Sales Promotion Course Outline Dec 2015

7/23/2019 Sales Promotion Course Outline Dec 2015

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SALES PROMOTION: Course Outline

School of Business Management, NMIMSPTMBA-2015-2016Trimester: I

InstructorProf! A"arna #anchan $%&'&%%%($ Email I): a"arna*+ahoo!com

Course Credit:- Cre)its

Introduction to the course

Sales "romotion is an im"ortant, e.ecti/e an) commonl use)"romotional0mi1 or communication0mi1 2 all mar*eters an) sellers! Sales

"romotion refers to )i.erent initiati/es ta*en 2 mar*eters to increase thesales of "ro)ucts in the short run, an) in an increasingl com"le1mar*eting en/ironment 3here in)i/i)uals an) 2usinesses are face) 3ithmore an) more choices, sales "romotion has gaine) increase) acce"tancean) is no3 one of the most sought after tools 2 mar*eters!

To)a, sales "romotion is hel"ing mar*eters to achie/e a /ariet ofmar*eting o24ecti/es not onl as a tactics in the short0term, 2ut also interms of the strategic o24ecti/es that it can achie/e!

Sales "romotion, "erha"s more than an other area of mar*eting

communications has 3itnesse) 2oth )ramatic gro3th an) change o/errecent ears! Practitioners 3oul) agree that the tools 3ithin the 5el)s ofsales "romotion can not onl achie/e s"eci5c o24ecti/es, 2ut also achie/emore ra"i)l than an other area of mar*eting communications! 6urther,mar*eters s"ent su2stantial amount of mone on the /arious forms ofsales "romotion than an other single tool 3ithin the mar*etingcommunications armour!

Thus, a thorough stu) of the role an) contri2ution of the techni7ues ofsales "romotion is una/oi)a2le!

Learning Obecti!es"Outco#es

This course on sales "romotion is set to un)erstan) the 2asic theories ofsales "romotion an) ho3 this *no3le)ge can 2e 2etter utili8e) as a "art ofmar*eting0mi1 an) then a""lie) into 2uil)ing meaningful an) "ur"osefulmar*eting strategies in the real 3orl)! This course 3ill 2e a 2len) oftheoretical conce"ts an) real life e1am"les augmente) 3ith case stu)an) classic articles "u2lishe) in re"ute) 4ournals!

In s"eci5c terms, this course shoul) hel" ou to un)erstan) the follo3ing9

a The role an) contri2ution of SP in the "romotional0mi12 ;hen an) ho3 to use the /arious SP techni7ues


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c ?

@rou" assignments="ro4ects &>?

Indi!idua$ &!a$uation

Case analsis note ('?

ui88es=Class test ('?

6inal E1amination '?

Stu)ents 3ill form grou"s com"rising of 5/e stu)ents in each grou"! Thegrou" forme) shoul) reect )i/ersit of 3or* e1"erience an) e)ucational2ac*groun)! Case analsis an) "ro4ect "resentation 3ill 2e e/aluate) as agrou" acti/it! Case analysis will have two components; a @rou"acti/it an) 2 In)i/i)ual acti/it Dfor su2mission of case analsis note!

&ssentia$ .eadings

(! Sales Promotion: Conce"ts, Metho)s an) Strategies!Ro2ert Baltt2erg, Scott Neslin

&! Sales Promotion:


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SALES PROMOTION: Course Outline

'ession

/escri(tion Pedagog%

( Sales "romotion F Intro)uction , @ro3th,Role an) Contri2ution to Sales, a much"ractice) an) e.ecti/e "romotional tool2 mar*eters

Lecture "resentationClass )iscussion

& Consumer 2eha/ior an) SPThe tactical an) strategic )imension of SP

Gn)erstan)ing the theories 2ehin) SP


- The Business an) M*tg! "ur"ose 2ehin)SPThe Promotion Mi1

Lecture=Hi)eo"resentationClass )iscussion

Consumer Promotion toolsTra)e Promotion tools Case Stu)

Class)iscussion=@rou"assignment

> Setting Sales Promotion O24ecti/esJe/elo"ing the Sales Promotion PlanCase stu)


K Promotion Brief Mechanics Creati/it inPromotion


Sales Promotion Agencies, their role,Im"lementation of the SP an) E/aluationof SP e.ecti/eness

Lecture "resentationCase analsis NoteClass)iscussion=@rou"assignment

% Integration of Sales Promotion acti/ities Lecture "resentationCase analsis Note


$ rou( Proect-1Choose an t3o )i.erent "ro)uctcategories of our choice an) stu) for a)e5nie) "erio) the /arious t"es of sales"romotion acti/ities carrie) out in thosecategories! E1"lain the )i.erenceso2ser/e) in the SP acti/ities an) thereasons for it

@rou" Presentation

(' rou( Proect-2Ta*e a 2ran) or categor of our choiceillustrate ho3 ou 3ill go a2out setting

@rou" Presentation


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sales "romotion o24ecti/es an) then)e/elo"ing a sales "romotion "lan 3ithe/aluation criteria

Pre"are) 2 6acultRecommen)e) 2 Area Chair"erson

Signature Signature

A""ro/e) 2 Jean SBMSignature

Documents

Sales Promotion Course Outline Dec 2015