• Semester 2 (Day)
• Semester 2 (External)
• Semester 3 (External)

Pre-requisite: 51361+51366

Synopsis

This unit addresses the nature and role of the promotional element  of
the  marketing mix. It covers issues of promotional strategy; elements
of promotional management; the interaction of various elements used in
promotion  such as advertising, personal selling, sales promotion  and
public  relations; and the socio-legal environment of  promotion.  The
emphasis will be on the development of skills in identifying the  role
of   promotion  in  product,  service,  professional  and   industrial
marketing  situations.  Knowledge  gained  from  studies  in  51361  -
Introductory  Marketing and 51366 - Consumer Behaviour will  be  drawn
upon frequently. Prior knowledge in these areas is essential.