Prairie View A&M UniversityCollege of Business

Department of Management and MarketingSPRING 2009

CRN 21302 MRKT 4393P01 MARKETING COMMUNICATIONS:

A WEB CT-SUPPORTED SERVICE-LEARNING COURSE

Class Meetings: Monday, Wednesday, Friday 11.00-11.50 A.M. HOBT 1C129

FINAL COMPREHENSIVE EXAM 10.30 A.M. - 12.30 P.M. MONDAY MAY 11

COURSE SYLLABUS(Subject to change with due notice)

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Professor: Dr. JOONASOffice: Kennedy Architecture Building 207AVoice: (936) 261-9216Fax: (936) 261-9220E-mail: kajoonas@pvamu.eduOffice Hours: MW 10.00-11.00 A.M, 1.00-2.30 P.M. and by appointment (arranged via

WebCT e-mail only), and online (reply usually within 48 school hours).Department- Ms. Kesee: Kennedy Architecture Building 201 Voice: (936) 261-9202---------------------------------------------------------------------------------------------------------------------

REQUIRED TEXTBOOK

Kenneth E. Clow and Donald Baack. Integrated Advertising, Promotion, and Marketing

Communications, Pearson Prentice-Hall, Third edition, 2006. ISBN # 0-13-186622-2.

COURSE OBJECTIVES

1. To provide the student with a basic understanding of the nature of an Integrated Marketing

Communications Plan and the process organizations use to implement the plan. 2. To provide an

interface between students of the College of Business, and local community businesses and not-for-profit

organizations, through a service learning experience. 3. To provide the student with an opportunity to

study current IMC practices of existing local businesses and not-for-profit organizations. 4. To allow

students an opportunity to serve such local organizations by creating an integrated marketing

communications plan.

Additionally, the course seeks to sensitize students to the various perspectives of the new

business environment: ethical, social, political, legal, economic, global, and environmental.

Prerequisites: MRKT 3333 Consumer Behavior; good standing with University prerequisites.

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COURSE CONDUCT

PowerPoint slides will be utilized as the basis for classroom lecture-discussions.

Lectures will focus on understanding the many concepts that promotions managers utilize on a

daily basis. You will want to provide as many examples of the concepts we discuss as possible.

You might want to keep a notebook of key terms and concepts from the course. The use of

Coleman Library resources is encouraged, especially electronic material.

Team Class Interventions: Students will be divided into teams. Each team will lead the

class discussions for an assigned set of chapters.

Video cases will be shown in class; these will be unannounced. Questions on video cases

will be included in testing.

Bibliographic Instruction: Early in the semester, students will be taken on a “guided tour” of

the Coleman Library resources. The use of these resources, especially electronic material, is integral to

the coursework, and therefore greatly encouraged.

Team Service-Learning IMC Plan: Each team will be assigned to create an IMC plan.

The Team IMC Service-Learning Projects will be graded primarily based theoretical and creative

content, and also on style and formatting, and team participation and contribution as reflected in

peer evaluations.

Tests and Exams: Four Tests and one Final Comprehensive Examination will be held.

GRADING: Your grade in this class will be approximately based on*:1. Team class interventions 20 points 90 per cent or more = A2. Team IMC Service-Learning Project 80 points 80- 89 per cent = B3. Tests 4X 100 points 400 points 70-79 per cent = C

4. Final comprehensive exam 200 points 60-69 per cent = D

TOTAL 700 points 59 per cent or less = F* Rounding off at Instructor’s discretion

Bonus points, if any, will be added during final course grading, and not at mid-term. Note that

you will earn your grade. Grades will be based on performance in the above categories and no

other factors will be taken into account.

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EXAMINATION POLICY

Tests/examinations may consist of a mixture of multiple choice questions, problems,

and/or short essays. All tests/exams will be comprehensive, to include material from chapters

covered under prior tests/exams. A student may be obtain an excused absence for a missed exam

only under documented emergencies (e.g. death in the family), with communication, within five

school days, to the Instructor. In such cases, the missed test will be substituted by the score on

the final comprehensive exam, covering the entire course material. Such an exam may follow a

pattern different from the missed exam, and contain types of questions different from the

questions on the missed exam. No make-up exam will be offered under any circumstances. In

the exceptional case of a Final Exam missed due to an excused absence, the student will need to

fix an alternate exam date and time for Fall 2009, with the Instructor.

Exams missed due to any other reason (“forgot, overslept, alarm didn’t go off, missed a

ride, car broke down, out of gas”) do not constitute an excused absence. In such a case, the

student will get a zero for the missed exam. Students need to start the exam on time, and will not

be allowed to enter class after 15 minutes of the start of the exam time. In addition, students are

not allowed to wear caps or hats in class during a test or exam.

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TIPS: HOW TO DO WELL IN MRKT 4393?

1. Attend class on time and regularly.

2. Make sure you bring to each class a handout-style printout (three slides to a page) of the

PowerPoint slides posted online.

3. Follow the lecture-discussion and make sure to note the PowerPoint highlights on your

printed copy. Go over these, along with chapter summaries given to you, for test

preparation …you never know, it may help you max the tests!

4. Cooperate with your team for the in-class interventions of chapter discussions, and Team

IMC Service-Learning Projects.

5. Watch the video case with attention, and take notes- you will be tested on the content.

6. Answer end-of-case questions to test your knowledge of chapter material.

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POLICIES ON ACADEMIC DISHONESTY

Definition of Cheating and Plagiarism: Prairie View A&M University is dedicated to a

high standard of academic integrity among its faculty and students. In becoming a part of the

Prairie View A&M University academic community, students are responsible for honesty and

independent effort. Disciplinary action will be taken against any student who alone or with

others engages in any act of academic fraud or deceit.

All classes in the College of Business follow the official University Policy on Academic

Dishonesty presented in full in the Undergraduate Catalog (http://www.pantherconnect.com/

catalog/catalog. undergrad.swf). Course credit, degrees and certificates are to be earned by

students and may not be obtained through acts of dishonesty. Disciplinary action will be taken

against any student who alone or with others engages in any act of academic fraud or deceit. Any

instance of academic dishonesty should be reported to the appropriate University officials.

Offenses include: acquiring information, providing information, plagiarism and dual

submissions, conspiracy, fabrication of information, misrepresentations, alterations of

documents, forgery, etc. Disciplinary actions include: letter of reprimand, probation,

suspension, dismissal, expulsion from the University. No credit will be awarded for the

assignment on which the offense was committed. The instructor shall inform the student of the

alleged academic dishonesty at the point of discovery and the student shall be given an

opportunity to explain the surrounding circumstances. Appeal procedures are provided.

STUDENT ACADEMIC APPEALS PROCESS

Authority and responsibility for assigning grades to the students rest with the faculty

However, in those instances where students believe that miscommunication, errors, or unfairness

of any kind may have adversely affected the instructor’s assessment of their academic

performance, the student has a right to appeal by the procedure listed in the Undergraduate

Catalog and by doing so within thirty days of receiving the grade or experiencing any other

problematic academic event that prompt the complaint.

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ATTENDANCE POLICY

Prairie View A&M University requires regular class attendance. Excessive absences tend

to result in lower grades. Excessive absenteeism, whether excused or un-excused, may result

in a students’ course grade being reduced or in assignment of a grade “F” (See

Undergraduate Catalog). Absences are accumulated beginning with the first day of class.

ADA STATEMENT

Students with disabilities who believe they may need an adjustment in this class are

encouraged to contact the Office of Disabilities Services at (936) 857-2693/2694 as soon as

possible. Once you receive a letter of adjustment from the office, kindly make an appointment

with me to discuss appropriate adjustments for this class.

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-GOOD LUCK WITH YOUR COURSE WORK!!!

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SPRING 2009 MRKT 4393P01 TENTATIVE SCHEDULEAny changes in test dates will be notified via WebCT

January 21 W Introduction23 F Chapter 1 Integrated Marketing Communications Lecture-Discussion26 M Chapter 2 Corporate Image and Brand Management Lecture- Discussion

28 W Chapter 2 Corporate Image and Brand Management Lecture- DiscussionSTUDENT GENERAL ASSEMBLY- PRESIDENT GOERGE C. WRIGHT

30 F Chapter 3 Buyer Behavior Lecture-DiscussionFebruary 2 M Chapter 3 Buyer Behavior Continue Lecture-Discussion

4 W Chapter 3 Buyer Behavior Continue Lecture-Discussion6 F Chapter 3 Buyer Behavior Continue Lecture-Discussion9 M Chapter 4 Promotions Opportunity Analysis Lecture-Discussion11 W Chapter 4 Promotions Opportunity Analysis Continue Lecture-Discussion13 F TEST 1 CHAPTERS 1-416 M Chapter 5 Advertising Management Lecture-Discussion18 W Chapter 5 Advertising Management Lecture-Discussion20 F Chapter 6 Advertising Design: Theoretical Frameworks Lecture-Discussion23 M Chapter 6 Advertising Design: Theoretical Frameworks Continue Lecture-Discussion25 W COLEMAN LIBRARY SESSION-I27 F COLEMAN LIBRARY SESSION-II

March 2 M Chapter 7 Advertising Design: Message Strategies Lecture-Discussion4 W Chapter 7 Advertising Design: Message Strategies Continue Lecture-Discussion

5 R

TEAM IMC SERVICE-LEARNING PROJECTS UPTIL SECTION 3 DUE INWEBCT DROP BOX BY 4 P.M.TEAM IMC SERVICE-LEARNING PROJECTS UPTIL SECTION 3 HARD COPIES DUE ININSTRUCTOR’S ARCH MAILBOX BY 4 P.M.

6 F Chapter 8 Advertising Media Selection Lecture-Discussion9 M Chapter 8 Advertising Media Selection Continue Lecture-Discussion11 W IMC SERVICE-LEARNING PROJECTS WORKSHOP13 F TEST 2 CHAPTER 1-8 16 M SPRING BREAK- NO CLASSES18 W SPRING BREAK- NO CLASSES20 F SPRING BREAK- NO CLASSES23 M Chapter 9 Trade Promotions Lecture-Discussion 25 W Chapter 9 Trade Promotions Continue Lecture-Discussion27 F Chapter 10 Consumer Promotions Lecture-Discussion30 M Chapter 10 Consumer Promotions Lecture-Discussion

31 T Chapter 11 Personal Selling, Database Marketing, and Customer RelationshipManagement Lecture-Discussion

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April 1 W Chapter 11 Personal Selling, Database Marketing, and Customer RelationshipManagement Continue Lecture-Discussion

3 F Chapter 12 Public Relations, Regulations, and Sponsorship MarketingLecture-Discussion

6 M Chapter 12 Public Relations, Regulations, and Sponsorship Marketing Continue Lecture-Discussion

8 W IMC SERVICE-LEARNING PROJECTS WORKSHOP10 F GOOD FRIDAY- NO CLASSES13 M Chapter 13 Internet Marketing Lecture-Discussion15 W Chapter 13 Internet Marketing Continue Lecture-Discussion17 F TEST 3 CHAPTERS 1-12 20 M Chapter 14 IMC for Small Business and Entrepreneurial Ventures Lecture-Discussion.

21 TTEAM IMC SERVICE-LEARNING PROJECTS- COMPLETE PROJECTS DUE INWEBCT DROP BOX BY 4 P.M. COMPLETE HARD COPIES DUE IN INSTRUCTOR’S ARCH MAILBOX BY 4 P.M.

22 W Chapter 14 IMC for Small Business and Entrepreneurial Ventures Continue Lecture-Discussion

24 F Chapter 15 Evaluating an Integrated Marketing Program Lecture-Discussion27 M Chapter 15 Evaluating an Integrated Marketing Program Continue LectureDiscussion29 W TEAM IMC SERVICE-LEARNING PROJECTS- IN-CLASS PRESENTATIONS

May 1 F TEST 4 CHAPTERS 1-154 M COURSE REVIEW6 W STUDY DAY- NO CLASSES

13 W 10.30-12.30 P.M., FINAL COMPREHENSIVE EXAM CHAPTERS 1-15Final grades due for graduating students

16 S Commencement19 M Final grades due for all other students

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MRKT 4393P01 MARKETING COMMUNICATIONS

TEAM IMC SERVICE-LEARNING PROJECT

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1. Assignment Description:

In teams of about five or more, students will create one IMC service-learning project (to be given by

the Instructor) as scheduled in the course calendar. A template will be given to help you. On the scheduled

days, all teams will turn in their written project materials, and make a presentation in class.

2. Submission:

a) Each team will be given an IMC Service-Learning project topic. An outline of the project will be given by

the Instructor for the purpose. The team will be required to i) write up the theoretical aspects of the project,

and ii) prepare creative material and posterboard for the project, as listed.

b) For their own team, members will turn in a confidential peer evaluation of performance on the given Form,

which will be built into the course grade;

c) Final (clean copy after corrections) SafeAssign Report from ecourses for the entire written submission.

3. DEADLINES: One submission needs to be made on behalf of each team:

UPTIL SECTION 3:

Digital copy in WebCT Drop Box, and hard copy signed by every member on the cover sheet in ARCH

mailbox by 4 P.M., Thursday, March 5.

COMPLETE PROJECT

Digital copy in WebCT Drop Box, and hard copy in Instructor’s ARCH mailbox by 4 P.M., Tuesday, April 21.

POSTERBOARD with advertising material to be brought to class by 9 A.M. on April 29.

The project must be submitted only in Word 1997-2003 format. Style and formatting- follow APA

(http://www.apastyle.org/elecref.html). You may seek expertise from Mrs. Garcia (ecgarcia@pvamu.edu;

Center for Business Development, HOBT First Floor R127) OR tutors- about 2 weeks in advance of

submission.

4. Feedback will be given to the submitting member to share with team members.

5. Ten per cent of the group grade will be based on confidential individual peer evaluation of team

members’ participation and contribution. Confidential Team Peer Evaluations must be submitted as follows:

Digital copy in Drop Box by 4 P.M., April 21

Hard copies in Instructor’s ARCH mailbox by 4 P.M. April 21.

IF NO PEER EVALUATION IS SUBMITTED, THE STUDENT WILL BE ASSIGNED A GRADE OF

ZERO ON THE IMC PROJECT.

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Prairie View A&M UniversityCollege of Business

Department of Management and MarketingMRKT 4393P01 MARKETING COMMUNICATIONS

GRADE APPEAL(To be filed with the Instructor within seven calendar days of receiving a grade)

--------------------------------------------------------------------------------------------LAST NAME ______________ FIRST NAME _____________ DATE ___________

TEST OR EXAM _______ QUESTION # ______ POINTS _______------------------------------------------------------------------------------------------------------------

1. The answer to this question should be ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

2. Reason/s for your answer ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

3. Cite the reference for your answer (author, journal/text, publisher, date, and page numbers)________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________

Student signature ____________________________ Date _________________------------------------------------------------------------------------------------------------------------4. Instructor’s comment/s __________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ Grade appeal upheld/ rejected. Final grade ____ points/out of ___. Final letter grade ___.Instructor signature _________________________ Date ________________________

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MRKT 4393P01 MARKETING COMMUNICATIONSPrairie View A&M University

College of BusinessGET2KNOWME

LAST NAME FIRST NAME DATE

Course number Course Section Course name

1. Have you completed PSYCH 1013 Psychology with a grade of C or better?_ Yes _ No At which university did you complete this course?________ At PVAMU ____ At ________________________________ University

2. Have you completed MRKT 3103 Principles of Marketing with a grade of C or better? _______ Yes ____ No At which university did you complete this course?________ At PVAMU ____ At ________________________________ University

3. Have you completed MRKT 3333 Consumer Behavior with a grade of C or better? _______ Yes ____ No At which university did you complete this course?________ At PVAMU ____ At ________________________________ University

4. How many credit hours are you taking this semester? ________5. How many hours, if any, do you work per week? ________6. Expected graduation date __________________ Cell phone: ____________________7. List co-curricular activities (sports, membership of organizations…)

_______________________________________________________________________________________________________________________________________________________________________________________________________________________

8. Your academic advisor: a. Name ___________________________b. Phone ___________________________c. E-mail __________________________

9. What are your goals for the next one year?------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

10. What are your goals for the next three years? ------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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DO NOT WRITE ANY NAMES IN THE SECTIONS BELOW:

11. Think of a class you liked (here or elsewhere) (NO NAMES). What features of the class were most useful to you?

---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- 12. Think of a class you did not like (here or elsewhere) (NO NAMES). What features of the

class were least useful to you? --------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------

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College of BusinessPrairie View A&M University

MRKT 4393P01 MARKETING COMMUNICATIONSGuidelines and Expectations for Classroom Behavior

(Approved by COB Faculty on August 17, 2004)The College of Business is committed to ensuring an optimal learning environment in each classroom. As a student in a College of Business class, your professors expect that you will adhere to the following guidelines for classroom etiquette:

1. Be punctual. Arrive before your classes begin - do not be tardy. 2. Stay for the duration of the class - do not leave the class unless prior permission has been

granted.3. Turn off your cell phone, personal data assistant (Palm Pilots), pager and other electronic devices

that may be distractions to others – no phone calls or text messaging are allowed while the class is in progress.

4. Do not disturb or distract the class - avoid unnecessary discussions unless permitted by the professor.

5. Come to class with a positive attitude for learning – be prepared for the class and stay focused on the class lecture.

6. Do not engage in inappropriate physical gestures or body language; do not use expletives or profanity in the classroom or the hallways.

7. Do not bring in food and/or eat or drink in the classrooms or computer labs. The student lounge is located in room 1B121. Food and beverages are allowed in this room.

8. Always be ethical in your conduct – do not misrepresent facts, or cheat or help others in cheating during exams, quizzes, or homework.

9. Be respectful of the professor and fellow students. 10. Try your best not to miss any class; notify the professor in advance if you must miss a

class due to illness, travel, or other unavoidable circumstances; the University catalog requires professor to monitor attendance and penalize poor attendance.

11. Always be civil in your behavior - if there is a difference of opinion with the professor or another student, be polite during the exchange.

12. Always dress in appropriate attire; dress in business attire when making presentations in class, attending a COB program with outside guests, or as required by the faculty.

13. Exhibit good manners – if your behavior is perceived as rude, disrespectful or disruptive, apologize.

14. Understand that violations of the above may result in reduced grade or expulsion from the class or the program.

I pledge to abide by these guidelines for classroom behavior.

_________________________________________________________________________(Print Student Name) (Sign Student Name)_________________________________________________________________________(Course Name) (Course Number and Section)________________________(Date)

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SPRING 2009 MRKT 4393P01 MARKETING COMMUNICATIONS: TEAMS, CHAPTER INTERVENTIONS AND IMC PROJECTS

S. NO. STUDENT NAME TEAM CHAPTER FORINTERVENTION PROJECT

1

King 2,6,9,12, Nursing23456

Bethune 3,13 Nursing

7891011

Dubois 4,7,10,14 Education1213141516

Garvey 5,8,11,15 Education17181920

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Center for Business Communication Edwina Garcia, Assistant Coordinator

Hobart Taylor Bldg., Rm. 1D127ASpring 2009 CBC Schedule- School days only

Mrs. Garcia’s Schedule

Monday Tuesday Wednesday Thursday Friday9:00 a.m.-5:00 p.m.

Not available

9:00 a.m. -5:00 p.m.

9:00 a.m. -4:00 p.m.

Not available

Lunch -12:00 p.m. - 1:00 p.m. (most days)

****************************************************2009 Spring Semester CBC Schedule

Beginning February 2, 2009, writing tutors will also be available in the CBC to provide services as reflected below.

Monday Tuesday Wednesday Thursday Friday9:00 a.m. -5:00 p.m.

10:00 a.m. 5:00 p.m.

9:00 a.m. -5:00 p.m.

9:00 a.m. -5:00 p.m.

Not available

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Spring 2009 Academic Calendar

January

1/15R Registration for returning students1/16F Registration for returning students1/17S Registration for Graduate Students1/19 M Martin Luther King day – Univ. Closed1/20T Classes begin1/20T Late registration and drop/add begins for

undergraduate students1/27T Lunch with VIP1/28W COB Career Fair and Forum; 1-5 pm 1/29R General Student Assembly 9:30 to 12 pm–

ALL students must attend1/30 VITA program begins

February

Black History month 2/4W 12th Class day2/5-6 Black Ex Exchange Program (BEEP) Lunch with VIP/BEEP visitors2/6F Graduation application deadline2/16M 20th class day2/21 Sat Panther land Day

March

3/4W Ex in Residence; Lunch with VIP3/16-20 Spring Break – no classes3/17T Midterm exam grades due3/20F University Closed3/25W Founder’s day, honors day Convocation

April

4/6 Withdrawal from class with W ends; accepting applications for summer and fall 2009 graduation

4/10-11 Good Friday/Easter 4/14 T Priority registration for summer and fall 20094/16R Accenture leadership4/21T Dean’s lecture series4/22W COB Awards/Recognition Ceremony4/24 F COB Picnic4/25 PVAMU Fundraising gala4/29 last day to withdraw from Univ.

May5/4-5 Course Review day – classes must convene5/5T Last day to withdraw5/6-7 Study days5/8-13 Final Exam period 5/13 W Final Grades due (graduating seniors)5/16 Commencement (two sessions)5/19 T Final grades due (for all students)

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SYLLABUS ACCEPTANCE

I HAVE READ, UNDERSTOOD, AND AGREE TO ABIDE BY THE ABOVE SYLLABUS

FOR SPRING 2009 MRKT 4393 MARKETING COMMUNICATIONS.

LAST NAME ______________________ FIRST NAME ___________________

STUDENT ID ______________________ DATE: _________________________

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