This is an advanced course in the field of Marketing which focuses on the role of promotion efforts in our society and how they can be used by organizations to further their Marketing objectives. Emphasis will be on the practical application of learning gained in earlier courses, including the development of an Integrated Marketing Communications (IMC) campaign with the emphasize on sales promotion when aiming to boost sales.The main objective of sales promotion is to bring about a change in the demand pattern of products and services. Basically, sales promotion has three specific objectives. First, it is meant to provide important marketing information to the potential buyers. The second objective is to convince and influence the potential buyers through persuasive measures. Thirdly, sales promotion is meant to act as a powerful tool of competition. Sales promotion measures also play an important role in attracting new customers for an organization. Usually, new customers are those persons that are won away from other firms. Samples, gifts, prizes, etc. are used to encourage consumers to try a new brand or shift their patronage to new dealers.

Temps présentiel : 17.5 heures

Charge de travail étudiant : 57.5 heures

Méthode(s) d'évaluation : Participation et assiduité, Travail personnel, Projets

Référence :
---, Integrated Marketing, Promotion and Marketing Communication, 6th edition, Pearson