Module 3-Week 11: Developing the Promotional Mix

Learning Outcomes

  • Investigate the promotional mix elements, comparing and contrasting their advantages and disadvantages.
  • Examine the factors affecting the selection of promotional elements.
  • Critique the relevance of the product life cycle to the promotional tools along with the promotional objective.
  • Assess the product characteristics that should be considered when selecting promotional tools.
  • Evaluate the importance of the promotional tools during the consumer's purchase decision process.
  • Distinguish between pull and push strategies.
  • Judge the importance and challenges of direct marketing activities.


Week 11 introduces promotional elements. The advantages and disadvantages of promotional elements are discussed along with the factors affecting the selection of the promotional mix. The stage in the product's life cycle dictates a certain promotional objective. The use of promotional elements also relates to the product's characteristics such as complexity, risk, and ancillary services. Marketers pay attention to the consumer's purchase decision process and apply promotional tools aligned with the stages of the decision-making process. Promotional tools can be directed towards intermediaries in the marketing channel as well as ultimate consumers. There are push and pull strategies applied by businesses. The lesson introduces these strategies and ends with a detailed examination of direct marketing activities.

Related Readings  

It is recommended that you complete the accompanied readings from the course textbook that complement the lessons. The readings include content and additional examples that will allow you to achieve the indicated learning outcomes as indicated in your textbook for Chapter 16 and will cover content for Week 11. You will be expected to achieve the learning outcomes LO2 (Lesson 11.1), LO3 (Lesson 11.2), LO4 and LO6 (Lesson 11.3).

Activities and Assignments