Retailing and Consumer Studies

  1. Retail Marketing and Promotion
    1. Retail Brand Management
      1. Brand Identity Development
        1. Brand Positioning Strategies
          1. Brand Equity Building
            1. Brand Portfolio Management
              1. Brand Extension Strategies
              2. Integrated Marketing Communications
                1. IMC Planning Process
                  1. Message Strategy Development
                    1. Media Planning and Selection
                      1. Campaign Coordination
                        1. Effectiveness Measurement
                        2. Advertising and Media
                          1. Advertising Objectives
                            1. Creative Strategy
                              1. Media Selection
                                1. Traditional Media
                                  1. Digital Media
                                    1. Out-of-Home Advertising
                                    2. Advertising Budget Allocation
                                      1. Campaign Evaluation
                                      2. Sales Promotion
                                        1. Consumer Promotions
                                          1. Coupons
                                            1. Rebates
                                              1. Contests and Sweepstakes
                                                1. Sampling Programs
                                                2. Trade Promotions
                                                  1. Trade Allowances
                                                    1. Cooperative Advertising
                                                      1. Trade Shows
                                                      2. In-Store Promotions
                                                        1. Point-of-Purchase Displays
                                                          1. Demonstrations
                                                            1. Special Events
                                                          2. Public Relations and Publicity
                                                            1. Public Relations Strategy
                                                              1. Media Relations
                                                                1. Community Relations
                                                                  1. Crisis Communication
                                                                    1. Event Marketing
                                                                    2. Personal Selling
                                                                      1. Sales Process Management
                                                                        1. Relationship Selling
                                                                          1. Sales Training
                                                                            1. Sales Performance Measurement

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                                                                          10. Supply Chain and Logistics Management

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                                                                          12. Customer Relationship Management