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Developing strategic consumer promotion plans requires a wide range of skills,
such as critical and analytical thinking, goal -setting, information gathering, and clear objective
and strategy writing.
excelerated Promotion Planning:
The Strategic ToolkitSM
is the industry's first e-learning program focused on helping promotion professionals develop these essential
skills. Set against the backdrop of a "real-world" case study, marketing professionals are guided through the
critical steps needed for developing a strategically solid plan that meets desired objectives.
Delivery Method: Online
System Requirements:
Mac - PowerPC or Intel Processors, 500mhz or Faster, 128mb of RAM
Windows 98/Me/2000/XP, Intel Pentium II (or equivalent) 500mhz or Faster, 128mb of RAM
Audience: Marketing professionals who desire to learn or refresh their knowledge of
strategic consumer promotion planning. Especially beneficial for individuals
who lead or are involved in developing a brand's promotion plan.
Prerequisite: None
Course Objective: To give the learner an overview of strategic promotion planning and
a proven process for achieving it.
Learning Objectives: After taking this course, the learner will be able to:
- Use promotion terminology and industry acronyms with ease and confidence.
- Describe promotion's role in the marketing mix.
- Explain the importance of a key learning document and its role in development
of a strategic consumer promotion plan.
- Use the ETC promotion planning process to develop a strategic consumer
promotion plan.
- Write S.M.A.R.T. (Specific, Measurable, Actionable, Relevant, Time-based)
consumer promotion objectives and strategies.
- Select the right promotion tactics that will help achieve the promotion objective.
- Develop evaluation criteria for promotional programs.
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