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Regent's College

Promotional Management

MRKT5940  

CodeMRKT5940
SchoolWGS
DescriptionStudents examine the use of all available promotional vehicles to communicate to potential customers the messages that support the objectives of the marketing plan. Each of the four elements of the promotion mix is covered: advertising, publicity, sales promotion, and personal selling. Specific focus is applied to building differentiated value perceptions in the customers in relation to competitors' products. Students who intend to take MRKT 5950 as an elective should take it before MRKT 5940.
Module Level5
Module CodeMRKT5940
Webster CodeMRKT 5940
ClassEL|
AvailabilityDE|SA|
Available SummerN
Credits3
Contact Hours34
Course Length (wks)8
Learning Outcomes
  • Upon completion of this course the student should:
    Be knowledgeable of the four types of promotional vehicles available and the integration of these in an overall promotional plan.
  • Have the ability to explain consumer-buying behavior to define what the customer gets out of the purchase in terms of self-images satisfied.
  • Explain the effective use of all elements of the promotional mix to build the value of the product offered in the customer’s mind.
  • Explain the overall promotion process and how it works.
  • Be able to develop an in depth promotion budget and have the ability to sell this to management. Be able to practice Promotion planning and decision making.
Pre-RequisitesMRKT 5000
Course Conduct
Academic Honesty
The university is committed to high standards of academic honesty. Students will be held responsible for violations of these standards.
Attendance
Students are expected to attend ALL class sessions of EVERY course. In the case of unavoidable absence, the student must contact the instructor. The student is subject to appropriate academic penalty for incomplete or unacceptable makeup work, or for excessive or unexcused absences. Generally, a student who misses more than one four-hour course period (per course) without a documented excuse (such as illness) and advanced permission from the instructor should withdraw from the class.
This means:
You may not miss the first 2 weeks of any class and expect to continue in that class. If you have begun a class, and subsequently have 2 absences, we will call you in and you may be asked to withdraw. Your student visa status may be affected.
Weekly Schedule
Full syllabus provided during the first lecture.