PRINCE SULTAN UNIVERSITY COLLEGE OF BUSINESS ADMINISTATION MARKETING DEPARTMENT. MKT 320 Promotion Management: Course Syllabus

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1 PRINCE SULTAN UNIVERSITY COLLEGE OF BUSINESS ADMINISTATION MARKETING DEPARTMENT MKT 320 Promotion Management: Course Syllabus Professor Dr. Mikhail Zenchenkov, Assistant professor Tel.: office: E-346, 3/F, old building Course Details Catalog Number: MKT 320 Name: Promotion Management Target: Undergraduate business major students Credit Hours: 3 Time: 65-Minute Block, Twice a Week CBA vision is to be a hallmark of excellence and innovation in business education in the Kingdom of Saudi Arabia. CBA mission is to create an innovative academic environment, to promote excellence in business education, research, and service in the Kingdom of Saudi Arabia through commitment to quality and continuous improvement in accordance with international standards.

2 Course Description This course allows students to explore the importance of integratedmarketing communications, a concept which emphasizes the coordination of all communication elements to improve brand equity. The course is designed to familiarize students with the processes of development, implementation and evaluation of integrated marketing communications strategy of a company or an organization. In particular, this course emphasizes development of integrated promotional programs, advertising, public relations, personal selling, direct marketing, along with many other sales stimulating methods and techniques. Course Goals The learning objectives for a student are as follows: 1. Demonstrate an understanding of the basic principles and theories associated with promotion management and identify and differentiate elements of the promotional mix; 2. Examine a range of micro and macro factors affecting promotional activities of a firm, in particular brand management and corporate identity strategies; 3. Analyze, interpret and understand branding methodologies using current, real life examples; determine promotional objectives and measure promotional performance results; 4. Apply promotion management principles and concepts to decision making in both the domestic and international business environments; 5. Develop a comprehensive integrated marketing communication plan Course Materials: Required Text Book: George Belch and Michael Belch, Advertising and Promotion: An Integrated Marketing Communications Perspective, 9th/ E, McGraw-Hill, 2012 (or later edition)

3 Reference book: Kenneth E Clow & Donald E Baack, Integrated Advertising, Promotion and Marketing Communications: 6/E, New York, Prentice Hall, Topics The course is divided into four modules. Learning goals Coverage Assessment criteria/approach Teaching-learning activities Helpful Resources Introduction Marketing Insights from A to Z by P. Kotler. Advertizing Group discussion ITunes University: Business plan competitions, Marketing Plans 1. Promotion opportunity analysis What s the customer pain? 1. Industry analysis 2. Competitive analysis 3. Target market analysis 4. Customer analysis and profiles 5. Product/Service review Presentation 2.5% + A. Market information sources search, building a list B. Group discussion of main industry, market, segment trends IPad application: How to start a business (developed by.docstoc) Business Country guides: IPad application Country guides (developed by HSBC) Industry reviews: McKenzie, PwC, Delloite CASE HBS: Mekanism 2. Setting objectives 1. IMC objectives 2. IMC budget Presentation 2.5% + A. Defining IMC objectives B. Reviewing IMC

4 3. Agency selection 4. Timing: Gantt chart budgets C. Discussing ad agencies in Riyadh, why businesses choose them 3. Developing corporate strategies (I) 1. Brand strategy development 2. Corporate Image strategy 4. Developing corporate strategies (II) 3. Brand Positioning (McKinsey) 4. Media planning, distribution, and assessment 5. Evaluation metrics/ KPIs 5.Promotional Tools (I) 1. Sponsorship Programs 2. Consumer promotions 3. Personal selling Learning goals Coverage Assessment criteria/approach Teaching-learning activities Helpful Resources 6. Promotional Tools (II) 4. Advertising 5. Direct Marketing 6. Event marketing

5 7. Promotional Materials 7. 3 Ads series 8. Story boards 9. Press release 10. Direct mail 11. Banners ads 12. Bill boards 13. Posters 14. POP Exhibits Analysis of different business plans competitions and their speech deliveries; review of judges questions 8. Preparing whole plan 1. Campaign Timeline 2. Budget and ROI 3. Executive Summary Learning goals Coverage Assessment criteria/approach Presentation of the 3d business plan draftstrategies details Teaching-learning activities Helpful Resources Assignments and Grading Case Major 1 Major 2 IMC Plan Full IMC Plan Presentation 4 presentations Participation Assignments Attendance Extras TOTAL 10% 10% 10% 3% 12% 3% 10% 2% 60% ATTENTION: I reserve the right to change the assessment scheme as it fits the course progress best Course Project Please download project assignment form the web page.

6 Contents Topics to be Covered List of Topics No of Weeks Contact hours Introduction to Integrated Marketing Communications The Role of IMC in the Marketing Process 3 3 Perspectives on Consumer Behavior 4 3 The Communication Process 5 3 Creative Strategy: Planning & Development Creative Strategy: Implementation & Evaluation Direct Marketing 9 3 Sales Promotion Public Relations & Publicity Personal Selling Measuring the effectiveness of the promotion program Cases & project presentation & discussions general review 16 3

7 Policies Be in the classroom 3-5 minutes before the time of the class sessions. Bring your name tag (printed on A4 paper, your first name font size 100, your last name 70 points) to each class. When you are absent to know about home assignments is your responsibility, make friends in the class and exchange your contacts in order to inquire about the assignments before the coming class session. When sending , state the problem as clear as possible in 1-2 sentences, in the signature include your course, full name, ID Readings, Media BOOKS: 1. Malcom Gladwell. The tipping point 2. P. Kotler. Marketing Insights from A to Z MEDIA: 3. I-tunes University. Search for marketing 4. YouTubeEDU 5. Novoed.com Courses from Stanford University 6. MIT open course ware, Marketing courses at Sloan School of Management