Course Title: Plan direct marketing activities

Part B: Course Detail

Teaching Period: Term1 2012

Course Code: MKTG5837C

Course Title: Plan direct marketing activities

School: 650T TAFE Business

Campus: City Campus

Program: C5229 - Diploma of Marketing

Course Contact : Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact

Name and Contact Details of All Other Relevant Staff

Nominal Hours: 50

Regardless of the mode of delivery, represent a guide to the relative teaching time and student effort required to successfully achieve a particular competency/module. This may include not only scheduled classes or workplace visits but also the amount of effort required to undertake, evaluate and complete all assessment requirements, including any non-classroom activities.

Pre-requisites and Co-requisites

None required

Course Description

This unit applies to individuals in a marketing management role who are responsible for planning direct marketing activities, including formulating direct marketing plans. They may work in small, medium or large enterprises across a variety of industries.

People in this role develop the direct marketing plans and would usually supervise a team who would have the task of implementing the plans. 

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBMKG508A Plan direct marketing activities


1. Develop direct marketing strategies

Performance Criteria:

1.1. Develop customer acquisition strategies which include objectives related to numbers of new customers, cost of recruiting, media options and promotional activities within an overall budget
1.2. Develop customer retention strategies that relate to customer needs and wants, customer buying patterns, opportunities for up-selling or cross-selling, and customer renewals and reactivations
1.3. Develop customer loyalty strategies that address relationship marketing objectives and contribute to long-term partnerships


2. Select direct marketing activity

Performance Criteria:

2.1. Analyse changes in market trends to identify and select direct marketing opportunities
2.2. Compare advantages and disadvantages of types of direct marketing activity
2.3. Select most appropriate direct marketing activity
2.4. Match direct marketing activity to business objectives


3. Produce a direct marketing plan

Performance Criteria:

3.1. Document direct marketing objectives and purpose
3.2. Analyse previous response data to determine performance gaps and required corrective actions
3.3. Calculate costs of direct marketing activities
3.4. Select methods to report and measure effectiveness of direct marketing activities
3.5. Assign responsibilities to team members for data capturing and reporting

Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to plan direct marketing activities that match organisational objectives.

Details of Learning Activities

This course is structured to provide students with the optimum learning experience. Students will participate in a combination of group and individual assessment activities. These assessable activities will be provided through a combination of face to face teacher/student deliveries, tutorials and laboratory exercises. Additional assessable activities will also be provided to students to complete outside of timetabled time. The concepts learned will be explored through the investigation of real world and simulated environments.

Students will be assessed in this competency area by several means as outlined below.
The self-paced activities will be delivered thought various technology platforms and include your contribution to wikis and discussion threads, reflective journals, quizzes and interactive sessions.
The collaborative classroom based activities will include group discussion, group problem solving activities and opportunities to practice your skills in a simulated/real workplace environment. We expect you to participate and contribute in all scheduled learning activities.

Teaching Schedule

week topic
Week 1 – 6th FebIntroduction to DM
Week 2 – 13th Feb The Direct Marketing process and Plan
 Week 3 – 20th Feb DM and relationship management
 Week 4 – 27th Feb Planning and Stakeholder Management
Week 5 – 5th March The regulatory environment of marketing
 Week 6 – 12th March Budgeting for Direct Marketing
 Week 7 – 19th March Research and measurement
 Week 8 – 26th March Data – collection, usage and management list generation
 Week 10 – 16th Apr, Creating the offer/creative development
 Week 11 – 23rd April A detailed look at the DM options
• Mail
• Print
• Catalogues
• Magazines, journals
Week 12 – 30th April   A detailed look at the DM options
• Social networking twitter and Face book
 Week 13 – 7th May A detailed look at the DM options
• Electronic -Internet and email,
 Week 14 – 14th May

 • Television, radio,

 Week 15 – 21st May • Semester review and preparation for assessment 3
 Week 16 – 28th May Assessment 3
In class test: Covering campaign measurement and evaluation

Learning Resources

Prescribed Texts


Other Resources

Students will be provided with topic resources throughout the semster.

Overview of Assessment

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.


Assessment Tasks

TASK 1 - Portfolio of evidence (first check in week 6 and second check in week 10)

Students are required to keep a folio of their participation in the learning and exploration activities prepared weekly as well as reflections on their own learning experiences. This includes a weekly reflection/discussion blog. During weeks 6 and 10 a selection of any 3 weeks (as determined by the teacher) activities will be reviewed for assessment as part of the portfolio of evidence requirement.

To be deemed competent in this task students must complete and collect evidence of the body of knowledge that they accumulate throughout the course. Students are also required to demonstrate a capacity to reflect on their learning and interact/communicate with other class members thus contributing to their body of knowledge. Formats and templates required for each activity will be provided to students prior to commencement of each week’s classes.

Submission Requirements: Students are required to keep a portfolio of their weekly activities/key learning’s in either written or e-portfolio format.

Task 2 - Direct Marketing Plan (Due Date: Week 14 COB Wednesday 16th May)

Students will assume the role of marketing consultant, in designated groups of 3 (maximum) they will work on a direct marketing problem that an organisation may face. Groups will need to research information and analysis required and prepare a marketing plan for the organisation/product/service that they have chosen. A suitable marketing planning approach will be discussed with students throughout the course. Much of this work will be undertaken both outside of class time and some during “Practical Sessions”.

To be deemed competent in this task students must prepare a comprehensive Direct Marketing plan that includes:

• Structured report presentation
• Introduction
• Goals and Objectives
• Strategy
• Clear definition and description of the target Market
• Tactics - Customer journey
• Tactics - stakeholder management plan
• Tactics - Project Plan including the identification of legal/regulatory issues as well as any risks
• Tactics - List selection and channel mix
• Tactics - Creating the offer
• Budget Summary
• Methods for measuring effectiveness

Submission Requirements: Students are required to provide a written document by the due date.

TASK 3 Case Study Review (Due Date: Tutorial time during week 16)

This is a holistic exploration of all the content and learning for the semester. This assessment will take the form of a case study which students will need to read, and using all the knowledge they have gained during the course will need to answer a series of questions.

To be deemed competent in this task students must demonstrate a clear understanding of:

• budgeting and measurement processes that form part of direct marketing planning and implementation
• what constitutes solid direct marketing objectives and strategy
• how to structure a test marketing scenario as part of the direct marketing planning process
• selecting channels that match the habits/preferences and behaviour of the target market
• how to assess the effectiveness of a direct marketing campaign
• recommendations for improvement/further action

Students will be provided with detailed marking guides for each assessment task at the commencement of the course.
Submission Requirements: Students are required to provide a written document.

Assessment Matrix

Course Overview: Access Course Overview