Promotion Mix Design For “Construction Controller” Certification For Building Audits (BAS)
The present case study instigates students to design a promotion mix plan in B2B scenario. It presents a real-life situation of a marketing manager who motivates students to think about how a target audience is selected for the promotion mix. The case study also forces students to think through all the seven steps of promotion mix design right from objective of the promotion to measuring return on investment. This case study can be used for teaching B2B promotion mix or promotion mix of services.
1. To understand various promotional tools available in B2B markets.
2. To assist students in designing a step by step promotion strategy development process.
Case positioning and setting:
This case study can be used for MBA or executive MBA courses to teach the topic of Promotion Mix in the subject of Business to Business Marketing. It will help students to understand how to design the promotion strategy and how to evaluate the impact of the same.
Students should be aware about the marketing mix of business marketing and services marketing.
The following chapter should be read for analyzing this case:
For the subject of Services marketing: Chapter 5: Lavlock, Designing the communication mix for services
For the subject of Business Marketing: Chapter 16 and 17: Michael Hutt, Business marketing Management
For the subject of Business Marketing: Chapter11: Business marketing communications, Business to business marketing Havaldar.