MARK6022 Advertising and Promotion Implementation

3 Units of Credit

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Advertising and Sales Promotion Implementation gives participants practical skills in developing and managing advertising and sales promotions programs, media planning, and client-agency relations. Topics include advertising and sales promotion, planning and strategy; selection of media, media delivery planning, understanding the consumption of media; developing messages for different media, including television, radio, print and websites; design and management aspects; the selection of trade and consumer promotions; monitoring and evaluating programs. Commercial partnerships and ROI issues are considered in the context of managing client-agency relations, with use being made of cases, role-play exercises and research studies.