The three concept areas discussed in these lessons are promotion, advertising, and public relations. These elements are essential to understanding effective marketing. After all, you can't really market goods and services without these measures for controlling corporate image. These lessons explore all three topics in-depth to help you understand what role each one plays in the marketing process.
With these lessons, you'll gain an understanding of promotion's role in marketing, and how consumers are reached through a process of communication. You'll also learn about the goals of promotion and how promotion fits into the marketing mix. The lessons on promotion are about the AIDA process, including a breakdown of what this acronym stands for, plus an explanation of what's known as 'the promotional mix.'
Advertising-focused lessons start with a focus on the impact advertising has on consumers. They also explore the differences between institutional and product advertising, and media choices that are made as part of the advertising process. Finally, a discussion of the difference between advertising and public relations will help you understand important differences in this field. In addition to these differences, the reasons companies use public relations are also explored.
In this course, you will learn about sales promotion and consumer promotion, including the differences between the two promotional types, and why they're used in certain situations. The lessons also touch on customer relationship management (CRM) and the ways that technology is used in the marketing process.