School of Management, Unit Catalogue 2006/07

MN50188 Direct and digital marketing

Credits: 6

Level: Masters

Semester: 1

Assessment: CW 30%, EX 70%

Requisites:

Aims: The aim of this unit is to enable students to understand how consumers interact with messages which companies send out through the ever increasing range of media. Students will consider the important shift which has taken place over the past 15 years or so from mass communications to direct and interactive communications. The unit aims to achieve a balance between the theoretical and the practical.
Learning Outcomes:
Students will work on a marketing communications brief distributed in class. They will learn how to research and create a direct, data and digital marketing strategy in answer to this brief. They will learn how to devise new ideas and competitive plans. They will also learn how to present the key points of their strategy.
Skills:
Understanding a client brief (T,F,A); critically analysing a marketing communications issue (T,F,A); independently researching the issue (F); formulating and writing an original strategy (T,F,A); show resourcefulness in crystallising and presenting key points (A).
Content:

* The shift from mass communications to direct and interactive marketing
* Managing an integrated communications campaign.
* Analysing and researching a client brief
* Getting noticed: positioning, perception and events
* The Database. Using technology to identify your valuable customers.
* Relationships. Interactive Marketing and E-Techniques.

University | Catalogues for 2006/07