Sheridan Course Outlines

ADVG20905
Marketing Promotion Management

I: Administrative Information II: Course Details III: Topical Outline(s) Printable Version

Section I: Administrative Information

Total hours: 42.0
Credit Value: 3.0
Credit Value Notes: N/A
Effective: Winter 2014
Prerequisites: (MKTG27583)
Corequisites: N/A
Equivalents: N/A
Pre/Co/Equiv Notes: N/A

Program(s): Business Admin Marketing
Program Coordinator(s): Greg Ball
Course Leader or Contact: Derek Barnes
Version: 9.0
Status: Approved - Under Rev (AREV)

Section I Notes: This course is delivered in mobile format. Students make extensive use of computers during in-class activities. Students are required to have access to a laptop in class with Microsoft Office 2007 or later.

Section II: Course Details

Detailed Description
Students develop a marketing promotion plan for a brand. Promotional strategies are developed in line with a brand's overall marketing objectives. The promotion plan includes an environmental scan and a variety of promotional strategies with budget and rationale. Students receive weekly feedback throughout the term to ensure continuous learning. The ability to work effectively in teams is emphasized in written assignments and presentations. Interactive lectures and in-class activities round out the learning experience.

Program Context

Business Admin Marketing

Program Coordinator: Greg Ball

This core course in the Marketing program builds on the learning from introductory Marketing courses. Students develop a broad strategic understanding of promotion from the viewpoint of a marketing promotions manager. The course is a prerequisite for the Integrated Marketing Communications course.

Course Critical Performance and Learning Outcomes

 CRITICAL PERFORMANCE:

By the end of this course, students will have demonstrated the 
ability to produce a promotion plan for a brand.

LEARNING OUTCOMES:

To achieve the critical performance, students will have demonstrated 
the ability to:

1. Apply the concept of integrated marketing communications as it
   relates to the development of a marketing promotion plan.
2. Identify the role of consumer behaviour in the consumer buying
   process.
3. Identify a suitable target market and positioning for a brand,
   based on market segmentation and competitive analyses.
4. Contrast different organizational structures and relationships
   that companies use for marketing communications.
5. Develop promotional objectives for a brand to serve as benchmarks
   for promotional initiatives.
6. Recommend promotional and public relations strategies to achieve
   specific promotional objectives for a brand.
7. Apply effective digital marketing strategies for use in a brand's
   promotional mix.
8. Articulate regulatory, ethical, social and economic issues
   associated with promotion management.
9. Develop a promotion plan for a brand, including a variety of
   promotional strategies with budget and rationale.
10.Demonstrate professional behaviours, including:
a. Working effectively in a team environment for all group
   assignments.
b. Meeting due dates.
c. Producing professional quality reports and presentations.
d. Exhibiting punctuality in all class and group activities.
e. Using APA formatting to reference materials responsibly.

Evaluation Plan
Students demonstrate their learning in the following ways:

Tests (3 x 15%)                    45%
Group Promotion Plan:              40%

	Phase 1 (10%)
	Phase 2 (20%)
	Presentation (10%)
Group Seminar Presentation         10%
	Summary (3%)
	Presentation (7%)
In-class activities                 5%
Total                             100%


Note: The penalty for a late assignment is 10% of the total value of 
the assessment for the first 24-hour period after it is due.  For 
every additional 24-hour period, 20% will be deducted.

Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:

Essential Employability Skills
Essential Employability Skills emphasized in the course:

X	Communication	X	Critical Thinking & Problem Solving	X	Interpersonal
X	Numeracy		Information Management		Personal

Notes: N/A

Prior Learning Assessment and Recognition
PLAR Contact (if course is PLAR-eligible) : Office of the Registrar
Students may apply to receive credit by demonstrating achievement of the course learning outcomes through previous relevant work/life experience, service, self-study and training on the job. This course is eligible for challenge through the following method(s):

Challenge Exam	Portfolio	Interview	Other	Not Eligible for PLAR
X			X

Notes: In addition to completing three challenge tests, the PLA student must independently produce and present a Promotion Plan for a brand, based on the assignment handout provided in the course.

Section III: Topical Outline

Some details of this outline may change as a result of circumstances such as weather cancellations, College and student activities, and class timetabling.
Effective term: Winter 2014
Professor: Multiple Professors
Textbook(s):

Belch, E. B., Belch, A. B., Guolla, M. A. (2011). Advertising and 
Promotion. (4th Canadian ed.). Toronto, ON. McGraw-Hill Ryerson.

Applicable student group(s): Business Administration - Marketing
Course Details:

Module 1: Target Marketing and Positioning

o Unit 1: Integrated Marketing Communications
    o Introduction to the promotional mix; marketing communications 
      planning

o Unit 2: Consumer Behaviour and Target Audience Decisions
    o Consumer decision making process; target audience decisions

o Unit 3: Brand Positioning Decisions 
    o Positioning; repositioning; brand extensions

Test #1 - 15%

Module 2: Organizing for Integrated Marketing Communications

o Unit 4: Organizing for Integrated Marketing Communications
    o Advertising agencies; agency compensation and evaluation;   
      specialized services; managing agency relationships

Module 3: Developing Promotional Objectives 

o Unit 5: Objectives for the Promotion Plan
    o Objectives setting; buyer decision stages

Promotion Plan Phase 1  - 10%

Module 4: Sales Promotion, Public Relations, Internet Media

o Unit 6: Sales Promotion
    o Promotion planning; consumer promotion strategy options; trade
      promotion

Test #2 - 15%

o Unit 7: Public Relations
    o Public relations planning; media publicity; corporate  
      advertising

o Unit 8: Internet Media
    o Internet media options, measurement, evaluation

Module 5: Media Relations, Ethical Issues 

o Unit 9: Regulatory, Ethical, Social, and Economic Issues for IMC
    o Advertising regulation in Canada; ethical, social and economic
      effects of advertising

Promotion Plan Phase 1  - 20%

Test #3 - 15%

Promotion Plan presentations - 10%

Sheridan Policies

All Sheridan policies can be viewed on the Sheridan policy website.

Academic Integrity: The principle of academic integrity requires that all work submitted for evaluation and course credit be the original, unassisted work of the student. Cheating or plagiarism including borrowing, copying, purchasing or collaborating on work, except for group projects arranged and approved by the professor, or otherwise submitting work that is not the student's own, violates this principle and will not be tolerated. Students who have any questions regarding whether or not specific circumstances involve a breach of academic integrity are advised to review the Academic Integrity Policy and procedure and/or discuss them with the professor.

Copyright: A majority of the course lectures and materials provided in class and posted in SLATE are protected by copyright. Use of these materials must comply with the Acceptable Use Policy, Use of Copyright Protected Work Policy and Student Code of Conduct. Students may use, copy and share these materials for learning and/or research purposes provided that the use complies with fair dealing or an exception in the Copyright Act. Permission from the rights holder would be necessary otherwise. Please note that it is prohibited to reproduce and/or post a work that is not your own on third-party commercial websites including but not limited to Course Hero or OneNote. It is also prohibited to reproduce and/or post a work that is not your own or your own work with the intent to assist others in cheating on third-party commercial websites including but not limited to Course Hero or OneNote.

Intellectual Property: Sheridan's Intellectual Property Policy generally applies such that students own their own work. Please be advised that students working with external research and/or industry collaborators may be asked to sign agreements that waive or modify their IP rights. Please refer to Sheridan's IP Policy and Procedure.

Respectful Behaviour: Sheridan is committed to provide a learning environment that supports academic achievement by respecting the dignity, self-esteem and fair treatment of every person engaged in the learning process. Behaviour which is inconsistent with this principle will not be tolerated. Details of Sheridan's policy on Harassment and Discrimination, Academic Integrity and other academic policies are available on the Sheridan policy website.

Accessible Learning: Accessible Learning coordinates academic accommodations for students with disabilities. For more information or to register, please see the Accessible Learning website (Statement added September 2016)

Course Outline Changes: The information contained in this Course Outline including but not limited to faculty and program information and course description is subject to change without notice. Any changes to course curriculum and/or assessment shall adhere to approved Sheridan protocol. Nothing in this Course Outline should be viewed as a representation, offer and/or warranty. Students are responsible for reading the Important Notice and Disclaimer which applies to Programs and Courses.

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