Course Name (short): Mktg. Promotion Management
School: All Sheridan Schools
Program(s): Business Admin Marketing
Program Coordinator(s): Greg Ball
Course Leader or Contact: Derek Barnes
Originator: Lesley Rumsby
Designate: Lesley Rumsby
Version: 9.0
Status: Approved - Under Rev (AREV)

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

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.

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

 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.

 

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.

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

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%