MKX9701

Direct marketing

(BUS)

Professor Elizabeth Stearns

6 points + 6-day week module plus 2 x 1.5 days + Second semester + Peninsula (week module) and Caulfield (2 x 1.5 days)

Synopsis: History, current environment and potential. Customer relationship management using database methodologies, targeting and segmentation.

Assessment: Written cases (3 x 1500 words): 45% + Seminar presentation: 25% + Examination (2 hours): 30%