Examine the most visible of the marketing mix tools, promotion we will come to realize that companies must do more than just create customer value. They need to clearly and persuasively communicate that value to their target market. We will discover that promotion is not just a single tool that is available to the marketer, but rather it is a mix of many tools. Under the heading of integrated marketing communications (IMC), an organization will very strategically coordinate all of the available promotion elements to result in an engaging customer interaction by building a consistent, clear, and compelling message about the company and its products. We will see that in todays modern marketing environment the use of direct, mobile, online, and social media marketing has become more prevalent and necessary for success.
Apply market data to positioning strategies
Develop promotion campaign strategies for your marketing plan based on the use of effective communication practices
Examine various marketing principles and concepts
Describe the professional selling environment and the ethical role that sales managers play
