MKX9701 - Direct marketing

Leader: Associate Professor Chris Dubelaar

Offered

Caulfield First semester 2007 (On-campus)

Synopsis

History, current environment and potential. Customer relationship management using database methodologies, targeting and segmentation.

Objectives

The learning goals associated with this unit are to:

• describe the integration of direct marketing in the total communication mix in both consumer and business to business environments
• analyse the framework for managing the customer as a long-term asset, using targeting, segmentation and database methodologies
• apply the economics of direct marketing
• evaluate strategies using direct marketing to achieve creative and media objectives.

Assessment

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

Contact hours

3 Hours class contact or equivalent per week