{"id":1919,"date":"2021-11-29T00:01:00","date_gmt":"2021-11-29T05:01:00","guid":{"rendered":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/?page_id=1919"},"modified":"2021-11-29T14:26:30","modified_gmt":"2021-11-29T19:26:30","slug":"unit-12-course-materials","status":"publish","type":"page","link":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/course-materials\/unit-12-course-materials\/","title":{"rendered":"Unit 12 Course Materials"},"content":{"rendered":"<p>In\u00a0<strong>Unit 12: Promotion<\/strong>, we will discuss the fourth of the 4 P\u2019s of marketing. Promotion is what we typically think of when we hear <em>marketing<\/em>: communicating with our target audiences about whatever it is we are trying to market, which can be a product, service, organization, idea, or brand. Communication is how you let people know about your offering (<strong>product<\/strong>) and why it matters, how much it costs (<strong>price<\/strong>), and where to find it (<strong>place<\/strong>).<\/p>\n\n\n<p class=\"wp-block-paragraph\"><strong>By the end of this unit, you should be able to:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Explain integrated marketing communication (IMC) and its connection to the organization\u2019s marketing strategy<\/li><li>Discuss how to develop effective messaging for marketing communications<\/li><li>Explain factors to consider when selecting marketing&nbsp;communication methods to execute the strategy<\/li><li>Describe common&nbsp;methods&nbsp;of marketing communication, their advantages and disadvantages<\/li><li>Explain how IMC tools support the sales process<\/li><li>Describe the uses of Customer Relationship Management (CRM) systems for marketing communication purposes<\/li><li>Explain common tools and approaches used to measure marketing communication effectiveness<\/li><li>Create a marketing campaign and budget using multiple IMC tools to execute a marketing strategy<\/li><\/ul>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>In order to successfully complete this unit, you\u2019ll need to do the following:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">1. Read this Open Educational Resource (free to access):\u00a0<strong><a href=\"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/chapter\/why-it-matters-integrated-marketing-communication-imc-strategy\/\" target=\"_blank\" rel=\"noreferrer noopener\">Module 13: Promotion: Integrated Marketing Communication (IMC)<\/a><\/strong><sup>1<\/sup><br><em>Please note: you do not need to complete the activities listed in this resource.<\/em><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">2. Watch <a href=\"https:\/\/www.youtube.com\/watch?v=ctx5oJ2WIdc\" target=\"_blank\" rel=\"noreferrer noopener\"><strong>this video<\/strong><\/a> (embedded below) which explains Promotion in more detail from Corinne Miller on YouTube<sup>2<\/sup>.<\/p>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"MiniMod: Marketing Mix - Promotion Strategy\" width=\"625\" height=\"352\" src=\"https:\/\/www.youtube.com\/embed\/ctx5oJ2WIdc?feature=oembed\" frameborder=\"0\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p class=\"wp-block-paragraph\"><br>3. Complete our <strong>Unit 12 Assignment<\/strong>. You can find more information <strong><a href=\"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/assignments\/unit-12-assignment\/\" data-type=\"page\" data-id=\"1118\">here<\/a><\/strong>.<\/p>\n\n\n\n<hr class=\"wp-block-separator\" \/>\n\n\n\n<p class=\"wp-block-paragraph\">As always, if you need more information, you can\u00a0<a rel=\"noreferrer noopener\" href=\"https:\/\/openlab.bmcc.cuny.edu\/groups\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/forum\/topic\/ask-a-question\" target=\"_blank\"><strong>ask me a question<\/strong><\/a>. For information on due dates, check our\u00a0<a href=\"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/course-materials\/\"><strong>Course Schedule<\/strong><\/a>.<\/p>\n\n\n\n<hr class=\"wp-block-separator\" \/>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Sources:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><sup>1<\/sup>CC LICENSED CONTENT, ORIGINAL Why It Matters: Integrated Marketing Communication (IMC) Strategy.\u00a0<strong>Provided by<\/strong>: Lumen Learning.\u00a0<strong>License<\/strong>:\u00a0<em><a rel=\"noreferrer noopener\" target=\"_blank\" href=\"https:\/\/creativecommons.org\/licenses\/by\/4.0\/\">CC BY: Attribution<\/a><\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><sup>2<\/sup><a href=\"https:\/\/www.youtube.com\/channel\/UCE9QZwlf-ZrrM-2xhA2nPcw\">Corinne Miller<\/a> on YouTube: <em>MiniMod: Marketing Mix &#8211; Promotion Strategy<\/em>. https:\/\/www.youtube.com\/watch?v=ctx5oJ2WIdc<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In\u00a0Unit 12: Promotion, we will discuss the fourth of the 4 P\u2019s of marketing. Promotion is what we typically think of when we hear marketing: communicating with our target audiences about whatever it is we are trying to market, which can be a product, service, organization, idea, or brand. Communication is how you let people [&hellip;]<\/p>\n","protected":false},"author":1403,"featured_media":0,"parent":101,"menu_order":12,"comment_status":"closed","ping_status":"closed","template":"","meta":{"portfolio_post_id":0,"portfolio_citation":"","portfolio_annotation":"","openlab_post_visibility":"","footnotes":""},"class_list":["post-1919","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/pages\/1919","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/users\/1403"}],"replies":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/comments?post=1919"}],"version-history":[{"count":2,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/pages\/1919\/revisions"}],"predecessor-version":[{"id":2471,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/pages\/1919\/revisions\/2471"}],"up":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/pages\/101"}],"wp:attachment":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-1900-intro-to-marketing-professor-buckler-fall-2021\/wp-json\/wp\/v2\/media?parent=1919"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}