Planning for Integrated Mktg Communications

This course is designed to introduce learners to the world of sales promotion, increasingly being used as a complement to traditional brand advertising. Students will examine the role and importance of sales promotion within a marketer's overall communications plan. Learners will explore the various strategies/tools used in both consumer and trade promotion and be able to identify which tools are best at achieving specific program objectives. Learners will have the opportunity to provide a detailed analysis of a current Canadian Consumer promotion and offer insight on how individual programs can be strengthened. Learners will also be asked to conceptualize and present their own consumer promotion/s demonstrating an understanding for the key elements involved in the planning, development, execution, and research of promotional programs (including: objectives, strategies, tactics, creative concepts, measurability of consumer response).