Promotion management
Mr Geoff Harrington
6 points * Two 1-hour lectures and one 1-hour tutorial per week * Distance approximately 12 hours per week * Second semester * Gippsland * Prerequisite: GBU1401 * Prerequisite or corequisite: GBU1402
Objectives Promotion is concerned with effectively communicating product/service data to existing and potential customers. It requires a knowledge of markets, media and customer behaviour, together with an understanding of the advantages and limitations of promotional tools. The course is taught to link theoretical issues with practical developments in the marketplace.
Synopsis The subject is introduced as part of the marketing mix concerned with communicating product features and benefits to consumers. Elements of the promotion mix are introduced and critically analysed in the context of the market environment. Special attention is given to various advertising forms, to media research and evaluation, and to sales promotion and publicity. Promotion is then examined from the perspective of positioning, looking especially at segmentation, target markets and differentiation.
Assessment Assignment one (2000 words): 15% * Assignment two (2000 words): 25% * Examination (3 hours): 60% * Students must obtain a satisfactory result in all areas of assessment.
Prescribed texts
Shimp T Promotion management and marketing communications 3rd edn, Dryden, 1990