RET510 - Retail Promotion

Outline information
Semester
Schools offering this subject
Last revision date Oct 12, 2012 10:28:49 AM
Last review date Oct 12, 2012 10:28:49 AM

Subject Title
Retail Promotion

Subject Description
Retail Promotion will explore the role of promotion in today's retail environment. Understanding how to blend advertising, sales promotion, public relations, relationship marketing and other elements into an effective integrated marketing communications program for various retail operations is the key course objective.

Credit Status
One credit.

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Articulate the importance of the concepts and role of integrated marketing communications in the current retail environment.

2. Demonstrate an understanding of the role that agencies, and other supporting organizations play in planning, developing, executing, and evaluating effective integrated marketing programs that consider the effect of customer behaviour in the communications process.

3. Discriminate between the various aspects of sales promotion and evaluate how they may contribute to the overall marketing plan.

4. Evaluate the various media mix options for example: radio, TV, print; relative to costs, strengths and weaknesses, advantages and disadvantages.

5. Interpret the way in which advertising uses market segmentation and consumer behaviour concepts to influence buying behaviour.

6. Evaluate comertial sucess through customer relationshiop marketing.

7. Demonstrate an understanding and respect for the social, ethical, and regulatory aspects of advertising and promotion.

8. Asses rewards programs and how they provide value towards loyalty solutions.

9. Through a team project build a detailed integrated marketing communications plan including target consumer, program objectives, creative approach, media plan, budgeting, implementation and evaluation.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on http://library.senecacollege.ca for further information regarding cheating and plagiarism policies and procedures.

Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecacollege.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.