Marketing Promotions – BUSI 612

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 07/27/2021

Course Description

This course guides students in understanding and the application of key promotional theories, strategies and tactics associated with organizations whose unique product mix demands the highest levels of promotions. Students will get a solid foundation of the theory, design and application of promotion techniques and practices that are dedicated to increasing brand awareness and top line sales growth.

For information regarding prerequisites for this course, please refer to the Academic Course Catalog.

Rationale

Successful organizations in both the private and public sector have learned that the ability to effectively and efficiently communicate with their target audiences is critical to their long-term success. Marketing promotions and advertising are used to market/sell products and services, as well as to promote social causes and deal with societal problems (alcohol and drug abuse). The emphasis of this course is to teach the student to be an effective promoter, well equipped to market products and services.

Measurable Learning Outcomes

After completing this course, the student will be able to:

  1. Understand and evaluate the theories of promotions as they relate to creating or increasing brand awareness and top line sales growth.
  2. Apply the theories of promotions using an integrated approach toward creating or increasing brand awareness along with increased top line sales growth.
  3. Demonstrate conceptual understanding of the rapidly evolving social media and Internet marketing and their importance to the marketing communication mix.
  4. Demonstrate and evaluate the conceptual factors associated with creating an ethical or “good” advertisement/promotion and explicating those factors from a Christian Worldview perspective.

Course Assignment

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in the Course Overview.

Discussions are collaborative learning experiences. Therefore, the student will complete one Discussion. The Discussion will consist of a thread and at least (minimum) 2 replies. The instructor is looking for substantial, thoughtful, and critical discussions as they relate to the course.

For this project, the student will design an integrated promotions/advertising plan for a product of his/her choosing. Each part of the promotions project will be turned in every module/week and will build upon the previous parts.

Quiz: Product Confirmation

The student will choose an existing product or a new product that he/she will work with through the rest of the course. The student will submit a photo of the product he/she will be researching. 

IMC Mix Essay Assignment

The student will write an essay to help them better understand and identify the facts that affect the student’s thinking and, ultimately, the design of his/her big idea for his/her advertisement/promotion. The essay must be consistent with current APA writing and contain a minimum of 4 pages.. This assignment will be checked for plagiarism, a successful score is <41%.

Situational Analysis Essay Assignment

The student will write an essay to be used as a planning step to help him/her better understand and identify the facts that affect the student’s thinking and, ultimately, the design of his/her big idea for his/her advertisement/promotion. The essay must be consistent with current APA writing and contain a minimum of 5 pages.. This assignment will be checked for plagiarism, a successful score is <41%.

Target Marketing Essay Assignment

The student will write a well-crafted essay in a format consistent with current APA, defining the market segment for the product they chose to research exists. The student will also discuss the market characteristics and the target market of the product. The essay must be consistent with current APA writing and contain a minimum of 7 pages.. This assignment will be checked for plagiarism, a successful score is <41%.

Consumer Behavior and Competitive Insights Essay Assignment

The student will write an essay that systematically discusses the consumer behavior of the customers that currently purchase the product the student has chosen to research. The essay must be consistent with current APA writing and contain a minimum of 5 pages.. This assignment will be checked for plagiarism, a successful score is <41%.

Creative Development Questionnaire Assignment

The student will create a Word document by answering questions that fully articulates and explicates each question/section. Creativity is one of the areas that will be looked at for this assignment. 

Big Idea and Media PowerPoint Assignment

The student will create a PowerPoint presentation that visually reflects the big idea and an advertisement/promotion he/she has chosen.

Big Idea and Media PowerPoint Text Assignment

The student will continue to work on the PowerPoint presentation by adding the text to the slides. This text will show an understanding of the process of pitching his/her ad/promotion to the marketing executives of the firm that makes his/her product.

The Integration of Faith and Learning (IFL) assignment is asking the student how he/she will integrate his/her faith coupled with marketing promotions theory (all within a business world context). The student will be writing an essay with 500 words (minimum) integrating his/her faith as it relates to the course. The essay must be consistent with current APA writing. The essay must be consistent with current APA writing. This assignment will be checked for plagiarism, a successful score is <41%.

The student will write a graduate-level paper using current APA format. The paper will answer questions from the research questions provided. The essay must be consistent with current APA writing and contain a minimum of 5 pages. This assignment will be checked for plagiarism, a successful score is <41%.