MONASH UNIVERSITY FACULTY HANDBOOKS

Business & Economics Handbook 1996

Published by Monash University
Clayton, Victoria 3168, Australia

Authorised by Academic Registrar, April 1996


DEK3331

Retail promotion

Mr Peter Philips-Rees

6 points + Distance + First semester + Prerequisite: DEK1120

Objectives On completion of this subject students should be able 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.

Synopsis Examination of 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.

Assessment Written (6000 words): 60% + Examination (2 hours): 40%

Prescribed texts


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