An understanding of the "nuts and bolts" of sales promotion is essential for marketers in any industry whose ultimate goal is to sell products or services. Professor Steve McKelvey brings 15 years of sport industry experience in developing sales promotions for corporations ranging from Century 21 and Suzuki to Wise Snacks and Becks Beer. Through weekly readings, case studies, PowerPoint lectures, and threaded discussions with sport industry executives, students will gain insights into the strategies and tactics used to drive sales through B2C and B2B promotions, including price-based and value-based promotions, cause-related marketing, loyalty programs, trade promotion, effective use of and trends in social media, ambush marketing, and the use of athlete endorsers. While primarily delivered in the context of the sport industry, the theory and practical knowledge is equally applicable to all industries. This class is restricted to MBA program students until March 27. Part of the Isenberg MBA.
Special Topics- Consumer Sales Strategies in Sport Context
Accounting and Finance
Finance and Operations Management
Monday, March 13, 2017 to Monday, May 29, 2017