Integrated Mar. Communications

Catalog description

The increasing use of sales promotion in the marketing program represents a change in fundamental, strategic decisions regarding how companies market products and services. This course utilizes a managerial approach to sales-promotion campaign development with an emphasis on sales-promotion strategy as a component of the total marketing mix. Consumer promotion and event marketing are analyzed as important elements. Topics include sales promotion objectives, consumer sales promotion tools (e.g., samples, coupons, premiums, contests and sweepstakes, refunds and rebates), and trade sales promotional tools (e.g., trade allowances, displays and point of purchase), sales training, trade shows, and measurement and evaluation of sales promotions. Students have an opportunity to develop a sales promotion campaign. Prerequisite(s): MAR 1001 .