Postgraduate - UnitMKX9701 - Direct marketing

This unit entry is for students who completed this unit in 2012 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

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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, or view unit timetables.

Level	Postgraduate
Faculty	Faculty of Business and Economics
Offered	Caulfield First semester 2012 (On-campus split block of classes)
Coordinator(s)	Mr Frank Chamberlin

Synopsis

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.

Outcomes

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 lifetime value using targeting, segmentation and database methodologies
apply the economics of direct marketing
evaluate channel variables and the impact of creative.

Assessment

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

Chief examiner(s)

Dr Srinivas Sridharan

Contact hours

3 hours per week