Title: Develop a promotional plan or campaign for a business-to-business (B2B) or consumer product/service.
Course: Strategic Marketing (formerly Marketing, Advanced) (12152) > Section: Applying the Promotional Mix

Development should include

- theme
- goal
- media
- personnel
- timing
- implementation
- evaluation.

Process/Skill Questions:

- What is the difference between a theme and a goal?
- What should be considered when selecting the goal of a promotional campaign?
- How should personnel needs be determined?
- What steps might be involved in implementation?
- Why is evaluation important? How should the results be used? What type of follow-up should occur?
- How does seasonality affect promotional plans for a business?
- What is the difference between a B2B promotional plan and a business-to-consumer promotional plan?