Introduction to advertising, including agencies, media, layout, copy, typography; emphasis on various media associated with sales promotion, and the need to coordinate the entire promotional mix. Other areas of emphasis will include developing effective advertising programs, when and how to use refunds, coupons, contests, trade shows, etc.
Prerequisite Courses
Prerequisites
Or any 3 credit hours MATH. LIBR 150 may be taken concurrently.
Course Outcomes
After successfully completing the course, the learner will be able to:
- Understand the theory and research regarding consumer behavior, as well as the role of Promotional Management relative to the other elements of the marketing mix.
- Understand how the Promotion Management process is an integrated framework and how the creative strategy pertains to the Promotion Management process.
- Analyze market opportunities.
- Understand the difference between consumer and business to business customers.
- Understand Product Life Cycle and how to market the product through the various stages of the product life cycle.
- Evaluate the various channels of distribution for selection and learn how to manage them.
- Manage and deliver marketing programs.