Sales promotion and public relations
Ms Irene Powell/Mr Paul Gaskin
6 points * One 2-hour lecture and one 1-hour tutorial per week * First semester * Caulfield * Pre-requisite: MKT 3461
Objectives On completion of this subject students should be able to evaluate and contribute to the development of sales promotion and publicity campaigns; identify and interpret findings from research techniques which are appropriate for evaluating such campaigns; formulate plans for managing relationships between agencies offering such services and their clients.
Synopsis The uses of sales promotion and publicity, and their practical application for different kinds of products. The roles of sales promotion and public relations agencies and the relationships with their clients. Ethical and social issues involved in such promotions.
Assessment Written (3500 words): 35% * Team project: 35% * Final examination (2 hours): 30%