Sales Promotion and Direct MarketingModule Details

The course aims to provide the students with a comprehensive understanding of the role of Sales Promotion as a communication tool, the nature of the sales promotion activities as well as the reason for its growth. The students will acquire a comprehensive understanding of the concept of Direct Marketing and the tools used for this element under a properly designed Integrated Marketing Communication System.

1) At the end of the course students will be expected to:

2) Describe the nature of Sales Promotion and the reasons for its growth.

3) Outline the advantages and disadvantages of sales promotion.

4) Identify the nature of the target audience and their motivation to purchase.

5) Explain the models that relate to the development of sales promotion.

6) Examine the strategic use of sales promotion and to identify its long-term effectiveness.

7) Create a sales promotion plan.

8) Identify the advantages and disadvantages of financial incentives, product-based incentives and other consumer incentives.

9) Identify the role of trade shows, exhibitions, event marketing and sponsorships.

10) Evaluate the nature of direct marketing and to develop a direct marketing plan.