MKF5703

Direct marketing: creative and media

(BUS)

Ms Irene Powell

6 points + 5-day block + Caulfield + Prerequisite: MKX9701

Synopsis: Creative and media strategy development and execution. Understanding consumer behaviour and their interactions with specific media. Media used in direct marketing; including lists, Internet, World Wide Web and other interactive media. Students will study and apply models to determine the effectiveness and financial impact of creative and media on achieving objectives.

Assessment: Written assignments (2 x 2000 words): 40% + Project (3000 words): 30% + Examination (2 hours): 30%