MKF5110

Retail promotion and advertising

Lecturer to be advised

6 points
* 12 hours per week
* Second semester
* Distance education
* Caulfield
* Prerequisites: MKF9110, MKX9160, MKF9810

Objectives At the completion of the subject the students will be able to articulate the function of marketing communication in general and retail promotion and advertising in particular as a key component of the retail marketing mix, appraise the role of retail marketing communication in marketing planning and the achievement of a retailer's strategic objectives and develop an evaluation methodology for a retail marketing communication program.

Synopsis This subject provides 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%

Prescribed texts

To be advised