MKB2251

Publicity and promotion

(BUS)

Mr Peter Scholem

6 points + 2-hour lecture and 1-hour tutorial per week + Berwick + First semester + Prerequisites: MKB1220 and MKB1221

Synopsis: Theory and practice of publicity and promotion as public relations tools. Through exposure to practitioner accounts and critical analysis of case studies, students will plan and coordinate effective publicity and promotion campaigns that support strategic objectives.

Assessment: Group campaign plan: 50% + Learning journal: 20% + Examination (2 hours): 30%