ADVERTISING AND SALES PROMOTION | Makerere University Courses

Course Code:

MBS 8216

Course Credit Units:

4

Semester:

Semester 2

Year of Study:

Year 2

Undergraduate or Graduate Level:

Graduate Level

Academic Programs:

Master Of Business Administration

College:

College of Business and Management Sciences

School:

School of Business

Department:

Accounting and Finance

Course Discipline:

Marketing

Course Description & Objectives:

This course covers the elements of advertising and sales promotion in the business environment. The role of advertising and sales promotion in the economy is considered. The course includes a general survey of the kinds and purposes of the media, the psychological implications of typical appeals, and limited practice in promotional programming. The process of planning, creating, implementing, and evaluating an integrated marketing communications plan is explored. Objectives:

To appreciate the enormous and powerful influence advertising and sales promotion hold in the marketplace and society.
To comprehend the necessity of starting with a clear idea of the firm’s marketing objectives before advertising and sales promotion strategy is developed.
To assist the student in understanding that sales promotion results will depend upon a combination of research, creativity, and timing.

Learning Outcomes:

Upon completion of this course, the student will be able to:

Categorize advertisements as to type and effectiveness

Explain how advertisement is used as a strategic tool to achieve marketing objectives.
Recognize how an understanding of advertising strategies can lead to business success.
Critically evaluate an advertising campaign.
Create ads for specific products/institutions targeted to specific markets.
Critical evaluate a sales Promotion package.