MKF2331 - Retail promotion

Leader: Mr Michael Morrison

Offered

Not offered in 2007

Synopsis

The role of retail promotion and advertising and how it can be made more effective through advertising management, in-store marketing and promotion and direct marketing.

Objectives

The learning objectives of this unit are to:

• use a conceptual framework for the planning, integration and control of the retail marketing communication process;
• determine the communication options for the retailer;
• construct realistic objectives for different types of retail marketing communication;
• describe techniques for evaluating the effectiveness of the retail promotional plan in relation to budget and marketing objectives;
• demonstrate the strategic use of the techniques of sales promotion, in-store activities, publicity/public relations, and direct marketing.

Assessment

Assignment(s): 60%
Examination (2 hours): 40%

Contact hours

3 Hours class contact or equivalent per week

Prerequisites

MKF1120 or MKW1120

Prohibitions

MKF3461, MKW3461, MKC3460, MKW2460, MKW2211