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Handbooks Courses Units

MKX9701 - Direct marketing

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate Faculty of Business and Economics

Leader: Associate Professor Chris Dubelaar


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


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


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.


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

Contact hours

3 Hours class contact or equivalent per week

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