Marketing Strategy: Promotion

Most marketing activity leads to communication activity of one kind or another, ranging from traditional advertising to cutting-edge conversations via social media. Communication activity has a core concept of developing and communicating branding. This course will explore promotional strategies and their evolution under the influence of media convergence and increasing capacities for one-to-one conversations with customers and prospects will also be addressed. Promotional strategy affects decisions in marketing mix strategies, achieving effective market segmentation, targeting, and positioning, and enhancing revenues and profitability.



After completing this course, you should be able to:

Define branding in terms of the contributions of consumers and marketers
Identify message channels in terms of their control
Name three aspects of promotions requiring decisions as part of the promotions mix
Identify marketing messages in terms of strategy, structure, and creative approach
Name three issues affecting promotions decisions in today's marketplace

Total Hours:	24
No. of Participants:	100