Course MPV 221 · Year II · Summer 2019-2020

ORGANIZATION OF PROMOTIONAL CAMPAIGNS

Compulsory course in Marketing and sales promotion, taught by Carmen Paștiu.

This course page is from 2019-2020 and is archived.
See current courses for this faculty and study cycle

Overview

Lecturer
Carmen Paștiu
Seminar tutor
Carmen Paștiu
Type of course
Compulsory
Language of instruction
Romanian
Erasmus language
English
Domain
Marketing - Masters
Field of study
Marketing and sales promotion
Form of education
Full-time
Form of instruction
Class
Credit awarded by
Grade
Teaching methods
Lecture, Discussions.
Entry requirements
-

Aims

- Study of the main concepts of the organizing promotional campaigns, scroll itself to quantify the effectiveness of these campaigns

- Ability to understand and establishing promotional strategies within an organization / enterprise

- Develop the capacity of knowledge, understanding and organizing a promotional campaign

Course contents

1.COMUNICAREA IN MARKETING 2. PROMOTIONAL COMMUNICATION 3. STRUCTURE OF PROMOTIONAL ACTIVITY 4. ADVERTISING CAMPAIGN 5. PROMOTIONAL STRATEGIES 6. ORGANIZATION OF PROMOTIONAL CAMPAIGNS Case studies 1. The communication system of the organization 2. Sales promotion 3. Relationship Public 4. Organize a promotional campaign for a product launch phase out 5. Organize a promotional campaign for a product that phase of maturity-decline. 6. promotional budget. 7. Types of strategies used 8. Role play: The promotional campaign for chocolate POIANA

Learning outcomes

- According to the requirements of the labor market, the course will provide students concepts of the organizing promotional campaigns, scroll itself to quantify the effectiveness of these campaigns. Develop the capacity of knowledge and understanding of promotional events. Develop the capacity for the organization of promotional communication

Assessment

Written test examination - 60%, Verification during the semester (project) - 40%. Semester project

Recommended reading

• Belch, M; Belch, G (2011). Advertising and Promotion: An Integrated Marketing Communications Perspective. New York: McGraw-Hill Higher Education.
• Guerrilla Marketing Attack – New Stratigies, Tactics and Weapson for Winning Big Profits for your Small Business). Boston, United States of America: Houghton Mifflin Company. p39
• McNaughton, M. (2008). Guerrilla communication, visual consumption, and consumer public relations. Public Relations Review, 34(1), 303-305.