792-243 Promotion and Market Research

Credit Points

HECS Band

Coordinator

Prerequisites

Marketing II.

Semester

Contact

Subject Description

The objective of this subject is to enable participants to:

• understand the importance of client information in the marketing process;

• understand the effects of cultural change on consumer behaviour;

• appreciate the role of advertising in society;

• understand the range of data collecting and analysing techniques;

• understand the decision making process;

• plan a product/service promotion;

• undertake market research associated with product promotion and needs analysis.

The content includes: Social and culture effects on consumer behaviour; values and functions served by attitudes; decision making and adoption behaviour; market segmentation and sales promotion; advertising; publicity; direct mailing; problem census/problem definition; questionnaire design, interviewing techniques and analysis of data and information production. New product promotion. Public relations. Advertising media and agencies.

Assessment

Internal: Two assignments (30% each); 2 hour examination (40%). External: Two assignments of 1500 words (30% each); one assignment of 2000 words (40%).