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Course Outline - Promotion Management

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Course Outline - Promotion Management
Promotion
Management
MKT 337 – Course
Outline – Summer 2012
Lecturer – Md Shahedur Rahman

School of Business
North South University

MKT 337

Promotion Management

Unit description
Discusses the elements of the marketing communication mix. It considers important issues that relate to the development of promotional campaigns that are created to support a firm's strategy.
Goal of the course
The purpose of this subject is to provide students with an appreciation of marketing communications in general, and advertising in particular. Students will be introduced to marketing communications theory and concepts, and will learn how to apply these to the strategic design, execution and evaluation of marketing communications campaigns
Delivery mode

Formal lectures and presentation sessions will take place in Face-to-Face mode in the scheduled lecture venues. All students are expected to attend the lectures and presentation sessions in order to achieve the learning outcomes.
Class Timetable
Chapters
1

Topic
Introduction and roadmap discussion

3
4

Buyer Behaviors
Promotions Opportunity Analysis

5

Advertising Management
MIDTERM 1

6
7
8
9
10
11
12
13
15

Advertising Design – Theoretical Frameworks and
Types of Appeals
Advertising Design – Message Strategies &
Executional Frameworks
Advertising Media Selection
Trade Promotions
MIDTERM 2
Consumer Promotions
Personal Selling, Database Marketing & CRM
Public Relations and Sponsorship Programs
Internet Marketing
Evaluating an Integrated Marketing Program
FINAL EXAM

Prescribed text
Clow, K E, Baack, D E, (2007) ‘Integrated Advertising, Promotions and Marketing Communication’, 3rd
Edition
2

Supplementary reading references
Belch, G E et al. (2011) ‘Introduction to Advertising and Promotion’, 7th Edition
Assessment
Assessment item
Assignment 1 (Case Study Analysis)
Assignment 2 (Case Presentation)
Quiz (4-5 Quizzes)
Midterm 1 Exam
Midterm 2 Exam
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