Direct marketing: creative and media
Offered subject to university approval
6 points
* One 6-day week module plus two x 1.5 days
*
Second semester
* Peninsula (week module) and Caulfield (2x1.5 days)
*
Prerequisite: MKT9701
Objectives On completion of this subject students should be able to demonstrate extensive knowledge of media, including the World Wide Web and the Internet; provide leadership in the exploration and integration of new technologies in direct marketing programs; understand and evaluate consumer behaviour and relationships with different forms of media and respective creative; provide strategic direction for both creative and media planning and be able to evaluate programs; assess relative financial implications of media and creative choices in accomplishing business objectives and utilise appropriate quantitative and qualitative measures of media and creative effectiveness.
Synopsis Creative and media strategy development and execution. Also, understanding consumer behaviour and their interactions with specific media. Students will learn how best to manage and develop media used in direct marketing; including lists, Internet, World Wide Web and other interactive media. Students will study and apply models to determine the effectiveness and financial impact of creative and media on achieving objectives.
Assessment Written assignments (2 x 2000 words): 40%
* Project (3000
words): 30%
* Examination (2 hours): 30%
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