Marketing 446-01

Course Syllabus Fall 2008

Chuck Gulas, Ph.D.
I. Basic Information
Course:IntegratedMarketingCommunications
Marketing44601
ClassMeetsMWF12:151:20
RikeHallroom163
Instructor:
ChuckGulas,Ph.D.

OfficeHours:
MWF9:0011:30

Office:Rike212J
Phone:9377752905
email:charles.gulas@wright.edu

othertimesavailablebyappointment

InstructorHomePage:
http://www.wright.edu/~charles.gulas
Text:
Belch,GeorgeE.andMichaelA.Belch(2009),AdvertisingandPromotion:AnIntegrated
MarketingCommunicationsPerspective8thed.NewYork:McGrawHillIrwin

II. Course Objectives:

Uponthecompletionofthiscoursethestudent,willunderstand:
1.

the role of promotion in marketing

2.

how to strategically integrate all elements of marketing

communications to present and market products and
organizations

III. Prerequisite:

CompletionofMarketing300PrinciplesofMarketing(ortheequivalent)withagradeof"C"
orbetter.

Itisyourresponsibilitytoverifythatyouhavesuccessfullycompletedtheprerequisiteclassprior
totakingthisclass.Pleasenotethatifyouregisterforthisclasswithouthavingmetthis
prerequisite,youmayberemovedfromtheclassatanytime.

IV. Mode of Instruction

Lecture/Discussion

V. What the Students Are Expected to Do

Exams:
Therewillbefourquizzesandafinalexam.Thetestswillbecomprisedofmultiplechoice
questions.Thequestionsaredesignedtomeasureyourabilitytoremember,understandand
synthesizethematerialcovered.
Studentswillnotbeadmittedintotheclassroommorethanfifteen(15)minutesafterthestartof
anyexam.
TestRetakeandTestMakeUpPolicy:
Testretakesarenotallowed.Atthediscretionoftheinstructor,underextraordinary
circumstances,youmaybeallowedto"pretake"anexaminanticipationofanunavoidable
scheduleconflict.Similarly,atthediscretionoftheinstructor,makeupexamsmaybeallowed.
Ineithercase,theexamthatyoureceiveislikelytodifferfromtheclassexam.
Youshouldnotethatpretakesandmakeupsareonlyallowedunderunusualcircumstances.In
general,missedexamswillconstituteagradeofzero.Whetherornotacertaincaseconstitutes
reasonablecircumstancesforapretakeormakeuptestistotallyatthediscretionofthe
instructor.
Attendance:
Classattendanceisnotdirectlygraded,however,itishighlyrecommended.Muchofthe
materialcoveredinclass,andfoundonthetests,isnotinthetextbook.
Youareresponsibletoturninassignmentsandtakeexamsontheassigneddatesanditisyour
responsibilitytocheckwithotherstudentstogetlecturenotesandassignmentsforanyclasses
missed.
TeamProject:
YouwillcompleteateamprojectforentryintheYPACollegiateCreativeCompetition.Details
regardingthecompletenatureoftheassignmentwillbeprovidedinclass.Formoreinformation
aboutthecompetitionyoumayvisit:
2

http://www.ypaacademics.org/cc/compet_home_creative.html
Youmustregisterforthiscompetitionat:
http://www.ypaacademics.org/cc/register_creative.html
PortfolioAssignment:Everyundergraduatemarketingclass(exceptMKT250)hasaportfolio
assignment.Itisrecommendedthatmarketingmajorssavetheassignmentsforpossibleuseina
seniorportfoliocompiledinthecapstonecourse.TheYellowPagesprojectistheportfolio
assignmentforthiscourse.
RetentionofStudentWork:
Theinstructorreservestherighttoretain,forpedagogicalpurposes,eithertheoriginaloracopy
ofanytest,writtenassignment,paper,video,orsimilarworksubmittedbyastudent,either
individuallyorasagroupproject.Studentsnameswillbedeletedfromanyretaineditems
unlessthestudenthasauthorizedtheretentionofthesaiditemwiththenameinplace.Students
areencouragedtodeveloptheirownportfolioandtokeeprelevantworkfromthiscoursefor
futurereflection,discussionswithpotentialemployers,andsoon.
DueDates:
Theprojectsaredueatthebeginningofclassonthedateassigned.Projectsturnedinlatewill
havea20%latepenaltychargedagainstthepointsavailable(e.g.aprojectworth100pointswill
have20pointsdeductedifitisturnedinlate).Projectswillnotbeacceptedmorethan48hours
aftertheassignedduedate.
Participation:
Aninteractiveclassroomenvironmentisabenefittoall.Youarestronglyencouragedtoask
questions,tomakerelevantcomments,andtakeanactiveroleintheclass.
AccommodationsorSpecialNeeds:
Itistheinstructor'sgoaltomaximizetheeducationalexperienceofthiscourseforallstudents.
IfyouhavespecialneedsasaddressedbytheAmericanswithDisabilitiesActandneedanytest
orcoursematerialsprovidedinanalternativeformat,pleasenotifytheinstructorassoonas
possibleandcontacttheofficeofDisabilityServices.
AcademicIntegrity:
ItisthepolicyofWrightStateUniversitytoupholdandsupportstandardsofpersonalhonesty
andintegrityforallstudentsconsistentwiththegoalsofacommunityofscholarsandstudents
seekingknowledgeandtruth.Furthermore,itisthepolicyoftheuniversitytoenforcethese
standardsthroughfairandobjectiveproceduresgoverninginstancesofallegeddishonesty,
cheating,andotheracademicmisconductincluding,butnotlimitedtoforgery,alteration,
destruction,ormisuseofuniversitydocuments,records,identificationcards,orpapers.(Note:
seeStudentCodeofConductAcademicIntegrity).

Plagiarism:
Itisexpectedatalltimesthatallworkyouturninistheresultofyourownefforts.The
minimumpenaltyforstealingtheworkofanother,inanyform,willbeagradeofzeroonthe
assignment.
Pleasedonotcommitinadvertentplagiarismthroughinadequatecitationoftheworkofothers.
PleaserefertoTheChicagoManualofStyleorthePublicationManualoftheAmerican
PsychologicalAssociation,forfurtherinformationregardingcitation.
Studentsmaybeaskedtosubmitprojectselectronicallytofacilitatetheuseofplagiarism
checkingsoftware.
Privacy:
Universityprivacypolicyprohibitsthedistributionofgradesviaemailandtelephone.
TimeCommitment:
Studentscarryingacourseloadof1118hoursareconsideredfulltime.Therationalebehind
thisdesignationisthat1118hoursofcourseworkisaFULLTIMEcommitment.Foreach
quarterhourspentinclasseachweek,studentsshouldexpecttospendanaverageof2to3hours
outsideofclassreading,doingassignments,studying,etc.Thusa12hourcourseloadis
expectedtorequire24to36hoursofoutsideworkinadditiontothe12hoursspentinclassfora
totaltimecommitmentof36to48totalhoursperweek.
Asa4hourcourse,youshouldexpecttocommitatotalof12to16hoursperweektothiscourse
includingbothinclassandoutofclasstime.Itislikelythatacommitmentoflesstimethanthis
willresultinsuboptimaloutcomes.Ifyourcurrentscheduledoesnotallowforacommitment
of1216hoursyoushouldconsiderdroppingthiscourse.

VI. About the Instructor

Dr.CharlesS.GulasisanassociateprofessorofmarketingwhoearnedhisPh.D.atthe
UniversityofMassachusettsAmherst,andhisM.B.A.andB.S.atYoungstownStateUniversity.
ChuckhaspublishedarticlesintheJournalofAdvertising,JournalofCurrentIssuesand
ResearchinAdvertising,JournalofBusinessandPsychology,JournalofBusinessEthics,and
otherbusinesspublications.HeandMarcWeinbergerarethecoauthorsofHumorin
Advertising:AComprehensiveAnalysispublishedbyM.E.Sharpe.Hehaspreviouswork
experienceasaregionalsalesrepresentativeandasasmallbusinessowner.Hehasworkedasa
consultantforgovernmentagencies,smallbusinesses,andFortune1000firms.

VII. How the Students Will Be Graded

GeneralGradingInformation
A
Outstandingcompletedworkasassigned,workisfreefromerrors,exceedsexpectations,showsa
thoroughgraspofcoursematerialanddemonstratesgreatinsight
AboveAveragecompletedworkasassigned,workisfreefromerrorsandexceedsexpectations

B
C

Averagecompletedworkasassignedwithnomajorerrors,theworkdemonstratescompetenceand
theabilitytofollowdirectionsbydefinitionthisisthetypicallevelofperformance
BelowAveragecompletedworkhasoneormoresignificanterrorsoromissions

D
F

Failureworkisincompleteorfundamentallyflawed

SpecificGradedCourseComponents
Exams

points*

Quiz1
100
Quiz2
100
Quiz3
100
Quiz4
100
OptionalFinalExam(iftaken,thegradecanreplacethelowestquizgrade)

YellowPagesProject
Ads

60

Content
Style

30
30

WrittenPaper

40

Content
Style

35
5

Revision
PeerEvaluation

10
10

TotalPoints

520

ProfessionalDevelopmentExtraCreditAvailable

14

LetterGrades
A
B

90100%
8089.9%

C
D
F

*PleaseNote:

7079.9%
6069.0%
59.9%orlower

PointsarenotdeductedtheyareACCUMULATED.Eachgradedactivity,andeach
componentofagradedactivity,beginswithagradeofzero.Pointsareaccumulatedas
competenceorexcellenceisdemonstrated.Eachstudentintheclassiscapableofearninga
perfectscoreoneachgradeditem.Thedifferencebetweenstudentswhoexcelandthosewhodo
notistypicallyattituderatherthanintelligence.

VII. Assignments
TentativeSchedule
Monday
9/8
CourseIntroduction
Ch.1IntroductiontoIntegrated
MarketingCommunications

Wednesday
9/10
Ch.2TheRoleofIMCinthe
MarketingProcess

9/15
Ch.4PerspectivesonConsumer
Behavior
9/22
Ch.6Source,Message,andChannel
Factors
4/29
Ch.9CreativeStrategy:
ImplementationandEvaluation
10/6
Ch.11EvaluationofBroadcast
Media
10/13
Ch.14DirectMarketing

9/17
Ch.5TheCommunicationProcess

10/20
Quiz3Chapters1116
10/27
CoachingSessions
11/3
Ch.19MeasuringEffectiveness
YellowPageProjectdue
FINALPROJECT
COMPLETEANDREADYFOR
SUBMISSIONTOTHE
COMPETITION
11/10
YellowPageProjectsReturned

9/24
Ch.7EstablishingObjectivesand
Budgeting
10/1
Ch.10MediaPlanningandStrategy

Friday
9/12
Ch.3OrganizingforAdvertising
andPromotion
ProjectTeamsFormed
CoachingSessionsScheduled
9/19
Quiz1Chapters15andYellow
Pageshandouts
9/26
Ch.8CreativeStrategy:Planning
andDevelopment
10/3
Quiz2Chapters610

10/8
Ch.12EvaluationofPrintMedia

10/10
Ch.13SupportMedia

10/15
Ch.15InternetandInteractive
Media
10/22
CoachingSessions
10/29
Ch.17PublicRelations,Publicity,
andCorporateAdvertising
11/5
Ch.20InternationalAdvertisingand
Promotion

10/17
Ch.16SalesPromotion

11/12
Ch.22EvaluatingSocial,Ethical,
andEconomicAspectsof
AdvertisingandPromotion

11/14
Quiz4Chapters1722
RevisedYellowPageProjectDue

10/24
CoachingSessions
10/31(Halloween)
Ch.18PersonalSelling
11/7
Ch.21RegulationofAdvertising
andPromotion

Final Exam (Optional) Wednesday November 19 th 1:00 3:00PM

Thefinalexamdateandtimeisfixed.Pleaseplanyourbreakaccordingly.
Tocomplywithuniversityprivacyguidelines,gradeswillnotbereleasedviaphoneore
mail.
FinalgradeswillbesubmittedtoWingsExpressassoonastheyarecalculated.