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MKTG 321

Promotion Management

Course overview

You’ll look at the development of the promotion mix and how this fits into an organisation’s overall marketing strategy. You’ll also analyse each of the individual components of the promotions mix and how these can be utilised through the application of the integrated Marketing Communications (IMC) model.

Course information

Prerequisites and Restrictions You must satisfy the following requirement(s):
  • a minimum of 45 credit point(s) from the course(s) specified below
  • a minimum of 15 credit point(s) from the course(s) specified below
  • Consumer Behaviour , MKTG-205
or
  • a minimum of 15 credit point(s) from the course(s) specified below
  • Managing People , BMGT-222
or
  • a minimum of 15 credit point(s) from the course(s) specified below
  • Principles of Marketing , MKTG-115
and
  • a minimum of 30 credit point(s) from the course(s) specified below
  • any level 200 course
  • any level 300 course

Available semesters Semester 2 2024
Credits 15
Domestic fees $794.00

What you will learn

After successfully completing this course, you’ll be able to:

  1. Analyse the strategic relationship between the promotional mix and the other elements of the marketing mix.
  2. Identify and explain the role of each of the five elements involved in the promotional mix.
  3. Apply the Integrated Marketing Communications (IMC) model to a real-world scenario.

Course examiners

Tim Baird

Dr Tim Baird

Lecturer

Faculty of Agribusiness and Commerce

tim.baird@lincoln.ac.nz
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