Direct Marketing & Sales Promotion

Direct Marketing & Sales Promotion

Guided learning hours
30 hours

Aims and Objectives

This unit aims to provide you with an understanding of the disciplines and techniques of direct marketing and sales promotion at an operational level, including the knowledge and the skills to apply database and other digital technologies in the development of direct marketing and sales promotion campaigns within legal and regulatory constraints. The nature and scope of sales promotion is defined as including merchandising, field marketing and point of sale promotion. The role of all of these disciplines within the marketing function is explored.

Assessment Methodology

Examination

Learning Outcomes

By the end of this module you will be able to -

• Describe the relationship of direct marketing with other marketing communications tools
• Explain the role of sales promotion, merchandising, point of sale and field marketing in the context of various sectors and in terms of consumer, trade and salesforce/employee promotions
• Develop, manage and maintain a marketing database
• Devise, implement and control appropriate direct marketing and sales promotion campaigns to meet defined objectives
• Justify and manage budgets for individual campaigns
• Apply the principles of testing and measurement and financial controls which support direct marketing and sales promotion campaigns
• Explain the ethical, legal and self-regulatory environment around the disciplines of direct marketing and sales promotion