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Online · School of Business · Graduate Business

Marketing Promotions
BUSI-612

  • CG
  • Section 8WK
  • 11/08/2019 to 04/16/2020
  • Modified 01/13/2020

Contact Information

See detailed faculty information in Blackboard.

Course Description

This course guides students in understanding and the application of key promotional theories, strategies and tactics associated with organizations whose unique product mix demands the highest levels of promotions. Students will get a solid foundation of the theory, design and application of promotion techniques and practices that are dedicated to increasing brand awareness and top line sales growth.

Requisites

Prerequisites

BUSI 520 and (Meets BMAL590 / 27 hrs in BUSI with a score of 3 or BMAL 590 or BUSI 700)

Rationale

Successful organizations in both the private and public sector have learned that the ability to effectively and efficiently communicate with their target audiences is critical to their long-term success. Marketing promotions and advertising are used to market/sell products and services, as well as to promote social causes and deal with societal problems (alcohol and drug abuse). The emphasis of this course is to teach the student to be an effective promoter, well equipped to market products and services.

Measurable Learning Outcomes

After completing this course, the student will be able to:

  1. Understand and evaluate the theories of promotions as they relate to creating or increasing brand awareness and top line sales growth.
  2. Apply the theories of promotions using an integrated approach toward creating or increasing brand awareness along with increased top line sales growth.
  3. Demonstrate conceptual understanding of the rapidly evolving social media and Internet marketing and their importance to the marketing communication mix.

Course Resources

Required Resource Purchase

Liberty University. (2018). Marketing promotions (Custom 4th ed.). New York, NY: McGraw-Hill/Create. ISBN: 9781307171631.

Disclaimer: The above resource provides information consistent with the latest research regarding the subject area. Liberty University does not necessarily endorse specific personal, religious, philosophical, or political positions found in this resource.

Recommended Resource

American Psychological Association. Publication manual of the American Psychological Association (Current ed.). Washington, DC: Author.

Additional Materials for Learning

  1. Computer with basic audio/video output equipment
  2. Internet access (broadband recommended)
  3. Blackboard recommended browsers
  4. Microsoft Office
  5. The Holy Bible

Course Assignments

Textbook readings and lecture presentations/notes

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in Module/Week 1.

Discussion Board Forums

Discussion boards are collaborative learning experiences. Therefore, the student will complete one Discussion Board Forum. The forum will consist of a thread and at least (minimum) 2 replies. The instructor is looking for substantial, thoughtful, and critical discussions as they relate to the course.

Promotions Project

For this project, student will design an integrated promotions/advertising plan for a product of his/her choosing. Each part of the promotions project will be turned in every module/week and will build upon the previous parts.

Product Confirmation

The student will choose an existing product or a new product that he/she will work with through the rest of the course. The student will submit a photo of the product he/she will be researching. 

IMC Mix Essay

The student will write an essay to help them better understand and identify the facts that affect the student’s thinking and, ultimately, the design of his/her big idea for his/her advertisement/promotion. The essay must be consistent with current APA writing. This assignment will be turned in through SafeAssign

Situational Analysis Essay

The student will write an essay to be used as a planning step to help him/her better understand and identify the facts that affect the student’s thinking and, ultimately, the design of his/her big idea for his/her advertisement/promotion. The essay must be consistent with current APA writing. This assignment will be turned in through SafeAssign.

Target Marketing Essay

The student will write a well-crafted essay in a format consistent with current APA, defining the market segment for the product they chose to research exists. The student will also discuss the market characteristics and the target market of the product. This assignment will be 7 pages and will be turned in through SafeAssign.

Competitive Insights Essay

The student will write an essay that systematically discusses the consumer behavior of the customers that currently purchase the product the student has chosen to research. This essay will be a minimum of 6 pages and will be written in a format consistent with current APA. The essay will be turned in through SafeAssign.

Creative Development Questionnaire

The student will create a Word document by answering questions that fully articulates and explicates each question/section. Creativity is one of the areas that will be looked at for this assignment. This assignment will be turned in through SafeAssign.

Big Idea and Media PowerPoint

The student will create a PowerPoint presentation that visually reflects the big idea and an advertisement/promotion he/she has chosen.

Big Idea and Media PowerPoint Text

The student will continue to work on the PowerPoint presentation by adding the text to the slides. This text will show an understanding of the process of pitching his/her ad/promotion to the marketing executives of the firm that makes his/her product

Integrated Faith and Learning

The Integrated Faith and Learning (IFL) assignment is asking the student how he/she will integrate his/her faith coupled with marketing promotions theory (all within a business world context). The student will be writing an essay with 500 words (minimum) integrating his/her faith. The essay must be consistent with current APA writing. This assignment will be turned in through SafeAssign.

Ethics Paper

The student will write a graduate-level paper using current APA format. The paper will answer questions from the research questions provided. The paper will be at least 5 pages (excluding the title page, abstract and references page). This assignment will be turned in through SafeAssign.

Course Grading

Course Requirements Checklist

10

Discussion Board Forum 1

75

Promotions Project

 

Product Confirmation

10

     IMC Mix Essay

100

     Situational Analysis Essay

100

     Target Marketing Essay

120

     Competitive Insights Essay

100

     Creative Development Questionnaire

120

     Big Idea and Media PowerPoint

100

     Big Idea and Media PowerPoint Text

100

Integrated Faith and Learning

75

Ethics Paper

100

Total

1010

Policies

Late Assignment Policy

Course Assignments, including discussion boards, exams, and other graded assignments, should be submitted on time.

If the student is unable to complete an assignment on time, then he or she must contact the instructor immediately by email.

Assignments that are submitted after the due date without prior approval from the instructor will receive the following deductions:

  1. Late assignments submitted within one week after the due date will receive up to a 10% deduction.
  2. Assignments submitted more than one week and less than 2 weeks late will receive up to a 20% deduction.
  3. Assignments submitted two weeks late or after the final date of the course will not be accepted outside of special circumstances (e.g. death in the family, significant personal health issues), which will be reviewed on a case-by-case basis by the instructor.
  4. Group projects, including group discussion board threads and/or replies, and assignments will not be accepted after the due date outside of special circumstances (e.g. death in the family, significant personal health issues), which will be reviewed on a case-by-case basis by the instructor.

Disability Assistance

Students with a disability and those with medical conditions associated with pregnancy may contact Liberty University’s Online Office of Disability Accommodation Support (ODAS) at [email protected] for accommodations.  Such accommodations require appropriate documentation of your condition.   For more information about ODAS and the accommodations process, including how to request an accommodation, please visit https://www.liberty.edu/online/online-disability-accommodation-support/. Requests for accommodations not related to disabilities or pregnancy must be directed to the Registrar’s Office, which generally handles medical needs support.

If you have a complaint related to disability discrimination or an accommodation that was not provided, you may contact ODAS or the Office of Equity and Compliance by phone at (434) 592-4999 or by email at [email protected].  Click to see a full copy of Liberty’s Discrimination, Harassment, and Sexual Misconduct Policy or the Student Disability Grievance Policy and Procedures.

Course Attendance

In an effort to comply with U.S. Department of Education policies, attendance is measured by physical class attendance or any submission of a required assignment within the enrollment dates of the course (such as examinations, written papers or projects, any discussion board posts, etc.) or initiating any communication with one’s professor regarding an academic subject. More information regarding the attendance policy can be found in the Academic Course Catalogs. Regular attendance in online courses is expected throughout the length of the term. Students who do not attend within the first week of a sub-term by submitting a required academic assignment (such as the Course Requirements Checklist, an examination, written paper or project, discussion board post, or other academic activity) will be dropped from the course. Students who wish to re-engage in the course are encouraged to contact Academic Advising to discuss their enrollment options. Students who begin an online course, but at some point in the semester cease attending, and do not provide official notification to withdraw, will be assigned a grade of “FN” (Failure for Non-Attendance). Students wishing to withdraw from courses after the official start date should familiarize themselves with the withdrawal policy.

Grading Scale

A- B+ B B- C+ C C- D+ D D- F
940-1010 920-939 900-919 860-899 840-859 820-839 780-819 760-779 740-759 700-739 680-699 679 and below

For courses with a Pass/NP final grade, please refer to the Course Grading section of this syllabus for the assignment requirements and/or point value required to earn a Passing final grade.

Add/Drop Policy

The full policy statement and procedures are published in the Policy Directory.

Honor Code

Liberty University comprises a network of students, Alumni, faculty, staff and supporters that together form a Christian community based upon the truth of the Bible. This truth defines our foundational principles, from our Doctrinal Statement to the Code of Honor. These principles irrevocably align Liberty University’s operational procedures with the long tradition of university culture, which remains distinctively Christian, designed to preserve and advance truth. Our desire is to create a safe, comfortable environment within our community of learning, and we extend our academic and spiritual resources to all of our students with the goal of fostering academic maturity, spiritual growth and character development.

Communities are predicated on shared values and goals. The Code of Honor, an expression of the values from which our Doctrinal Statement was born, defines the fundamental principles by which our community exists. At the core of this code lie two essential concepts: a belief in the significance of all individuals, and a reliance on the existence of objective truth.

While we acknowledge that some may disagree with various elements of the Code of Honor, we maintain the expectation that our students will commit to respect and uphold the Code while enrolled at Liberty University.

Adherence to the principles and concepts established within facilitates the success of our students and strengthens the Liberty community.

The Code of Honor can be viewed in its entirety at http://www.liberty.edu/index.cfm?PID=19155.

Schedule

BUSI 612

Textbook: Liberty University, Marketing Promotions (Custom 4th ed., 2018)

Module/Week

Reading & Study

Assignments

Points

1

Marketing Promotions: chs. 1–4

Course Requirements Checklist

Class Introductions

IMC Mix Essay

PP – Product Confirmation

10

0

100

10

2

Marketing Promotions: ch. 5

1 presentation

PP – Situational Analysis Essay

Integrated Faith and Learning

100

75

3

Marketing Promotions: chs. 6–7

1 lecture note

PP – Target Marketing Essay

120

4

Marketing Promotions: chs. 8–10

PP – Competitive Insights Essay

100

5

Marketing Promotions: chs. 11–13

5 lecture notes

PP – Creative Development Questionnaire

120

6

Marketing Promotions: ch. 14

1 lecture note

PP – Big Idea and Media PowerPoint

100

7

Marketing Promotions: chs. 15–17

PP – Big Idea and Media PowerPoint Text

100

8

Marketing Promotions: ch. 18

3 websites

DB Forum 1

Ethics Paper

75

100

Total

1010

DB = Discussion Board

PP = Promotions Project

NOTE: Module/Weeks 1–7 begin on Monday and end at 11:59 p.m. (ET) on Sunday. Modules/Week 8 begins on Monday and ends at 11:59 p.m. (ET) on Friday.