BUKD-M544 Advertising and Promotion Management
- 12 Weeks
- Prerequisite(s): BUKD-M596
This course is concerned with strategic approaches to managing advertising and sales promotion programs. Topics include selecting target audiences; setting program objectives; developing and implementing creative strategies, and judging creative media; use of sales promotion tools; testing, evaluating, and revising advertising and promotion programs. The marketing management context of advertising and sales promotion: roles and objectives of promotion programs; agency/client relationships; the strategic focus of promotion programs; appropriating, budgeting, and allocating resources; the advertising/sales promotion planning process Analyzing target audiences and setting communication and action objectives Developing creative strategies: strategic considerations in creative development; strategy research for assessing efficiency Media strategy, scheduling, and vehicle selection: reach & frequency relationships; selection of primary and secondary media; the concept of minimum effective frequency; evaluating media vehicles; scheduling media; adapting media plans to specific geographic settings The strategic use of sales promotion: setting action and communication goals; the interaction of sales promotion with advertising, distribution, and price; target audiences and objectives for sales promotion; interactions among trade, retail, and consumer sales promotion; techniques and tools of trial and loyalty in consumer sales promotion Learning Outcomes for the Course Upon successful completion of the course: Students are able to develop competitive marketing strategies and persuasive messages, as well as how to select the appropriate media vehicles for delivering them. Students are able to comfortably discuss the activities of professionals in advertising and promotion management and Students are able to demonstrate your knowledge of relevant terms, concepts, principles and popular theories through a variety of activities and “real world” projects.