Materials
Compulsory reading material including book chapters on promotional tool mix
Sales promotions
- *Fill, C. (2009). Marketing Communications: interactivity, communities and content. Pearson Education. (Chapter 18)
Recommended reading:
- Brito, P. Q., & Hammond, K. (2007). Strategic versus tactical nature of sales promotions. Journal of Marketing
Communications, 13(2), 131-148.
+ other material of your choice.
Public relations (PR)
- *Fill, C. (2009). Marketing Communications: interactivity, communities and content. Pearson Education. (Chapter 19)
Recommended reading:
- Grunig, J. E., & Hunt, T. T. (1984). Managing public relations. Holt, Rinehart and Winston.
+ other material of your choice.
Personal selling
- *Fill, C. (2009). Marketing Communications: interactivity, communities and content. Pearson Education. (Chapter 22)
Recommended reading:
- Weitz, B. A., & Bradford, K. D. (1999). Personal selling and sales management: A relationship marketing perspective. Journal of the academy of marketing science, 27(2), 241-254.
+ other material of your choice.
Sponsorship
*Fill, C. (2009). Marketing Communications: interactivity, communities and content. Pearson Education. (Chapter 20)
Recommended reading:
- Aaker, D. A., & Joachimsthaler, E. (2012). Brand leadership. Simon and Schuster. (Chapter 7)
- Meenaghan, T. (2001). Understanding sponsorship effects. Psychology and Marketing, 18(2), 95-122.
- Meenaghan, T., & Shipley, D. (1999). Media effect in commercial sponsorship. European journal of marketing, 33(3/4), 328-348.
+ other material of your choice.
Direct Marketing
*Fill, C. (2009). Marketing Communications: interactivity, communities and content. Pearson Education. (Chapter 21)
+ other material of your choice.
Social Media/Interactive
*Fill, C. (2009). Marketing Communications: interactivity, communities and content. Pearson Education. (Chapter 25/26)
+ other material of your choice.- *Fill, C. (2009). Marketing Communications: interactivity, communities and content. Pearson Education. (Chapter 18)