The Marketing Concept

• The Integrated Marketing Concept (IMC)
• Marketing Basics and the 4 Ps:
  • Product
  • Place
  • Promotion
  • Price
• The Stages of Consumer Involvement with the Marketing Message
• The 3 Dimensional View of Advertising

Powerful Promotions Strategies

• The Push and Pull Approaches
• Components of a Promotion Strategy
• Goals and Tasks of Promotions
• The Promotion Mix
• Consumer Promotions: The Pull
• Trade Promotions: The Push

Advertising Strategies

• Setting Advertisement Campaign Objectives
• Specifying the Target Audience
• Formulating a Creative Message
• Choosing the Appropriate Media
• Implementing the Campaign
• Measuring Results among the Targeted Audience:
  • Level of Awareness
  • Change in Attitude
  • Action Taken

Professional Promotion Execution

• Steps in the Planning of a Promotion
• Promotions as a Cross-Functional Operation
• Proper Promotion Scheduling
• Follow-up and Audit
• Testing, Measuring and Evaluating the Effectiveness of the Campaign

Basics of Merchandizing

• The Concept of Space Management
• Best Locations in Outlets
• Principles of Merchandizing
• Implementing Planograms