Skip to content | Change text size
Handbooks Courses Units

MKF5703 - Direct marketing: creative and media

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate Faculty of Business and Economics

Leader: Course Director Ms Irene Powell


Caulfield Second semester 2008 (On-campus split block of classes)


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.


The learning goals associated with this unit are to:

  • describe in detail from a practitioner's point of view the creativity and channel variables that are required to make direct marketing successful
  • analyse the nuances in creative design for different audiences that make the difference between success and failure
  • evaluate the pros and cons of available direct marketing channels.


Within semester assessment: 70%
Examination (2 hours): 30%

Contact hours

3 Hours class contact or equivalent per week



[an error occurred while processing this directive]