MKF5703 - Direct marketing: creative and media

Leader(s): Dr David Stewart (Program Director)

Offered

Caulfield Second semester 2009 (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