Graduate Diploma in Direct Marketing GradDipDM
Course code: To be advised
Course director: Ms Irene Powell
Subject to final university approval.
This course has been especially designed with industry support to
provide middle and senior managers from a diversity of industries from banking
to publishing, with an appropriate conceptual and practical education in direct
marketing. An understanding of the theoretical underpinnings will develop
managers' expertise in the practical applications of direct marketing.
The course taught in block mode to facilitate participation from a wide range
of participants.
On completion of the course students should:
- exhibit a theoretical understanding of marketing and how direct marketing
fits in with that theory;
- be familiar with current practices in direct marketing and be aware of
future directions and developments;
- understand privacy and government relations management through education
in ethics, policy, legislation;
- know how to influence corporate policy and facilitate the integration of
direct marketing into database development and management;
- develop customer relationship management skills using database
methodologies and models, targeting and segmentation concepts, and analysis
using specialist marketing knowledge relevant to the direct marketing industry;
- improve critical thinking and problem solving in direct marketing;
- develop an ability to effectively analyse and reach customers with direct
marketing;
- recognise how to use direct marketing concepts to create competitive
advantage for the firm by thinking about the customer as a long-term asset.
Applicants require a pass degree or an equivalent qualification from a
recognised tertiary institution with a minimum of two years relevant employment
experience or an executive certificate offered by this faculty with an average
grade of credit or above.
This is a fee-paying course. Candidates should consult the Syme
Department of Marketing as to the 1997 course fee. Course fees are set and
reviewed annually and are therefore subject to change.
The Graduate Diploma in Direct Marketing is normally completed in two
semesters of full-time study or four semesters of part-time study.
This course is offered as four on-campus modules, three at the Peninsula
campus and one at the Caulfield campus.
Candidates may be eligible for a maximum of four credit exemptions for
subjects considered to be the equivalent of particular subjects in the course
of study. Please refer to the course director for further details.
Module 1
- MKT9701 Direct marketing
- FIN9890 Ethics, privacy and legislation in direct marketing
Module
2
- MKT9261 Marketing communication strategy
- MKT9702 Database strategy and development
Module 3
- MKT9703 Direct marketing: creative and media
- MKT9704 Direct marketing statistics and mathematics*
Module 4
- MKT9660 Relationship marketing and service quality management
plus
one of the following:
- MKT5630 Services marketing
- MKT5381 Business marketing
- MKT9820 Issues in retail technology
* Students who have
not passed a statistics subject within the last ten years must take a
university offered non credit subject prior to this. Exceptions are permitted
if the individual can show that she/he is actively using statistics in
practice. Furthermore all candidates may be required to sit for a preliminary
statistics test to determine their current level of statistical knowledge.
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