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.
|Prerequisites and Restrictions|| You must satisfy the following requirement(s):
|Available semesters||Semester 2 2021|
What you will learn
After successfully completing this course, you’ll be able to:
- Analyse the strategic relationship between the promotional mix and the other elements of the marketing mix.
- Identify and explain the role of each of the five elements involved in the promotional mix.
- Apply the Integrated Marketing Communications (IMC) model to a real-world scenario.
Dr Tim Baird
Faculty of Agribusiness and Commerce[email protected]