MKTG 481 Promotions Management Sections 001 & 002, 3.0 Credit Hours College of Business Administration Winthrop University Fall, 2015

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1 MKTG 481 Promotions Management Sections 001 & 002, 3.0 Credit Hours College of Business Administration Winthrop University Fall, 2015 Contact: Instructor: Dr. Cara Peters Office: Thurmond 322 Phone: Hours: Class hours, Section 001: M, W 11:00-12:15pm, Section 002: M, W 9:30-10:45am (Thurmond 408) Office hours: M, W 8:00-9:30 and 12:15-2:15pm; W 5:30-6:30pm Even if I am not in the office, I am completely available for you almost any time. I will be happy to meet with you by appointment. Please me for a time. You can also reach me at my home number, Prerequisite: Marketing 380 Principles of Marketing Course Requirements/Required Text: Shimp, T. (2013), Advertising, Promotion and Other Aspects of Integrated Marketing Communications, 9 th Edition, South-Western. Required Videos: There will also be videos assigned via blackboard each week. These videos will come from Google s free digital marketing course materials available at Course Goals: The course materials and activities are selected and designed to help you to: 1) cultivate a breadth of knowledge related to marketing communication strategies; 2) learn how to effectively target a particular market; 3) develop knowledge of various digital marketing strategies, including social media and online advertising; 4) understand how to assess the effectiveness of marketing communication strategies; and 5) have knowledge of contemporary issues in advertising and promotions. Grading System: Exams 300 points Client project 200 points Total 500 points 1

2 Scale: Total Points Grade Performance A Achievement outstanding relative to course requirements A B B Achievement significantly above average relative to course requirements B C C Achievement that meets course requirements in all respects C D D Demonstrated competence in some aspects of the course <300 F Work completed but at a level not worthy of credit or did not complete enough work to merit credit Grading Policy: Grades will be based on the above scale. All students must complete all the requirements for the exams and project components. Furthermore, it is university policy that all students must attend the final exam with their section. Permission to attend the exam at another time requires an official notice from the Office of the Registrar. Work, personal plans, job interviews, and travel are not excused absences. Failure to attend the final exam period will result in the lowering of the student s final course grade by 25 points. Learning Activities Required in the Course: Exams--The particular style and content of each of the exams will be announced in class. Each exam will be worth 100 points and will cover all material discussed in class, the textbook and the assigned Google digital marketing videos. Exams must be taken on the day and time that they are assigned unless you make arrangements with the instructor at least one week in advance. Failure to take an exam on the scheduled day will result in a grade of zero. Travel plans, work, another exam, sick friends, etc. are not legitimate reasons for requesting an alternate exam time. If you are in an emergency situation, please call and leave me a message on my office phone ( ) prior to the exam time. Client Project There is also a client project in this course in which you, along with a team of others, will create a set of strategic marketing plans for a company. This is a particularly useful project because it will give you an opportunity to practice real world marketing as it happens in real companies. 2

3 For the project, you will be assigned to a team. The team will consist of 9-11 members. The team is to create a name and logo, as if you are part of a real world advertising agency. The team will also appoint a project coordinator, who will help organize and coordinate the work, communicate with the client, help the team create deadlines and produce deliverables on time, and report back on the progress of the team to Dr. Peters. Each individual on the team will be responsible for a portion of the project, as well as contributing to the overall production of all project materials for the whole team. The whole group will receive grades on various drafts of the project throughout the semester, as well as the final paper and presentation given to the client. Group grades will then be adjusted based on individual member contributions and performance. Note: this includes your individual contribution to the project, your contribution to the functioning of the whole team, the quality of your contributions, and how well you worked with others in getting the job done. Each team will complete the following activities for the project: (Note: Deadlines for each piece of the project are noted on the syllabus.) -Leadership Plan-Develop a plan for who on the team will take leadership on the individual components of the project. While each person will take leadership on an individual part, all parts must be completely integrated for the final project. All activities must drive toward the same objective and work together for the whole. Furthermore, all team members must contribute ideas to be shared with the whole team. As part of the plan, set deadlines to make sure pieces are done by the due dates on the syllabus. If project deadlines are missed, group and individual grades will be reduced. This leadership plan should be compiled into a document that is posted for the group and Dr. Peters in google docs. Dr. Peters will also provide feedback on the project along the way--her suggested changes must be made before the final draft is printed for the client. -Research-Develop a list of information that you need to know about the client and his/her business, such as who is the target market, what are their products, where they sell the products, who are the main competitors, how do they currently advertise, what kind of online marketing and social media do they currently do, etc. This list will then be converted into a list of questions that you will ask the client at the first meeting. Search for information on the client s industry and target market on google to help inform your decision making. -Creative Brief-After the client meeting, your team will produce a creative brief that includes: 2-3 overall objectives of your campaign, a precise description of the target audience(s), information about the motivations/thoughts/beliefs of the target audience(s), the brand positioning (i.e., key value proposition) and brand personality (i.e., what you will convey about the brand), the primary outcome or take away, and any other necessary details. -Promotions Strategic Plan- The team will develop a promotions strategic plan, targeting the appropriate audience, that includes: objectives for your promotions; 3 creative/unique promotions with detailed plans for how these promotions would be implemented (must be different/unique from their current promotions), including the call to action and how they will attract customer interest; a list of required resources to implement the promotions and a related budget; and specific metrics for how to measure whether the promotions achieved the objectives. 3

4 -Social Media Strategic Plan-Your team will also develop a social media strategic plan that includes: objectives for your social media; 3 creative/unique social media tactics for the client (must be different/unique from their current social media tactics) with detailed plans for how these new tactics would be implemented, including the call to action and how they would attract customer interest; a list of required resources to implement the social media tactics and a related budget; and specific metrics for how to measure whether the social media tactics were successful. -Adwords Strategic Plan-Your team will also develop a Google adwords strategic plan that includes: objectives for your google adwords campaign; a strategy for implementing a 5 week google adwords campaign on a $500 budget (see below), including texts for ads, the call to action and how to best attract customer interest; and specific metrics for how to measure whether the google adwords campaign was successful (e.g., clicks, CPC, and CTR). Note: to do this properly, you will have to watch some additional GOMC videos and set up an adwords account (to access key word information and prices), although you will not put in any money. The proposed ad words strategy should include: -Number of Ad Groups and the focus for each Ad Group -Keywords and negative keywords -Text for at least two AdWords versions for an ad group -Daily and weekly plans for spending the $500 campaign budget -Network(s) for their AdWords ads -Target audience settings -Ad serving options -Keyword bidding -Geo-targeting -Press Release-Finally, your team is to create a press release about the project. We will compile the press releases and have one person from the class contact the Johnsonian and send them our press releases for review. -Final Report-For this project, be sure to produce a professional, bound copy of your final report (consisting of all project materials) and an oral presentation for the client. Make the presentation interesting (consider using Prezi and other more interactive presentation software) and the report must be useful, neat and well put together for the client. Typos, writing/grammatical errors and a lack of neatness will lower your project grade. Furthermore, copies of all materials must be approved by Dr. Peters before given to the client. On the day of the client presentation, two copies of the report must be turned in for all final materials (one for Dr. Peters to be graded; one for the client to keep). Also, be sure that what you propose in your strategic plans must be different from the current activities of the company. If not unique, then the project grades will be reduced. Attendance Policy: Note that your student catalog states that you are expected to attend class and are responsible for the academic consequences of absence. I will take attendance at the every class period. The university catalog states: If your absences total more than 25% in any course, you will receive a grade of F. This means that if you exceed seven absences in this 4

5 course, an automatic grade of F will be assigned. Please note that this policy will be enforced. Furthermore, much of the work will take place in class and it is strongly suggested that you attend every class period. If you are not in attendance, you will miss the material being covered for the exams and the graded group work related to the various assignments. There is no way to make up this missed work and it will be impossible to do well on the group assignments if you are not in class to interact with your group. Thus, it is the student s responsibility to be aware of his/her absences and attend every class possible in order to achieve a passing grade. Student Code of Conduct: As noted in Winthrop University s Student Code of Conduct: Responsibility for good conduct rests with students as adult individuals. The policy on student academic misconduct is outline in the Student Conduct Code Academic misconduct Policy in the Student Handbook online at Please note that students are expected to be familiar with the University policy on academic dishonesty which is readily available in the Winthrop University Catalog. Any infringement of the academic dishonesty policy is a serious concern and will be dealt with accordingly by the instructor. Such infringement may result in the student being assigned a grade of F for the course or more severe action may be taken. Such infringement will also be reported to the Office of the Vice President for Student Life as outlined in the University Policy. Students with Disabilities Policy: Winthrop University is dedicated to providing access to education. If you have a disability and need classroom accommodations, please contact the Office of Disability Services, at , as soon as possible. Once you have your Professor Notification Form, please let me know so that I am aware of your accommodations. Assessment: There are no assessment requirements for this course. Tentative Course Schedule and Syllabus Change Policy: Any necessary deviations from the syllabus or course schedule will be announced in class. Tentative Course Schedule Date Topics Covered/Course Content Assigned Readings & Activities W 8/26 Course introduction Syllabus* M 8/31 Marketing Communications Background Chapter 1 Information W 9/2 Brand Equity Chapter 2 W 9/9 Intellectual Property, Ethical Issues in Chapter 3, Chapter 4 Advertising M 9/14 Segmentation, Targeting, Positioning Chapter 5 W 9/16 Exam 1 List of Client Questions Due M 9/21 Client Meetings** W 9/23 Content Creation Chapter 10 M 9/28 Group Work on Creative Brief W 9/30 Sales Promotion Overview, Trade Promotions Chapter 18 5

6 M 10/5 Consumer Promotions Chapters 19 & 20, Creative Brief & Research Due W 10/7 Consumer Promotions continued M 10/12 Group Work on Promotions Plan W 10/14 Social Media Chapter 14 W 10/21 Social Media Continued (10/23 is WU drop date) M 10/26 Group Work on Social Media Plan Promotions Plan Due W 10/28 Exam 2 M 11/2 Online Advertising Chapter 13 W 11/4 Online Advertising Continued Social Media Plan Due M 11/9 Group Work on Online Advertising W 11/11 Public Relations and Word of Mouth Chapter 21 M 11/16 Group Work on Press Release Adwords Plan Due W 11/18 Group Work on Final Paper M 11/23 Group Work on Client Presentation Press Release Due M 11/30 Client Presentations Final Paper Due W 12/2 Client Presentations Final Paper Due M 12/7 Client Presentations Final Paper Due T 12/15 T 12/15 Final Exam Section 002 (9:30 class), 11:30am Final Exam Section 001 (11am class), 8:00am *Each week, videos will be posted in black board that you must review prior to the end of that week. Comprehension of the video materials will also be assessed on exams. **Note missing in class group work will lower your final grade on the project. 6

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