Course Title: Plan direct marketing activities

Part A: Course Overview

Program: C5342

Course Title: Plan direct marketing activities

Portfolio: BUS

Nominal Hours: 50.0

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.

Course Code




Learning Mode

Teaching Period(s)


City Campus


650T Vocational Business Education

Face-to-Face or Internet

Term1 2016

Course Contact: Tim Wallis

Course Contact Phone: +61 3 9925 5423

Course Contact Email:

Course Description

This unit describes the skills and knowledge required to plan direct marketing activities and develop marketing plans matching organisational objectives.

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

Pre-requisite Courses and Assumed Knowledge and Capabilities


National Competency Codes and Titles

National Element Code & Title:

BSBMKG508 Plan direct marketing activities


1. Develop direct marketing strategies

2. Select direct marketing activity

3. Produce direct marketing plan

Learning Outcomes

This course is structured to provide students with the optimum learning experience in order to demonstrate the skills and knowledge required to plan direct marketing activities and develop marketing plans matching organisational objectives.

Overview of Assessment

This course is co-delivered and co-assessed with MKTG5835C Plan Market Research

Assessment Methods

Assessment methods have been designed to measure achievement of the requirements in a flexible manner over a range of assessment tasks, for example:

  • direct questioning combined with review of portfolios of evidence and third party workplace reports of on-the-job performance by the candidate
  • review of final printed documents
  • demonstration of techniques
  • observation of presentations
  • oral or written questioning to assess knowledge of software applications

You are advised that you are likely to be asked to personally demonstrate your assessment work to your teacher to ensure that the relevant competency standards are being met.

Performance Evidence

You must provide evidence of the ability to:

  • develop a direct marketing plan outlining:
    - objectives of direct marketing activity
    - type of direct marketing strategies and activities to be undertaken
    - analysis of previous data and any corrective actions taken
    - budget
  • explain methods to measure effectiveness.

Knowledge Evidence

To complete the unit requirements safely and effectively, you must:

  • explain economic, social, industry, and media directions, trends, practices and techniques
  • outline key provisions of relevant legislation, codes of practice and national standards affecting marketing operations
  • outline organisational policies and procedures.


Feedback will be provided throughout the semester in class and/or online discussions. You are encouraged to ask and answer questions during class time and online sessions so that you can obtain feedback on your understanding of the concepts and issues being discussed. Finally, you can email or arrange an appointment with your teacher to gain more feedback on your progress.

You should take note of all feedback received and use this information to improve your learning outcomes and final performance in the course.