This course is an explanation of the role of promotion in the American and global economies.  It presents an overview of marketing as a base to the examination of promotional activities including advertising, sales, public relations and sales promotion.  The focus of the course is on coordinating these activities into an effective campaign to stimulate demand for a particular product, service or business.  To assure mastery of the subject matter, emphasis is placed on understanding budgets, selecting and evaluating media, as well as analyzing the effectiveness of promotional campaigns.

Course Prerequisites
Prior exposure to business or marketing concepts would be helpful.

Course Objectives - Expected Learning Outcomes
Upon the successful completion of this course, the student will be able to:

• Define promotions and discuss promotion’s role in marketing strategy.
• Understand the differences between consumer and business markets and how they impact the promotion strategy.
• Outline the communications process and its role in promotions.
•  Understand the creative strategy process.
• Understand the impact of promotion on the global and domestic markets and societies.
• Outline the roles within the promotion industry.
• Explain the basic research process.
• Discuss budgeting; share-of-voice/share-of-market.
• Describe media planning and its importance including objective setting, scheduling, reach, frequency and continuity.
• Discuss IMC and each element of the media mix as it relates to promotion.
• List elements of creative brief and the elements and roles in the creative process.
• Ouline the role of computers in advertising.

Points will be awarded based on performance in each of the following grade components:

NOTE: You may only take one test per week.  It cannot be in the same week in which you submit a quiz/assignment.  But you may take this test whenever you are ready.  You should call the testing center first to make sure that it will be open long enough for you to complete the test.  The test time is two hours.  You must take a photo ID and the appropriate Exam Pass with you to the testing center.

There are three (3) exams in this course. You are expected to take your examinations at one of the NVCC campus Testing Centers. Be sure to allow enough time to complete your exam before the Testing Center closes; Testing Centers have specific policies relating to the administration of ELI exams. You will need to take a photo ID, your NovaConnect empl ID number, and the appropriate Exam Pass when you go to the Testing Center.  

For Testing Center locations, hours of operation and policies, click here.

For information on taking exams outside of the metropolitan area, click here.

I am here to help you succeed in this course. Occasionally questions or problems may arise. Here is how to contact me when they do:

Christine Lundregan:

The best way to contact me is via email. I check my email daily and will respond to you as quickly as possible.

1. Use your web browser to connect to http://www.nvcc.edu/bbstart. Follow the directions to determine your email, Blackboard and VIVA account user names and passwords.
2. Access your email account and make sure you know how to use it; you will be required to use this account for all course-related email.
3. Log on to Blackboard at http://learn.vccs.edu.
4. Click on this course under "My Courses." Review the entire course to make sure you understand what will be required of you. Then start completing the assignments.

Please note that account generation takes approximately one week from the time of your paid registration. If you cannot log on after one week, contact the IT Help Desk. If you can log on to Blackboard, but your course isn't listed, please contact ELI or your instructor.