Faculty of Business and Economics

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Monash University Handbook 2011 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered.

FacultyFaculty of Business and Economics
OfferedCaulfield First semester 2011 (On-campus split block of classes)
Coordinator(s)Dr Srinivas Sridharan (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, segmentation, media channels and creativity (and how to evaluate creativity). Essential for students who want to have a comprehensive grasp of marketing communications.


The learning goals associated with this unit are to:

  1. describe the integration of direct marketing in the total communication mix in both consumer and business to business environments
  2. analyse lifetime value using targeting, segmentation and database methodologies
  3. apply the economics of direct marketing
  4. evaluate channel variables and the impact of creative.


Within semester assessment: 40%
Examination (2 hours): 60%

Chief examiner(s)

David Stewart

Contact hours

3 hours per week