Promotion Strategy – BUSI 430

CG • Section 8WK • 11/08/2019 to 04/16/2020 • Modified 04/04/2022

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.

Rationale

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 the Course Overview.

Discussions (4)

The student will complete 4 Discussions in this course. The student will post one thread. The student must then post 1 reply of at least 100 words.

Essay Assignments (3)

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

IMC Project Assignment

The student will write an IMC (Integrated Marketing Communication) Project Assignment in current APA format.

Quizzes (8)

Each quiz will cover the Learn Section material for the assigned Module: Week. Each exam will be open-book/open-notes, contain 30 multiple-choice and true/false questions, and have a 45-minute time limit.