MKF5970 Direct marketing. Unit Guide. Semester 1, 2015

Transcription

1 MKF5970 Direct marketing Unit Guide Semester 1, 2015 Copyright Monash University All rights reserved. Except as provided in the Copyright Act 1968, this work may not be reproduced in any form without the written permission of the host Faculty and School/Department. The information contained in this unit guide is correct at time of publication. The University has the right to change any of the elements contained in this document at any time. Last updated: 09 Feb 2015

2 Table of Contents MKF5970 Direct marketing - Semester 1, Mode of Delivery...1 Workload requirements...1 Additional workload requirements...1 Unit Relationships...1 Prohibitions...1 Chief Examiner(s)...1 Campus Lecturer(s)...1 Caulfield...2 Your feedback to Us...2 Previous Student Evaluations of this Unit...2 Academic Overview...3 Learning Outcomes...3 Unit Schedule...4 Teaching Approach...4 Assessment Summary...5 Hurdle Requirements...5 Second marking...5 Return of final marks...5 Assessment criteria...6 Assessment Requirements...7 Assessment Tasks...7 Assessment task Assessment task Examination(s)...8 Examination Learning resources...8 Feedback to you...8 Extensions and penalties...9 Assignment submission...9 Online submission...9 Prescribed text(s) and readings...9 Recommended Resources...9 Recommended text(s) and readings...9 Other Information...10 Policies...10 Graduate Attributes Policy...10 Student Charter...10 Student services...10 Monash University Library...10 Moodle Disability Liaison Unit...11

3 MKF5970 Direct marketing - Semester 1, 2015 This unit covers the history, current practice and potential of direct marketing. The primary aim of this unit is to explore direct marketing in all its guises and to demonstrate the integration of direct marketing in the total marketing communications mix. There is a strong focus on the customer, interactivity, the database, targeting, segmentation, media channels and creativity (and how to evaluate creativity). Essential for students who want to have a comprehensive grasp of marketing communications. Mode of Delivery Caulfield (On-campus split block of classes) Workload requirements Minimum total expected workload to achieve the learning outcomes for this unit is 144 hours per semester typically comprising a mixture of scheduled learning activities and independent study. Independent study may include associated readings, assessment and preparation for scheduled activities. The unit requires on average three/four hours of scheduled activities per week. Scheduled activities may include a combination of teacher directed learning, peer directed learning and online engagement. See also Unit timetable information Additional workload requirements The unit is offered in split block mode with contact hours beginning from 9am sharp on Saturday 28 February (see all dates below). The 9am start means that students are expected to be in the classroom and ready to start the class at 9am. The total time commitment required for this unit is 156 hours. In addition to the five days of class contact where attendance and active participation is essential, students are expected to devote additional hours to studying for this unit. This commitment includes time spent in preparing for and completing assessment tasks, together with time spent in general study, revision, and exam preparation. Unit Relationships Prohibitions MKX9701 Chief Examiner(s) Dr Margaret Matanda Campus Lecturer(s) 1

4 MKF5970 Direct marketing - Semester 1, 2015 Caulfield Mr Frank Chamberlin Campus: Caulfield Frank.Chamberlin@monash.edu Contact hours: Phone: (03) (anytime) or frank@actionwords.com.au NB: Unit begins at 9am on Saturday 28 February. PLEASE NOTE: Starting time on 28/2 is 9am - you are expected to be there on time You are advised not to enrol for this subject unless you can attend all five contact days Your feedback to Us Monash is committed to excellence in education and regularly seeks feedback from students, employers and staff. One of the key formal ways students have to provide feedback is through the Student Evaluation of Teaching and Units (SETU) survey. The University s student evaluation policy requires that every unit is evaluated each year. Students are strongly encouraged to complete the surveys. The feedback is anonymous and provides the Faculty with evidence of aspects that students are satisfied and areas for improvement. For more information on Monash s educational strategy, see: and on student evaluations, see: Previous Student Evaluations of this Unit If you wish to view how previous students rated this unit, please go to 2

5 Academic Overview Learning Outcomes The learning goals associated with this unit are to: 1. describe the integration of direct marketing in the total communication mix in both consumer and business to business environments 2. analyse lifetime value using targeting, segmentation and database methodologies 3. apply the economics of direct marketing 4. evaluate channel variables and the impact of creative. 3

6 Unit Schedule Week Activities Assessment 0 Students are advised to have thoroughly studied the pre course readings before the first day of lectures. Not only will the exam on 13 March be based on the readings, but the lectures over the five contact days will presume that students know the pre course material supplied. Day 1 - The pillars of direct marketing, Targeting, Direct Marketing planning 1 No formal assessment or activities are undertaken in week 0 2 Day 2 - Measurement, Offers Exam (in classroom) 3 Day 3 - Testing, Direct marketing channels Assignment: Analysis and assessment of a direct marketing promotion Day 4 - Fulfillment 9 10 Day 5 - Briefing, Creativity, Evaluating creative work Exam (in classroom) SWOT VAC Examination period No formal assessment is undertaken SWOT VAC LINK to Assessment Policy: academic/education/assessment/ assessment-in-coursework-policy.html Teaching Approach This unit will be taught at Caulfield Campus in Split Block mode over five full days in Semester 1, The five days of contact hours are: Saturday 28 February (from 9am sharp), Friday 13 March, Friday 20 March, Friday 24 April, Saturday 9 May. To complete this Unit, students are required to attend full time on all five days. Classes begin at 9am on Saturday 28 February. The first activity will be a once-only explanation of the assessment. 4

7 Unit Schedule The tuition program will include lectures, discussion forums and case studies. Students are advised to study the course reading prior to the commencement of the contact hours. Part 1 of the exam (worth 20% of the marks) will be held on 13 March to test student knowledge of the course reading. If an enrolled student does not receive the readings, he or she should contact the Marketing Department or the Unit Coordinator, Frank Chamberlin. Assessment Summary Within semester assessment: 40% Examination: 60% Assessment Task Value Due Date Assignment: Analysis and assessment of a direct marketing promotion 30% 20 March 2015 Class participation 10% Examination 1 20% To be advised Examination 2 40% To be advised Hurdle Requirements There is a hurdle requirement for this unit. Students must achieve at least fifty per cent in total to pass the unit, including a combined mark of at least fifty per cent in the two examinations. Where a student's total mark is more than 48, but the student has failed a hurdle requirement, the mark returned will be Second marking Where an assessment task is given a fail grade by an examiner, that piece of work will be marked again by a second examiner who will independently evaluate the work, and consult with the first marker. No student will be awarded a fail grade for an assessment task or unit without a second examiner confirming the result. Note: Exceptions to this are individual pieces of assessment contributing 10% or less of the final mark, unless the total of such pieces exceeds 30% of the final mark. Return of final marks Faculty policy states that 'the final mark that a student receives for a unit will be determined by the Board of Examiners on the recommendation of the Chief Examiner taking into account all aspects of assessment'. 5

8 Unit Schedule The final mark for this unit will be released by the Board of Examiners on the date nominated in the Faculty Calendar. Student results will be accessible through the my.monash portal. Assessment criteria Assessment Criteria Grading Descriptors available at: 6

9 Assessment Requirements Assessment Tasks Assessment task 1 Title: Assignment: Analysis and assessment of a direct marketing promotion Due date: 20 March 2015 Details of task: Detailed guidelines for successful completion of the individual assignment will be provided in the classroom at 9am on Saturday 28 February Weighting/Value: 30% Estimated return date: Assignments appropriately presented will be returned in class on 24 April Submission details: All written assignments are accepted in hard copy format only and should be handed-up in class on the due date. Electronic lodgement is not accepted. Students are expected to retain a copy of any work they hand up. The due dates for all tasks appear in the Assessment Summary above and will be confirmed in class on Saturday 28 February Penalties for late lodgement: A penalty of 30% of the mark allocated to assessment tasks will be deducted for each day or part thereof that an assessment is late. Because of the mode of presentation of this unit (split block mode) it is expected that there will be no late work. Assessment coversheet: Work submitted for assessment must be accompanied by a completed copy of the Faculty Cover Sheet signed by the student. Assessment task 2 Title: Class participation Due date: Details of task: Marks available The 10 marks for class participation are awarded on the basis of positive student involvement and contribution in class activities. Participation embraces much more than simple attendance. Marks for class participation are given for active listening, perceptive questions and thoughtful comments. Marks can be lost through unhelpful comments, disruption, or a lack of contribution. Where students are absent, all participation marks are lost. Weighting/Value: 10% Estimated return date: Marks for class participation are consolidated within the overall mark for this unit. 7

10 Assessment Requirements Examination(s) Examination 1 Weighting: 20% Length: 1 hour Type (open/closed book): Closed book Electronic devices allowed in the exam: None Remarks: Exam - Part 1 is held in the classroom on 13 March 2015 and covers the course reading. Exam require students to produce essay or short answer type answers. Previous exam papers are not available. Examination 2 Weighting: 40% Length: 2 hours Type (open/closed book): Closed book Electronic devices allowed in the exam: None Remarks: Exam - Part 2 is held in the classroom on 9 May 2015, extends over all content covered during the contact hours and in the course reading. Exam require students to produce essay or short answer type answers. Previous exam papers are not available. Learning resources Monash Library Unit Reading List (if applicable to the unit) Feedback to you Types of feedback you can expect to receive in this unit are: Other: Students will receive feedback on work directly from the Unit Coordinator in either or both verbal and written form. In addition, students are welcome to contact the Unit Coordinator for feedback or discussion outside of the contact hours at any time. There will be continual opportunity during the contact hours for students to check their thinking on the issues being presented. 8

11 Assessment Requirements Extensions and penalties All applications for an extension of the time allocated to an assessment task must be made in writing to the Unit Coordinator. Approval, if granted, will be in writing and will be recorded on the Faculty Assignment Cover sheet accompanying the assessment task by the responsible Lecturer/tutor. Assignment submission Online submission If Electronic Submission has been approved for your unit, please submit your work via the learning system for this unit, which you can access via links in the my.monash portal. Prescribed text(s) and readings There is no prescribed text. Readings will be supplied. Recommended Resources Auld, M., (2003), Direct Marketing Made Easy, Professional Marketing Publications McDonald, W., (1998), Direct Marketing: An Integrated Approach, McGraw-Hill. (Available from the bookshop). Stone, B., (latest edition), Successful Direct Marketing Methods, NTC Godin, S, (1999), Permission marketing: turning strangers into friends, and friends into customers, Simon & Schuster Recommended text(s) and readings A list of recommended web sites will be supplied during the contact hours. 9

12 Other Information Policies Monash has educational policies, procedures and guidelines, which are designed to ensure that staff and students are aware of the University s academic standards, and to provide advice on how they might uphold them. You can find Monash s Education Policies at: Key educational policies include: Student Academic Integrity Policy and Student Academic Integrity: Managing Plagiarism and Collusion Procedures ; Assessment in Coursework Programs; Special Consideration; Grading Scale; Discipline: Student Policy; Academic Calendar and Semesters; Orientation and Transition; and Academic and Administrative Complaints and Grievances Policy. Graduate Attributes Policy education/management/monash-graduate-attributes-policy.html Student Charter Student services The University provides many different kinds of support services for you. Contact your tutor if you need advice and see the range of services available at Monash University Library The Monash University Library provides a range of services, resources and programs that enable you to save time and be more effective in your learning and research. Go to or the library tab in my.monash portal for more information. Moodle 2 All unit and lecture materials, plus other information of importance to students, are available through the virtual learning environment Moodle site. You can access Moodle via the my.monash portal. Where to go for help If you're stuck, confused or simply not sure how to approach Moodle, there are a number of Moodle resources that you can tap into. 10

13 Other Information Disability Liaison Unit Students who have a disability or medical condition are welcome to contact the Disability Liaison Unit to discuss academic support services. Disability Liaison Officers (DLOs) visit all Victorian campuses on a regular basis. Website: Telephone: to book an appointment with a DLO; dlu@monash.edu Drop In: Equity and Diversity Centre, Level 1, Building 55, Clayton Campus. 11