Promotion plays an important and persuasive role in marketing. Promotion is the communication process in marketing which is implemented to influence the consumer to form favourable predispositions towards a product, service, idea or even person. Promotional marketing aims to: present information to consumers, increase demand and/or, differentiate a product in the marketplace with the ultimate goal of attaining short-term sales and long-term growth. Essential to the success of promotional marketing is the ability to carefully select, plan and execute a blend of communication tools to convey a consistent message to reach the intended target market in the most efficient manner.

This unit will give students the knowledge to understand why, when and how each traditional and/or digital marketing promotional tool can be used and combined to attain set marketing and promotional objectives. Students will also learn how the competitive marketplace, the product and the target market profile influences the communication strategy implemented.