sales promotion management-course outline

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Faculty of Management Studies

University of Delhi

Course: Sales Promotion Management

Instructor: Dr. Garima Gupta

Topics:

1. Sales Promotion and Marketing Mix

Introduction

Nature and types of sales promotion

Impact of sales promotion

2. Consumer Behaviour and Sales Promotion

3. Deal Prone Consumer

4. Promotion Planning Process

Manufacturer promotion planning process

Retailer promotion planning

5. Promotional Strategies

Sales promotion tools and techniques

Strategic issues in designing promotional strategies

Substantive finding and issues on coupons

Trade dealings and retail promotions

6. Sales Promotion Objectives and Budget Allocation

7. Case Discussion

Readings:

1. Blattberg, R.C. and Scott, A.N (2002), Sales Promotion: Concept, Methods and Analysis. New Delhi: Prentice

Hall.

2. Schultz, D.E. and William, A.R. (1982), Sales Promotion Management. Chicago: Crain Books.

Pedagogy:

Various teaching aids such as case studies, class room interaction, discussions, project work, assignments etc. will beused.

Attendance and Class Participation

Students are expected to be on time and in attendance for the duration of the class. Class discussions and interactions

are important for the success of the course.

Assessment:

Internal Assessment (50%): The marks will be assigned in accordance with performance in assignment, discussions of

cases, presentations and project work.

Written Examination (50%): As per the rules of the University.

sales promotion management-course outline

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