Course Title: Plan direct marketing activities

Part B: Course Detail

Teaching Period: Term2 2013

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

Elaine Holstein

9925 5155

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


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


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
1.2Develop 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


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

A blend of case study, face to face and online delivery provides intersting and challenging learning opporunities for this course.

Teaching Schedule

Week                  Date                            Topic
1 8th July Introduction to DM
• Definition
• DM in the Marketing mix context
• Types of DM (samples)
• Ethics in direct marketing
Familiarisation with:
• Program
• Services/facilities
• Other students
• Teacher(s)
• Where to get support
• Student responsibilities
• Course requirements
• Course support documents
• Pre-reading
• Blackboard
• Overview of assessment requirements
• Grading
• Plagiarism
• Appeals
• Extensions
• Feedback
• Privacy
• Submission requirements
• Resubmission policy
2 July 15 
The Direct Marketing process and Plan
• Overview of the processes, steps and issues for consideration when planning a DM campaign.
• Identifying the DM need
• Contact rules and regulations internal and external
• Exploration of the DM marketing plan document


3 22nd July Planning and Testing
The regulatory environment of marketing
• Detailed description of the DM planning structure and steps as well as an overview of the regulations that effect their marketing practise. Students also examine the use of Use of control and universal holdout groups
• Seed lists

• In class regulations activity
• acquisition/ retention new and existing customers.
• Preparing appropriate objectives for a DM campaign
• Customer loyalty

4 29th July DM and relationship management
• Importance of customer management in a range of industries
Mechanisms for customer management

Budgeting for Direct Marketing
• Students explore a number of approaches to preparing and monitoring DM budgets
1. Top down
2. Bottom up
3. % of sales
4. ROI
5. Response Rates
6. Strike rates
7. Acquisition rates
8. Conversion rates


5 5th August Budgeting for Direct Marketing

• Students explore a number of approaches to preparing and monitoring DM budgets
• Working with DM spreadsheets

6 12th August In class assessment 1
7 19th August Profiling the customer
• Customer segmentation
• What information do we need in getting to know our customers
• Where might we find it – internal/external sources
• Differentiating between business and consumer
8 26th August Data – collection, usage and management list generation
• Using customer data to drive a DM campaign and inform list selection
• List management
• List generation and management for small, medium and large industries, B2B and consumer
   Mid semester Break Monday 2nd – Friday 6th September
9 9th Sept Creating the offer/creative development

• Integrating information to develop the right offer at the right time with the right message through the right medium.
Integration with other communication channels as part of a holistic communications campaign – “through the line”.

10 16th Sept A detailed look at the DM options and executions

Social networking twitter and Face book
• Electronic -Internet and email,

11 23rd Sept A detailed look at the DM options and executions
• Mail
• Print
• Catalogues
• Magazines, journals

A detailed look at the DM options and executions
• Television, radio,
• Mobile and telemarketing

12 30th Sept Research and measurement

Students explore a number of approaches to measuring the effectiveness/success of DM campaigns
Research and testing the offer:

• Exploration of a range of research and measurement techniques and processes
• Implementation Checklists
• Performance tracking problems and management
• Response and Fulfilment management
Examination of reporting styles/formats
Briefing your agencies
Information and formats


13 7th oct In class workshops assessment 2 completion
14 14th Oct • Semester review and preparation for assessment 3
15 21st Oct Assessment 3
In class test: Covering campaign measurement and evaluation
16 28th Oct Group interviews and assessment feedback

This may be subject to change

Learning Resources

Prescribed Texts


Other Resources

These will be provided throughout the semester.

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

Assessment Tasks

Students are required to complete 3 tasks. All tasks must successfully be completed to be deemed competent in this unit.

TASK 1 - Case study Budgeting for Direct marketing In class week 6 (individual assessment)

This case study will be conducted during class time. Students are required to complete the direct marketing budget spread sheet with the data relevant to the case study presented. They are then required to interpret and analyse the data and answer the questions presented.

Submission Requirements: Students will complete the test during class time and submit on Blackboard at that time.

Task 2 - Direct Marketing Plan Due Date: COB Wednesday week 13 (Group assessment)

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 with sample visuals
• Introduction including methodology
• Strategy overview and statement, Goals and Objectives
• Identification of the legislation and regulation relevant to the direct marketing campaign
• Clear definition and description of the target Market
• Tactics - Customer journey
• Tactics - stakeholder management plan
• Tactics - Project Plan including the identification of any risks
• Tactics - List selection and channel mix including a rationale for the approach taken here
• Tactics - Creating the offer
• Briefing the agencies – the inclusion of completed creative briefs as per templates provided during class time.
• Budget Summary
• Methods for measuring effectiveness

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

TASK 3 Case Study Review Due Date: Tutorial time during week 15 – (Individual)

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.

You should:

• Ensure that you submit assessments on or before the due date. If your performance in the assessment is affected by unexpected circumstances, you should consider applying for Special Consideration. Information on the process and application forms is available at;ID=ls0ydfokry9rz website.
• Always retain a copy of your assessment tasks. (hard copy and soft copy)
• When you submit work for assessment at RMIT University you need to use a cover sheet that includes a declaration and statement of authorship. You must complete, sign and submit a cover sheet with all work you submit for assessment, whether individual or group work. On the cover sheet you declare that the work you are presenting for assessment is your own work. An assignment cover sheet for submission of work for assessment is available from the Student forms website.
• Each page of your assessment should include footer with your name, student number, the title of the assessment, unit code and title and page numbers. For example, Julie Macpherson, 324567, Task 2, OHS2345C Ensure safe workplace, Page 1 of 10.

Assessment Matrix

Marking guides for all assessments will be discussed during the first week of classes.

Course Overview: Access Course Overview