Applying Promotional Techniques

Unit Aims

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

Learning Outcomes

1 Understand the role of promotion in achieving business objectives

1.1 Explain the aims of promotion in business

1.2 Explain how the success of a promotional campaign is measured

1.3 Explain how promotional activities are regulated

2 Understand the range of promotional methods used in business

2.1 Explain the different promotional methods used by business

2.2 Explore current trends in choice of promotional methods

2.3 Analyse the importance of branding in promotion

3 Be able to evaluate an existing promotional campaign for a specific product or service

3.1 Review the objectives of the campaign

3.2 Analyse the promotional mix for the product or service

3.3 Evaluate the choice of media in relation to the target market

3.4 Evaluate the integration of the promotional mix with the other components of the marketing mix

4 Be able to plan a promotional campaign for a specific business or product

4.1 Propose aims and objectives for a promotional campaign

4.2 Justify choice of target market for the promotional campaign

4.3 Devise suitable promotional activities

4.4 Produce a plan for implementation stating how it meets the objectives of the campaign