Introductory description

This is an elective module available for WBS and Non-WBS Students.

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 web page

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.

1. The Promotional Mix
2. Advertising and promotion management - the marketing objectives
3. Creative promotion media strategy
4. Advertising research and evaluation
5. Public relations
6. The Promotional Mix and marketing strategy
7. Consumer behaviour and promotion
8. The role of qualitative/quantitative research in promotion strategy
9. How marketing communications are transformed by digital and social media

Learning outcomes

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

• Understand the marketing managers' use of the marketing promotional toolkit.
• Define and deploy the ingredients of the promotional mix.
• Link buyer behaviour with marketing communications.

Indicative reading list

Core text:
Patrick de Pelsmacker, Maggie Geuens, Joeri van den Bergh (2021). Marketing Communications: a European perspective, Pearson, Seventh edition

Other reading:
Berman, B., (2016). Planning and implementing effective mobile marketing programs. Business Horizons, 59(4), pp.431-439.
Krafft, M., Sajtos, L., & Haenlein, M. (2020). Challenges and Opportunities for Marketing Scholars in Times of the Fourth Industrial Revolution. Journal of Interactive Marketing, 51, 1-8.
Li, F., Larimo, J., & Leonidou, L. C. (2020). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 1-20.

Subject specific skills

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

Transferable skills

Define and deploy the ingredients of the promotional mix.