Sales Promotion

Cilji predmeta

- Poglabljati znanja za razmejitev pospeševanja prodaje od drugih oblik trženjskega komuniciranja.
- Povezati orodja pospeševanja prodaje z drugimi oblikami v povezano trženjsko komuniciranje.
- Posredovati znanja za učinkovito in uspešno vodenje in izvajanje pospeševanja prodaje.
- Razviti sposobnosti načrtovanja, izvajanja in vrednotenja strategij pospeševanja prodaje.
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The importance of the role of sales promotions in the marketing is highlighted by the fact that companies on average spend much more on consumer and trade promotions then on advertising. This course is aimed to deepen students’ knowledge in sales promotional activities. Students will explore the nature of specific kinds of promotions and consumer response to these promotions, study the reactions of retailers and key customers of consumer products companies, and develop capabilities of planning, executing and evaluating sales promotion strategies. Course will cover also sales promotions with new technologies (internet, mobile devices etc.)

Vsebina predmeta

1. Opredelitev pospeševanja prodaje
2. Načrtovanje programov pospeševanja prodaje
2.1 Pospeševanje prodaje porabnikom
2.2 Pospeševanje prodaje trgovini
2.3 Pospeševanje prodaje prodajnemu osebju
3. Oblikovanje in izvajanje programov pospeševanja prodaje
4. Povezovanje orodij pospeševanja prodaje z drugimi orodji trženjskega komuniciranja
5. Presojanje uspešnosti in učinkovitosti pospeševanja prodaje
6. Pravne in etične omejitve v zvezi s pospeševanjem prodaje
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1. Sales Promotion: Introduction and current trends
2. Planning sales promotion programs
2.1 Selecting consumer-promotion tools
2.2 Selecting trade-promotion tools
2.3 Selecting sales force promotion tools
3. Designing and executing sales promotion programs
4. Integrating sales promotion with other marketing communications tools
5. Evaluating sales promotion effectiveness and efficiency
6. Legal and ethical issues in sales promotion

Nosilci predmeta