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Retail Sales Promotions

Short Overview

Retail sales promotions, involve a type of discount in the regular price of a product. For many decades now, they are a useful tool for manufacturers of consumer products (owing to their positive effect on the unit sales of a product) and for retailers (owing to their beneficial effect on store traffic and basket value). Of course, they are welcome by the household, as they offer it the opportunity to buy a product with some kind of financial benefit.

Given the notable increase in the price of many products on the shelf of retail stores, nowadays sales promotions have an important social significance and a mandatory character by Law. Up until very recently, the household showed loyalty to specific brands and chains of retail stores. However, today brand and store choice are largely (if not merely) a function of retail sales promotions.

As such, manufacturers of consumer products and retailers too, have every good reason to plan, design, and implement sales promotions, which serve their own objectives and interests but also contribute to the welfare of households.

The proposed program attempts a description of the fundamentals of retail sales promotions, as well as an analysis of such specific focal areas, as their design by manufacturers of consumer products (or by retailers in case of private label items), their implementation in the retail store, and their longer-term influence on the product, the brand, and the retail store.

Learning Goals
Upon completion of the program, participants will be in the position to:
  • Understand the modus operandi, the pros, and the cons of retail sales promotions.
  • Know the contribution of sales promotions to the objectives of the manufacturer and the retailer.
  • Observe the differences between alternative methods of retail sales promotions.
  • Possess substantive knowledge about the technicalities of each method of retail sales promotions.
  • Advise and decide about the suitable promotional method and the best possible financial benefit to the household, depending on the idiosyncrasies of the focal product.
  • Have a clear picture of best practices for in-store implementation of a product’s promotion.
  • Perceive the realistic expectations that manufacturers and retailers can have, past a product’s promotional window.
  • Identify the necessary adaptations in the design and implementation from a High Street promotion to a Travel Retail promotion.
  • Demonstrate the momentous significance of retail sales promotions, as a tool that manufacturers and retailers can use to increase the satisfaction of shoppers and to improve the transactional utility of households.
Program Value
Upon program completion:
  • The audience currently working with a manufacturer of consumer products or a retailer, will have developed such a structured background, that they will be able to act confidently as advisors or decision-makers, in the process of designing and implementing sales promotions campaigns.
  • Students wishing to pursue a Marketing career, will have acquired an integrated background knowledge about retail sales promotions, which will be valued by a prospective employer, be it a manufacturer of consumer products, a large (or a smaller) chain of retail stores, or an independent retail store.
  • Individual consumers, will have formed a clear picture regarding retail sales promotions, which will be useful in their endeavor for smarter and economically beneficial shopping trips.
Teaching Material
The material of the proposed program will be delivered through video recordings for each one of its eight topic areas. Within each video, the tutor will deliver an on-camera Power Point presentation to the audience.
Evaluation Method And Final Grade Computation

After completing the study of the material of each thematic area, the trainees are invited to remotely take the exam for that thematic area. The exam takes the form of multiple choice questions, through the Center's education platform, adhering to the schedule of the proposed program. The score of each exam is announced before the next exam. A condition for the examination in the next thematic area is the successful examination in the previous thematic area.

The grading scale ranges from 0 to 100. An exam is considered successfully passed if graded with at least 50/100. The overall performance results from the average of the score in each thematic area.

In the event that a grade of 50/100 is not achieved in the examination of a thematic area, it is possible to retake the examination, without any additional financial burden.

Learning Method Description
The program uses the eLearning educational method: learning takes place purely asynchronously (that is, on days and hours that serve the trainee, without mandatory attendance at a specific time or day), exclusively remotely (using a special educational platform via the internet from the trainee's area) and using digital educational tools such as video lectures, interactive self-assessment exercises, and other elearning tools that ensure effective and flexible individual self-learning. The program's training material becomes available at specific time periods, based on the training path followed, and then remains available on the training platform without restrictions throughout the duration of the program.
Teaching Language
Application deadline: 15/05/2024
Program start: 22/05/2024
Program completion: 21/07/2024
Scientific area
Way to follow
ECTS units: 2
Hours of asynchronous training: 35
Includes training hours (indicative) using an asynchronous distance learning (eLearning) platform.
Additional hours of employment: 25
Additional hours of work are included (indicative) and may include individual study, writing assignments, participation in field visits, participation in exams, etc.
Total hours: 60
The total hours include hours of synchronous and asynchronous training, as well as additional hours of employment.
Weeks of training: 8
Weeks in which activities of any kind are planned are included.
Vocational Education and Training Certificate
Trainees who successfully complete the program are granted a Vocational Education and Training Certificate of the Center for Education and Lifelong Learning of the Athens University of Economics and Business, which is accompanied by a Supplement to the Certificate, detailing the subject of the program, the thematic units attended by the trainee , as well as the training methodology followed.
Target Audience
The program is targeted at the following audiences:
  • Category managers in large chains of retail stores (e.g., supermarkets, groceries, electric/electronic consumer durables, clothing accessories, beauty/care products etc.).
  • Owners of smaller chains of retail stores or of single stores.
  • Employees in such smaller chains or independent stores.
  • Marketing and sales employees in firms manufacturing consumer products.
  • Graduate students wishing to pursue a career in Marketing and sales promotions.
  • Individuals wishing to form a good picture on the various forms of promotions, which we all see as consumers during our shopping trip in a retail store.
Prerequisite Knowledge
High school graduate degree, Basic computer skills, and Curriculum Vitae are required. Even though this program involves an in-depth investigation into retail sales promotions, its structure, content, and delivery are such, that do not require prior academic background or higher degrees in Marketing.
Scientific Responsible
Mode And Frequency Of Communication
To resolve any questions, the instructor of the proposed program will be available at any time via email. By prior arrangement, he will also be available either via MS Teams, or by voice during office hours in his office at AUEB.
The tuition is €400 and is paid in two installments. The first installment, of €200, is paid as an advance payment before the start of the courses, to secure the place, and the second, of €200, is paid before the program is half completed. In the event of a discount, the above amounts are reduced proportionally. Especially in the case of a 20% discount, the above amounts are set at €320 (total amount), €200 (first installment - advance payment) and €120 (second installment).
Trainees are informed of the installment amounts and related deadlines via email upon their acceptance into the program.


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For the in Class programs:

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For the eLearning Programs:

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