COURSE DESCRIPTION

Presents an overview of promotion activities including advertising, merchandising, publicity and sales promotion. Focuses on coordinating these activities into an effective campaign to promote sales for a particular product, business, institution or industry. Emphasizes budgets, selecting media, and analyzing the effectiveness of the campaign. Lecture 3 hours per week.

GENERAL COURSE PURPOSE

MKT 228 is a one-semester course designed to give the student with a working knowledge of the uses of promotion in all types of organizations. Emphasis is placed on the coordination of all elements of the promotional mix for a successful promotion campaign. The effective use of a sales force and sales policies to develop favorable customer relationships is also emphasized.

ENTRY LEVEL COMPETENCIES

An understanding of basic marketing and management principles is desirable.

COURSE OBJECTIVES

Upon completion of this course the student will be able to:

b. Develop a successful promotional campaign utilizing the elements of the promotional mix.

c. Define the various promotional tools utilized to create a promotional campaign.

d. Evaluate an appropriate budget to include all elements of the promotional mix.

e. Evaluate the media utilized by firms and their advantages and disadvantages.

f. Explain the legal ramifications of the field.

a. The elements of the promotional mix

b. The role of promotion in marketing

c. Coordination of promotion

d. Budgeting for promotion

e. Tools/techniques of promotion

f. Media

g. Objectives of promotion

h. Legal and ethical parameters of promotional efforts

a. Design and creation of promotional materials