Offered
Not offered in 2008
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
Within semester assessment: 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
