Marketing Essentials: Promotion

Overview/Description
How do you get customers interested in your products and services? What kinds of sales and advertising strategies will you use? How will public relations support your promotional strategies, if at all? Promotion, a key aspect of the marketing mix, focuses on raising awareness about your product and service offerings among key customer target groups. This course will provide insight into how to design promotional strategies and campaigns that help expand existing markets and develop new customer relationships. You will learn about the key characteristics of different forms of advertising and promotional vehicles, including the reach, benefits and cost of both traditional and more modern approaches such as social media networking and other forms of online marketing. This course will also discuss the concept of return on investment (ROI) in promotion, how to approach ROI for both traditional and online promotional efforts, and how this type of evaluation can help you plan and execute your promotional efforts more effectively.

Target Audience
Anyone who wants to develop or refine their marketing skills

Expected Duration (hours)
1.0

Lesson Objectives

Marketing Essentials: Promotion

sequence the promotional communications goals

match promotional techniques with their description

match characteristics of marketing communication campaigns to either traditional or online media

sequence the process to calculate ROI on marketing campaigns

recognize the advantages of calculating ROI on marketing campaigns