Principles of Marketing Promotion Strategy

Unit 1: Promotion Essentials

• Identify the definition of integrated marketing communication.
• Select the elements of a promotional mix.
• Identify common issues to consider when creating a promotional mix.
• Choose the objectives your promotional strategy might accomplish.
• Identify two promotional strategies.
• In a given situation, apply the appropriate promotional strategy.
• Simulation Overview:
• In this simulation, you will meet with Mary Aberdeen, Icon's Director of Marketing to discuss the elements of promotion. Mary will ask you a series of questions about the elements of a promotional mix, the issues that should be considered when creating a promotional mix, and the types of objectives that a good promotional strategy should accomplish.

Unit 2: Advertising and Public Relations

• Select the primary types of advertising.
• In a given situation, utilize the appropriate public relation tools.

• Identify the definition of integrated marketing communication.
• Select the elements of the promotional mix.
• Identify issues to consider when creating a promotional mix.
• Identify methods to develop an advertising budget.
• Sequence the steps of the personal selling process.
• Identify the goal of sales promotion in an advertising campaign.