Course Competency 1: Explain the Role of Promotions in Marketing

Learning Objectives: 

• Define promotions and integrated marketing communications.
• Distinguish promotion from other marketing elements.
• Explain what drives integrated marketing communications.
• Investigate the objectives of promotions.
• Explore career paths in the promotional field.

Course Competency 2: Examine the Strategies of Brand Management

Learning Objectives:

• Illustrate the various methods advertisers use to segment and aggregate consumer and business markets.
• Analyze how defining a target market enhances a product’s branding strategy.
• Investigate the principles of brand management.
• Explain how branding enhances the differentiation of a product.
• Explain the role of creative branding strategy and its principal elements.
• Show how brand advertising enhances creativity.

Course Competency 3: Explain the Principles of Inbound and Outbound Strategies

Learning Objectives: 

• Define and differentiate inbound and outbound marketing concepts, strategies, and objectives.
• Explain the five components of the promotional mix: advertising, public relations, sales promotion, personal selling, and direct marketing.
• Apply the AIDA model—Attention, Interest, Desire, and Action—to develop promotional content.
• Examine the roles of content creation, search optimization, and social engagement in inbound marketing.
• Explore advertising, direct sales, and media outreach methods in outbound marketing.

Course Competency 4: Explain the Elements of the Promotional Mix

Learning Objectives:

• Explain how strategy, layout, and design principles shape promotional materials across the promotional mix.
• Investigate the elements used in advertising.
• Evaluate techniques that support sales promotion.
• Describe elements that enhance personal selling.
• Assess strategies used in direct marketing.
• Explain the kinds of materials used to apply narrative in public relations.

Course Competency 5: Explore the Types of Promotional Media

Learning Objectives: 

• Examine the positive and negative effects of broadcast media, including television and radio.
• Explain the positive and negative impacts of print media.
• Examine the positive and negative effects of social networks and viral marketing media.
• Identify the positive and negative impacts of outdoor media.
• Examine the positive and negative effects of internet media.
• Explain how to measure each type of advertising media.

Course Competency 6: Evaluate the Importance of Media Planning

Learning Objectives: 

• Define media planning.
• Identify media-planning strategies.
• Investigate different types of media plans.
• Explain the media-planning process.
• Discuss the importance of exposure.
• Review the application of media-planning software and actual media plans.

Course Competency 7: Investigate Factors Related to Budgeting and Promotional Planning Projections

Learning Objectives: 

• Explain the difference between planning and media buying.
• Examine the media-buying process.
• Identify how costs are assessed across different promotional media.
• Determine promotional budgets and possible profit projections.
• Explore how promotional impressions contribute to campaign proposal effectiveness.

Course Competency 8: Develop Compelling Storytelling That Engages and Persuades Target Audiences with the Brand

Learning Objectives: 

• Identify and analyze audience needs, preferences, and cultural contexts to shape promotional stories.
• Integrate brand identity and promotional objectives into coherent, persuasive narratives.
• Apply storytelling frameworks to structure promotional content.
• Create promotional stories that avoid puffery, deception, unconscious manipulation, stereotyping, and offensive content, ensuring messages are ethical, inclusive, and respectful of diverse audiences.
• Examine a variety of storytelling techniques, such as narrative arcs, character development, advertising appeals, and product integration.

Course Competency 9: Design a Promotional Campaign Proposal for a Client

Learning Objectives: 

• Conduct a client needs assessment focused on the target audience, marketing goals, and brand messaging.
• Create a multichannel promotional proposal that includes inbound and outbound strategies.
• Develop promotional materials for brand identity.
• Formulate a campaign timeline, budget, and measurements.
• Develop a professional pitch for the client.

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