Direct marketing
Offered subject to university approval
Elizabeth Stearns
6 points
* One 6 day week module plus two x 1.5 days
* Second
semester
* Peninsula (week module) and Caulfield (2x1.5 days)
Objectives On completion of this subject students should be able to demonstrate the integration of direct marketing in the total communications mix; utilise a framework for managing the customer as a long-term asset by using targeting, segmentation and database methodologies; demonstrate an understanding of the economics of direct marketing; identify strategies using direct marketing to achieve creative and media objectives; formulate relevant solutions to direct marketing problems and present, discuss and defend these solutions; contribute to the management of communications programs in fields as diverse as banking, insurance, advertising, packaged goods, automotive, consulting, travel, communications, publishing and retail.
Synopsis This subject covers the history, current environment and potential of direct marketing. An important focus of the subject is customer relationship management using database methodologies, targeting and segmentation. It will provide a framework for thinking about the customer as a long-term asset.
Assessment Written cases (3 x 1500 words): 45%
* Seminar
presentation: 25%
* Examination (2 hours): 30%
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