Effective: Late Fall 8-Week, 2018/2019

MKTG 335: Advertising & Sales Promotion

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  Course Description

Study of marketing activities that stimulate consumer purchasing and dealer effectiveness. Emphasis on elements and process of developing effective advertising programs using integrated marketing communications.

Prerequisite: MKTG 310

Proctored Exams: None



  Textbooks

As part of TruitionSM, students will receive their course materials automatically as described below.

Required

  •  Belch, George E and Michael A. Belch. Advertising and Promotion. 11th ed. McGraw-Hill, 2018.  eText

Bookstore Information

Ed Map is Columbia College’s bookstore for Online, Nationwide, and Evening students.

eText Information

If a course uses an eText, (see Textbook information above) the book will be available directly in Desire2Learn (D2L) and through the VitalSource eText reader the Friday before the session begins, if registered for courses prior to that date.  Students will have a VitalSource account created for them using their CougarMail email address. Upon first login to VitalSource, students may need to verify their account and update their VitalSource password.  More information about how to use the VitalSource platform, including offline access to eTexts, can be found in D2L.  Students that would like to order an optional loose-leaf print-on-demand copy of eligible eTexts can do so through the Ed Map storefront at an additional cost.  Once orders are placed, it can take approximately five to seven business days for students to receive their print-on-demand books.

Physical Course Materials Information

Students enrolled in courses that require physical materials will receive these materials automatically at the address on file with Columbia College.  Delivery date of physical materials is dependent on registration date and shipping location.  Please refer to confirmation emails sent from Ed Map for more details on shipping status.

Returns: Students who drop a course with physical course materials will be responsible for returning those items to Ed Map within 30 days of receipt of the order.  More specific information on how to do so will be included in the package received from Ed Map.  See here for Ed Map's return policy. Failure to return physical items from a dropped course will result in a charge to the student account for all unreturned items.

Note: Students who opt-out of having their books provided as part of TruitionSM are responsible for purchasing their own course materials, but may do so through the Ed Map storefront. Visit https://www.ccis.edu/bookstore.aspx for details.

  Course Overview

This course will introduce you to this rapidly-changing world of advertising and promotion. You will become much more critical of the various advertising media that surrounds each of us in everyday life! Each week we'll focus on a different aspect of advertising and sales promotion, with virtual tours, class discussion, and other activities that will help us understand the issues and challenges in advertising.

  Technology Requirements

Participation in this course will require the basic technology for all online classes at Columbia College:
  • A computer with reliable Internet access
  • A web browser
  • Acrobat Reader
  • Microsoft Office or another word processor such as Open Office

You can find more details about standard technical requirements for our courses on our site.

  Course Learning Outcomes

  1. Demonstrate an understanding of various promotional mix elements that form the basis of the integrated marketing communications program.
  2. Describe and understand the importance of market segmentation and positioning in the development of an advertising and promotion program.
  3. Analyze and critique advertising and promotion plans created by others.
  4. Create a realistic and executable integrated marketing plan.

  Grading

Grading Scale

Grade Points Percent
A 450-500 90-100%
B 400-449 80-89%
C 350-399 70-79%
D 300-349 60-69%
F 0-299 0-59%

Grade Weights

Assignment Category Points Percent
Discussion 56 11%
Quizzes 300 60%
Dropbox Memo 20 4%
Final Exam 40 8%
Dropbox Paper 84 17%
Total 500 100%

  Schedule of Due Dates

Week 1

Assignment Points Due
Discussion 1 7 Wednesday/Sunday
Introduction Discussion 0
Quiz 1 42 Sunday

Week 2

Assignment Points Due
Discussion 2 7 Wednesday/Sunday
Quiz 2 42 Sunday

Week 3

Assignment Points Due
Discussion 3 7 Wednesday/Sunday
Dropbox Assignment 1: The Memo Assignment 20 Sunday
Quiz 3 42

Week 4

Assignment Points Due
Discussion 4 7 Wednesday/Sunday
Dropbox Assignment 2: The Paper Assignment 20 Sunday
Quiz 4 30

Week 5

Assignment Points Due
Discussion 5 7 Wednesday/Sunday
Dropbox Assignment 3: The Social Media Part 1 40 Sunday
Quiz 5 42

Week 6

Assignment Points Due
Discussion 6 7 Wednesday/Sunday
Dropbox Assignment 4: The Social Media Part 2 40 Sunday
Quiz 6 30

Week 7

Assignment Points Due
Discussion 7 7 Wednesday/Sunday
Dropbox Assignment 5: Public Relations and Corporate Advertising 24 Sunday
Quiz 7 30

Week 8

Assignment Points Due
Discussion 8 7 Wednesday/Saturday
Quiz 42 Saturday
Total Points: 500

  Assignment Overview

Discussion

  • For each discussion, you must select a question from the list provided in the Readings & Assignments topic for each week.
    Please make sure that you select a question that has not been picked. You may only pick a duplicate question once all questions in the list are selected. You can pick your question when the discussion opens Monday 12:01am CT. If you do not have time early in the week to answer a question, you can reserve a question. If you pick a question that is not eligible for selection, you will receive a “0” for the assignment.
    Selecting your questions:  Each week you must select one question from the list provided. Be sure you do not select a question that has already been chosen. You may only duplicate a question once ALL the questions on the list have been chosen. If you do not have time early in the week to answer a question, remember, you can reserve a question. To reserve a question, put the chapter number, along with the question number, in the subject line of your post along with “Reserved”. You may leave the body of your message blank, or add a short note. Make sure to post your reservation; don’t save it as a draft. Once you are ready to participate, edit your post (remove “Reserved” from your subject line) and add your answer. Reminder, if you pick a question that is not eligible for selection, you will receive a “0” for the assignment.
    Discussion Format: In the subject line of your post, please include the chapter and number of the question you are answering. If you are required to name a product, brand, or commercial as part of your answer, please include the name in the subject line. A commercial, brand, or product may only be used once for each question.
    In the body of your post: Include your question first, with your response immediately following. Each discussion question is worth 7 points. The initial post is due on Wednesday, 11:59 p.m. CT. Responses: Each week, you must post at least 2 substantive responses on Sunday of the respective week by 11:59 p.m. CT to the questions answered by your classmates to earn full credit.
  • A substantive post is a post that engages with another student’s ideas, rather than merely affirming their post (“great post,” I agree”, et cetera).
  • To fully engage in the discussion, you must post throughout the week. You may respond to multiple posts on the same day.
  • However, these will only count as one response for grading purposes.
  • All responses are due Sunday at 11:59 p.m. CT (for Week 8, responses are due by 11:59 p.m. CT, Saturday).  Late response posts are not accepted.
  • Your posts and responses require research
  • You must include a citation using the MLA format for your initial posts.

Dropbox Assignments

The dropbox folders will not open until after you have reviewed the Plagiarism tutorial and earned above 90% on the quiz. The tutorial is located in the Content Section, and the quiz is in the Quiz Section of the class.

You will write five documents – memos, letters, and papers – in this class.  All Dropbox assignments need to include in the upper left hand corner of the first page:

    • Your name,
    • The class name,( MKTG335)
    • The date of the assignment,
    • The assignment label
  • Five percent of the assignment’s point value will be deducted if this information is not on the assignment.

  • The assignments may be either single or double-spaced. Please use 12 point Times New Roman font and 1 inch margins.

  • You must use the MLA style formatting.

  • You will find the individual specifications for each document in the content area of the respective week.

  • Each document is due by 11:59 p.m. CT, Sunday of the assigned week.

  • Statements in quotations, graphs, footnotes, charts, and citations do not count toward fulfillment of assignment objectives.

  • Research papers must contain original thought, interpretation, and analysis.

  • All Dropbox assignments will have originality check turned on to check for plagiarism.

Quizzes

  • Each week you will take a timed multiple-choice quiz that covers the assigned chapters for that week.

  • Weeks 1 – 3, 5 and 8 will be over 3 chapters with 14 questions per chapter for a total of 42 questions for each quiz. They are worth 42 points each.

  • Weeks 4, 6 and 7 will be over 2 chapters with 15 questions per chapter for a total of 30 questions for each quiz. They are worth 30 points each.

  • The multiple-choice questions address the major learning objectives for each assigned chapter. The Learning objectives are located on the first page of each chapter and are notated with LO 1-1 inside a circle throughout the chapter, where each objective is covered. It would be prudent to review these before starting a quiz.

  • The time limit for each quiz is 1.5 minutes per question.

  • You can attempt each quiz only once.

  • For the 42 question quizzes, you will have 63 minutes and for the 30 question quizzes you will have 45 minutes.

  • Quizzes will open at 12:01 a.m. CT, Wednesday and must be completed and submitted by 11:59 pm CT, Sunday of the assigned week. For Week 8, the quiz closes at 11:59 p.m. CT, Saturday.

  • You can view questions answered incorrectly for 10 minutes after the quiz is submitted

You will not be able to see the question answers.

  Course Outline

Click on each week to view details about the activities scheduled for that week.

Readings
Chapters 1-3
Discussion 1

See content area of course.  You must select a question from the list provided.  Please make sure that you select a question that has not been picked. You may only pick a duplicate question once all questions in the list are selected. We will address integrated marketing communications and the digital revolution.

Introduction Discussion
Introduce yourself in the "Introductions" topic of our class discussion, our "virtual classroom." Please give us more than your name. Include your profession, hobbies, pets, and any other information that can help us get to know you.
Quiz 1

Go to the quiz section of the course and complete the Plagiarism Quiz (with a 90% or better) and Week 1 Quiz:

  • The Quiz covers chapters 1, 2, and 3. There will be 14 multiple choice questions from each chapter worth 1 point each.
  • 42 multiple choice questions

  • 1 attempt

  • 63 minute time limit

  • The Week 1 quiz will be available from Wednesday at 12:01 am CT to Sunday at 11:59 pm CT.

Readings
Chapters 4-6
Discussion 2

See the content area of the course.  You must select a question from the list.  Please make sure that you select a question that has not been picked. You may only pick a duplicate question once all questions in the list are selected.  Topics covered include the use of neuroscience in marketing, social class influence, problem recognition, viral marketing, age bias, and several company examples.

Quiz 2

Go to the quiz section of the course:

  • The Quiz covers chapters 4, 5, and 6. There will be 14 multiple choice questions from each chapter worth 1 point each.
  • 42 multiple choice questions

  • 1 attempt

  • 63 minute time limit.  

  • The quiz will be available from Wednesday at 12:01 am CT to Sunday at 11:59 pm CT.

Readings
Chapters 7-9
Discussion 3

See the content area of the course.  You will select a question from the list.  Please make sure that you select a question that has not been picked. You may only pick a duplicate question once all questions in the list are selected. We will cover topics such as measurement of the impact of advertising on sales and budgetary considerations, communications measures, the role of advertising agencies, creativity within advertising, and related company examples. 

Dropbox Assignment 1: The Memo Assignment

In Dropbox Assignment 1: The Memo Assignment, you will select a small to medium size company with which you can become familiar.  It can be either online or a brick and mortar company. A local group of coffee shops or pizza restaurants or local clothing stores will work well.  You will prepare a memo and answer specific questions (found in the Content area of the course) related to marketing and pricing of the company's product(s).  The Memo must be at least one (1) page.  Please use the template located in the Content Area of the course under Week 3.

Quiz 3

Go to the Quiz section of the course:

  • The Quiz covers chapters 7, 8, and 9. There will be 14 multiple choice questions from each chapter worth 1 point each.
  • 42 multiple choice questions

  • 1 attempt

  • 63 minute time limit

  • The quiz will be available from Wednesday at 12:01 am CT to Sunday at 11:59 pm CT.

Readings

Chapters 10-11

Discussion 4

See the content area of the course.  You will select a question from the list.  Please make sure that you select a question that has not been picked. You may only pick a duplicate question once all questions in the list are selected. We will cover topics such as promotional scheduling, use of demographics and other metrics, and traditional media advertising. 

Dropbox Assignment 2: The Paper Assignment

Look at Figure 10-27 Media Characteristics on page 372 of our text. Choose one of the first 6 media (we will address digital media in Week 6) for your new client and tell the instructor how you are going to implement that media utilizing the media strategies beginning on page 354.

Use the template in the Content area of the course to formulate your assignment.

Quiz 4

Go to the Quiz section of the course:

  • Covers chapters 10 and 11. 15 multiple choice questions from each chapter worth 1 point each.
  • 30 multiple choice questions

  • 1 attempt

  • 45 minute time limit

  • The quiz will be available from Wednesday at 12:01 am CT to Sunday at 11:59 pm CT.

Readings

Chapters 12-14

Discussion 5

See the content area of the course.  You will select a question from the list.  Please make sure that you select a question that has not been picked. You may only pick a duplicate question once all questions in the list are selected.  We will cover topics such as digital disruption, magazines,  newspapers, product placements, direct marketers, and related topics.

Dropbox Assignment 3: The Social Media Part 1

Social Media advertising is an expanding component of the IMC Program. This week and next week we will be looking more in depth at the digital options available to the advertising team. Jump ahead and read pages 505 beginning with Paid Searches through the bottom of page 506 including Contextual Ads.

Identify your company from Dropbox Assignment 1:

  1. Choose 3 social media platforms that will fit with your company, such as, but not limited to, the social media identified in Figure 15-3 on page 510. (You will be building on this assignment next week.)

  2.  Explain why you believe each option is the best option for your company.

  3.  Explain how you would utilize Pay Per Click, Search Engine Optimization, Behavioral Targeting, Retargeting, Contextual Advertising, or Native Advertising to drive traffic in your plan.

If you are not familiar with social media you will need to spend some time on your laptop, tablet, or smart phone engaging in various social media platforms to familiarize yourself with some of the options available.

This assignment should follow MLA format. 

Quiz 5

Go to the Quiz section of the course:

  • The Quiz covers chapters 12, 13, and 14. There will be 14 multiple choice questions from each chapter worth 1 point each.
  • 42 multiple choice questions

  • 1 attempt

  • 63 minute time limit

  • The quiz will be available from Wednesday at 12:01 am CT to Sunday at 11:59 pm CT.

Readings

Chapters 15-16

Discussion 6

See the content area of the course.  You will select a question from the list.  Please make sure that you select a question that has not been picked. You may only pick a duplicate question once all questions in the list are selected.  We will cover topics such as native advertising, blogs, mobile devices, coupons, and related topics.

Dropbox Assignment 4: The Social Media Part 2

Utilizing last week’s three social media platforms that you chose for your company, explain in detail how you will effectively utilize each media.  You can create example ads/storyboards, or just type the information. I encourage you to utilize your creativity. If your plan includes driving traffic from one platform to another be sure to include the information. For example, if your Pinterest post ties in with Instagram, your blog, website, or YouTube.

Be sure to clearly delineate the three different media you chose.  Use Figures 15-4, 15-5, and 15-6 for inspiration. This assignment should follow MLA format.

If you decide to change your social media platforms from last week, you may, just include an asterisk* after the new social media and explain below why you changed. 

Quiz 6

Go to the Quiz section of the course: 

  • The Quiz covers chapters 15 and 16. There will be 15 multiple choice questions from each chapter worth 1 point each.
  • 30 multiple choice questions

  • 1 attempt

  • 45 minute time limit

  • The quiz will be available from Wednesday at 12:01 am CT to Sunday at 11:59 pm CT.

Course Evaluation
Please evaluate the course. You will have an opportunity to evaluate the course near the end of the session. A link sent to your CougarMail will allow you to access the evaluation. Please note that these evaluations are provided so that I can improve the course, find out what students perceive to be its strengths and weaknesses, and in general assess the success of the course. Please do take the time to fill this out.
Readings

Chapters 17 and 22 (Ch. 22 is available in the course Content)

Discussion 7

See the content area of the course.  You will select a question from the list.  Please make sure that you select a question that has not been picked. You may only pick a duplicate question once all questions in the list are selected.  We will cover topics such as public relations blunders, millenials, social media impact on publicity, personal selling, and related topics. 

Dropbox Assignment 5: Public Relations and Corporate Advertising

Recommend a public relations activity and one corporate advertising piece for your company that would be advantageous. You will be asked to explain your reasoning why you chose these items.

Please use the template provided in the Content area of the course.

Quiz 7

Go to the Quiz area of the course: 

  • Covers chapters 17 and 22. There will be 15 multiple choice questions from each chapter worth 1 point each.
  • 30 multiple choice questions

  • 1 attempt

  • 45 minute time limit

  • The quiz will be available from Wednesday at 12:01 am CT to Sunday at 11:59 pm CT.

Readings

Chapters 18, 19 and 21

Discussion 8

See the content area of the course.  You will select a question from the list.  Please make sure that you select a question that has not been picked. You may only pick a duplicate question once all questions in the list are selected. We will cover topics such as testing, biometric tracking, international markets, shock ads, company examples, and related topics.

Quiz

Go to the Quiz area of the course:

  • Covers chapters 18, 19, and 21. There will be 14 multiple choice questions from each chapter worth 1 point each.
  • 42 multiple choice questions

  • 1 attempt

  • 63 minute time limit 

  • The quiz will be available from Wednesday at 12:01 am CT to Saturday at 11:59 pm CT.

  Course Policies

Student Conduct

All Columbia College students, whether enrolled in a land-based or online course, are responsible for behaving in a manner consistent with Columbia College's Student Conduct Code and Acceptable Use Policy. Students violating these policies will be referred to the office of Student Affairs and/or the office of Academic Affairs for possible disciplinary action. The Student Code of Conduct and the Computer Use Policy for students can be found in the Columbia College Student Handbook. The Handbook is available online; you can also obtain a copy by calling the Student Affairs office (Campus Life) at 573-875-7400. The teacher maintains the right to manage a positive learning environment, and all students must adhere to the conventions of online etiquette.

Plagiarism and Academic Integrity

Academic integrity is a cumulative process that begins with the first college learning opportunity. Students are responsible for knowing the Academic Integrity policy and procedures and may not use ignorance of either as an excuse for academic misconduct. Columbia College recognizes that the vast majority of students at Columbia College maintain high ethical academic standards; however, failure to abide by the prohibitions listed herein is considered academic misconduct and may result in disciplinary action, a failing grade on the assignment, and/or a grade of "F" for the course.

Additionally, all required papers may be submitted for textual similarity review to Turnitin.com for the detection of plagiarism. All submitted papers may be included in the Turnitin.com reference database for the purpose of detecting plagiarism. This service is subject to the Terms and Conditions of Use posted on the Turnitin.com site.

Non-Discrimination

There will be no discrimination on the basis of sex, race, color, national origin, sexual orientation, religion, ideology, political affiliation, veteran status, age, physical handicap, or marital status.

Student Accessibility Resources

Students with documented disabilities who may need academic services for this course are required to register with the office of Student Accessibility Resources. Until the student has been cleared through this office, accommodations do not have to be granted. If you are a student who has a documented disability, it is important for you to read the entire syllabus as soon as possible. The structure or the content of the course may make an accommodation not feasible. Student Accessibility Resources is located in Student Affairs in AHSC 215 and can be reached by phone at (573) 875-7626 or email at sar@ccis.edu.

Online Participation

You are expected to read the assigned texts and participate in the discussions and other course activities each week. Assignments should be posted by the due dates stated on the grading schedule in your syllabus. If an emergency arises that prevents you from participating in class, please let your instructor know as soon as possible.

Attendance Policy

Attendance for a week will be counted as having submitted any assigned activity for which points are earned. Attendance for the week is based upon the date work is submitted. A class week is defined as the period of time between Monday and Sunday (except for week 8, when the work and the course will end on Saturday at midnight.) The course and system deadlines are based on the Central Time Zone.

Cougar Email

All students are provided a CougarMail account when they enroll in classes at Columbia College. You are responsible for monitoring email from that account for important messages from the College and from your instructor. You may forward your Cougar email account to another account; however, the College cannot be held responsible for breaches in security or service interruptions with other email providers.

Students should use email for private messages to the instructor and other students. The class discussions are for public messages so the class members can each see what others have to say about any given topic and respond.

Late Assignment Policy

An online class requires regular participation and a commitment to your instructor and your classmates to regularly engage in the reading, discussion and writing assignments. Although most of the online communication for this course is asynchronous, you must be able to commit to the schedule of work for the class for the next eight weeks. You must keep up with the schedule of reading and writing to successfully complete the class.

No late discussion posts will be accepted.

Late papers will not be accepted. 

The final assignment will not be accepted late.

Make sure to keep a copy of all your sent assignments and a copy of all your assignments you receive back graded.

Late discussion postings will not receive a grade.

Course Evaluation

You will have an opportunity to evaluate the course near the end of the session. A link will be sent to your CougarMail that will allow you to access the evaluation. Be assured that the evaluations are anonymous and that your instructor will not be able to see them until after final grades are submitted.

  Additional Resources

Orientation for New Students

This course is offered online, using course management software provided by Desire2Learn and Columbia College. The course user guide provides details about taking an online course at Columbia College. You may also want to visit the course demonstration to view a sample course before this one opens.

Technical Support

If you have problems accessing the course or posting your assignments, contact your instructor, the Columbia College Technology Solutions Center, or the D2L Helpdesk for assistance.  If you have questions about the Ed Map storefront, please contact the Columbia College Technology Solutions Center.  If you have technical problems with the VitalSource eText reader, please contact VitalSource.  Contact information is also available within the online course environment.

Online Tutoring

Smarthinking is a free online tutoring service available to all Columbia College students. Smarthinking provides real-time online tutoring and homework help for Math, English, and Writing. Smarthinking also provides access to live tutorials in writing and math, as well as a full range of study resources, including writing manuals, sample problems, and study skills manuals. You can access the service from wherever you have a connection to the Internet. I encourage you to take advantage of this free service provided by the college.

Access Smarthinking through CougarTrack under Students -> Academics -> Academic Resources.