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Retail promotion and advertising (6 points)


Leader: Ms Stella Minahan

Not offered in 2003.

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%

Contact Hours: Caulfield, OCDL

Prerequisites: MKF9110, MKX9160, MKF9810

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