Course Status:	Released	Courseware Features
Course Language:	English
Course Duration:	4 Hours
Deployment Options:	Online, Interactive CDs, Network, Downloads, Intranet

Audience

Managers, prospective managers, and any other employees seeking advanced competency in the area of marketing

Prerequisites

A basic understanding of the principles of marketing

Course Aim

To introduce the learner to advertising strategies and campaign methods, and to discuss pricing

Learning Objectives

Explain the thinking behind advertising strategy. Discuss coordination and targeting of advertising. Discuss the pros and cons of advertising on the Internet. Explain what makes an effective advertising message. Explain the difficulty of evaluating advertising, and discuss ethical questions involved. Explain how pricing objectives should be established. List and describe the most common pricing policies. Explain the point of discount pricing policies. Discuss geographic and legal issues which may affect pricing. Devise an appropriate pricing policy. Explain how the list price is set. Define and discuss types of cost. Explain what cost analysis is. Explain the demand approach to pricing. Discuss full-line and bid pricing.

Topics Covered

Strategies and Choice of Media - Advertising strategy decisions - Coordination and targeting - Advertising on the Internet The Advertising Message - Defining an advertising message - Hands-on: Using the AIDA concept - Advertising side issues Pricing Policies - Pricing objectives - Common pricing policies - Discount pricing policies - Transportation, value, and the law - DecisionPath: Devising a pricing strategy Price Setting in Business - Setting the list price - Kinds of costs - Cost analysis - The demand approach to pricing - Full-line and bid pricing

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