Promotion Strategy – BUSI 430

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 10/27/2020

Course Description

This course is open to students who desire to understand the function of Promotion within a company’s Integrated Marketing Communications (IMC) plan. Emphasis is on planning, creating, and evaluating advertising, sales promotion, and publicity strategies to communicate most effectively across the optimum blend of media channels.

For information regarding prerequisites for this course, please refer to the Academic Course Catalog.


Effective advertising is critical to the success of any organization in today’s rapidly changing and competitive market environments. Business leaders must develop creative and appealing promotion strategies that achieve specific marketing objectives. Toward this end, BUSI 430 explores marketing communications at a deeper level than a basic marketing course. The course presents an integrated marketing perspective that will help present and future business persons coordinate the various communication functions within his or her organization.

Measurable Learning Outcomes

Upon successful completion of this course, the student will be able to:

  1. Recommend the best media for conveying the IMC message.
  2. Design an effective control system to measure the effectiveness of a promotional program.
  3. Assess the social, ethical, regulatory, and economic aspects of advertising and promotion.
  4. Develop a successful promotional strategy that communicates creatively and effectively to the target market.
  5. Integrate biblical concepts within the field of promotion strategy.

Course Assignment

Textbook readings and lecture presentations

Course Requirements Checklist

After reading the Course Syllabus and Student Expectations, the student will complete the related checklist found in Module/Week 1.

Discussion Board Forums (4)

Discussion boards are collaborative learning experiences. Therefore, the student is required to submit a thread in response to the provided prompt for each forum. Each thread must be at least 300 words and include at least 1 citation from the textbook and 1 from another source. In addition to the thread, the student is required to reply to at least 1 classmate’s thread. Each reply must be at least 300 words and include at least 1 citation.

Essays (3)

Each essay must be at least 1,000 words and contain a minimum of 5 outside sources. Each essay must include a title page and a reference page and follow current APA format.

IMC Project

The student will write an IMC (Integrated Marketing Communication) Project in current APA format. The paper must be at least 5,000 words and include at least 15 references on the reference page. The paper must also include a title page and an abstract. The title page, abstract, and reference page do not count towards the required word count.

Quizzes (8)

Each quiz will cover the Reading & Study material for the assigned modules/weeks. Each exam will be open-book/open-notes, contain 30 multiple-choice and true/false questions, and have a 45-minute time limit.