Course Title: Direct Marketing

Part A: Course Overview

Course Title: Direct Marketing

Credit Points: 12

Course Code




Learning Mode

Teaching Period(s)


City Campus


625H Economics, Finance & Marketing


Sem 2 2006


Singapore Inst of Management


625H Economics, Finance & Marketing


Offsh 1 09,
Offsh 1 10,
Offsh 1 11,
Offsh1 12

Course Coordinator: Associate Professor Kate Westberg

Course Coordinator Phone: +61 3 9925 5512

Course Coordinator

Pre-requisite Courses and Assumed Knowledge and Capabilities

Marketing Principles
Marketing Communications

Course Description

This course is designed to provide students with knowledge of direct marketing practices, strategies and methods that will allow them to make informed direct marketing decisions and evaluate their effectiveness. This course assumes that students are familiar with the theories and frameworks covered in Marketing Communications, as well as a solid understanding of Marketing Principles.

Objectives/Learning Outcomes/Capability Development


This course contributes to the following capabilities embedded in the overall program:
Identify and provide solutions for marketing issues and problems
Source and use information effectively
Collaborate with others
Communicate effectively
Work to the ethical standards of the profession

At the conclusion of this course you should be able to:
To appreciate the difference between direct marketing and more traditional marketing methods, and the potential role for direct marketing within an organisation’s overall marketing strategy.
To acquire skills which will enable students to effectively brief an agency, develop a direct marketing strategy and manage a direct marketing campaign.
To critically analyse and evaluate the elements of a direct marketing campaign including target audience identification, objective setting, creative strategy and media.
To evaluate and discuss the implications of technology on an organisation’s direct marketing strategy.
To apply direct marketing concepts, frameworks and theories to develop creative and innovative solutions to marketing problems.
To apply relevant direct marketing decisions and practices to a product or service, with special attention to direct marketing logistics and measurement.
To appreciate the ethical issues associated with this industry.

Overview of Learning Activities

The lecture will discuss selected concepts and their application.  Students will also have the opportunity to discuss and apply direct marketing concepts using examples, case studies and class activities. It is expected that assigned reading will be completed prior to each class and students will be prepared to discuss the various topic areas, cases or articles assigned.

Overview of Learning Resources

Learning resources will be primarily the prescribed text but students are encouraged to use all available references and sources of information.

Overview of Assessment

Students will undertake various forms of assessment which may include inclass exercises and a major assignment related to developing a direct marketing campaign as well as a end of semester test or exam.