EDITH COWAN UNIVERSITY
MKT2605: Promotional Marketing
Comprehensive Revision Guide and Course Notes 2022
 
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Edith Cowan University - MKT2605: Promotional Marketing

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ACADEMIC YEAR 2021 - 2022

University	Edith Cowan University
Study Level	Undergraduate
Unit Code	MKT2650
Unit Name	Promotional Marketing
Notes Title	Comprehensive Revision Guide and Course Notes
Format	PDF
Page Length	129

The MKT2650: Promotional Marketing, Edith Cowan University - Comprehensive Revision Guide and Course Notes 2022 provides students with a unique summarised version of the core information contained in the full course, and the essentials you need in order to fully comprehend and apply. You do not need to be an expert in the course, you just need a basic understanding and be able to quickly recall the information that you learn. Concepts and principles aren't simply named or described in passing, but are explained in detail. You can use these notes as a reference, to understand the topics better and improve your grades in this unit.

Promotional Marketing represents an important component of any organisation's overall marketing activities. To effectively plan, implement and evaluate advertising and promotional programs requires an understanding of the overall marketing process, consumer behaviour, communications theory and the media of advertising and promotion. This unit examines the various factors that must be considered in planning, development and implementation of both traditional marketing communications and digital marketing communications.

The topics to be covered include:

The nature and role of marketing communications.
The communication process.
Identifying target markets for effective communications.
Establishing marketing communications objectives.
Advertising.
Building brand equity.
Creative strategies for various mediums.
Media planning and budget strategies.
Monitoring and evaluation of promotional plans. *both traditional and digital marketing initiatives will be covered within the unit content.
Direct marketing.
Personal selling.
Public relations.
Sales promotion.

UNIT CODE	UNIT NAME
ACC1100	Accounting I
ACC2250	Accounting II
ACC2350	Cost Accounting
ACC2700	Financial Reporting Standards
ECF1110	Economics I
ECF1120	Finance I
ECF2210	Capital Markets
ECF2222	Corporate Finance
ECF2226	Investment Finance
ECF3120	Financial Modelling
ECF3312	Financial Institutions Management
LAW1100	Legal Framework I
LAW2410	Income Tax Framework II
MAN1100	Management
MKT1600	Marketing Principles and Practices
MKT2605	Promotional Marketing
SBL1300	Business Environments and Markets
SBL1400	Introduction to Business Analytics

Edith Cowan University - MKT2605: Promotional Marketing

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