Graduate School Of Business (Sgsm)Promotion and Advertising OverseasWestern Sydney University Unit Code: 200231.2
Discipline: ADVERTISING
Student Contribution Band: 3
Level: 7
Credit Points: 10
Corequisite
51012 International Marketing
About this Unit
From 2010, this unit replaced by 200734 Strategic Value Creation. This unit will focus on how the promotional mix should be modified when promoting overseas and how each element of the promotional mix needs to be adjusted to take account of different political, economic, legal and cultural requirements in individual overseas markets. In addition, availability of media, media infrastructure and promotion intermediaries will be explored as will the different drivers of purchasing behaviour.