MKTG 210 - Promotion Management

1. Analyze and define logical steps in promotion planning.
2. Describe typical product/service differentiation and how to select and use target markets.
3. Identify and demonstrate how product mix, channel mix, and price mix all interact with promotion to sell goods and services.
4. Analyze the effect of culture, social groups, and various demographic environments upon effective product promotion.
5. Define and illustrate various steps in buying decisions, and how such buyer psychology, needs, problems, and alternatives interact with promotional plans.
6. Describe regulations and laws which affect promotional techniques and plans; illustrate legal problems and social situations which have to be considered in the promotional plan.
7. Identify basic features available to promoters; analyze message variables as to structure, content, source, credibility, attractiveness, and influence.
8. Analyze and describe an advertising plan, its content, execution, measurement and business value as a marketing tool.
9. Identify and analyze methods, problems and principles of sales promotion to consumers, commercial groups, and/or social programs.
10. Describe how to manage public relations efforts and compare the effectiveness of different PR tools and media; illustrate how a PR plan might work in a given business situation and how results could be evaluated.
11. Define and demonstrate personal selling methods, with typical do’s and don’ts; describe how a manager might plan to support a sales team and measure their effectiveness.
12. Describe effective methods of budgeting a promotional project and ways of measuring progress, problems, money, time, and personnel.
13. Analyze the methods, advantages and disadvantages of direct sales from the viewpoint of the manager given such responsibility, both in local and international markets.
14. Analyze the effect of the external environment such as social, political and technological factors, on promotion and management and business decision-making in an international setting.
15. Identify and describe effective international promotional methods.
16. Describe the “Four P’s of Marketing” and how they are applied to an international setting.

• Advertising agencies
• Copy platform
• Communication process
• Setting objectives
• Creativity
• Consumer learning process
• Media planning
• Print media
• Electronic media
• Direct marketing
• Internet marketing
• Sales promotion
• Publicity
• Public relations
• Corporate advertising
• International promotion
• AIDA
• Deceptive advertising
• Promotion ethics
• Promotion budget
• Regulation of promotion
• Measuring the effectiveness of the promotional plan

 
Course Addendum - Syllabus (Click to expand)