PROMOTION MANAGEMENT MAR 6336 Syllabus Fall 2008 INSTRUCTOR: OFFICE: PHONE: HOMEPAGE: FAX: EMAIL: CLASSROOM TIME:

E: Dr. Tom Ainscough 328 Bayboro Station (727) 873-4897 See Blackboard (727) 873-4192 tlainsco@stpt.usf.edu COB 345 Monday 6:00 8:50 PM OFFICE HOURS: MONDAY: TUESDAY: WEDNESDAY: THURSDAY: FRIDAY: MY GROUP #:

3:00 5:00 PM 2:00 3:00 PM by appointment by appointment by appointment

[1] COURSE SPECIFIC SECTION Course Prerequisite and Grade Requirements: MBA students only. Course Description: Management of the promotional function as part of the total marketing program. Includes a study of relevant buyer behavior concepts, resources and budgets, media, creative aspects, and effectiveness measurements as they relate to the management tasks of developing, implementing, and evaluating promotional strategy. Course Objectives: The main objective of this course is to provide you with an understanding of the relationship between marketing communication and business management. Emphasis will be placed on the management of a complete, integrated marketing communications program. This includes personal selling, promotion and advertising campaigns, expenditures, and new media, and their coordinated application. You will be expected to: 1. Understand marketing communication and its role in contemporary marketing. 2. Examine the role of direct marketing, sales promotion, publicity/public relations, and personal selling in the marketing process. 3. Effectively plan marketing communication programs by understanding the overall marketing process, consumer behavior, communications theory, and the use of media. 4. Evaluate the regulatory, social and economic factors that may influence an organization's advertising and promotional program. 5. Understand the ethical issues that face advertisers and agencies. 6. Plan an advertising campaign. Required Text: Belch G. and Belch M. (2009), Advertising and Promotion: An Integrated Marketing Communications Perspective, 8/e, McGraw Hill. ISBN: 0073381098 Determination of Final Grade:

Grade Composition Exam 1 200 points Critiques* 100 points Exam 2 200 points Assignments* 50 points Exam 3 200 points Project* 250 points * NOTE: Individual grades on group assignments will be adjusted at the end of the term based on peer evaluations. Grading Scale Final grades are based STRICTLY on the following point scale: A+ 9701000 B+ 870899 C+ 770799 D+ 670699 A 930969 B 830869 C 730769 D 630669 F 000-599 A 900929 B 800829 C 700729 D 600629 Exams There will be three midterm exams; each midterm exam will cover approximately one-third of the course material. In addition, there will be an optional comprehensive final exam. The final exam gradeif takenwill substitute for the lowest exam grade. Exam questions focus on the lecture topics, however some questions will come from the reading material. Students must bring a #2 pencil to each exam. All exams must be completed within 90 minutes (120 minutes for the final) from the beginning of class regardless of when a student arrivesheavy traffic notwithstanding. Leave early to avoid problems. For security reasons, exams will not be returned, however students are welcome to come to my office to view exams. Questions about exam grades must be cleared up within three weeks after the exam date. After three weeks, exams will be shredded and grades will become permanent. Promotional Campaign Students must design and execute a promotional campaign and present their campaign at the end of the semester. This time consuming project will be explained in more detail later in the course. PLEASE NOTE: The grade written on a project is the GROUP PROJECT GRADE. It may or may not be the same as any specific individuals project grade. Individual project grades will be assigned at the end of the term. Individual project grades may be reduced by up to 100% for lack of participation in group work. Individual Project Grade = Group Project Grade x Peer Evaluation Multiplier Campaign Critiques Each group will choose a marketing communications campaign (in consultation with the professor) and conduct a critical analysis of the entire campaign. This analysis will be presented to the class. You will need to select a campaign by the second week of the term. Only one group per company or organization will be permitted. The critiques will be presented to the class on a rotating basis throughout the semester. Each critique must contain a title page, up to 3 pages of analysis and a copy of your slides. The title page MUST CONTAIN: the company name, the presentation date, your group number, and the names of each member of the group in that orderand nothing else. Critiques must be typed in 12 point Times font and double spaced. Use 1 margins on all four sides. Tables and figures, if used at all, must be imbedded in the textno separate appendix is allowed. References count toward the 3 page limit and, if needed, must be placed at the end of the last page. Critiques must be corner-stapled and should not be placed in report covers or binders of any kind. Grade deductions will be made for improper formatting! In order to be fair to everyone, pages over 3 (not including the title page

and slides) will be removed prior to grading. Grades will be based on both the presentation (1/3) and write-up (2/3). PLEASE NOTE: The grade written on a critique is the GROUP CRITIQUE GRADE. It may or may not be the same as any specific individuals critique grade. Individual critique grades will be assigned at the end of the term. Individual critique grades may be reduced by as much as 100% for lack of participation in group work. Individual Critique Grade = Group Critique Grade x Peer Evaluation Multiplier Assignments Assignments may include quizzes, critiques, mini-assignments, and/or mathematical problems. Students who are absent may not complete assignments at a later time unless the absence is documented. (See the exam make-up policy for acceptable documentation.) Course Policies: Make Up Exam Policy No makeup exams will be given, however a student may substitute the final exam for any missed midterm exam. No exams will be given early for any reason whatsoever. Extra Credit Policy Extra credit, if given at all, will be offered to the entire class during regularly scheduled class periods. Individual grades will not be arbitrarily changed nor will extra credit assignments or projects be given to individuals at the end of the term UNDER ANY CIRCUMSTANCES, as this would not be fair to the rest of the class. This is a promise I make to the entire classI will not break it! If you need a specific grade to graduate, avoid probation, or keep a scholarship, YOU are responsible for earning that grade. Group Problem Policy The instructor will try to stay out of group politics as much as possible. You may choose your own groups in this class, and therefore you bear some responsibility for selecting a group with which you can work effectively. However, please let me know immediately if you have problems with your group. I will permit group changes in some cases. Mobile Phone Policy Cell phones or other devices that generate sound must be turned off during the entire class period. Students answering cell phones during class time will be asked to leave for the remainder of the period and will not be allowed to make up missed work. Unauthorized cell phone usage in class is considered to be a Disruption of Academic Process (see below). Exceptions to the cell phone rules must be discussed with the instructor in advance. Disruption Policy No disruptive behavior of any kind will be permitted. Students involved in ongoing conversations during class time will be asked to leave and will not be allowed to make up missed assignments Additionally, other inconsiderate behavior, such as consistently arriving late to class or leaving early, sleeping, reading the paper, doing outside work, and intoxication may also cause you to be removed from the class. Notice: These are considered to be a Disruption of Academic Process (see below).

Email Policy The best way to reach me is via email. I always answer email quickly if I receive it. You will always get an answer to your questions. If the answer to your question is in the syllabus, my answer will be See syllabus. In addition, for a number of privacy and other reasons, I cannot distribute grades via email. Grades will be posted on Blackboard as soon as they are completed. If you have not heard from me within 48 working hours, you should assume that I did not receive your email. Please try sending it again from your university account. Please note: I will only send mass emails to the class to the account you have on file at USF. I may send information about the class and exams to this address. Be sure to check this account regularly or you may miss something important. Tentative Course Schedule: This schedule may be modified by the instructor as necessary. Changes will be announced in class.
Week Month Day

1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16

Aug Sep Sep Sep Sep Sep Oct Oct Oct Oct Nov Nov Nov Nov Dec Dec

25 1 8 15 22 29 6 13 20 27 3 10 17 24 1 8

Topic Course Introduction Labor Day No Class Introduction to IMC Segmenting, Targeting and Positioning/Agencies Marketing Communication Exam 1 Consumer Behavior & Advertising Ethics Creative Strategy Media Planning and Budgeting Exam 2 Broadcast and Print Media Publicity, PR, Brand Building Exam 3 Presentations Presentations Final Exam

Readings

Chapter 1 Chapters 2, 3 Chapters 5, 6 Chapter 4, 22 Chapter 8, 9 Chapters 7, 10 Chapters 11,12,14 Chapters 16, 19

Last day to drop: November 1 Key Leadership Skill(s) and Perspectives Addressed in This Course:
Interpersonal & Analytical and Communication Critical Skills Thinking Skills Information Technology Skills Reflective Thinking & Experiential Learning Ethical and Social Consciousness Multicultural Competence

Interpersonal and Communication Skills Campaign critiques; semester project. Analytical & Critical Thinking Skills Week 9 Information Technology Skills Presentations. Reflective Thinking & Experiential Learning Promotional campaign. Ethical & Social Consciousness Ad labs; promotional campaign, examples throughout the course. Multicultural Competence Week 5, examples throughout the course.

[2] UNIVERSITY/COLLEGE OF BUSINESS SECTION

Academic Dishonesty Faculty members at USF expect strict adherence to the principles of truth and honesty. Plagiarism and cheating are serious offenses and may be punished by failure in the course; suspension; and/or expulsion from the university. Any student that fails this course for cheating or plagiarism will be assigned the grade FF (failure for academic dishonesty). This grade cannot be forgiven. Dishonesty on examinations and quizzes or on written assignments, unauthorized possession of examinations, the use of unauthorized notes during an examination or quiz, information obtained during an examination or quiz, information obtained from the examination paper or otherwise from another student, collaboration with other students in cheating, alteration of grade records, falsifying documentation and illegal entry to or unauthorized presence in an office are instances of cheating. All work that is submitted as part of academic requirements is assumed to be the product of the student submitting it unless credit is given with proper footnoting and bibliographic techniques, or as prescribed by the course instructor. This assumption applies to quizzes of whatever length, examinations, and to all work handed in, such as papers, reports, presentations, solutions to problems, tapes, films, and cases analyses, unless excepted by the instructor. For more details, see the USF Policy on academic dishonesty at: http://www.ugs.usf.edu/catalogs/0304/adadap.htm The University of South Florida has an account with an automated plagiarism detection service, which allows instructors to submit student assignments to be checked for plagiarism. The instructor reserves the right to 1) request that assignments be submitted to me as electronic files and 2) electronically submit assignments to SafeAssignment.com. Assignments are compared automatically with a huge database of journal articles, web articles, and previously submitted papers. The instructor receives a report showing exactly how a students paper was plagiarized. For more information, go to http://www.safeassignment.com and http://www.ugs.usf.edu/catalogs/0304/adadap.htm#plagiarism. Disruption of Academic Process: Disruption of academic process is defined as the act or words of a student in a classroom or teaching environment which in the reasonable estimation of a faculty member: (a) directs attention from the academic matters at hand, such as noisy distractions; persistent, disrespectful or abusive interruptions of lecture, exam or academic discussions, or (b) presents a danger to the health, safety or well being of the faculty member or students. Punishments for disruption of academic process will depend on the seriousness of the disruption and will range from a private verbal reprimand to dismissal from class with a final grade of W, if the student is passing the course, shown on the student record. If the student is not passing, a grade of F will be shown on the student record. For more information, see USF Policy on Disruption of Academic Process at: http://www.ugs.usf.edu/catalogs/0304/adadap.htm Students with Disabilities: Please notify your instructor during the first two weeks of class if you have a learning disability or require special assistance with this course. Confidential personal and learning assistance counseling are made available to students through the Division of Student Affairs. Contact R. Barry McDowell (mcdowell@stpt.usf.edu) for more information. Religious Holidays: Students who must miss an examination due to a religious holiday should notify the instructor during the first two weeks of class. Alternative exam arrangements will be made. Copyrights: All rights reserved. Students may tape lectures and use course material for their own study, but may not sell or otherwise distribute these materials to others without the express written consent of the instructor and/or

authors of the material. Students may give copies of their class notes to other students that are currently enrolled in this class.