syllabus_s11_012411

syllabus_s11_012411 - MKTG 443 Spring 2011 M/W 13:10 14:25...

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MKTG 443 – Spring 2011 M/W 13:10 – 14:25 BUS 222 M/W 14:35 – 15:50 BUS 222 Professor: Ian Clark S. Sinapuelas Office: SCI 326 Phone: (415) 338-6282 Email: sinapuel@sfsu.edu Office Hours: M/W: 16:00 – 18:00 or by appointment Course Description The course offers an overview of sales promotions and publicity. The course covers economic and behavioral foundations of sales promotions. It introduces students to commonly used sales promotion tools and techniques, and challenges the student to create a promotion plan for real world clients. This course builds on the Principles of Marketing (Mktg 431) and Consumer Behavior (Mktg 633) classes. Because sales promotion and publicity are essential parts of an Integrated Marketing Communications plan, which in turn is an important part of the marketer’s overall marketing mix, a study of sales promotion and publicity requires familiarity with basic marketing management principles. Academic journal and popular press articles, case studies, classroom discussions, guest speakers, and group projects are designed to stimulate interest and desire to learn and apply sales promotion theories. Learning Outcomes: After completion of this course, the student is expected: to describe and critique the role of sales promotions and publicity in the marketing mix. to describe the role of consumer behavior theories in the design of sales promotion programs. to practice analytical decision making in the design and evaluation of sales promotion and publicity programs. to compare and contrast various sales promotion tools using quantitative and qualitative evidence. Course Content The course is roughly divided into two sections. The first section focuses on economic and behavioral foundations of sales promotions and publicity. A general overview of academic research is provided in this part of the course. Students are exposed to the basic theories that explain why, when, and how business entities use sales promotions and publicity. The second part of the course is devoted to exploring different kinds of sales promotion tools and techniques. Another component of the course is the group project with a real world client. You are free to pick any client (small business or a start up business). You are required to prepare a sales promotion plan for your chosen clients. Details of the group project are discussed in the Marketing Plan section of this syllabus. Required Course Pack The class reader for this course can be purchased from the following (Harvard Business School) website: http://cb.hbsp.harvard.edu/cb/access/8311861 . Please click on the link or copy and paste to your browser. Page 1 of 9
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This packet is essential for the course and should help your understand the materials presented in the course. This is the only resource that you will need for the semester. Please be respectful of the copyright restrictions. Prerequisite/Waitlist Policy
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This document was uploaded on 11/04/2011 for the course MKTG 443 at S.F. State.

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syllabus_s11_012411 - MKTG 443 Spring 2011 M/W 13:10 14:25...

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