Course description
Identify the attitudes, promotion techniques and software applications used to organise and control promotional activities at the point of sale and online.
Why enrol on this course?
Who can take this course?
Employed, self-employed or unemployed people who want to improve their skills.
Free course
Subsidised training, at no cost to the student.
Online course
Study from home with a flexible format.
Certified course
When you finish you will be able to certify the training you have completed.
Course content
1. PROMOTION AT THE POINT OF SALE.
1.1. Commercial communication.
1.1.1. Advertising and promotion.
1.1.2. Communication strategies.
1.1.2.1. Types of tools.
1.1.2.2. Advertising.
1.1.2.3. Sales promotion.
1.1.2.4. Public relations.
1.1.2.5. Personal selling.
1.1.3. Direct marketing policies.
1.1.3.1. What direct marketing is.
1.1.3.2. Direct marketing tools.
1.1.3.3. Direct marketing objectives.
1.1.3.4. Response rate.
1.2. Planning promotional activities according to the target audience.
1.2.1. Sales promotion objectives.
1.2.2. Commercial research.
1.2.3. Types of information sources.
1.2.4. Types of strategy.
1.3. Manufacturer and retailer promotion.
1.3.1. Differences between manufacturer and distributor.
1.3.2. Mutually beneficial relationships.
1.3.2.1. Preliminary concepts.
1.3.2.2. Push strategies.
1.4. Forms of consumer promotion.
1.4.1. Pull strategies.
1.4.2. Information and launch.
1.4.3. Sales.
1.4.4. Brand awareness.
1.5. Selecting actions.
1.5.1. Seasons and seasonal sales.
1.5.2. In-store tastings and demonstrations.
1.6. Activating hot and cold spots in the shop.
1.6.1. Types of promotion and point-of-sale customers.
1.6.1.1. Preliminary concepts.
1.6.1.2. Types of promotion by duration.
1.6.1.3. Location.
1.6.2. Base areas: display stands, gondolas, showcases and islands.
1.6.2.1. Characteristics.
1.6.2.2. Product placement.
1.6.2.3. The planogram.
1.6.2.4. Gondola ends.
1.6.2.5. Display stands, showcases and islands.
1.6.3. Visual indicators, loss leaders, decoration.
1.6.3.1. Decorative and stimulus resources.
1.6.3.2. Shop decoration.
1.6.3.3. The loss leader.
1.6.4. Customer service and information points at the point of sale.
1.7. Using project/task management software.
2. MERCHANDISING AND POINT-OF-SALE PROMOTION.
2.1. Definition and scope of merchandising.
2.2. Types of point-of-sale advertising elements.
2.2.1. Point-of-sale advertising (POS).
2.2.2. Signs: hanging signs, displays, banners, stoppers and stickers.
2.2.2.1. Hanging or wall signs.
2.2.2.2. Displays.
2.2.2.3. Banners, stoppers and stickers.
2.2.3. Flagpoles and pennants.
2.2.4. Merchandise display units.
2.2.5. Stands.
2.3. Lettering and screen printing techniques.
2.3.1. The most important techniques.
2.3.2. Screen printing.
2.3.3. Typefaces.
2.3.4. Shape and colour for leaflets.
2.3.5. Point-of-sale posters.
2.3.5.1. Characteristics of posters.
2.3.5.2. Poster design and purpose.
2.4. Promotional messages.
2.4.1. Advertising message and product.
2.4.2. Influence mechanism: reflection and persuasion.
2.4.3. Regulation of advertising and promotion at the point of sale.
2.4.3.1. General provisions.
2.4.3.2. Sales.
2.4.3.3. Offers and promotions.
2.4.3.4. Clearance sales.
2.4.3.5. Closing-down sales.
2.4.3.6. Sales with free gifts or premiums.
2.4.3.7. Direct sales offers.
2.5. Desktop publishing software for leaflets and advertising posters.
2.5.1. Advantages.
2.5.2. InDesign.
2.5.3. QuarkXPress.
2.5.4. Adobe Photoshop.
2.5.5. Adobe Illustrator.
2.5.6. Microsoft Publisher.
2.5.7. Adobe PageMaker.
2.5.8. Scribus.
3. CONTROLLING PROMOTIONAL ACTIONS.
3.1. Criteria for controlling promotional actions.
3.1.1. Stages.
3.1.2. The SMART method.
3.1.3. Gathering information.
3.1.4. Qualitative and quantitative criteria.
3.2. Calculating economic and financial indices and ratios.
3.2.1. Ratios related to shelf management.
3.2.2. Case study.
3.2.3. Gross margin.
3.2.4. Case study.
3.2.5. Mark-up rate.
3.2.6. Gross return.
3.3. Analysis of results and ratios for measuring the effectiveness of promotional actions.
3.3.1. Types of consumers.
3.3.2. Types of promotion by consumer.
3.3.3. Sales trend and customer entry ratios.
3.3.4. Conversion rate.
3.3.5. Average ticket ratio.
3.3.6. Case study.
3.4. Applying corrective measures at the point of sale.
3.4.1. Assessing the planned strategies.
3.4.2. Reasons for deviations and the need for corrective measures.
3.4.3. Examples of corrective measures to implement.
3.5. Using spreadsheets to organise and control work.
3.5.1. Examples of corrective measures to implement.
3.5.2. Coordinating work.
3.5.3. Microsoft Excel templates.
3.5.3.1. Scheduling the daily work agenda.
3.5.3.2. Scheduling the weekly shift rota and task allocation.
3.5.3.3. Project timelines.
3.5.4. Microsoft PowerPoint template.
3.5.4.1. Calendar.
3.5.4.2. Outlook calendar.
4. ONLINE PROMOTIONAL ACTIONS.
4.1. The internet as an information and communication channel for the company/shop.
4.1.1. Preliminary concepts.
4.1.2. Web services and audience segmentation.
4.1.3. Visibility and promotional tools.
4.1.4. Main strategies.
4.1.5. Key changes.
4.1.5.1. From "push" to "pull".
4.1.5.2. From monologue to dialogue.
4.1.5.3. From one-to-many to one-to-one.
4.1.5.4. From one-to-many to many-to-many.
4.1.5.5. More key changes.
4.2. Online promotion tools, sites and web styles for promoting virtual spaces.
4.2.1. Online promotion. Website requirements.
4.2.2. Pricing models.
4.2.2.1. Variants.
4.2.2.2. Results measurement variables.
4.2.2.3. Bases for measuring objectives.
4.2.2.4. Planning the online campaign.
4.2.2.5. Campaign effectiveness.
4.2.3. Viral marketing, guerrilla promotion.
4.2.3.1. Viral promotion.
4.2.3.2. Types of viral campaign.
4.2.3.3. How viral marketing spreads.
4.2.3.4. Barriers to viral marketing.
4.3. Commercial and informational websites.
4.3.1. Parts and elements of web page design.
4.3.2. Colour analysis.
4.3.3. Commercial criteria in web page design.
4.3.3.1. Elements to take into account.
4.3.3.2. Design aspects to take into account.
4.3.3.3. Advantages and disadvantages of e-commerce.
4.3.4. Activities in the buying and selling process.
4.3.5. Website usability.
4.3.5.1. Users with disabilities.
4.3.5.2. Web accessibility requirements and benefits.
4.3.6. Commercial websites versus informational websites.
4.4. Elements of the online shop and/or virtual space.
4.4.1. Types of transaction.
4.4.2. Advantages.
4.4.3. Types.
4.4.3.1. Directories.
4.4.3.2. osCommerce.
4.4.3.3. Magento.
4.4.3.4. PrestaShop.
4.4.4. The virtual shop window.
4.4.5. Guided tours.
4.5. Elements of online promotion.
4.5.1. Banners.
4.5.2. Other elements.
4.5.3. Networking.
4.5.4. Blogs.
4.5.5. Objectives of online promotion.
4.5.6. Types of segmentation.
4.5.7. Schramm's communication model.
4.6. Social media strategies.
1.1. Commercial communication.
1.1.1. Advertising and promotion.
1.1.2. Communication strategies.
1.1.2.1. Types of tools.
1.1.2.2. Advertising.
1.1.2.3. Sales promotion.
1.1.2.4. Public relations.
1.1.2.5. Personal selling.
1.1.3. Direct marketing policies.
1.1.3.1. What direct marketing is.
1.1.3.2. Direct marketing tools.
1.1.3.3. Direct marketing objectives.
1.1.3.4. Response rate.
1.2. Planning promotional activities according to the target audience.
1.2.1. Sales promotion objectives.
1.2.2. Commercial research.
1.2.3. Types of information sources.
1.2.4. Types of strategy.
1.3. Manufacturer and retailer promotion.
1.3.1. Differences between manufacturer and distributor.
1.3.2. Mutually beneficial relationships.
1.3.2.1. Preliminary concepts.
1.3.2.2. Push strategies.
1.4. Forms of consumer promotion.
1.4.1. Pull strategies.
1.4.2. Information and launch.
1.4.3. Sales.
1.4.4. Brand awareness.
1.5. Selecting actions.
1.5.1. Seasons and seasonal sales.
1.5.2. In-store tastings and demonstrations.
1.6. Activating hot and cold spots in the shop.
1.6.1. Types of promotion and point-of-sale customers.
1.6.1.1. Preliminary concepts.
1.6.1.2. Types of promotion by duration.
1.6.1.3. Location.
1.6.2. Base areas: display stands, gondolas, showcases and islands.
1.6.2.1. Characteristics.
1.6.2.2. Product placement.
1.6.2.3. The planogram.
1.6.2.4. Gondola ends.
1.6.2.5. Display stands, showcases and islands.
1.6.3. Visual indicators, loss leaders, decoration.
1.6.3.1. Decorative and stimulus resources.
1.6.3.2. Shop decoration.
1.6.3.3. The loss leader.
1.6.4. Customer service and information points at the point of sale.
1.7. Using project/task management software.
2. MERCHANDISING AND POINT-OF-SALE PROMOTION.
2.1. Definition and scope of merchandising.
2.2. Types of point-of-sale advertising elements.
2.2.1. Point-of-sale advertising (POS).
2.2.2. Signs: hanging signs, displays, banners, stoppers and stickers.
2.2.2.1. Hanging or wall signs.
2.2.2.2. Displays.
2.2.2.3. Banners, stoppers and stickers.
2.2.3. Flagpoles and pennants.
2.2.4. Merchandise display units.
2.2.5. Stands.
2.3. Lettering and screen printing techniques.
2.3.1. The most important techniques.
2.3.2. Screen printing.
2.3.3. Typefaces.
2.3.4. Shape and colour for leaflets.
2.3.5. Point-of-sale posters.
2.3.5.1. Characteristics of posters.
2.3.5.2. Poster design and purpose.
2.4. Promotional messages.
2.4.1. Advertising message and product.
2.4.2. Influence mechanism: reflection and persuasion.
2.4.3. Regulation of advertising and promotion at the point of sale.
2.4.3.1. General provisions.
2.4.3.2. Sales.
2.4.3.3. Offers and promotions.
2.4.3.4. Clearance sales.
2.4.3.5. Closing-down sales.
2.4.3.6. Sales with free gifts or premiums.
2.4.3.7. Direct sales offers.
2.5. Desktop publishing software for leaflets and advertising posters.
2.5.1. Advantages.
2.5.2. InDesign.
2.5.3. QuarkXPress.
2.5.4. Adobe Photoshop.
2.5.5. Adobe Illustrator.
2.5.6. Microsoft Publisher.
2.5.7. Adobe PageMaker.
2.5.8. Scribus.
3. CONTROLLING PROMOTIONAL ACTIONS.
3.1. Criteria for controlling promotional actions.
3.1.1. Stages.
3.1.2. The SMART method.
3.1.3. Gathering information.
3.1.4. Qualitative and quantitative criteria.
3.2. Calculating economic and financial indices and ratios.
3.2.1. Ratios related to shelf management.
3.2.2. Case study.
3.2.3. Gross margin.
3.2.4. Case study.
3.2.5. Mark-up rate.
3.2.6. Gross return.
3.3. Analysis of results and ratios for measuring the effectiveness of promotional actions.
3.3.1. Types of consumers.
3.3.2. Types of promotion by consumer.
3.3.3. Sales trend and customer entry ratios.
3.3.4. Conversion rate.
3.3.5. Average ticket ratio.
3.3.6. Case study.
3.4. Applying corrective measures at the point of sale.
3.4.1. Assessing the planned strategies.
3.4.2. Reasons for deviations and the need for corrective measures.
3.4.3. Examples of corrective measures to implement.
3.5. Using spreadsheets to organise and control work.
3.5.1. Examples of corrective measures to implement.
3.5.2. Coordinating work.
3.5.3. Microsoft Excel templates.
3.5.3.1. Scheduling the daily work agenda.
3.5.3.2. Scheduling the weekly shift rota and task allocation.
3.5.3.3. Project timelines.
3.5.4. Microsoft PowerPoint template.
3.5.4.1. Calendar.
3.5.4.2. Outlook calendar.
4. ONLINE PROMOTIONAL ACTIONS.
4.1. The internet as an information and communication channel for the company/shop.
4.1.1. Preliminary concepts.
4.1.2. Web services and audience segmentation.
4.1.3. Visibility and promotional tools.
4.1.4. Main strategies.
4.1.5. Key changes.
4.1.5.1. From "push" to "pull".
4.1.5.2. From monologue to dialogue.
4.1.5.3. From one-to-many to one-to-one.
4.1.5.4. From one-to-many to many-to-many.
4.1.5.5. More key changes.
4.2. Online promotion tools, sites and web styles for promoting virtual spaces.
4.2.1. Online promotion. Website requirements.
4.2.2. Pricing models.
4.2.2.1. Variants.
4.2.2.2. Results measurement variables.
4.2.2.3. Bases for measuring objectives.
4.2.2.4. Planning the online campaign.
4.2.2.5. Campaign effectiveness.
4.2.3. Viral marketing, guerrilla promotion.
4.2.3.1. Viral promotion.
4.2.3.2. Types of viral campaign.
4.2.3.3. How viral marketing spreads.
4.2.3.4. Barriers to viral marketing.
4.3. Commercial and informational websites.
4.3.1. Parts and elements of web page design.
4.3.2. Colour analysis.
4.3.3. Commercial criteria in web page design.
4.3.3.1. Elements to take into account.
4.3.3.2. Design aspects to take into account.
4.3.3.3. Advantages and disadvantages of e-commerce.
4.3.4. Activities in the buying and selling process.
4.3.5. Website usability.
4.3.5.1. Users with disabilities.
4.3.5.2. Web accessibility requirements and benefits.
4.3.6. Commercial websites versus informational websites.
4.4. Elements of the online shop and/or virtual space.
4.4.1. Types of transaction.
4.4.2. Advantages.
4.4.3. Types.
4.4.3.1. Directories.
4.4.3.2. osCommerce.
4.4.3.3. Magento.
4.4.3.4. PrestaShop.
4.4.4. The virtual shop window.
4.4.5. Guided tours.
4.5. Elements of online promotion.
4.5.1. Banners.
4.5.2. Other elements.
4.5.3. Networking.
4.5.4. Blogs.
4.5.5. Objectives of online promotion.
4.5.6. Types of segmentation.
4.5.7. Schramm's communication model.
4.6. Social media strategies.