MKX3781

Direct marketing

Ms Irene Powell

6 points
* One 2-hour lecture and one 1-hour tutorial per week
* First semester, Berwick
* Second semester, Caulfield (evening only)
* Prerequisite (Berwick): MKB1401
* Prerequisites (Caulfield): MKX1120 and MKX2111

Objectives On completion of this subject students should be able to analyse the nature and scope of direct marketing; apply a conceptual framework for the planning, integrating and control of direct marketing; illustrate through example the social and legal constraints on direct marketing; evaluate and contribute to the development of a direct marketing campaign from the conceptual to the implementation and evaluation stage; formulate, present and discuss relevant ideas on direct marketing issues.
Synopsis The way in which organisations are using direct marketing today and developments for the future. The strategic and tactical uses of direct mail, direct response advertising, catalogue and telemarketing techniques to achieve measurable integrated communication objectives. Issues of importance to the industry including controls, privacy and the interface within the marketing environment.

Assessment (Berwick) Written Individual (3000 words): 20%
* Written (Group 4000 words): 20%
* Participation: 10%
* Examination (2 hours): 50%
Assessment (Caulfield) Written Individual (2500 words): 25%
* Group (1500 words): 15%
* Participation: 10%
* Examination (2 hours): 50%

Prescribed texts

Robert M L and Berger P D Direct marketing management Prentice-Hall, 1989
Jenkins V An introduction to direct marketing Longman, 1995