Module 0: Contract conclusion and knowledge quiz
Module 1: Introduction to sales promotion
Sales promotion constitutes a set of various measures, including non-standard and unconventional ones related to the sales procedure. Its purpose is to create a favorable atmosphere around a commercial offer or a company and influence current and potential buyers to purchase a given product, service or solution.
In many cases, promotion management is incorrectly treated as simple price discounting. Discounting is only one form of sales promotion and should not be considered the basis of promotional strategy.
- Areas affected by sales promotion
- Marketing mix
- Promotion mix
- Sales promotion objectives and forms of impact
- Message argumentation exercises
Module 2: Psychology in sales promotion
Consumer psychology studies behavior, attitudes and thought processes that are crucial for effective promotion. Understanding customer perception of value enables companies to design compelling offers and effective communication strategies that attract attention and strengthen loyalty.
Building positive shopping experiences increases customer retention and repeat purchases, which is often overlooked when focusing solely on price reductions.
- Customers’ temperament and information reception
- Phases of processing promotional information – Homo sapiens representation systems
- 8-step sales promotion program
Meta-exercise – stage 1: creating an outline of a sales promotion program considering own business conditions.
Module 3: Profitability of promotional activities
Profitability in sales promotion refers to measuring effectiveness and efficiency of undertaken activities. It allows assessment of whether promotional investments generate expected returns. Many organizations fail to measure profitability correctly, often relying on intuition or copying competitors’ actions, which may lead to strategic errors.
- Effectiveness and efficiency of promotion
- Flexibility of demand
- Basic methods for measuring promotional effectiveness – Tellis’s inequality
Meta-exercise – stage 2: calculation of profitability of historically conducted promotional activities using the Tellis formula for the represented industry.
