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MASTER SYLLABUS |
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MKT 2300 |
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| Class Hours: 3.0 | Credit Hours: 3.0 | ||||||||
| Laboratory Hours: 0.0 | Date Revised: Fall 1998 | ||||||||
| Note: This course is not designed for transfer credit. | |||||||||
| Catalog Course Description: | |||||||||
| A study of the application of theory in planning and executing promotion campaigns. Includes designing advertising, coordinating special events, and delivering oral presentations concerning promotional activities. | |||||||||
| Entry Level Standards: | |||||||||
| Students must be able to read and write at the college level. | |||||||||
| Prerequisite: MKT 2280 | |||||||||
| Textbook(s) and Other Reference Materials Basic to the Course: | |||||||||
| Belch, George E. and Michael A. Belch. Introduction to Advertising and Promotion. An Integrated Marketing Communications Perspective, 3rd Ed. Irwin: 1995. | |||||||||
| I. Week/Unit/Topic Basis: | |||||||||
| Week | Topic | ||||||||
| 1 | Introduction, Public Relations | ||||||||
| 2 | Special Event Projects | ||||||||
| 3 | Special Event Projects/Display | ||||||||
| 4 | Special Event Projects | ||||||||
| 5 | Special Event Project/Public Relations | ||||||||
| 6 | Special Event Project/PR, Business-to-Business | ||||||||
| 7 | Career Week/Regulation, Ethics | ||||||||
| 8 | Special Event Projects/Ethics | ||||||||
| 9 | Display/Special Event Project | ||||||||
| 10 | Public Relations/Special Event Project | ||||||||
| 11 | Public Relations, Business-to-Business/ Special Event Project | ||||||||
| 12 | Regulation, Ethics/Operation Health Check | ||||||||
| 13 | Ethics/Special Event Project, Interviewing | ||||||||
| 14 | Interviews | ||||||||
| 15 | Interview Evaluation | ||||||||
| 16 | Final Exam | ||||||||
| II. Course Objectives*: | |||||||||
| A. | Demonstrate knowledge of sales promotion as a component of the promotion/marketing plan. I, II, VI, VII | ||||||||
| B. | Explain the purpose and components of public relations and understand how organizations can communicate effectively with their customers and other publics. I, II, VII | ||||||||
| C. | Demonstrate an understanding of direct mail as a component of the promotion/marketing mix. I, II, VII | ||||||||
| D. | Plan and produce a promotional or institutional display or campaign based on promotional goals and customer profiles. I, II, III, IV | ||||||||
| E | Effectively present the results of a project both verbally and in writing. IV, V | ||||||||
| F. | Develop increased skill in negotiation and team leadership and/or cooperation. IV, V, VI | ||||||||
| G. | Understand and consider the ethical issues associated with promotion. I, II, IX | ||||||||
| *Roman numerals after course objectives reference goals of the MKT program. | |||||||||
| III. Expectations for Student Performance*: | |||||||||
| Upon successful completion of this course, the student should be able to: | |||||||||
| 1. | Prepare a promotional plan, including objectives, strategies, tactics, and evaluation. A, B, C, D | ||||||||
| 2. | Write a news release. B, D | ||||||||
| 3. | Describe the planning process and requirements necessary for implementing a special event. B | ||||||||
| 4. | Demonstrate understanding of crisis communications and community relations. B | ||||||||
| 5. | Be able to conduct library research necessary to support oral presentations and print materials on aspects of promotion. A, D, E | ||||||||
| 6. | Make effective group and individual presentations. E | ||||||||
| 7. | Develop an in-house display. D | ||||||||
| 8. | Gain an appreciation of the contribution of display design to the effective communication of product/service benefits. A, D | ||||||||
| 9. | Contribute to the goals of a project team. A, D, E | ||||||||
| 10. | Direct and motivate members of a project team to the successful completion of predetermined and group-generated goals. E, F | ||||||||
| 11. | Develop a budget for a group of specified tasks. D | ||||||||
| 12. | Discuss and analyze ethical and regulatory issues associated with promotion and advertising. A, B, G | ||||||||
| *Letters after performance expectations reference the course objectives listed above. | |||||||||
| IV. Evaluation: | |||||||||
| A. Testing Procedures: | |||||||||
| At least one exam is suggested. | |||||||||
| B. Laboratory Expectations: None | |||||||||
| C. Field Work: None | |||||||||
| D. Other Evaluation Methods: | |||||||||
| Students will be evaluated on individual and team efforts in special events project, a display project, and other class assignments. | |||||||||
| E. Grading Scale: | |||||||||
| 92 - 100
A
89 - 91 B+ 82 - 88 B 79 - 81 C+ 72 - 78 C 65 - 71 D Below 65 F |
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| V. Policies: | |||||||||
| Attendance Policy: | |||||||||
| Pellissippi State Technical Community College expects students to attend all scheduled instructional activities. As a minimum, students in all courses must be present for at least 75 percent of their scheduled class and laboratory meetings in order to receive credit for the course. | |||||||||