Examine the role of advertising and promotion management in contemporary marketing

Learning Outcomes:

In this course, students examine the promotional function and its role in an organisation’s marketing program with special emphasis on the practice of advertising, sales promotions, and new media in formulating Integrated Marketing Communications.  At the completion of this unit a student should be able to:

Knowledge

1. Examine the role of advertising and promotion management in contemporary marketing

1. Develop an understanding of integrated marketing communications, including the coordination of the various promotional mix elements
2. Recognise the skills required for the development of a creative strategy in

advertising, examining the various creative approaches, appeals and executions used by advertisers

1. Analyse the major elements of a promotional plan, including: goals and objectives, media planning and strategy, and promotions budgets and evaluation.
2. Develop understanding of media planning and strategy.
3. Select an appropriate promotional mix.
4. Discuss ways to measure the effectiveness of advertising and promotion.

Values

·         Appreciate the importance of the Marketing Mix in the formulation of Marketing Strategy

·         Develop an ethical perspective on the use of Integrated .Marketing Communications in Marketing Strategy