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 Email:firstname.lastname@example.org
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
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
2.1.Analyse changes in market trends to identify and select direct marketing opportunities
1. Develop direct marketing strategies
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
3. Produce a direct marketing plan
3.1.Document direct marketing objectives and purpose
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.
|1||8th July|| Introduction to DM
• DM in the Marketing mix context
• Types of DM (samples)
• Ethics in direct marketing
• Other students
• Where to get support
• Student responsibilities
• Course requirements
• Course support documents
• Overview of assessment requirements
• Submission requirements
• Resubmission policy
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
|4||29th July|| DM and relationship management
• Importance of customer management in a range of industries
Mechanisms for customer management
Budgeting for Direct Marketing
|5||5th August|| Budgeting for Direct Marketing
|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.
|10||16th Sept|| A detailed look at the DM options and executions
Social networking twitter and Face book
|11||23rd Sept|| A detailed look at the DM options and executions
• Magazines, journals
A detailed look at the DM options and executions
|12||30th Sept|| Research and measurement
Students explore a number of approaches to measuring the effectiveness/success of DM campaigns
• Exploration of a range of research and measurement techniques and processes
|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
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.
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.
• 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 http://rmit.edu.au/browse;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.
Marking guides for all assessments will be discussed during the first week of classes.
Course Overview: Access Course Overview