This unit offers an examination of promotion management as a key area of marketing decision-making. The unit looks in detail at the promotion management mix - advertising, public relations, direct marketing, sales promotion and personal selling - and how these five promotional elements are coordinated to formulate an effective promotional strategy. Special emphasis is put on the integration of promotional tools and utilising each according to its respective strengths and weaknesses.
Assessment 1 (Group of 3 students) - Written assignment (3200 words) - 40%
Examination (2 hours) - 60%
Hurdle requirement: achieve at least 50% of the marks available on the examination
代写 MMK393 - Integrated Marketing Communications