units

MKF5970

Faculty of Business and Economics

Postgraduate - Unit

This unit entry is for students who completed this unit in 2014 only. For students planning to study the unit, please refer to the unit indexes in the the current edition of the Handbook. If you have any queries contact the managing faculty for your course or area of study.

print version

6 points, SCA Band 3, 0.125 EFTSL

Refer to the specific census and withdrawal dates for the semester(s) in which this unit is offered, or view unit timetables.

LevelPostgraduate
FacultyFaculty of Business and Economics
Organisational UnitDepartment of Marketing
OfferedCaulfield First semester 2014 (On-campus split block of classes)
Coordinator(s)Mr Frank Chamberlin

Synopsis

This unit covers the history, current practice and potential of direct marketing. The primary aim of this unit is to explore direct marketing in all its guises and to demonstrate the integration of direct marketing in the total marketing communications mix. There is a strong focus on the customer, interactivity, the database, targeting, segmentation, media channels and creativity (and how to evaluate creativity). Essential for students who want to have a comprehensive grasp of marketing communications.

Outcomes

The learning goals associated with this unit are to:

  1. describe the integration of direct marketing in the total communication mix in both consumer and business to business environments
  2. analyse lifetime value using targeting, segmentation and database methodologies
  3. apply the economics of direct marketing
  4. evaluate channel variables and the impact of creative.

Assessment

Within semester assessment: 40%
Examination: 60%

Chief examiner(s)

Workload requirements

Minimum total expected workload equals 144 hours per semester

Prohibitions

MKX9701