PROMOTIONAL
STRATEGY SYLLABUS
FALL
2000 – TUESDAY NIGHT CLASS
Professor:
Dr. John R. Kuzma
Office:
Morris 223 Phone:
389-5416
E-mail:
John.Kuzma@Mankato.MSUS.EDU
Office
Hrs: MW 10:00-11:30 a.m. and
1:00-2:00 p.m., T 5:30-6:00 p.m. and
by appointment.
TEXT: Introduction
to Marketing Communications: An
Integrated Approach, John Burnett and Sandra
Moriarity, Prentice-Hall, Inc., 1998.
Marketer's Guide to Media 99-00
(one per team - to be discussed in class)
GMMI Intern Handbook (To be handed out in class)
OTHER MATERIALS:
Standard Rate and Data Service - Available in University of
Minnesota library.
Research Materials and References
MARKETING PROGRAM OUTCOMES:
As a graduate of the Marketing Program, you will be able to:
1. Identify and explain the
domestic and international environmental factors that can influence marketing decisions.
2. Describe consumer and
organizational buyer behavior (for a specified product).
3. Describe the information
components of a marketing decision support system (for a specified firm).
4. Conceptualize, design,
execute, and report results of a basic marketing research study.
5. Develop and write a
marketing plan.
COURSE OUTCOMES:
To meet the Marketing Program outcomes, in this course you will learn to:
1. Understand the role of
promotion in the marketing environment.
2. Understand the
promotional mix elements and their appropriate application.
3. Understand how
individuals process promotional messages.
4. Understand the
regulatory/ethical environment in which marketing communications are developed
and executed.
5. Understand the creative
process in the development of effective marketing promotions.
6. Understand the importance
of evaluating the effectiveness of marketing communications.
7. Understand the
global/cultural influences of the promotion development process.
8. Understand the promotion
planning process.
9. Understand how to develop
an integrated promotional campaign.
10. Ability to critique promotional messages/campaigns.
COURSE OBJECTIVES:
Three
things in particular should be emphasized regarding the objectives of this
course.
1. That the basic
orientation is conceptual and managerial rather than creative.
2. That advertising and
promotion cannot be divorced from marketing.
3. That promotion management
involves the management of persuasive communication.
The
general objective in this course is to develop a conceptual understanding of the
promotion function. It is not the
purpose of the course to produce creative artists.
It
should be stressed that promotion is a part of marketing.
Advertising and promotion are not isolated areas that exist apart from
the other functional areas of business.
It
must be understood that promotion is persuasive communication.
The underlying purpose of promotion is to inform, persuade, and remind
people to accept an idea or product. This
can only be done if communication takes place.
CLASS DISCUSSION:
Each
student is expected to contribute regularly to class discussion, as called upon
by the instructor and on a voluntary basis.
To a substantial extent, the benefit that a student derives from the
assignments is related to his/her willingness to expose their own viewpoints or
conclusions to the critical judgment of their class, and to their active
participation by building upon or evaluating critically the contributions of
others.
CLASS ATTENDANCE:
Students
will not be graded on attendance, however they are responsible for material
covered during class. Critical
evaluations missed because of non-attendance cannot be made up.
LATE PENALTY:
Any
assignment submitted late (without an excused absence) will receive a deduction
of 10% of the total worth of the assignment for each day the assignment is late.
In other words, if a paper worth a possible 100 points were submitted one
day late, 10 points would be deducted from the final grade.
EXAMINATIONS:
All
exams will be closed book and closed notes.
The exam questions will be taken from class notes, the textbook, and
class discussion of articles, films, cases, and questions.
The test questions may be essay, multiple choice, true/false,
fill-in-the-blanks, or case analysis in nature.
MAKE-UP EXAM POLICY:
1. There will be no make-up
exams given without a valid excused absence.
Don't miss!
2. If missing an exam is
unavoidable, the instructor must be notified prior to the time for the exam.
This means well in advance not two
minutes before the exam.
3. Make-up exams are subject
to an automatic one-grade reduction of the earned grade.
GRADING:
The
grading will be based on the following format:
Exam #1
=
80 pts.
Exam #2
= 80 pts.
Exam #3
=
80 pts.
Exam #4
=
80 pts.
Promotion Campaign = 140 pts.
(35pts. weekly participation, 35 pts. campaign development, 35 pts.
presentation, 35 pts. final report)
Critical evaluations =
20 pts.
Total
= 480 pts.
ASSIGNMENTS
DATE
CHAPS.
TOPICS
Aug 29 1,2, & 3 Introduction to course and integrated marketing communications, the promotion mix, the role of promotion in the marketing process. The marketing concept, the marketing mix and IMC (Integrated Marketing Communications). Organizing for Integrated Marketing Communications - internal departments or external promotion agencies. The agency concept, types of advertising agencies, agency compensation,and the client-agency relationship.
GMMI - ORIENTATION (CATHERINE WHITCHER ATTENDING).
Sep
5
4 & 5
Marketing communications
strategy and planning. Developing
the marketing plan and developing the
marketing communications plan.
Hierarchy of effects, AIDA, and domain models.
The sociocultural environment, consumer behavior and decision making, personal influences, market segmentation, selecting target markets,
and market positioning.
GMMI - RESEARCH (JESSICA REGIONAL MANAGER ATTENDING).
Sep 12 6 EXAM #1. Consumer decision-making processes, psychological background, and organizational buying behavior.
GMMI
- RESEARCH SURVEY COMPLETED.
EXAM #1
TUESDAY SEPTEMBER 12, 2000 CHAPTERS
1-5
Sep
19 NO
CLASS –
GMMI - CAMPAIGN
DEVELOPMENT/PR/ADVERTISING
Sep 26
7 & 8
The legal, ethical, and global
environment. Regulatory and global
influences on the communications process.
The communication
process,
types of communication systems, characteristics
of the source, and message variables.
GMMI - CAMPAIGN DEVELOPMENT/PR/ADVERTISING
(CATHERINE
WHITCHER ATTENDING)
Oct 3
9
Advertising, how it works, strengths and weaknesses, creative strategy,
and what makes an effective ad.
Advertising appeals and executions.
GMMI –CAMPAIGN DEVELOPMENT/PLANSBOOK
Oct 10 10 Sales promotion, types of consumer and trade sales promotions, and sales promotion strategy.
GMMI –PRESENTATION (CATHERINE WHITCHER ATTENDING)
Oct 17 11
& 12
EXAM
#2. Public
Relations, types of public relations, public relations tools, and public
relations strategies. Direct
marketing, the process of
direct marketing, and direct marketing media
tools.
EXAM
#2 TUESDAY OCTOBER 17, 2000 CHAPTERS
6-10
Oct 24 13
& 14
Personal selling, personal selling and the communications mix, the
selling process, types of personal selling, and managing the sales force.
Marketing communications that crosses the lines, sponsorships, event marketing, cause marketing, sports
marketing, and the Olympics.
Oct 31 15
& 16
Media of IMC, advantages and disadvantages of the various types of print,
broadcast, out-of- home, and supplemental
media.
Developing
the
media plan, creating a strategy, choosing tactics,
and the use of various computer models.
ASSIGNMENTS
DATE
CHAPS.
TOPICS
Nov
7 17
& 18 EXAM #3.
Developing the IMC appropriation, planning and determining the budget appropriations for each promotion tool.
Measuring IMC
performance, measuring the performance
for each promotion element, and evaluating other types of marketing
communications.
EXAM #3 TUESDAY NOVEMBER 7, 2000
CHAPTERS 11-15
Nov
14
19 Campaign planning,
tying all the elements together from situation analysis to evaluation.
GMMI – POST RESEARCH DISTRIBUTED
Nov
21
EXAM #4 TUESDAY NOVEMBER 21, 2000 CHAPTERS 16-19
Nov
28
GMMI – RECAP REPORTS TURNED IN
Dec
5
GMMI – ALL REPORTS AND BUDGETS TURNED INTO EVP
(CATHERINE WHITCHER ATTENDING)
** NOTE THIS SYLLABUS IS SUBJECT TO
CHANGE