Promotion
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Course informations
| Study program level |
Undergraduate |
| Study program |
Entrepreneurship |
| Study program direction |
Entrepreneurship |
| Course year |
3. |
| Course semester |
VI |
| Course status |
Elective |
| ECTS |
3 |
| Lectures (h) |
15 |
| Excercises (h) |
- |
| Seminars (h) |
30 |
Course objectives
- Develop a marketing communication plan for products or services
- Understand and evaluate the elements of a promotional mix
Course outcomes
The name of the learning outcomes set: Creating a marketing communication plan for products or services
Level: 6
- Identify the target group (existing and potential consumers of products or services) and the goals of marketing communication.
- Design the form of the communication message (what, how and who will post)
- Propose the selection of communication channels and plan the appropriate communication mix.
- Anticipate the required marketing communication budget and assess which indicators are adequate for measuring the results of communication.
The name of the learning outcomes set: Promotional mix and methodology
Level: 6
- Evaluate the benefits of integrated marketing communication in relation to traditional promotion methods.
- Select and elaborate the adequacy of applying a particular promotional method (propaganda, sales promotion, personal sales, publicity) in relation to the given situation.
- Evaluate the elements of the promotional mix
Course content
The role of marketing communication. Importance of consumer image and behavior. Promotion of a new product. Promotion management process. Promotional mix. Communication and promotion and advertising policy. Public relations. Sales promotion. Professional sales.
