Faculty of Business and Economics

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Monash University

Monash University Handbook 2010 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

FacultyFaculty of Business and Economics
OfferedCaulfield First semester 2010 (On-campus split block of classes)
Coordinator(s)Dr David Stewart (Program Director)


This unit covers the history, current practice and potential of direct marketing. The primary aim of this unit is to explore direct marketing in all its guises and to demonstrate the integration of direct marketing in the total marketing communications mix. There is a strong focus on the customer, interactivity, the database, targeting and segmentation. With so much marketing today having a direct component, this unit is essential for students who want to have a comprehensive grasp of marketing communications.


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%

Chief examiner(s)

David Stewart

Contact hours

3 hours class contact or equivalent per week