BTX9890

Ethics, privacy and legislation in direct marketing

Mr Brendan Sweeney

6 points · One 6-day week module plus 2x1.5 days · Second semester · Peninsula (week module) and Caulfield (2x1.5 days)

Objectives On completion of this subject students should be able to understand the law and regulations affecting direct marketing; appreciate privacy concerns in the light of current and potential legislation; assess corporate practice relevant to ethics, privacy and the law; suggest appropriate corrective action; identify strategies relevant to direct marketing compatible with law and ethics.

Synopsis Topics include law and regulations relevant to contract, delivery, advertising and credit and distribution; privacy law and ethics; ethics; self-regulation; corporate compliance; law ethics and privacy relating to information exchange.

Assessment Journal (research and recommendation) and oral presentation (3000 words): 30% · Problem (3000 words): 40% · Examination (2 hours): 30%

Prescribed texts

Clarke B and Sweeney B Marketing and the law Butterworths, latest edn

Back to the 1999 Business and Economics Handbook