SAMG1221 Branding and Promotion

Course Description

Promotion of products and services for businesses in today's competitive market is undergoing tremendous change. Students entering the workforce will need to have an understanding of promotion to help their companies determine the best means of communicating brand information to consumers. This course covers how the promotion industry works, and what messaging strategies, media options, and promotion measurements support decision making. To apply the theory and concepts of the course students will design a promotion campaign using appropriate media and messages for a target audience.

Student Learning Outcomes

  • Identify and apply integrated marketing communication (IMC) strategies in branding creation.
  • Describe and categorize the various methods of audience classification for promotion and IMC.
  • Examine trends transforming the promotion industry and its economic and social impact.
  • Explain and describe the process of segmenting, targeting, and positioning (STP) marketing in promotion plan.
  • Discuss how brand communication influences consumer behavior.
  • Evaluate ethical considerations as they relate to brand campaigns.
  • Learn the laws and regulations as they apply to a promotion plan.
  • Describe challenges and opportunities that affect integrated marketing communication in global markets.
  • Evaluate communication methods and strategies for effective promotion.
  • Analyze traditional media and social media options for use in brand campaigns.
  • Examine the importance and growth of sales promotion in the consumer, trade, and business markets.
  • Evaluate the use of direct marketing, event sponsorship, product placement, public relations, and brand entertainment as a means of promotion.
  • Explain the importance of personal selling for optimal representation of a brand.
  • Create, analyze, present, and evaluate an effective brand campaign.

Prerequisite

Please see eServices for section availability and current pre-req/test score requirements for this course.

3 credits: 3 lectures / presentations, 0 lab, 0 other