Creating a Marketing Campaign Overview/Description Target Audience Expected Duration Lesson Objectives Course Number Overview/Description
Your marketing plan has been approved! Now you need to get the job done. How you execute your plan is as crucial as the plan itself. In this course, you'll learn about tactical marketing tools needed to put your plan into gear and create your marketing mix. These include branding, packaging, promotions, publicity, advertising and merchandising.
Target Audience
Managers and team leaders with responsibility for developing market strategy.
Expected Duration (hours)
4.0
Lesson Objectives Establishing the Brand Identity
recognize the importance of brand name, graphics and packaging for influencing consumer attitudes about a product.
identify the importance of branding as a tactical tool in a marketing campaign.
match branding strategies with branding objectives.
identify the elements of packaging of both new and existing products for meeting the objectives of a marketing plan.
select strategies to meet various packaging objectives.
Promotion and Publicity for Peak Performance
recognize the importance of publicity and promotion for executing the marketing plan.
identify the different types of promotions and the advantages of each.
choose promotional strategies for various marketing situations.
identify the basic elements of publicity including its advantages and disadvantages.
distinguish between publicity strategies, objectives and vehicles.
High-impact Advertising
recognize the value of the advertising process.
identify the elements of effective advertising strategies.
distinguish the advantages and disadvantages of the major types of advertising media.
select media objectives based on advertising objectives and strategies.
select media strategies based on media objectives and information about media types.
The Merchandising Message
recognize the value of merchandising as a supplement to other tactical marketing tools.
identify basic elements of merchandising.
identify merchandising concepts and how to combine merchandising with other tactical tools.
select merchandising delivery methods based on various merchandising situations.
choose the most appropriate merchandising strategy given various product scenarios.
Course Number: MKT0206