MKX3781

Direct marketing

(BUS)

Ms Irene Powell

6 points + 2-hour lecture and 1-hour tutorial per week (Berwick) + 3-hour class per week (Caulfield) + First semester, Berwick + Second semester, Caulfield (evening only) + Prerequisite: MKB1401(Berwick); MKX1120 and MKX2111 (Caulfield)

Synopsis: How organisations are using direct marketing today and developments for the future. The strategic and tactical uses of direct mail, direct response advertising, catalogue and telemarketing techniques to achieve measurable integrated communication objectives. Issues of importance to the industry including controls, privacy and the interface within the marketing environment.

Assessment: Written (Individual 3000 words): 20% + Written (Group 4000 words): 20% + Participation: 10% + Examination (2 hours): 50%