Course Syllabus Fall 2008
Chuck Gulas, Ph.D.
Course: Integrated Marketing Communications
Marketing 446-01 Class Meets MWF 12:15 – 1:20
Rike Hall room 163
Chuck Gulas, Ph. D.
Office: Rike 212J
M W F 9:00 – 11:30
other times available by appointment
Instructor Home Page:
Belch, George E. and Michael A. Belch (2009), Advertising and Promotion: An Integrated Marketing Communications Perspective 8th ed. New York: McGraw-Hill Irwin
II. Course Objectives:
Upon the completion of this course the student, will understand:
1. the role of promotion in marketing
2. how to strategically integrate all elements of marketing
communications to present and market products and
Completion of Marketing 300 – Principles of Marketing (or the equivalent) with a grade of "C" or better.
It is your responsibility to verify that you have successfully completed the prerequisite class prior to taking this class. Please note that if you register for this class without having met this prerequisite, you may be removed from the class at any time.
IV. Mode of Instruction
V. What the Students Are Expected to Do
There will be four quizzes and a final exam. The tests will be comprised of multiple-choice questions. The questions are designed to measure your ability to remember, understand and synthesize the material covered.
Students will not be admitted into the classroom more than fifteen (15) minutes after the start of any exam.
Test Retake and Test Make-Up Policy:
Test retakes are not allowed. At the discretion of the instructor, under extraordinary circumstances, you may be allowed to "pre-take" an exam in anticipation of an unavoidable schedule conflict. Similarly, at the discretion of the instructor, make-up exams may be allowed. In either case, the exam that you receive is likely to differ from the class exam.
You should note that pre-takes and make-ups are only allowed under unusual circumstances. In general, missed exams will constitute a grade of zero. Whether or not a certain case constitutes reasonable circumstances for a pre-take or make-up test is totally at the discretion of the instructor.
Class attendance is not directly graded, however, it is highly recommended. Much of the material covered in class, and found on the tests, is not in the textbook.
You are responsible to turn in assignments and take exams on the assigned dates and it is your responsibility to check with other students to get lecture notes and assignments for any classes missed.
You will complete a team project for entry in the YPA Collegiate Creative Competition. Details regarding the complete nature of the assignment will be provided in class. For more information about the competition you may visit:
You must register for this competition at:
Portfolio Assignment: Every undergraduate marketing class (except MKT 250) has a portfolio assignment. It is recommended that marketing majors save the assignments for possible use in a senior portfolio compiled in the capstone course. The Yellow Pages project is the portfolio assignment for this course.
Retention of Student Work:
The instructor reserves the right to retain, for pedagogical purposes, either the original or a copy of any test, written assignment, paper, video, or similar work submitted by a student, either individually or as a group project. Students’ names will be deleted from any retained items unless the student has authorized the retention of the said item with the name in place. Students are encouraged to develop their own portfolio and to keep relevant work from this course for future reflection, discussions with potential employers, and so on.
The projects are due at the beginning of class on the date assigned. Projects turned in late will have a 20% late penalty charged against the points available (e.g. a project worth 100 points will have 20 points deducted if it is turned in late). Projects will not be accepted more than 48 hours after the assigned due date.
An interactive classroom environment is a benefit to all. You are strongly encouraged to ask questions, to make relevant comments, and take an active role in the class.
Accommodations or Special Needs:
It is the instructor's goal to maximize the educational experience of this course for all students. If you have special needs as addressed by the Americans with Disabilities Act and need any test or course materials provided in an alternative format, please notify the instructor as soon as possible and contact the office of Disability Services.
It is the policy of Wright State University to uphold and support standards of personal honesty and integrity for all students consistent with the goals of a community of scholars and students seeking knowledge and truth. Furthermore, it is the policy of the university to enforce these standards through fair and objective procedures governing instances of alleged dishonesty, cheating, and other academic misconduct including, but not limited to forgery, alteration, destruction, or misuse of university documents, records, identification cards, or papers. (Note: see Student Code of Conduct – Academic Integrity).
It is expected at all times that all work you turn in is the result of your own efforts. The minimum penalty for stealing the work of another, in any form, will be a grade of zero on the assignment.
Please do not commit inadvertent plagiarism through inadequate citation of the work of others. Please refer to The Chicago Manual of Style or the Publication Manual of the American Psychological Association, for further information regarding citation.
Students may be asked to submit projects electronically to facilitate the use of plagiarism checking software.
Students carrying a course load of 11-18 hours are considered full-time. The rationale behind this designation is that 11-18 hours of course work is a FULL-TIME commitment. For each quarter hour spent in class each week, students should expect to spend an average of 2 to 3 hours outside of class reading, doing assignments, studying, etc. Thus a 12-hour course load is expected to require 24 to 36 hours of outside work in addition to the 12 hours spent in class for a total time commitment of 36 to 48 total hours per week.
As a 4-hour course, you should expect to commit a total of 12 to 16 hours per week to this course including both in-class and out-of-class time. It is likely that a commitment of less time than this will result in sub-optimal outcomes. If your current schedule does not allow for a commitment of 12-16 hours you should consider dropping this course.
VI. About the Instructor
Dr. Charles S. Gulas is an associate professor of marketing who earned his Ph.D. at the University of Massachusetts Amherst, and his M.B.A. and B.S. at Youngstown State University. Chuck has published articles in the Journal of Advertising, Journal of Current Issues and Research in Advertising, Journal of Business and Psychology, Journal of Business Ethics, and other business publications. He and Marc Weinberger are the co-authors of Humor in Advertising: A Comprehensive Analysis published by M.E. Sharpe. He has previous work experience as a regional sales representative and as a small-business owner. He has worked as a consultant for government agencies, small businesses, and Fortune 1000 firms.
VII. How the Students Will Be Graded
General Grading Information
A Outstanding - completed work as assigned, work is free from errors, exceeds expectations, shows a thorough grasp of course material and demonstrates great insight
B Above Average - completed work as assigned, work is free from errors and exceeds expectations
C Average - completed work as assigned with no major errors, the work demonstrates competence and the ability to follow directions - by definition this is the typical level of performance
D Below Average - completed work has one or more significant errors or omissions
F Failure - work is incomplete or fundamentally flawed
Specific Graded Course Components
Quiz 1 100
Quiz 2 100
Quiz 3 100
Quiz 4 100
Optional Final Exam (if taken, the grade can replace the lowest quiz grade)
Yellow Pages Project
Written Paper 40
Peer Evaluation 10
Total Points 520
Professional Development Extra Credit Available 14
A 90 - 100%
B 80 - 89.9%
C 70 - 79.9%
D 60 - 69.0%
F 59.9% or lower
* Please Note:
Points are not deducted – they are ACCUMULATED. Each graded activity, and each component of a graded activity, begins with a grade of zero. Points are accumulated as competence or excellence is demonstrated. Each student in the class is capable of earning a perfect score on each graded item. The difference between students who excel and those who do not is typically attitude rather than intelligence.
Ch. 1 Introduction to Integrated Marketing Communications
Ch. 2 The Role of IMC in the Marketing Process
Ch. 3 Organizing for Advertising and Promotion
Project Teams Formed
Coaching Sessions Scheduled
Ch. 4 Perspectives on Consumer Behavior
Ch. 5 The Communication Process
Quiz 1 Chapters 1-5 and Yellow Pages handouts
Ch. 6 Source, Message, and Channel Factors
Ch. 7 Establishing Objectives and Budgeting
Ch. 8 Creative Strategy: Planning and Development
Ch. 9 Creative Strategy: Implementation and Evaluation
Ch. 10 Media Planning and Strategy
Quiz 2 Chapters 6-10
Ch. 11 Evaluation of Broadcast Media
Ch. 12 Evaluation of Print Media
Ch. 13 Support Media
Ch. 14 Direct Marketing
Ch. 15 Internet and Interactive Media
Ch. 16 Sales Promotion
Quiz 3 Chapters 11-16
Ch. 17 Public Relations, Publicity, and Corporate Advertising
Ch. 18 Personal Selling
Ch. 19 Measuring Effectiveness
Yellow Page Project due
COMPLETE AND READY FOR SUBMISSION TO THE COMPETITION
Ch. 20 International Advertising and Promotion
Ch. 21 Regulation of Advertising and Promotion
Yellow Page Projects Returned
Ch. 22 Evaluating Social, Ethical, and Economic Aspects of Advertising and Promotion
Quiz 4 Chapters 17-22
Revised Yellow Page Project Due
Final Exam (Optional) – Wednesday November 19th 1:00 – 3:00PM
The final exam date and time is fixed. Please plan your break accordingly.
To comply with university privacy guidelines, grades will not be released via phone or e-mail.
Final grades will be submitted to Wings Express as soon as they are calculated.