Sales promotion


Sales promotion consists in an array of mainly short term incentivizing tools, designed to stimulate the purchase of products and services by consumers and companies.

Sales promotion includes techniques for consumer, trade, company and sales force promotion. It can represent a very effective marketing tool that, however, must, at the same time, be used with caution to avoid damaging the company’s image and brand.

In the development of sales promotion campaigns, a company must establish its objectives, select the tools, develop a programme, test it, implement it, control it and evaluate the results. The Rome Business School’s Sales Promotion course will provide you with a complete and up to date training in these topics.



The Rome Business School’s Sales Promotion course is aimed at providing you with a complete, modern and concrete basic knowledge of this important management context within the marketing communication mix. Specifically, on completion of the course, you will be able to:

  • Understand and manage the tool set that modern companies use to incentivize sales in the short term;
  • Prepare an agency brief on sales promotion;
  • Set up a sales promotion plan;
  • Implement and verify the effectiveness of a sales promotion plan.


Marketing and communication managers



Sales promotion in the context of the marketing communication mix
The objectives of the sales promotion
Development of the promotional programme
The main tools of sales promotion
Offline promotion techniques
Online promotion techniques
Trade and consumer promotions
Promotional activities and brand protection
Agency brief preparation
Best practice and guidelines
Case studies: recent campaigns, successes and failures


Teaching methods

In line with the Rome Business School’s general approach and the best international standards, the course is designed with the aim of providing excellent training with an emphasis to its concrete application in the job, professional and company markets.

Therefore, the course involves both mainly one way teaching phases – to accurately transfer the reference conceptual models – and practical application sessions aimed at developing your operational and management capabilities.

Your progress in the subjects taught will be tested and consolidated through exercises related to actual managerial cases.


Modes of attendance

This course can be attended in three ways:

  1. On campus
  2. On line, via a cutting-edge web platform
  3. In house, i.e. at your workplace



Whichever way you choose to take the course, you will receive:


At the end of the course, you will be presented with a named participation certificate.


Our teachers are renowned trainers and managers who come from a multitude of operational and professional environments. They are therefore able to bring a wealth of up to date experience and competency.


All participants in this course will be provided with a wealth of documentation, including slide presentations, case studies and exercises.


If you wish, participation in this course will entitle you to:

Having your CV inserted in the Rome Business School database and distributed to companies, organizations and head hunters of the Rome Business School’s international network;

The review and editing of your CV;

Support in managing your job interviews.


Participation in the Master’s course entitles you to be enrolled in the Rome Business School Alumni Association, the international network through which students of the Rome Business School can share ideas, experiences and projects.

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