MKF3781

Direct marketing ( 6 points, SCA Band 2, 0.125 EFTSL)

Leader: Ms Irene Powell

Offered:
Not offered in 2005.

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: Assignment(s): 50% + Examination (2 hours): 50%

Contact Hours: 3 Hours class contact or equivalent per week

Prerequisites: MKF1120 and MKF2111