MKF5110

Retail promotion and advertising

(BUS)

Ms Stella Minahan

6 points + Caulfield, distance + 12 hours per week + Second semester + Prerequisites: MKF9110, MKX9160, MKF9810

Synopsis: A conceptual framework for the planning, integration and control of the retail marketing communication processes including the strategic use of techniques of sales promotion, in-store marketing programs, publicity and public relations and direct marketing.

Assessment: Assignment 1 (3000 words): 30% + Assignment 2 (4000 words): 30% + Examination (2 hours): 40%