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.
Faculty
Organisational Unit
Chief examiner(s)
Coordinator(s)
Not offered in 2018
Prohibitions
MKX9701
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: 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