Course Title: Plan direct marketing activities

Part B: Course Detail

Teaching Period: Term2 2015

Course Code: MKTG5837C

Course Title: Plan direct marketing activities

School: 650T Vocational Business Education

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


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

A range of workshops, in class activities and case studies are included in the learning activities for this course.

Teaching Schedule

Week Number Date Topic
1  6th July  Introduction to DM
• Definition
• DM in the Marketing mix context
• Types of DM (samples)
• Ethics in direct marketing
Familiarisation with:
• Program
• Services/facilities
2  13th July  
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  20th 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  27th 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 3rd August
 Budgeting for Direct Marketing

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

6  10th August  In class assessment 1
7 17th 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  24th 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    Mid semester August 31st - Sept 4th
9 7th September  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  14th September  A detailed look at the DM options and executions

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

11  21st September  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 28th September  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  5th October  In class workshops assessment 2 completion
14 12th October  • Semester review and preparation for assessment 3
15 19th October  Assessment 3
In class test: Covering campaign measurement and evaluation
16  26th October  Client Presentations and resubmits

This schedule may vary slightly through the semester.

Learning Resources

Prescribed Texts


Other Resources

Relevant resources will be provided for students 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

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)

Purpose: This case study will be conducted during class time. It is designed to assess students ability to understand and interpret key financials and metrics of direct marketing within a practical case study context.

Scope: 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.

Requirements: Students will complete the test during class time and submit on spread sheet into Blackboard as well as hand in written answer sheet at that time.

Task 2 - Direct Marketing Plan (Group assessment)
Due Date: Part 1 – 23:59 pm Sunday week 8
Part 2 – 23:59 pm Thursday Week 13

Purpose: This assessment is designed to assess students’ ability to conceive and develop a comprehensive direct marketing plan and tactics.

Scope: 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:
Part 1

• 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

Part 2
• Part 1 plus….
• Structured report presentation with sample visuals
• 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

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)

Purpose: This is a holistic exploration of all the content and learning for the semester and is designed to determine students ability to assess the success and effectiveness of a direct marketing campaign.

Scope: This assessment will take the form of an in class 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.

Requirements: 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 are required to provide a written document in class after case study completion.

Assessment Matrix

Marking Guide (competency):
Vocational Education and Training (VET) is based on current industry needs and the focus on preparing you for the workplace. Because VET courses are informed by practical application of knowledge and skills, they are based on a system known as ‘competency based training’ (CBT). So when you are assessed in VET it is about whether you are competent to do the job, as well as having a firm grasp on the knowledge and skills required to do that job, as opposed to traditional curriculum based education settings that are often based on knowledge retention.

You need to demonstrate you are competent in each element of the unit of competency you are studying.
You will receive feedback on each assessment task that will inform you whether you are competent or not and how well you are performing. Once competent in all elements of the unit you receive a competency grading.

Marking Guide (Grading)
After achieving competency we then grade your performance in the unit; this gives you the opportunity to have the level of your performance formally recognized against industry standards and employability skills.

You will be provided with an assessment matrix in the assessments area of the unit blackboard shell. Generally, your grading will be assessed against how well you:
• Perform the activities as required by the learning elements of this unit of competency.
• Demonstrate the required knowledge for this unit of competency.
• Execute the required skills for this unit of competency.
• Demonstrate your employability skills through contribution to learning activities related to this assessment, timeliness, use of technology and teamwork.

Final Grades table:
DNS - Did not submit for assessment
NYC - Not yet competent
CAG - Competency achieved – graded
CC - Competent with credit
CDI - Competent with distinction
CHD - Competent with high distinction

Other Information

Submission requirements:
You are required to meet the following criteria for all assessments. Failure to do so may result in you being deemed not-yet-competent:

• Submit all assessment tasks online through blackboard, and include the RMIT e-submission declaration (see below).
• Ensure that you submit assessments on or before the due date.
• Retain a copy of your assessment tasks.

Electronic Submission
When submitting work online, you need to include the cover sheet supplied by your teacher. This includes the following declaration:

RMIT Electronic Submission of work for assessment
I declare that in submitting all work for this assessment I have read, understood and agree to the content and expectations of the assessment declaration.


If you are found to be Not Yet Competent (NYC) in an Assessment Task you will be allowed one resubmission to demonstrate competence. Your teacher will provide feedback regarding what you need to do to improve and will set a new deadline for the resubmission. The highest grade you will receive if your resubmission is successful is “CAG”.

Late Submissions
Students are required to submit assessment items and/or ensure performance based assessment is completed by the due dates. If a student is to be prevented from submitting an assessment item on time, by circumstances outside their control, they may apply in advance to the teacher for an extension to the due date of up to seven calendar days. To be eligible for an extension, you must lodge the extension form availabile at the following link with your teacher:

Where an extension of greater than seven days is needed, the student must apply for special consideration. Applications for special consideration must be submitted no later than two working days after the assessment task deadline or scheduled examination. More information on special consideration and how to apply can be found here:


Final Date for All Assessments
No assessment tasks or resubmissions will be accepted after 5pm Friday, week 16.

Adjustments to Assessment
In certain circumstances students may be eligible for an assessment adjustment. Information on circumstances under which the assessment arrangements might be granted can be found at the following website:


Course Overview: Access Course Overview