc.) for Fusion Pop targeted
at young females.
Target Market:
Professional, young males (Fusion Dance)
Young females (Fusion Pop)
Budget:
$20,000
Duration:
May 2014 to April 2015
Client #2: Eyepad Optical
Add:
Chris Foreit
8313 Calumet Avenue, Munster, IN
219.836.2473
cforeit@gmail.com
W:
EyePadOptical.com
About the Client:
The EyePad is a fresh approach at eyewear in the Munster community. The idea is to always have the best
selection and latest trends of prescription frames and sunglasses available to our customers. There is also a
heavy emphasis placed on high quality service while maintaining fair prices for everything that they sell.
Chris Foreit (Founder), and his family are originally from Munster, where they have strong ties to the
community and want to continue those relationships in this new venture, making everyone feel welcome
and appreciated. For the last 18 years, Chris has worked as an optician in Chicago’s Wicker Park
neighborhood at division, which he co-founded.
The Challenge:
EyePad would like a fully integrated marketing plan to drive more traffic into the store. Currently 9 out of
10 people that come in, purchase glasses or contacts. Key messaging to push includes an on-site eye doctor,
designer eyewear, sunglasses, and contacts, vision insurance and flex spending, and locally owned by a
Munster native.
The key target market is families in Munster and surrounding communities
Target Market:
Families in Munster and surrounding communities
Budget:
$20,000
Duration:
May 2014 to April 2015
Deliverables:
1. Plans book that includes (26 pages exactly):
Your team’s written IMC plan will consist of five areas and include supporting documentation:
Plans Book Scoring
Criteria
Research
Requirements




Creative Strategy &
Execution



Scoring
Effectively addresses the
diverse nature of the target
market.
Covers the target market
in detail (demographic,
geographic,
psychographic, and
behavioral).
Define current positioning
of competitors.
Provide a clear
understanding of the
media the competition is
currently using in the
marketing plans.
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable
Outline a creative strategy
that provides a creative
way to answer the
objectives outlined by the
client.
Provide creative
executions for all
recommended media and
customer touch points.
Provide target market
feedback on creative
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable
executions through
primary research (i.e.
focus groups).
Media Plan






Establish clear objectives
that media will
accomplish and that can
be evaluated.
Encompass consumer
touch points across all
media selected.
Provides rationale and
illustrate use of media
choices.
Substantiated by research
and applicable to the
target audience.
Provides a clear outline of
all media purchases across
all months of the year in
an organized chart,
including pulsing,
flighting, continuity, and
any seasonality patterns.
Clearly outlines all costs
associated with purchases
in a detailed format.
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable
Measurement & Evaluation

Describe what you would
evaluate, why, and what is
expected.
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable
Overall Quality of the Plans
Book

Professional in appearance
and delivery, engaging,
and convincing.
Unique, highlighting
individual approach to
provide distinction from
the other agencies.
Is exactly 26 pages in
length.
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable


Total
2. Client Pitch
50 points x 2 = 100 pts.
Each agency will have exactly 20-minutes to present their findings and recommendations in the hopes of
winning the business. Official timekeepers will start the timing of the presentation when the first action
(spoken word, music played, slide transition, etc.) from an agency member is started and will stop exactly
at the 20-minute mark. This “pitch” will include a formal presentation to the client outlining the
information submitted in the formal written IMC plan. Immediately following the presentation, there will
be a 10-minute question and answer session. Each agency can bring any materials they may need to justify
their answers during the question and answer session.
Since this is a formal “pitch” to win the client’s business, your agency’s “pitch” will be compared to other
findings and recommendations from the other agency. The agency that provides the best IMC plan,
presentation, and answers during the Q&A typically receives an internship for two students with the client.
Presentation Scoring (20-minutes or less)
Criteria
Requirements
Research




Creative Strategy &
Execution



Media Plan


Scoring
Effectively addresses the
diverse nature of the target
market.
Covers the target market
in detail (demographic,
geographic,
psychographic, and
behavioral).
Define current positioning
of competitors.
Provide a clear
understanding of the
media the competition is
currently using in the
marketing plans.
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable
Outline a creative strategy
that provides a creative
way to answer the
objectives outlined by the
client.
Provide creative
executions for all
recommended media and
customer touch points.
Provide target market
feedback on creative
executions through
primary research (i.e.
focus groups).
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable
Establish clear objectives
that media will
accomplish and that can
be evaluated.
Encompass consumer
touch points across all
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable




media selected.
Provides rationale and
illustrate use of media
choices.
Substantiated by research
and applicable to the
target audience.
Provides a clear outline of
all media purchases across
all months of the year in
an organized chart,
including pulsing,
flighting, continuity, and
any seasonality patterns.
Clearly outlines all costs
associated with purchases
in a detailed format.
Measurement & Evaluation

Describe what you would
evaluate, why, and what is
expected.
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable
Overall Quality of the
Presentation

Professional in appearance
and delivery, engaging,
and convincing.
Unique, highlighting
individual approach to
provide distinction from
the other agencies.
Falls within the 20-minute
time period.
Ability to think on your
feet and effectively
answer all of the Q&A
questions.
9 – 10 = Superior
7 – 8 = Very Good
5 – 6 = Satisfactory
3 – 4 = Unsatisfactory
1 – 2 = Unacceptable



50 points x 2 = 100 pts.
Total
3. Team Evaluation:
A final team evaluation at the completion of the course will provide a clear picture on the work
ethic and involvement of each member of the team. Each student will be evaluated on the
following scale by their team members and then compiled to give an average grade.
SCALE:
A (5)
B (4)
C (3)
D (2)
F (1)
i.e. 7 member team scored individual student “A”: 5, 5, 5, 5, 5, 4, & 3
32 total points/35 possible points x 40 points possible = 36.6 out 40 points possible
The following grade expectations are provided below for you to use as a guide in your evaluations.
A = Top Quality Performance
The work is at a professional level and is insightful, high quality, and does something
extra to spark excellence from the group. An A student provides outstanding leadership, long and
productive hours at key times in the process, and is recognized by his/her peers as a key driver of
plan excellence. An A student provides guidance and direction above and beyond what is
expected.
B = Very Good Performance
The work is at a professional level and the student will do all that is asked of them, but
does not take initiative to go above and beyond what is expected either through additional work or
sparking new strategy ideas. Assignments submitted are relevant and incorporated into the
strategy, plans book, and presentation without others having to edit your work.
C = Average Performance
The work was completed, but the quality of the work did not reach the professional level
required for the strategy, plans book, and presentation.
D = Below Average Performance
These students consistently miss assignments, lack participation, and turn in information
that cannot be used in the final project. The only difference between D and F students is that D
students have a physical presence during class meetings.
F = Minimal Performance
These students consistently miss assignments, lack participation, and turn in information
that cannot be used in the final project. F students have many unexcused absences from class
meetings.
Email Policy
This section sets forth guidelines for e-mail communication with the course instructor. Excessive e-mails
make unreasonable time demands on both sender and recipient. Please ensure you have a legitimate need
before you write.
Your instructor will answer e-mail about:




Questions arising from difficulty in understanding course content.
Request for feedback about graded assignment.
Questions regarding tests.
Private issues appropriate for discussion within the teacher-student relationship.
Assignments Policy
This section sets forth guidelines for course assignments.



Late assignments are not accepted.
Assignments cannot be made up unless there is a documented medical or legal excuse.
The course software standards for submissions of assignments are Microsoft Word, Excel and
PowerPoint. Assignments completed in other formats will not be accepted.
Assessment Policy
This section sets forth guidelines for course assessments.




All assessments will be delivered in class.
There are no makeup tests except in the instance of documented medical or legal issues.
Cheating is not tolerated. Any student caught cheating will receive a grade of “F”.
It is your responsibility to monitor your progress and grade through Blackboard.
Weekly Schedule:
Date
Weekly Discussions/Exams/Meetings
Jan 13th
Class Introduction
Client Introductions
Form Teams
Jan 15th
Campaign Challenge
Avery: Planning Points
Avery Ch. 1 – 3
Jan 20th
MLK DAY – No Class
Jan 22nd
Belch Ch. 1 & 2
Jan 27th
Belch Ch. 3 & 4
Jan 29th
Belch Ch. 7
Avery Ch. 4 & 5
Exam Review
Feb 3rd
Exam #1 (Belch Ch. 1-4, 7; Avery Ch. 1-5)
Feb 5th
Belch Ch. 8 & 9
Avery Ch. 6 & 7
Feb 10th
Team Meetings: Team #1 and #2
Feb 12th
Team Meetings: Team #3 and #4
Feb 17th
Belch Ch. 10 & 11
Avery Ch. 8
Feb 19th
Belch Ch. 12
Avery Ch. 9
Feb 24th
Exam #2 (Belch Ch. 8-12; Avery Ch. 6-9)
Feb 26th
Belch Ch. 13
Mar 3rd
Team Meetings: Team #1 and #2
Mar 5th
Team Meetings: Team #3 and #4
Mar 10th
SPRING BREAK – No class
Mar 12th
SPRING BREAK – No class
Mar 17th
Team Meetings: Team #1 and #2
Mar 19th
Team Meetings: Team #3 and #4
Mar 24th
Belch Ch. 14 & 15
Mar 26th
Belch Ch. 16 & 17
Avery Ch. 10 – 12
Mar 31st
OPEN DATE FOR TEAMS – No Formal Class
Apr 2nd
OPEN DATE FOR TEAMS – No Formal Class
Apr 7th
Team Meetings: Team #1 and #2
Apr 9th
Team Meetings: Team #3 and #4
Apr 14th
Team Meetings: Team #1 and #2
Apr 16th
Team Meetings: Team #3 and #4
Apr 21st
Team Meetings: Team #1 and #2
Apr 23rd
Team Meetings: Team #3 and #4
Apr 28th
Exam #3 (Belch Ch. 13-18; Avery 10-12)
Presentation to Client
Apr 30th
Presentation to Client
Student Contract
Due: January 15th by the start of class
I, ______________________________, have read and understand the syllabus and schedule for MKG
42100, 01 – Promotions Management. I agree to abide by the rules and guidelines set forth within the
syllabus and schedule. I will hold myself 100% responsible for the work that is required in this course and
will maintain the accuracy of my grade by monitoring my progress through Blackboard. I completely
understand that attendance in class is imperative to quality learning. I agree to actively contribute to this
class and only submit work completed to the best of my abilities. I understand that constructive criticism is
needed to grow as a student. I agree to be respectful to my fellow classmates, my client, and especially to
the course professor, and understand that failure to do so will result in my failed grade and my immediate
removal from this course. Finally, I agree to be professional and honest in all of my class endeavors.
Name: _____________________________________
(Please Sign)
Date:
_____________________________________
Code of Conduct Policy
Academic Honesty
Honesty and integrity in academic and personal pursuits are hallmarks of higher education. By acting
honestly and with integrity, students maintain and uphold their own reputations, and the reputation of both
the School of Management and the University. The Students Handbook states that “the commitment of the
acts of cheating, lying, stealing and deceit in any of their diverse forms (such as the use of ghost-written
papers, use of substitutes for taking examinations, the use of illegal cribs, plagiarism, and copying during
exams) is dishonest.” Also, aiding and abetting in committing dishonest acts is in itself dishonest. The
penalty for any student(s) involved in any of such acts will range from an outright zero in the specific
assignment the act was committed to a grade of “F” in the course.
Honor Code:
I understand that academic dishonesty will not be tolerated at Purdue University Calumet. I am here to
learn. Through learning, I will strive to become a better person and a more valuable contributor to society. I
understand that dishonesty in the classroom, through cheating, plagiarism or other dishonest acts, defeats
this purpose and disgraces the mission and quality of a Purdue University Calumet education. Therefore, I
make the following pledge: in accordance with the Honor Code, I will not engage in dishonesty in my
academic activities, and I will not tolerate such dishonesty by other students.
Classroom Civility:
Purdue University Calumet supports the principles of freedom of expression for both faculty and students.
The University respects the rights of faculty to teach and students to learn. Maintenance of these rights
requires classroom conditions that do not impede the learning process. Disruptive classroom behavior will
not be tolerated. An individual engaging in such behavior may be subject to disciplinary action.
Definition of Civility: Purdue University Calumet places a priority on student learning. We value the
inherent worth and dignity of every person, thereby fostering a community of mutual respect. We believe
that in order to achieve these ideals, all Purdue University Calumet students are expected, while in the role
as student or representative of the university, to exhibit and practice civil behaviors, defined as behaviors
that:
1. Respect faculty, staff, fellow students, guests, and all university property, policies, rules and
regulations
2. Take responsibility for one’s choices and actions
3. Accept consequences of one’s inappropriate choices and actions
4. Communicate in a professional and courteous
Students with Disabilities Policy
In compliance with the Americans with Disabilities Act (ADA), all qualifying students enrolled in this
course are entitled to reasonable accommodations. It is the student’s responsibility to inform the instructor
of any special needs before the end of the second week of classes.
Incomplete Grade Policy
An incomplete is given only in the case of documented illness or per recommendation of Dean of Students
Office. An incomplete is not awarded for failure to complete assignments or exams.
Emergency Preparedness. In the event of…
Fire…




Know the location of the fire alarms, fire extinguishers and evacuation routes and exits.
Evacuate when the alarm sounds.
Help ensure everyone evacuates.
Assist others during the evacuation.

Immediately call University Police (989.2911) if you or others need assistance or if someone is
trapped in an elevator.
Severe Weather…
 Know the location of your Storm Safe Area.
 Listen for announcements via the campus public address system.
 Follow instructions.
 Help ensure everyone is aware and follows instructions.
Medical Emergency…
 Immediately call University Police (989.2911)
 Immediately call 9-911 (if you are using a campus phone or 911 if you are using a cell phone) if an
ambulance is needed.
 Do not administer first aid or move the person unless trained to do.
 Stay at the scene to provide information to emergency personnel.
Power Failure…
 If it lasts more than a few seconds…secure your space and go to the first floor.
 Listen for announcements via the campus public address system.
 Follow instructions.
 Help ensure everyone follows instructions.
 REMEMBER…emergency lighting is limited in duration…it is intended to help you evacuate
safely…it is not intended to help you keep working.
Elevator Failure…
 If you are trapped, activate the elevator alarm and use the emergency telephone to contact
University Police.
 If you hear someone who is trapped in an elevator, reassure them that you will call University Police
(989.2911).
Criminal Activity…
 Call University Police (989.2911) immediately if you observe a crime, note a suspicious person or
have knowledge of a crime previously committed. The confidential hotline number for reporting
suspicion of criminal behavior is 989-2912.
Dangerous Individuals…
 Call University Police (989.2911) immediately if you observe someone demonstrating apparently
irrational or harmful behavior.
 Also please take note of the campus resources that are available should you believe that a student
may benefit from intervention that could prevent a potential emergency situation:
Dean of Students office: 989-4141
Counseling Center: 989-2366
Hazardous Condition…
 If you see, smell, touch or hear something that is a hazard or has the potential to become a hazard
call University Police (989.2911).
Sounds like gunshot…
 Turn off lights to the room.
 Lock or barricade the door.
 Hide where you can’t be seen.
 Call the University Police (989.2911)
 Wait for Police to arrive.
WHEN IN DOUBT…CALL UNIVERSITY POLICE AT 989.2911