MK 4705 - Sales Promotion Strategy

3 Credit Hours
Prerequisites: MK 3010 and BCOM 3950.
Requirements: Must meet RCB upper division course requirements and 45 semester hours.

Description
This course examines sales promotion as a form of marketing communication. Marketers use sales promotion toolsâ€”coupons, sweepstakes, rebates, premiums, samples, point-of-purchase displays, price deals, loyalty programs, event sponsorships, trade allowances, and other incentive programsâ€”to motivate profitable behavior throughout the channel as well as at the final point of sale. Since the 1990’s, sales promotion has come to account for the largest share of the marketer’s budget across many industries. In this course, students learn how to conceptualize, execute, and evaluate a firm’s sales promotion activities so as to maximize their ROI. This course utilizes individual and group projects, as well as lecture and discussion, to help students develop sound sales promotion strategies.