Section outline


  • Learning Objectives:
    After studying this chapter, the students should be able to:
    - Define the five promotion mix tools for communicating customer value
    - Discuss the changing communications landscape and the need for integrated marketing communications
    - Outline the communications process and the steps in developing effective marketing communications.

    Learning Outcomes:
    1. Able to have ideas about Promotion Mix.
    2. Able to know the ways of developing effective Marketing Communication.
    3. Able to understand how to apply the promotional strategies.

    Learning Contents:
    1.Promotion Mix.
    2.Developing effective Marketing Communication.
    3.Promotional strategies.