Units
Direct Marketing
Unit code: AMB331
Contact hours: 3 per week
Credit points: 12
Information about fees and unit costs
The discipline of Direct Marketing has grown in importance because of its precise targeting, easy accountability, its foundations role in Integrated Marketing Communication (IMC), and its increasing share of the marketing communication budget. This unit focuses on the principles of direct marketing and the role of the database in locating prospects, tracking customers, and building relationships. It examines the components of direct marketing telemarketing, personal selling, and direct response advertising. As the main communication discipline of direct marketing, the emphasis is on direct response advertising. Students analyse the offer planning, strategy, creative, media, testing, and evaluation of direct marketing campaigns.
Availability
| Semester | Available |
|---|---|
| 2013 Semester 2 | Yes |
Sample subject outline - Semester 2 2012
Note: Subject outlines often change before the semester begins. Below is a sample outline.
Rationale
Direct Marketing is a powerful tool that should be considered as part of an organisation's marketing strategy. In just over a century, it has grown beyond its traditional mail order foundations to embrace new technologies, relationship building techniques, and performance measures. One of the foundational marketing communication disciplines, this unit is a vital addition to the fundamentals of IMC or a contemporary and dynamic substitute unit for the advertising, marketing or PR majors.
Aims
The aim of this unit is to introduce Direct Marketing, its importance to marketing, its foundation and theory base, its component parts, and its contribution to IMC with a primary focus on both analysis and strategic thinking.
Objectives
Course Learning Goals (Undergraduate)
The QUT Business School has established the Assurance of Learning (AOL) Goals to meet contemporary industry needs and standards. Achieving these learning outcomes will assist you to meet the desired graduate outcomes set at QUT - aligned with other internationally renowned business schools. Students will develop the following capabilities relevant to a contemporary global and sustainable business environment:
Have knowledge and skills pertinent to a particular discipline (KS)
1.1 Integrate and apply disciplinary theory and skills to practical situations
1.2 Incorporate the use of technology appropriate to the discipline and context
Be critical thinkers and effective problem solvers (CTA)
2.1 Identify, research and critically analyse information relevant to a business problem or issue, be able to synthesise that information in order to evaluate potential solutions, make recommendations or otherwise effectively address the problem or issue
Be professional communicators in an intercultural context (PC)
3.1 Communicate effectively through written tasks appropriate to varied contexts and audiences
3.2 Communicate effectively through professional oral presentations appropriate to varied contexts and audiences
Be able to work effectively in a Team Environment (TW)
4.1 Demonstrate effective team skills in order to contribute appropriately to the production of a group output
Have a Social and Ethical Understanding (SEU)
5.1 Apply ethical reasoning, standards or codes of practice relevant to the discipline and make decisions that are informed by social and cultural understanding
Unit Objectives:
Upon completion of this unit, you should:
1. Understand the basics of direct marketing practices, including strategy, planning, research, testing, and creative development.
2. Understand core components of database marketing, as a critical factor in facilitating communication, relationship building and accountability.
3. Apply the principles of direct marketing to print, broadcast and Internet media, using critical thinking for strategic direct marketing issues such as, targeting, positioning, and offer planning.
4. Demonstrate scholarly and analytical skills to build and evaluate a direct marketing campaign, including strategic development, message strategy, media selection, and evaluation.
The specific course learning goals and unit objectives that apply to this unit are shown in the assessment section of this unit outline.
Content
The topics covered in this unit are divided into three main areas; 1) foundations of direct marketing, 2) direct marketing planning and 3) applications of direct marketing.
Throughout the semester the following topics will be covered:
- Understanding the basics of direct marketing and how it differs from traditional marketing, changes in direct marketing, and types of direct marketing
- Regulatory environment, ethical, cultural and social perspectives
- One-to-one marketing, and the power of database management
- Research, testing, profitability and accountability
- Elements of direct marketing planning including: offer planning, targeting and positioning, message strategy, and media planning
- Direct response advertising, direct mail, print, broadcast, telemarketing and the Internet as direct marketing media
Approaches to Teaching and Learning
The unit produces a range of strategies to foster critical enquiry and intellectual debate in the increasingly important growth area of Direct Marketing. Case study method focuses on the framing of strategic issues, while the major project encourages conceptual thinking and creativity. This is a fundamental unit for marketing communication students and builds upon their understanding of marketing and advertising, and application of strategic thinking and practical skills developed in the course so far.
Assessment
Students will receive feedback in various forms throughout the semester which may include:
- Informal: worked examples, such as verbal feedback in class, personal consultation
- Formal: in writing, such as checklists (e.g. criteria sheets), written commentary
- Direct: to individual students, either in written form or in consultation
- Indirect: to the whole class
Assessment name:
Case Study
Description:
Assessment Name:Case Study
Description:Description:This exercise entails the critique of a single direct marketing piece. Students are required to assess a DM application and provide a written evaluation of the DM campaign strategy.
Length or Duration:1,500 words
Formative or Summative:Formative and Summative
Relates to objectives:
Relates to learning outcomes:Unit Objectives:1,2 and AoL:1.1, 2.1, 3.1, 5.1
Weight:
30%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Week 7
Assessment name:
Direct Marketing Campaign Plan
Description:
Description:This assessment requires students to develop a plan for a direct marketing campaign from a client brief outlined in class.
Length or Duration:2,000 words
Formative or Summative:Summative
Relates to objectives:
Relates to learning outcomes:Unit Objective:3 & 4 and AoL:1.1, 1.2, 2.1, 3.1, 5.1
Weight:
40%
Internal or external:
Internal
Group or individual:
Group
Due date:
Week 12
Assessment name:
Exam
Description:
Description:The examination consists of multiple choice questions drawn from the lecture materials, text book and suggested readings presented throughout the semester.
Length or Duration:90 minutes
Formative or Summative:Summative
Relates to objectives:
Relates to learning outcomes:Unit Objectives:1, 2 & 3 and AoL:1.1, 2.1, 5.1
Weight:
30%
Internal or external:
Internal
Group or individual:
Individual
Due date:
Central Exam Period
Academic Honesty
QUT is committed to maintaining high academic standards to protect the value of its qualifications. To assist you in assuring the academic integrity of your assessment you are encouraged to make use of the support materials and services available to help you consider and check your assessment items. Important information about the university's approach to academic integrity of assessment is on your unit Blackboard site.
A breach of academic integrity is regarded as Student Misconduct and can lead to the imposition of penalties.
Resource materials
Prescribed Text
Stone, B. and Jacobs, R. (2007). Successful direct marketing methods (8th ed.). Chicago, IL: McGraw-Hill.
Suggested Text
Tapp, A. (2008). Principles of direct and database marketing (4th ed.). Essex, London: Pearson Education/Prentice Hall.
References
All of the textbooks and reference books used in earlier advertising and marketing subjects will be useful reference books for this unit. Additional references are listed below, while others can also be found at the unit's Blackboard
Berry, M.J.A. (2004). Data mining techniques: For marketing, sales and customer relationship management. [electronic resource]. Hoboken: John Wiley & Sons, Inc.
Brady, R., Forrest, E. and Mizerski, R. (1997). Cybermarketing: Your Interactive Marketing Consultant. Chicago: NTC Publishing Group.
Jones, S. (1998). Creative strategy in direct marketing (2nd ed). Chicago: NTC Publishing Group.
McDonald, W. (1998). Direct marketing: An integrated approach. Boston: McGraw-Hill.
Mullin, R. (2002). Direct Marketing: A Step-by-Step Guide to Effective Planning and Targeting. [electronic resource], London: Kogan Page
Nash, E.L. (1995). Direct marketing: strategy, planning execution. New York: McGraw-Hill.
Shaw, R. and Stone, M. (1990). Database marketing strategy and implementation. New York: Wiley.
Spiller, L and Baier, M. (2005). Contemporary Direct Marketing. Upper Saddle River, N.J.: Pearson/Prentice Hall.
Trade Publications
Ad News www.adnews.com.au
Advertising Age www.adage.com
Advertising Education Foundation www.aef.com
Advertising Research Foundation www.arf.com
B & T www.bandt.com.au
Direct Magazine www.directmag.com
Multichannel Merchant Magazine www.multichannelmerchant.com
Academic Journals
Journal of Advertising
Journal of Advertising Education
Journal of Advertising Research
Journal of Database Marketing
Journal of Database Marketing & Customer Strategy Management
Journal of Direct, Data and Digital Marketing Practice
International Journal of Advertising
Journal of Consumer Research
Journal of Interactive Marketing
Journal of Marketing Communications
Journal of Marketing
Journal of Marketing Research
Risk assessment statement
There are no out-of-the-ordinary risks associated with lectures or tutorials in this unit. You should, however, familiarise yourself with evacuation procedures operating in the buildings in which you attend classes and take the time to
view the Emergency video.
Disclaimer - Offer of some units is subject to viability, and information in these Unit Outlines is subject to change prior to commencement of semester.
Last modified: 30-Apr-2012
