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