MKW2421

Promotion management

(BUS)

Not offered in 2002

Ms Rowan Kennedy

6 points + 2-hour lecture, 1-hour tutorial per week + OCDL, approximately 12 hours per week + Second semester + Gippsland + Corequisite: MKW1401

Synopsis: Encompasses marketing mix relating to promotion and communication; also covers advertising, media research, sales promotion, publicity, point of sale advertising, event marketing, development of promotional marketing plan, positioning, differentiation in promotion, current trends in promotion including use of internet, links between target markets and promotion, promotion in an international marketing context and the use of promotional agencies.

Assessment: Assignment one (2000 words): 15% + Assignment two (2000 words): 25% + Examination (3 hours): 60%