MKTG 3720 Management of Promotion College of Business Administration University of Missouri-St. Louis 2017 Spring Semester

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1 MKTG 3720 Management of Promotion College of Business Administration University of Missouri-St. Louis 2017 Spring Semester Instructor: Dr. Min Ju Office: SSB Tower 1302 Office Hours: Tuesday & Thursday 12:30 1:45 pm or by appointment Phone: Class schedule: Tuesday & Thursday 11:30 am 12:30 pm, SSB202 Course Description Promotion plays a central role in a firm s marketing strategies and has influenced nearly everyone in the modern world. It is critical for organizations to disseminate messages effectively and efficiently to their target audiences. Advertising and other types of promotional messages are used to sell products and services. Yet, consumers are finding the influence of promotion increasingly negative and trying to avoid the efforts of marketers. In this course, we will examine promotion strategies from the view of both the organization and its consumer groups. This course addresses important promotion issues such as advertising, personal selling, sales promotion, and public relations and publicity. The course will help students achieve the following two objectives: 1. Students will be exposed to new developments of promotion theories and practices and get updated knowledge of the promotion strategy and process. 2. Students will be able to analyze and evaluate promotion strategy and solve practical problems from the real business world. Learning Method This course emphasizes an interactive learning process. Active participation of students in both in-class discussion and out-of-class project preparation will be critical to the learning process. The course will adopt a variety of approaches, including lectures, presentations, and interactive discussions. Textbook Advertising and Promotion: An Integrated Marketing Communications Perspective (10 th ed.) George E. Belch & Michael A. Belch, ISBN: , New York: McGraw-Hill Irwin. Course Site: MyGateway 1

2 --I will post class announcements, grades, and PowerPoint slides, etc. Grading Grades will be assigned based on the following requirements and corresponding weights: Tests each): 40% Group Project: 30% Individual Assignment: 20% Class Participation: 10% Total: 100% The breakdown of grade ranges: A = 93% and above; A- = 90-92%; B+ = 87-89%; B = 83-86%; B- = 80-82% C+ = 75-79%; C = 65-74%; C- = 60-64%; F = Below 60% Academic Integrity The University of Missouri Collected Rules and Regulations, section on Standard of Student Conduct states that students are obligated to adhere to high standards of academic honesty in all their work. Academic dishonesty includes, but is not limited to: cheating, plagiarism, fabricating information, copying an individual assignment from another student, and disruption of teaching or other University activity. Drop Policy We will follow the rules of UMSL, please refer to the official date of dropping a course. 2

3 Course Requirements 1. Tests There will be two tests with multiple choice questions of the text and lectures. Given the nature of this course and the time limitations, the objective is to make sure that students will have a sound grasp on concepts and strategies used in marketing practice. 2. Group Project Each group will develop an Integrated Marketing Communications Plan for a company (profit and not-for-profit organizations). The group is expected to provide a company description and strategic focus to get a complete picture of the company; conduct a situation analysis and raise critical issues that the company is facing; and prepare an Integrated Marketing Communications Plan for the company (See Figure 1-6, Page 30 and 31 of your text for the elements contained in an Integrated Marketing Communications Plan). After the mid-term, each team will give a brief report to the instructor on the progress of the project. At the end of the semester, each team is responsible for a 30-minute presentation of the projects. The presentation gives the teams the opportunity to introduce, explain and defend their strategies. The presentation should summarize the major points that you have learned about the company rather than an expanded summary of everything. This will be followed by a Q&A session. The final report is due right before your presentation. The report must be typed out and the length of the text should not exceed fifteen (15) double-spaced pages. The following criteria will be used to evaluate the quality of both the presentation (15%) and paper (15%): (1) Quality of the project (2) Quality of the assessment of the company's marketing activities (3) Creativity/Viability of the recommendations (4) Clarity/Style of presentation Team members have the opportunity to evaluate each other s contribution at the end of the semester. These evaluations will be used to punish free riders if necessary. 3. Assignments. There will be two individual assignments. Each part will account for 10% of the final grade. 4. Class Participation and Contribution. We will discuss multiple video cases in class throughout this semester. Your contribution to the video case discussion will be evaluated individually. Aside from lectures, there will be in-class group and individual exercises and discussions. 3

4 Students are expected to participate actively and contribute to the learning environment. Student class participation grade will be based on the quality and input in class, and class attendance. Attendance will be taken during the class period. 4

5 CLASS SCHEDULE Week Date Topic Textbook Ch (s) 1 Jan, 17 Jan, 19 Introduction to Integrated Marketing Communications Introduction to Integrated Marketing Communications Ch. 1 2 Jan, 24 Jan, 26 3 Jan, 31 Feb, 2 4 Feb, 7 Feb, 9 5 Feb, 14 Feb, 16 6 Feb, 21 Feb, 23 7 Feb, 28 Mar, 2 8 Mar, 7 Mar, 9 9 Mar, 14 Mar, 16 The Role of IMC in the Marketing Process The Role of IMC in the Marketing Process Organizing for Advertising and Promotion Organizing for Advertising and Promotion Perspectives on Consumer Behavior Perspectives on Consumer Behavior Guest Speaker Video Case & Individual Presentation Individual Presentation The Communication Process Test 1 Test review The Communication Process Video Case Source, Message and Channel Factors Source, Message and Channel Factors Ch. 2 Ch. 2 Ch. 3 Ch. 3 Ch. 4 Ch. 4 Ch. 5 Ch. 5 Ch. 6 Ch Mar, 21 Creative Strategy Ch. 10, 11 5

6 Mar, 23 Creative Strategy Ch. 10, Mar, 28 Mar, Apr, 4 Apr, 6 13 Apr, 11 Apr, Apr, 18 Apr, Apr, 25 Apr, May, 2 May, 4 No Class (Spring Break) Media Planning and Strategy, and Evaluation Individual Presentation Public Relations, Publicity and Corporate Advertising Public Relations, Publicity and Corporate Advertising Measuring Effectiveness Measuring Effectiveness Review Session Group presentation Group presentation Test 2 Ch. 17 Ch. 17 Ch. 18 Ch. 18 The information in this syllabus may be subject to change and any changes will be announced in class. 6