MKF5970 - Direct marketing - 2017

6 points, SCA Band 3, 0.125 EFTSL

Postgraduate - Unit

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


Business and Economics

Organisational Unit

Department of Marketing


Mr Frank Chamberlin

Not offered in 2017


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: 60%

Workload requirements

Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement.

See also Unit timetable information

Chief examiner(s)