Introductory description

This course aims to define the Promotional Mix - advertising, sales promotion, PR, sponsorship, personal selling and directo mail and to explain its role in marketing strategy. The emphasis is on advertising, PR and consumer behaviour in the context of communications, stressing the application of theory in practice, and the agency's role.

Module aims

Outline syllabus

This is an indicative module outline only to give an indication of the sort of topics that may be covered. Actual sessions held may differ.

The Promotional Mix
Advertising and promotion management - the marketing objectives Creative promotion media strategy
Advertising research and evaluation
Public relations
The Promotional Mix and marketing strategy
Consumer behaviour and promotion
The role of qualitative/quantitative research in promotion strategy

Learning outcomes

By the end of the module, students should be able to:

• Demonstrate knowledge and understanding of the marketing promotional toolkits and how they are used by marketing managers;
• Understand how to define and deploy the ingredients of the promotional mix.

Indicative reading list

Burnett, Promotion Management, Houghton Mifflin, 1993. Rossiter & Percy, Advertising and Promotional Management, McGraw-Hill, 1987. F Jefkins, Public Relations Techniques, Heinemann, 1988.

Subject specific skills

Develop effective promotional campaigns.
Produce PR and advertising plans.
Understand the role of the digital and social media in marketing communications.
Appreciate the value of integrated marketing communications.

Transferable skills

Written communication

Oral communication