MKX9701

Direct marketing (6 points)

(BUS)

Leader: Ms Irene Powell

Offered:
Caulfield Second semester 2003 (On-campus)
Caulfield First semester 2004 (On-campus)

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%