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MKF5703 - Direct marketing: creative and media

6 points, SCA Band 2, 0.125 EFTSL

Postgraduate Faculty of Business and Economics

Leader: Course Director Ms Irene Powell

Offered

Caulfield Second semester 2007 (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.

Objectives

The learning goals associated with this unit are to:

Assessment

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

Contact hours

3 Hours class contact or equivalent per week

Prerequisites

MKX9701