Faculty of Business and Economics

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Monash University Handbook 2010 Postgraduate - Unit

6 points, SCA Band 3, 0.125 EFTSL

FacultyFaculty of Business and Economics
OfferedCaulfield Second semester 2010 (On-campus split block of classes)
Coordinator(s)Dr David Stewart (Program Director)


Creative and media strategy development and execution. Understanding consumer behaviour and their interactions with specific media. 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.


The learning goals associated with this unit are to:

  • describe in detail from a practitioner's point of view the creativity and channel variables that are required to make direct marketing successful
  • analyse the nuances in creative design for different audiences that make the difference between success and failure
  • evaluate the pros and cons of available direct marketing channels.


Within semester assessment: 70%
Examination (2 hours): 30%

Chief examiner(s)

David Stewart

Contact hours

3 hours class contact or equivalent per week