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Credit Value: 3.0
Credit Value Notes: N/A
Effective: Fall 2015
Prerequisites:
(MKTG27583)
Corequisites:
N/A
Equivalents:
N/A
Pre/Co/Equiv Notes: N/A |
Course
Name (short): Mktg. Promotion Management
School: All Sheridan Schools
Program(s):
Business Admin Marketing
Program Coordinator(s):
Carol Bureau
Course Leader or Contact: Derek Barnes
Originator: Julie Thomson
Designate: Julie Thomson
Version: 11.0
Status: Approved (APPR)
Calendar 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.
Typical Instructional Format
Mobile
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42.0 |
Total hours: |
42.0 |
Courses may be offered in other formats.
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.
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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
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Business Admin Marketing |
Program Coordinator: Carol Bureau |
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.
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Course Critical Performance and Learning Outcomes
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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.
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Evaluation Plan
Students demonstrate their learning in the following ways:
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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: In addition to achieving a minimum 50% overall grade, a student
must average at least 50% on the non-group components of the
evaluation plan in order to receive credit for this course.
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.
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Provincial Context
The course meets the following Ministry of Training, Colleges and Universities requirements:
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Essential Employability
Skills
Essential Employability Skills emphasized in the course:
X
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Communication
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X
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Critical Thinking & Problem Solving
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X
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Interpersonal
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X
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Numeracy |
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Information
Management |
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Personal
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Notes: N/A
Prior Learning Assessment and Recognition
PLAR Contact: Multiple PLA Contacts
Students may apply to receive credit by demonstrating achievement
of the course learning outcomes through previous life and work experiences.
This course is eligible for challenge through the following
method(s):
Challenge Exam |
Portfolio |
Interview |
Other |
Not Eligible for PLAR |
X |
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X |
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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.
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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: Fall 2015
Professor: Multiple Professors
Textbook(s): Belch, E. B., Belch, A. B., Guolla, M. A. (2014). Advertising and
Promotion. (5th 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%
Academic Honesty
The principle of academic honesty 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 faculty member, or otherwise submitting work that is not
the student's own violates this principle and will not be tolerated. Instances of academic dishonesty, including
assisting another student to cheat, will be penalized as detailed in the Student Handbook.
Students who have any questions regarding whether or not specific circumstances involve a breach of academic
honesty are advised to discuss them with the faculty member prior to submitting the assignment in question.
Discrimination and Harassment
Sheridan is committed to provide a learning environment that respects 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 are available in the Student Handbook.
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