54-1501 Introduction to Sales Promotion

Students will examine promotional and retail marketing from three perspectives (POV): retailer, manufacturer and shopper. The students will also learn about the art and technology of shopper message delivery and quantitative results measurement.The course examines the range of techniques available to activate consumer, as well as professional buyer, brand demand. Students will explore the newest sales activation battleground, the retail store, with an in-depth engagement in the principles, opportunities and challenges of retail marketing from the time the shopper arrives at the store until the time they leave with brand in hand. The course explores a variety of retail channels including (but not limited to) grocery, mass, drug and electronics.
3 Credits