Promotion

1. Understand the role of promotion in marketing.
2. Develop effective advertising strategies.
3. Apply sales promotion techniques to achieve marketing goals.
4. Analyze the factors affecting the promotion mix.
5. Evaluate the ethical implications of promotion practices.
6. Assess the impact of consumerism on promotion strategies.

13 weeks, about 63 hours in total. Yours will differ.

1. Week 1Module 1:

   • Unit 1: Promotion Concept · 4 hours

     Understand the nature and definitions of promotion.. Identify functions of communication objectives.. Examine the role and importance of promotion/communication..

   • Unit 2: Promotion Objectives · 3 hours

     Understand promotion objectives and their importance.. Outline rules for setting workable promotion objectives.. Describe the benefits of promotion to the firm..

2. Week 2Module 1:

   • Unit 3: Tools of Promotion · 4 hours

     Describe the tools of promotion and their applications.. Appreciate the objectives for specific promotion tools.. Analyze the strengths and weaknesses of each promotion tool..

   • Unit 4: Advertising · 3 hours

     Understand the meaning and basic concepts of advertising.. Explore the role and types of advertising.. Identify advertising media and their merits and demerits..

3. Week 3Module 1:

   • Unit 5: The Purposes and Planning of Advertising · 5 hours

     Understand the purposes and effects of advertising.. Identify the steps in planning advertising campaigns.. Explain factors affecting the choice of media..

4. Week 4Module 2:

   • Unit 1: Promotion Strategy · 4 hours

     Understand the concept of promotion strategy and its types.. Identify conditions under which wholesalers and retailers are important to promotion strategy.. Explain the roles of wholesalers and retailers in promotion strategy..

5. Week 5Module 2:

   • Unit 2: The Place of Promotion In The Marketing Mix · 5 hours

     Appreciate the place of promotion in the marketing mix.. Understand the concept of the promotion mix and its components.. Describe promotion to wholesalers and retailers..

6. Week 6Module 2:

   • Unit 3: Controllable Factors Affecting the Promotion Mix · 4 hours

     Understand the controllable factors affecting the promotion mix, such as product and price.. Illustrate the marketing mix in action regarding product and price.. Analyze how product and price influence promotion strategies..

7. Week 7Module 2:

   • Unit 4: Controllable Factors Affecting the Promotion Mix · 5 hours

     Explain controllable factors affecting the promotion mix, such as place and promotion.. Illustrate the marketing mix in action regarding place and promotion.. Analyze how place and promotion influence marketing outcomes..

8. Week 8Module 2:

   • Unit 5: Uncontrollable Factors Affecting the Promotion · 4 hours

     Understand the uncontrollable factors affecting the promotion mix, such as economic forces and life-styles.. Analyze the impact of competition and middlemen on promotion strategies.. Describe the influence of legal and ethical factors on promotion..

9. Week 9Module 3:

   • Unit 1: Sales Promotions and Personal Selling · 4 hours

     Describe sales promotions and their objectives.. Highlight sales promotion tools and their applications.. Explain personal selling and its importance..

10. Week 10Module 3:

    • Unit 2: Social Influences on Promotion · 5 hours

      Appreciate the social influences on promotion.. Understand the concept of social class as an influencing factor in product promotion.. Analyze how social factors impact consumer behavior..

11. Week 11Module 3:

    • Unit 3: Planning · 4 hours

      Appreciate the elements of planning in promotion.. Understand the concept of promotion plans and their components.. Describe the characteristics of good promotion plans..

12. Week 12Module 3:

    • Unit 4: Financial, Measuring, and Controlling the Promotion Program · 5 hours

      Explain financial considerations in promotion programs.. Understand the factors that influence the size of promotion budgets.. Describe charging expenses to promotion budgets and allocating promotion funds..

13. Week 13Module 3:

    • Unit 5: Ethics and the Promotion Process · 4 hours

      Appreciate ethics in the promotion process.. Understand the types of ethics and their implications.. Identify reasons for the lack of ethical standards in promotion..