Graduate Diploma in Direct Marketing - GradDipDirMktg

• General
• Course objectives
• Admission requirements
• Fees
• Duration
• Mode of offering
• Credit for work done previously
• Course structure
  • Core subjects
  • Elective subjects

General

Course code:1672
Course director: Ms Irene Powell
This course has been especially designed with industry support to provide middle and senior managers from a diversity of industries from banking to publishing, with an appropriate conceptual and practical education in direct marketing. An understanding of the theoretical underpinnings will develop managers' expertise in the practical applications of direct marketing.
The course is taught in block mode to facilitate participation from a wide range of participants from around Australia.

Course objectives

On completion of the course students should:

• exhibit a theoretical understanding of marketing and how direct marketing fits in with that theory;
• be familiar with current practices in direct marketing and be aware of future directions and developments;
• understand privacy and government relations management through education in ethics, policy, legislation;
• know how to influence corporate policy and facilitate the integration of direct marketing into database development and management;
• develop customer relationship management skills using database methodologies and models, targeting and segmentation concepts, and analysis using specialist marketing knowledge relevant to the direct marketing industry;
• improve critical thinking and problem solving in direct marketing;
• develop an ability to effectively analyse and reach customers with direct marketing;
• recognise how to use direct marketing concepts to create competitive advantage for the firm by thinking about the customer as a long-term asset.

Admission requirements

Applicants require a pass degree or an equivalent qualification from a recognised tertiary institution with a minimum of two years relevant employment experience or an executive certificate offered by this faculty with an average grade of credit or above.

Fees

This is a fee-paying course. Candidates should consult the Department of Marketing as to the 1999 course fee. Course fees are set and reviewed annually and are therefore subject to change.

Duration

The Graduate Diploma in Direct Marketing is normally completed in two semesters of full-time study or four semesters of part-time study.

Mode of offering

This course is offered as four on-campus modules, three at the Peninsula campus and one at the Caulfield campus.

Credit for work done previously

Candidates may be eligible for a maximum of four credit exemptions for subjects considered to be the equivalent of particular subjects in the course of study. Please refer to the course director for further details.

Course structure

The course consists of seven core subjects and one elective.

Core subjects

• MKX9701 Direct marketing
• BTX9890 Ethics, privacy and legislation in direct marketing
• MKX9261 Marketing communication strategies
• MKX9702 Marketing database strategy
• MKF9703 Direct marketing: creative and media
• MKF9704 Direct marketing statistics and mathematics_
• MKX9660 Relationship marketing and service quality management

_STUDENTS WHO HAVE NOT PASSED A STATISTICS SUBJECT WITHIN THE LAST TEN YEARS MUST TAKE A UNIVERSITY-OFFERED NON-CREDIT SUBJECT PRIOR TO THIS. EXCEPTIONS ARE PERMITTED IF THE INDIVIDUAL CAN SHOW THAT SHE/HE IS ACTIVELY USING STATISTICS IN PRACTICE. FURTHERMORE ALL CANDIDATES MAY BE REQUIRED TO SIT FOR A PRELIMINARY STATISTICS TEST TO DETERMINE THEIR CURRENT LEVEL OF STATISTICAL KNOWLEDGE.

Elective subjects

One of the following:

• MKF5630 Services marketing
• MKF5381 Business marketing
• MKF9820 Issues in retail technology

wwwdev@monash.edu.au Wed Dec 2 13:01:52 EST 1998
Auth: C Whip, University Webmaster's Office
Copyright © Monash University 1998 - All Rights Reserved - Caution