This course will explore the challenges and opportunities of contemporary marketing, integrated marketing communications, and corporate communications. It will have main focus on consumer behavior, sales promotions strategies, sales techniques, merchandising principles, sales promotion effectiveness.
Upon completion of this course, students should have a critical appreciation and informed understanding of the following:
– Concepts of sales promotion as related to marketing.
– Theories, functions, and mechanisms of sales promotion.
– The ability to analyze and apply the concepts of Integrated Marketing Communications.
– The ability to develop sales promotions and marketing communication campaigns for a particular product.
Students will engage in lecture, exercises and cases analysis to be completed individually or in teams, group discussion, and presentations of cases on the following topics:
– Contemporary Marketing: challenges and opportunities
-The role of digital media in contemporary marketing
– An introduction to Integrated Marketing Communications (IMC)
– The role of IMC in the Marketing Process
– Consumer Behavior
– Sales Promotions: its scope and role
– The growth of sales promotions
– Advertising and sales promotion
– Consumer promotions vs. Trade promotions
– How to prepare a sales promotion strategy
-How to conduct successful sales promotion programs
– Measuring the effectiveness of sales promotions
– Belch G.E. & Belch M.A. (2014), (10th,ed) Advertising and Promotion, McGraw Hill
– Cummins, J., Mullin, R. (2010), (5thed) Sales Promotion: How to Create, Implement and Integrate Campaigns That Really WorkLondon: Kogan Page Limited
– Shultz, D. E, Robinson, W. A., Petrison, L.A (1998), (3rd ed) Sales Promotion Essentials: The 10 Basic Sales Promotion Techniques and How to Use Them, Chicago: NTC Business Books
Readings will be made available through electronic copy (when available) or hard copy.
The evaluation will be based on the following as they relate to the course objectives and outcomes:
Class participation-20%. (30 hours –in class)
Mid term exam -10%
Group project – 20%
Final Exam -20 %
Individual research project 30%
Formative assessment of learning will be based on the evaluation of class participation, case analysis, presentations, group assignments, and individual research projects. It will be recorded as a letter grade.