Abstract
This subject takes an integrated approach to the planning and development of promotional programs. Buyer behaviour theory which is relevant to the marketing communication process is reviewed. A comprehensive planning model is applied to decisions about the elements of the promotion mix: advertising, personal selling, sales promotion and publicity.
Syllabus
The nature of communication in marketingPromotional and strategic marketing managementSituation analysis: macroenvironmental trends, behavioural foundations, legal and voluntary constraints on promotionDetermining promotional objectives and budgetsThe role of promotional tools including advertising, sales promotion, personal selling and publicityDeveloping and evaluating message strategiesMessage delivery strategies, using the various promotional toolsThe organisation and … For more content click the Read More button below.
Learning outcomes
Upon successful completion of this subject, students should:
1.
be able to evaluate the role of marketing communications in the overall marketing strategy;
2.
be able to identify and evaluate communication tools and make recommendations for their use in integrated marketing communication strategies;
3.
be able to analyse and apply theoretical concepts underlying integrated marketing communications programs;
4.
be able to examine and appraise the impact of contemporary societal and market trends underlying integrated marketing communications strategies; and
5.
be able to communicate clearly and effectively in oral and written work.
Assumed knowledge
MKT110
Enrolment restrictions
Incompatible