{"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":"2023-09-11T16:50:38","modified_gmt":"2023-09-11T20:50:38","slug":"unit-11-course-materials","status":"publish","type":"page","link":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/course-materials\/unit-11-course-materials\/","title":{"rendered":"Unit 11 Course Materials"},"content":{"rendered":"<p>In\u00a0<strong>Unit 11: 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<p><span style=\"font-weight: 400\">We\u2019ll also learn about the difference between the following terms:<\/span><\/p>\n<ul>\n<li><b>Marketing<\/b><span style=\"font-weight: 400\"> is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large<\/span><\/li>\n<li><b>Advertising<\/b><span style=\"font-weight: 400\"> is impersonal, one-way mass communication about a product or organization that is paid for by a marketer.<\/span><\/li>\n<li><b>Public Relations<\/b><span style=\"font-weight: 400\"> is the element in the promotional mix that evaluates public attitudes, identifies issues that may elicit public concern, and executes programs to gain public understanding and acceptance<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400\">As you\u2019ve learned about marketing this semester, you\u2019ve also gained knowledge and skills that would help you in either other field. In this unit, you\u2019ll learn a bit more about each and how these three groups work together within an organization to make sure products and services are targeted at the desired segment(s) of the population, shown in the best light, and positioned to be seen in the right places.<\/span><\/p>\n\n\n<p><strong>By the end of this unit, you should be able to:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Explain integrated marketing communication (IMC) and its connection to the organization\u2019s marketing strategy<\/li>\n\n\n\n<li>Discuss how to develop effective messaging for marketing communications<\/li>\n\n\n\n<li>Explain factors to consider when selecting marketing&nbsp;communication methods to execute the strategy<\/li>\n\n\n\n<li>Describe common&nbsp;methods&nbsp;of marketing communication, their advantages and disadvantages<\/li>\n\n\n\n<li>Explain how IMC tools support the sales process<\/li>\n\n\n\n<li>Describe the uses of Customer Relationship Management (CRM) systems for marketing communication purposes<\/li>\n\n\n\n<li>Explain common tools and approaches used to measure marketing communication effectiveness<\/li>\n\n\n\n<li>Create a marketing campaign and budget using multiple IMC tools to execute a marketing strategy<\/li>\n<\/ul>\n\n\n\n<p><strong>In order to successfully complete this unit, you\u2019ll need to do the following:<\/strong><\/p>\n\n\n\n<p>1. Read this Open Educational Resource (free to access):\u00a0<strong><a rel=\"noreferrer noopener\" href=\"https:\/\/courses.lumenlearning.com\/waymakerintromarketingxmasterfall2016\/chapter\/why-it-matters-integrated-marketing-communication-imc-strategy\/\" target=\"_blank\">Module 13: Promotion: Integrated Marketing Communication (IMC)<\/a><\/strong><sup>1<\/sup><br><em>You do not need to complete the assignments or questions at the end of this resource. Please use the links on our <a href=\"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/about-this-class\/schedule\/\">Course Schedule<\/a> to learn more and to complete the assignments for this week.<\/em><\/p>\n\n\n\n<p>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<hr class=\"wp-block-separator has-css-opacity\" \/>\n\n\n\n<p><strong>Sources:<\/strong><\/p>\n\n\n\n<p><sup>1<\/sup>CC LICENSED CONTENT, ORIGINAL Why It Matters: Integrated Marketing Communication (IMC) Strategy.&nbsp;<strong>Provided by<\/strong>: Lumen Learning.&nbsp;<strong>License<\/strong>:&nbsp;<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><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><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In\u00a0Unit 11: 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":11,"comment_status":"closed","ping_status":"closed","template":"","meta":{"portfolio_post_id":0,"portfolio_citation":"","portfolio_annotation":"","openlab_post_visibility":"","footnotes":""},"folder":[],"class_list":["post-1919","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/pages\/1919","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/users\/1403"}],"replies":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/comments?post=1919"}],"version-history":[{"count":8,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/pages\/1919\/revisions"}],"predecessor-version":[{"id":3630,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/pages\/1919\/revisions\/3630"}],"up":[{"embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/pages\/101"}],"wp:attachment":[{"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/media?parent=1919"}],"wp:term":[{"taxonomy":"folder","embeddable":true,"href":"https:\/\/openlab.bmcc.cuny.edu\/mar-100-a050-intro-to-marketing-professor-buckler-fall-2023\/wp-json\/wp\/v2\/folder?post=1919"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}