PR201

Promotion and Advertising

Course ID
PR201
Level
Advanced Diploma

Course Description

This course focuses on the strategic integration of promotional and advertising efforts to effectively communicate with target audiences and drive consumer action. This course covers the key concepts of promotion, advertising, and integrated marketing communications (IMC), including campaign development, media planning, creative messaging, and budgeting. Students will explore how advertising and promotional tactics are used to build brand awareness, influence consumer behavior, and achieve marketing objectives. Through case studies, project work, and analysis of real-world campaigns, students will gain hands-on experience in developing and executing successful promotional and advertising strategies.

Learning Outcomes

Upon successful completion of this course, students will be able to:

  • Understanding of Promotion and Advertising Concepts: Students will develop a strong understanding of the roles that promotion and advertising play in the marketing mix and how they influence consumer perception and behavior.
  • Campaign Development and Execution: Gain skills in creating integrated promotional and advertising campaigns that effectively combine messaging, media selection, and budget allocation to meet organizational goals.
  • Creative Message Design: Learn how to develop compelling advertising and promotional messages tailored to specific audiences, using persuasive techniques that align with the brand’s identity and values.
  • Media Planning and Strategy: Acquire proficiency in planning and executing media strategies, including selecting the appropriate channels (print, digital, social, broadcast) to reach target audiences and measuring the effectiveness of promotional efforts.

These outcomes aim to equip students with the knowledge and practical skills needed to create, manage, and assess promotional and advertising campaigns, preparing them for roles in marketing, advertising, and public relations.