Graduate School Of Business (Sgsm)Promotion ManagementWestern Sydney University Unit Code: 51006.1
Discipline: MARKETING
Student Contribution Band: 3
Level: 7
Credit Points: 10
Prerequisite
51001 Quantitative Analysis in Marketing
About this Unit
From 2010, this unit replaced by 200734 Strategic Value Creation. This unit covers promotion strategies as translations of the marketing strategy; constructing a behavioural sequence model to profile the target audience; using management judgment and econometric models to set the budget; formulating copy, sales promotion, publicity/public relations and media strategies; testing promotion strategies; tactical executions of promotion strategies; evaluating copy, sales promotion program, public relations campaign, media plan; working harmoniously with advertising agencies, sales promotion and public relations consultants.