Promotional Strategy

Curriculum Guideline

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Course
MARK 3340
Discontinued
No
Course Code
MARK 3340
Descriptive
Promotional Strategy
Department
Marketing
Faculty
Commerce & Business Administration
Credits
3.00
Start Date
End Term
201730
PLAR
No
Semester Length
15 Weeks X 4 Hours per Week = 60 Hours
Max Class Size
35
Contact Hours
Lecture: 2 Hours Seminar: 2 Hours Total: 4 Hours
Method(s) Of Instruction
Lecture
Seminar
Learning Activities

The course will involve a blend of lectures, discussions, videos, on-line activities, and seminars.  Presentations by students and team activities are an integral part of the course.

Course Description
This course covers the marketing concept of promotion, in all its forms. Integrated marketing communications is introduced as the coordinating force in promotion; and advertising, sales promotion, public relations, personal selling, internet initiatives and events are explored as the key promotional techniques. The promotional process is covered from the stand-point of the firm, and the marketing manager. The course will also cover the nature and the process of communications and the impact it has on the individual, the organization and consumer.
Course Content
  1. The concept of integrated marketing communications (IMC).
  2. How advertising, sales promotions, public relations and personal selling inter-relate, and how each functions.
  3. The consumer, both individual and organizational, in the marketing communications concept.
  4. How the communications process works.
  5. Establishing communications objectives, plans and budgets.
  6. Creative strategy, planning and development.
  7. Evaluation of the various media forms, and identifications of their use.
  8. Direct marketing and Internet considerations, as well as other media and communication vehicles.
  9. Monitoring, evaluating and measuring effectiveness of the promotional program.
  10. Global communications considerations and issues.
  11. Social, ethical and economic issues and aspects of communications planning.
Learning Outcomes

At the end of the course, the successful student should be able to:

  1. demonstrate an understanding of the nature and process of communications;
  2. evaluate various promotional techniques and how they integrate with one another;
  3. set promotional objectives
  4. plan and budget a promotional campaign
  5. design integrated marketing communications tools
  6. apply promotional techniques appropriate to the marketing challenge at hand
Means of Assessment
Projects & Presentations (2-4)     50%
Midterm examination  20%
Final examination  20%
Course participation  10%
Total 100%

STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.

Textbook Materials

Textbooks and Materials to be Purchased by Students

 

Belch, G.E., Belch, M.A. and Guolla, MA.  Advertising and Promotion, Latest Canadian Ed.  McGraw Hill or equivalent.

Prerequisites

MARK 1120

Corequisites

(CMNS 1115 or any English UT course)

Which Prerequisite

MARK 4483