Modern Promotional Techniques for Companies

To develop understanding of promotion in business and to practise evaluation of existing campaigns and development of new ones.

Awarding Body

ATHE/LIBT

Duration

25 Hours

Start Date

All Year Around

Study Mode

Classroom Workshop

By the end of this programme, the participant will be able to:

  • Understand the role of promotion in achieving business objectives
  • Understand the range of promotional methods used in business
  • Be able to evaluate an existing promotional campaign for a specific product or service
  • Be able to plan a promotional campaign for a specific business or product
  1. Understand the role of promotion in achieving business objectives
  • Aims
    • Functions of promotion: persuade, remind, inform, sell, respond to competition,
    • Increase market share
    • Promotion of corporate identity
    • Role within marketing mix
    • Positioning
  • Success criteria
    • Increased sales
    • Customer recall
    • Press coverage
    • Customer loyalty
  • Regulation
    • Sale of Goods Act
    • Trade Descriptions Act
    • Ofcom – role and function
    • Advertising Standards authority – role and function
  1. Understand the range of promotional methods used in business
  • Promotional methods
    • Above the line/below the line
    • Advertising
    • Public relations
    • Sales promotion
    • Sponsorship
    • Product placement
    • Direct marketing
  • Current trends
    • Social media, Twitter, Facebook, LinkedIn
    • Quick response codes
    • Smart phone applications
    • Text promotions
    • Cross media promotions
  • Branding
    • Types of brands
    • Brand values
    • Premium brands
    • Differentiation to market segment
    • Role in positioning
  1. Be able to evaluate an existing promotional campaign for a specific product or service
  • Evaluation of a campaign
    • Campaign objectives
    • extend reach
    • communicate message about image, new product, new features
    • AIDA model e.g. attention, interest, desire, action
  • Promotional mix
    • Promotional methods chosen e.g. advertising, personal selling, sales promotion, public relations, corporate image, direct marketing, exhibitions
    • Marketing mix e.g. product, price, place (distribution), promotion
    • Integration/interrelationship with marketing mix e.g. links to price, product development, positioning and distribution channels
  • Choice of media
    • Ability to reach target market
    • Frequency
    • Likely cost
    • Previous results
  1. Be able to plan a promotional campaign for a specific business or product
  • Aims and objectives
    • Extend reach
    • Communicate message about image, new product, new features
    • AIDA model
  • Choice of target market
    • Appropriate for message
    • Suitable media chosen
    • Suitable activities chosen to appeal to target
  • Promotional activities
    • Use of advertising, below the line promotions and public relations
    • Links to corporate identity
  • Plan implementation
    • Target market and coverage
    • Timing
    • Frequency
    • Spend
    • Cost versus benefits
  • Entry Level Managers

How many students are there in a classroom?

It depends on how many would enroll per intake. Even if the number of students are just 1, we still continue with the training as planned. The maximum number of students we will have in a classroom is 10.

Can I request a date that is convenient for me?

Absolutely! We will arrange the training that is convenient for you. The training date is completely customizable.

Can I change the course content?

Yes, if the contents of the course needs to be changed, please let us know. We will communicate with you and get a course outline that works for you finalized.

Does it matter which industry I work at?

It really doesn’t. We take cases and discuss them to cover your industry. If you need the course to be customized and tailored to your industry, we can also do that. You’d have to let us know in advance by filling out the form below.

(The fees include coffee breaks, study materials and working lunches daily)

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