The marketing manager’s role in promotional strategy is critical to the success of the firm. From Exhibit 13.3 (The Elements of the Marketing Manager’s Role in Promotional Strategy) and Chapter 13 which outlines this topic:

• Describe the seven elements of the marketing manager’s role.
• Indicate which one or two of these elements you believe you would be the best at and why.
• Please explain how these 7 elements of promotional strategy link to the value offering via integrated marketing communications.
   

EXHIBIT 13.3 Elements of the Marketing Manager's Role in Promotional Strategy Identify Targets for Promotion Establish Goals for Promotion Select the Promotion Mix Develop the Message Select Media for Use in Promotion Prepare Promotion Budget Establish Measures of Results