RET510 - Retail Promotion

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Last revision date Oct 12, 2012 10:28:49 AM
Last review date Oct 12, 2012 10:28:49 AM

Subject Title
Retail Promotion

Subject Description
Retail Promotion will explore the role of promotion in today's retail environment. Understanding how to blend advertising, sales promotion, public relations, relationship marketing and other elements into an effective integrated marketing communications program for various retail operations is the key course objective.

Credit Status
One credit.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Articulate the importance of the concepts and role of integrated marketing communications in the current retail environment.

2. Demonstrate an understanding of the role that agencies, and other supporting organizations play in planning, developing, executing, and evaluating effective integrated marketing programs that consider the effect of customer behaviour in the communications process.

3. Discriminate between the various aspects of sales promotion and evaluate how they may contribute to the overall marketing plan.

4. Evaluate the various media mix options for example: radio, TV, print; relative to costs, strengths and weaknesses, advantages and disadvantages.

5. Interpret the way in which advertising uses market segmentation and consumer behaviour concepts to influence buying behaviour.

6. Evaluate comertial sucess through customer relationshiop marketing.

7. Demonstrate an understanding and respect for the social, ethical, and regulatory aspects of advertising and promotion.

8. Asses rewards programs and how they provide value towards loyalty solutions.

9. Through a team project build a detailed integrated marketing communications plan including target consumer, program objectives, creative approach, media plan, budgeting, implementation and evaluation.

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Accommodation for Students with Disabilities
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