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Promotional Marketing and its Role in IMC

In response to a current need for candidates to learn and qualify quickly and efficiently in specific disciplines, the IPM have started introducing IPM Education Awards.  The individual IPM Education Awards form parts of our overall qualifications, so, over an extended period of time, you could build up your portfolio of IPM Education Awards and gain an IPM Qualification.

Candidates can enrol onto an Education Award at any time, but please note that where an Education Award is assessed with a written assignment, results will not be immediate.

Aim of the Education Award

This Education Award is designed to give you a thorough introduction to promotional marketing and its role in integrated marketing communications, looking first at what marketing in general is and where marketing communications fits into it, before going on to look at what promotions are used for and the various promotional techniques that are in use today.

Once you have completed this unit you will have an understanding of;

  • Marketing, brand marketing and promotional marketing and how they fit together
  • What promotional marketing is used for today
  • The most commonly used promotional techniques

Education Award Overview

Promotional Marketing is about behaviour change.  Much of the marketing communications industry is concerned with building brands and creating awareness and so is promotional marketing, but the one thing that separates this discipline out from the others is that, at their heart, promotions are transactional - encouraging people to act in return for an incentive or reward.  It is not restricted to any particular medium or channel of communication, and often exists to add impact and engagement to the channel it appears in or on.

Education Award Content

This unit comprises of;

Module 1 - What is brand marketing?

Module 2 - The Marketing Mix

Module 3 - An Introduction to Promotional Marketing

Module 4 - The Promotional Techniques

Education Award Format

Candidates will be given access to our online learning portal where they will find their study notes, case studies and an assessment to be completed to pass the course.  Candidates have 8 weeks to complete the course upon starting.

The content will be supported by an online webinar.

Questions or Queries? Please call the Education Team on 020 3848 0444 or training@theipm.org.uk​​