PROMOTIONAL STRATEGY SYLLABUS
FALL 2000
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)
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 = 100
pts. (20 pts. Situation & Target Market Analysis, 20 pts.
Strategies & Plans)
Campaign Presentation = 40
Oral Critique/Print Ad =
20
Critical evaluations
= 20 pts.
Total
= 500 pts.
ASSIGNMENTS
DATE
CHAPS.
TOPICS
Aug
29
1 Introduction to
course and integrated marketing communications, the promotion mix, the role of
promotion in the marketing process.
Aug
31
2 & 3 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.
Sep
5
4 Marketing
communications strategy and planning. Developing
the marketing plan and developing the
marketing communications plan. Hierarchy
of effects, AIDA, and domain models.
Sep
7
5 The
sociocultural environment, consumer behavior and decision making, personal
influences, market segmentation, selecting target markets, and
market positioning.
Sep
12
6 Consumer
decision-making processes, psychological background, and organizational buying behavior.
Sep
14 EXAM
#1 THURSDAY SEPTEMBER 14, 2000
CHAPTERS 1-5
Sep
19 NO
CLASS
Sep
21
7 The legal,
ethical, and global environment. Regulatory
and global influences on the communications
process.
Sep 26
8
The communication process, types of communication systems,
characteristics of the source, and message variables.
Sep 28
9
Advertising, how it works, strengths and weaknesses, creative
strategy, and what makes an effective ad.
Advertising appeals and executions.
Oct 3
10
Sales promotion, types of consumer and trade sales promotions, and sales
promotion strategy.
Oct 5 NO CLASS
Oct 10 11 &
12 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.
Oct 12 EXAM
#2 THURSDAY OCTOBER 12, 2000 CHAPTERS
6-10
Oct 17 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.
ASSIGNMENTS
DATE
CHAPS.
TOPICS
Oct 19
15
Media of IMC, advantages and disadvantages of the various types of print,
broadcast, out-of-home, and supplemental media.
Oct
24
16 Developing the
media plan, creating a strategy, choosing tactics, and the use of various
computer models.
Jul 14
EXAM #3 FRIDAY JULY 14, 2000 CHAPTERS 11-15
Jul
18
17 Developing the IMC
appropriation, planning and determining the budget appropriations for each promotion tool.
Jul
19
18 Measuring IMC
performance, measuring the performance for each promotion element, and
evaluating other types of marketing communications.
Jul
20
19 Campaign planning,
tying all the elements together from situation analysis to evaluation.
Jul
21
EXAM #4 FRIDAY JULY 21, 2000 CHAPTERS 16-19
Jul
24 Campaign
Presentations
ALL CAMPAIGN PLANS BOOKS ARE
DUE TUESDAY APRIL 18, 2000
NOTE: Along
with your completed Campaign Plans Books turn in the previous assignments (#1
and #2) that were returned to you with my
comments.
Jul
25 Campaign
Presentations
Jul
26 Campaign
presentations
Jul
27 Campaign
Presentations
Jul
28 Campaign
Presentations
** NOTE THIS SYLLABUS IS SUBJECT TO
CHANGE