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Handbooks Courses Units

MKF2331 - Retail promotion

6 points, SCA Band 3, 0.125 EFTSL

Undergraduate Faculty of Business and Economics

Leader: Mr Michael Morrison


Not offered in 2008


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.


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.


Within semester assessment: 60%
Examination (2 hours): 40%

Contact hours

3 Hours class contact or equivalent per week


MKF1120 or MKW1120


MKF3461, MKW3461, MKC3460, MKW2460, MKW2211

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