Course aims:

Capacity development of knowledge and understanding of the basic concepts related to promotional activities
Study of the main concepts regarding promotional campaignsfrom the organization, the actual development to the quantificationthe effectiveness of these campaigns
The understanding and establishing promotional strategies within an organization / enterprise

Course Entry Requirements:

-

Course contents:

1. Marketing communication

2. Promotional communication

3. Publicity

4. Sales promotion

5. Public relations

6. Direct marketing

7. CONTINUOUS COMMUNICATION TECHNIQUES

Teaching methods:

Lecture, Discussions.

Learning outcomes:

According to the requirements of the labor market, the course will provide students the opportunities and skills to do : understanding and establishing promotional strategies within an organization / enterprise Developing the capacity of knowledge, understanding and organizing a promotional campaign

Learning outcomes verification and assessment criteria:

Written test examination - 70%, Verification during the semester (project) - 30%.

Recommended reading:

• McCarthy, Jerome E. (1964). Basic Marketing. A Managerial Approach. Homewood, IL: Irwin. p. 769.
• Rajagopal (2007). Marketing dynamics theory and practice. New Delhi: New Age International.
• Boone, Louis; Kurtz, David (1974). Contemporary marketing. Hinsdale, Ill: Dryden Press.