SALES PROMOTION: Course Outline

School of Business Management, NMIMS

PTMBA-2015-2016
Trimester: IX
Instructor
Prof. Aparna Kanchan

9820288819

Email Id: aparnak@yahoo.com

Course Credit: 3 Credits

Introduction to the course
Sales promotion is an important, effective and commonly used
promotional-mix or communication-mix by all marketers and sellers. Sales
promotion refers to different initiatives taken by marketers to increase the
sales of products in the short run, and in an increasingly complex
marketing environment where individuals and businesses are faced with
more and more choices, sales promotion has gained increased acceptance
and is now one of the most sought after tools by marketers.
Today, sales promotion is helping marketers to achieve a variety of
marketing objectives not only as a tactics in the short-term, but also in
terms of the strategic objectives that it can achieve.
Sales promotion, perhaps more than any other area of marketing
communications has witnessed both dramatic growth and change over
recent years. Practitioners would agree that the tools within the fields of
sales promotion can not only achieve specific objectives, but also achieve
more rapidly than any other area of marketing communications. Further,
marketers spent substantial amount of money on the various forms of
sales promotion than any other single tool within the marketing
communications armoury.
Thus, a thorough study of the role and contribution of the techniques of
sales promotion is unavoidable.
Learning Objectives/Outcomes
This course on sales promotion is set to understand the basic theories of
sales promotion and how this knowledge can be better utilized as a part of
marketing-mix and then applied into building meaningful and purposeful
marketing strategies in the real world. This course will be a blend of
theoretical concepts and real life examples augmented with case study
and classic articles published in reputed journals.
In specific terms, this course should help you to understand the following;
a) The role and contribution of SP in the promotional-mix
b) When and how to use the various SP techniques

c) How to identify sales promotion objectives and develop sales promotion

plan
d) How to execute and evaluate different techniques of sales promotion

SALES PROMOTION: Course Outline

Teaching/Learning Methodology
To achieve above objectives, this course would be taught through
participation
oriented
class
lectures,
cases,
industry
based
projects/assignments, pre-session reading materials, industry situations
and examples.
Evaluation Criteria
Specific assessment
methods/Tasks
Group Evaluation
Case analysis
Group assignments/projects
Individual Evaluation
Case analysis note
Quizzes/Class test
Final Examination

% Weights
15%
25%
10%
10%
40%

Students will form groups comprising of five students in each group. The
group formed should reflect diversity of work experience and educational
background. Case analysis and project presentation will be evaluated as a
group activity. Case analysis will have two components; a) Group
activity and b) Individual activity (for submission of case analysis note).
Essential Readings
1. Sales Promotion: Concepts, Methods and Strategies.
Robert Balttberg, Scott Neslin

2. Sales Promotion: How to Create, Implement and Integrate Campaigns

that really work. Roddy Mullins, Julian Cummins

SALES PROMOTION: Course Outline

Sessi
on
1

2
3
4

Description
Sales promotion Introduction , Growth,
Role and Contribution to Sales, a much
practiced and effective promotional tool
by marketers

Lecture presentation
Class discussion

Consumer behavior and SP

The tactical and strategic dimension of SP
Understanding the theories behind SP
The Business and Mktg. purpose behind
SP
The Promotion Mix
Consumer Promotion tools
Trade Promotion tools+ Case Study

Lecture presentation
Class discussion

Setting Sales Promotion Objectives

Developing the Sales Promotion Plan+
Case study

Promotion Brief Mechanics & Creativity in

Promotion

Sales Promotion Agencies, their role,

Implementation of the SP and Evaluation
of SP effectiveness

Integration of Sales Promotion activities

Group Project-1
Choose any two different product
categories of your choice and study for a
definied period the various types of sales
promotion activities carried out in those
categories. Explain the differences
observed in the SP activities and the
reasons for it?
Group Project-2
Take a brand or category of your choice
illustrate how you will go about setting

10

Pedagogy

Lecture/Video
presentation
Class discussion
Class
discussion/Group
assignment
Lecture presentation
Class discussion
Class
discussion/Group
assignment
Lecture presentation
Case analysis Note
Class
discussion/Group
assignment
Lecture presentation
Case analysis Note
Class
discussion/Group
assignment
Group Presentation

Group Presentation

sales promotion objectives and then

developing a sales promotion plan with
evaluation criteria
Prepared
by
Recommended by Area Chairperson
Signature
Approved by Dean SBM
Signature

Faculty
Signature