Download PROMOTION STRATEGY

PROMOTION STRATEGY
Department of Marketing
College of Social Science and Management
National ChungHsing University
Autumn 2008
Instructor : Dr. Hwang-Jaw Lee
Office
: Room 303
Department of Marketing
Text
:
1. Shimp, Terence A., 2003, Advertising, Promotion and Supplemental Aspects
of Intergrated Marketing Communications, Sixth Edition, The Dryden
Press
Reference :
2. Belch, G.E. and M.A. Belch, 2001, Advertising and Promotion: An Integrated
Marketing Communications Perspective, 5th Edition, McGraw-Hill/Irwin.
3. Mullin Roddy and J. Cummins, 2002, Sales Promotion – How to create and
implement campaigns that really work, 3rd Edition, Kogan Page
Course Description:
The course is aimed at students preparing for careers in marketing management and
is intended mainly for courses that introduce the field of promotional strategy.
Typically, such courses center around four major promotional elements - advertising,
personal selling, sales promotion, and publicity.
Promotion is exciting, complex field. To help students sense its exciting nature and
understand how practitioners cope with its complexities, many examples of actual
promotional problems and strategies are presented throughout the course.
It is also essential to recognize that construction of successful strategies must be
based on a solid understanding of corporate objectives, competitive activities and the
buying habits, attitudes, needs, and lifestyle outlooks of consumers. For this reason,
the scope of the course includes coverage of each of these topics.
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Course Contents
Part I : INTRODUCTION
- Overview of Promotion Management and Integrated Marketing Communication
- The Promotion Industry: Marketers Agencies, and Media Organization
- The Marketing Communication Process
Part II : ENVIRONMENTAL INFLUENCES ON MARKETING COMMUNICATION
- Demographic
- Environmental, Ethical, and Regulatory Issues
Part III : THE BEHAVIORAL FOUNDATIONS OF MARKETING COMMUNICATION
- The Consumer Processing Model
- Attitudes and Persuasion in Marketing Communication
- Adoption and Diffusion Processes
Part IV : THE PROMOTION MANAGEMENT PROCESS
- A Model of Integrated Promotion Management
- The Promotion Process
- Promotion Management Practice
Part V : ADVERTISING MANAGEMENT
- Advertising- Decision Areas and Organizations
- Developing Creative Strategy in Advertising
- Appraising Advertising Media
- Developing Media Strategy
Part VI : SALES PROMOTION MANAGEMENT
- Sales Promotion- special communication methods
- Consumer - Oriented promotion
- Trade - Oriented Sales Promotion
Part VII: PUBLICITY and SPONSORSHIP MARKETING
- Public Relations and Publicity
- Sponsorship Marketing
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