MKF5703

Direct marketing: creative and media ( 6 points, SCA Band 2, 0.125 EFTSL)

Leader: Frank Chamberlin

Offered:
Caulfield Second semester 2006 (On-campus)

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: Assignment(s): 70% + Examination (2 hours): 30%

Contact Hours: 3 Hours class contact or equivalent per week

Prerequisites: MKX9701