MKF3781

Direct marketing

(BUS)

Ms Irene Powell

6 points + 3-hour class per week + Second semester, Caulfield + Prerequisites: MKF1120 and MKF2111

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%