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Catalog Description:
Application of advertising, sales promotion, public relations,
publicity, and personal selling concepts to sporting, cultural, and
charitable activities and
events. Topics include promotional event planning, media relationships,
product merchandising, sponsorships, licensing, endorsements,
and trade shows.
Required Text:
Clow, Kenneth E. & Baack, Donald (2002). Integrated
Advertising, Promotion, and Marketing Communications. Upper Saddle
River, NJ: Prentice Hall.
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Course Objective:
To have students make significant progress in developing their
ability to think and communicate in creative, innovative, and
constructive ways about the concepts
within promotions as it applies to sport and event marketing and
related topics.
To have students understand the application of Integrated Marketing
Communications planning to the sport and event marketing arena with its
wide
variety of consumers and constituents. To have students gain an
understanding of
the problems and issues confronting sports and event marketing and
marketers.
Methods:
1) Lectures;
2) Discussion and Vignettes;
3) In Class Assignments;
4) Homeworks: and
5) Project(s).
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Expectations:
1) Read all assigned material prior to class period.
2) Observe proper class conduct by raising one=s hand for discussion.
3) Pay attention, be alert, ask questions, and participate in
discussion.
4) Organize your time to meet deadlines. (Late assignments are
downgraded
one letter grade for each class period late.)
5) Attendance is crucial for success. Regular classroom attendance is
expected of all students. Excused absences are:
A) personal illness, with valid note from the doctor or university
health service;
B) death or critical illness in your immediate family, with a
valid
note from the doctor or funeral director;
C) participation in a university sponsored co-curricular activity,
which must be discussed with instructor prior to the absence.
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ADA Policy
In accordance with the Americans with Disabilities Act,
students with bona fide disabilities will be afforded reasonable
accommodation. The Office of Special
Student Services will certify a disability and advise faculty
members of reasonable
accommodations.
Statement on Changes in Course Requirements
Since all classes do not progress at the same rate, the instructor may
wish to modify the
above requirements or their timing as circumstances dictate. For
example, the instructor
may wish to change the number and frequency of exams, or the number and
sequence of
assignments. However, the students must be given adequate notification.
Moreover, there
may be non-typical classes for which these requirements are not
strictly applicable in each
instance and may need modification. If such modification is needed, it
must be in writing
and conform to the spirit of this policy statement.
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Grading:
1) Three (3) Exams (25% each, 75% of total);
2) Homeworks and Discussion, three, (5% each, 15% of total);
3) Class Special Project, (10% of total);
A) attendance at project related meetings and classes, (20% of
project,2% of total)
B) contribution to assigned segments, (40% of project,4% of total);
C) contribution to overall project, (20% of project, 2% of total);
D) group skills, willingness to assist on segments, willingness to take
on additional duties, initiative, professional attitude, appearance,
and character, and class' assessment of your contribution and
effort, (20% of project, 2% of total);
4) Intangibles, such as; class participation, neatness of work,
tardiness,
assignments turned in on time, attending meetings with client, etc.
Class Participation: 90-100% Outstanding attendance,
consistent, high-level
involvement in class discussion, leadership in class discussions,
consistent group leadership and contributions;
80-90% Regular attendance, consistent and regular involvement
in class discussions, some group leadership and consistent group
contributions;
70-80% Regular attendance, periodic involvement in class discussions,
little group leadership and some group contributions;
60-70% Irregular attendance, little involvement in class discussions,
no group leadership and few group contributions;
< 60% Sporadic attendance, passive or reluctant to join class
discussions, no group leadership and no group contributions.
Final Grade Listing: A = 90.00 and above;
B = 80.00 through 89.99;
C = 70.00 through 79.99;
D = 60.00 through 69.99;
F = 59.99 and below.
You will get what you earn!
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Reading and Class Assignments
Week #1 8/19, 8/21 & 8/23 Course Introduction
Chapter 1 -Integrated Marketing Communications
Week #2 8/26, 8/28 & 8/30 Chapter 2 - Ethics and Social
Responsibility in Marketing
Communications
Project Orientation
Chapter 3 - Promotions Opportunity Analysis
Week #3 9/4 & 9/6 Monday, Labor Day Holiday
Chapter 3 continued
Week #4 9/9, 9/11 & 9/11 Chapter 4 - Corporate Image and
Brand Management
Week #5 9/16, 9/18 & 9/20 Chapter 5 - Consumer Buyer
Behaviors
Week #6 9/23, 9/25 & 9/27 Chapter 6 - Business-to-Business
Buyer Behaviors
Exam #1
Week #7 9/30, 10/2 & 10/2 Chapter 7 - Advertising
Management
Week #8 10/7, 10/9 & 10/11 Chapter 11 - Trade Promotions
Chapter 12 - Consumer Promotions
Week #9 10/14, 10/16 & 10/18 Chapter 13 - Personal Selling
Chapter 14 - Public Relations and Sponsorship Programs
Week #10 10/21, 10/23 & 10/25 Chapter 14 continued
Chapter 15 - Database and Direct-Marketing Programs
Week #11 10/28, 10/30 & 11/1 Chapter 16 - Internet
Marketing
Exam #2
Week #12 11/4, 11/6 & 11/8 Chapter 8 - Advertising Media
Selection
Week #13 11/11, 11/13 & 11/15 Chapter 9 - Advertising
Design: Theoretical Frameworks and
Types of Appeals
Week #14 11/18, 11/20 & 11/22 Chapter 10 - Advertising
Design: Message Strategies and
Executional Frameworks
Week #15 11/25 Chapter 17 - Evaluating an Integrated Marketing
Program
Week #16 12/2 Catch-up Day
Week #17 12/9 Exam #3 - 1 PM
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Information on Class Group Project
Concept of Project
To work on promoting an event (or events) as a group, to get
hands-on experience piecing together an Integrated Marketing Plan with
real budget constraints and real clients; will require time and effort
outside of class time (possibly even weekends), but with certain extra
benefits and rewards (just like in the real world).
Probable Client(s): Head Coach Rick Pietri; USA Women's
Basketball Team
Golden Gloves Boxing Tournament
Jaguar Student Athletic Club
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