Offered
Caulfield Second semester 2008 (On-campus split block of classes)
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:
- 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.
Assessment
Within semester assessment: 70%
Examination (2 hours): 30%
Contact hours
3 Hours class contact or equivalent per week
Prerequisites
MKX9701
