NEW SOUTH WALES TECHNICAL AND FURTHER EDUCATION COMMISSION 17135T Direct Marketing SYLLABUS 1-Nov-2009

MODULE DETAILS Module Name: Direct Marketing NSW Module No : 17135T Field of Education Code: Marketing RELATIONSHIP TO COMPETENCY STANDARDS: the Business Services Training Package (BSB01) Unit Code: BSBMKG604A Name of unit: Develop and manage direct marketing campaigns Nominal Student Hours: 30 hours

LEARNING OUTCOME DETAILS Learning Outcome 1 Develop an outline of a strategic direct marketing plan. Assessment Criteria: 1.1 Explain the relationship between direct marketing and conventional marketing 1.2 Outline the characteristics and success requirements of direct marketing 1.3 Set relevant and measurable objectives for a direct marketing plan 1.4 Select appropriate strategies to realise the objectives 1.5 Identify implementation tasks for a direct marketing plan 1.6 Set appropriate budgets, controls and measurements for a direct marketing plan

LEARNING OUTCOME DETAILS Learning Outcome 2 Develop an effective direct marketing offer. Assessment Criteria: 2.1 Contrast the 'offer' in direct marketing to the 'offer' in conventional marketing 2.2 Develop effective offer elements 2.3 Communicate the offer elements through effective copy and visual techniques

LEARNING OUTCOME DETAILS Learning Outcome 3 Effectively use selected media for direct marketing. Assessment Criteria: 3.1 Assess the capacity of alternative media to achieve specific direct marketing objectives 3.2 Design direct marketing strategies for selected media 3.3 Measure the effectiveness of direct marketing campaigns conducted through selected media, against established budgets

LEARNING OUTCOME DETAILS Learning Outcome 4 Effectively use lists and databases to achieve direct marketing objectives. Assessment Criteria: 4.1 Contrast the characteristics of lists and databases 4.2 Select lists from appropriate sources for a direct marketing campaign 4.3 Segment lists to effectively and efficiently reach targeted prospects or customers 4.4 Use databases to carry out direct marketing strategies

LEARNING OUTCOME DETAILS Learning Outcome 5 Manage critical production and fulfillment issues in direct marketing. Assessment Criteria: 5.1 Assess critical production issues for print, broadcast and electronic media 5.2 Identify critical issues in direct marketing fulfillment 5.3 Plan and implement production schedules and fulfillment processes for a direct marketing campaign

Module Assessment Grade Code 72 This is a Category D assessment. Student Records requires a Class Mark only. The Class Mark is locally set and locally marked. Results are reported as DISTINCTION, CREDIT, PASS, FAIL. GRADE CLASS MARK (%) DISTINCTION >= 83 CREDIT >= 70 PASS >= 50 All other cases FAIL (>= means a mark of "more than or equal to")

Assessment Events Assignment 1 : In-class Response 20% Assignment 2: Direct Marketing Campaign 40% Assignment 3: Test 40%

Assessment Events' Comments Event 1: In-class Response Event 1 may be done on an individual basis. The learner will be required to be present in class and response in nominated order according to their activeness in putting up their hands. The learner will be assessed in 2 ways: 1. Presence in class (according to roll-calling); 2. Correct answer with loud and clear voice, in proper English with correct pronunciation and intonation. (20 times is the best for 2).

Assessment Events' Comments Event 2: Written report and oral-presentation Event 2 may be done on an individual or group basis. Learners are required to create a direct marketing campaign for a suitable good or service selected from an appropriate range of industries, in international and/or domestic markets. The campaign plan should be presented in a written report, and may also be presented orally. The written report should contain: - A justification as to why the product or service and the market are suitable targets for direct marketing - Detail the offer, the fulfillment process, the budget and evaluation measures. - The report should also contain either mock-ups of the elements of the direct mail package and any other media used, or detailed descriptions. An individual or group student are required to give an oral- presentation on the written report. The student will be assessed in 5 dimensions (with the marks of A, B, C, D, F)

Assessment Events' Comments Event 3: Test This assessment will take the form of a final test utilising short answer and case studies to test the understanding of the learner and their ability to apply direct marketing concepts to a variety of marketing situations. The test is locally set and marked, and is an individual assessment.

CONTENT 1.Contrasting conventional and direct marketing 2.Characteristics of direct marketing including appropriate goods and services, specific offers, effective media choices, measurable responses 3.Strategically planning direct marketing 4.Direct marketing objectives including generating leads, making sales, cross-selling and up-selling, reactivating customers, building customer loyalty

CONTENT 5. Direct marketing tasks including offer development, media selection, campaign production, fulfilment processes 6. Measuring direct marketing activities, response rate, conversion rate, gross sales value, net sales value, cost per sale, cost per response, break down analysis, lifetime value, campaign value, net campaign contribution, return on investment 7. Direct marketing budgets and controls

CONTENT 8. Developing direct marketing offers including comprehensive description of the good or service, pricing and payment terms, time-related (urgency) aspects, extra incentives, risk reduction strategies 9. Communicating a direct marketing offer 10. Using main media for direct marketing including television and radio, magazines and newspapers, direct mail packages and catalogues, telemarketing, Internet and .

CONTENT 11. Using lists and databases in direct marketing including list selection, list segmentation, data mining, selecting customers for specific offers, cross selling and up selling building customer loyalty 12. Direct marketing production including selection of printing processes, selection of paper grades, use of fonts and visual elements, story boards and scripts, editing and post-production, web page design 13. Direct marketing fulfilment processes including receiving responses, processing orders, picking and packing orders, delivery, customer follow-up and problem solving

Direct Marketing Contents ChapterContentPage 1 Mass marketing to one-to-one 3 2 Segmentation through list selection and database management 5 3 The process of integrated marketing communications 10 4 Writing the direct mail package 13 5 Building customer service relationships 16 6 The Offer 19 7 The Internet 22 8 Telemarketing 25 9 Catalogues 27

Direct Marketing Contents ChapterContentPage 10 Direct Marketing Business-to- Business Direct marketing, fundraising and ‘ not for profit ’ organisations Direct Marketing in retail Choosing direct marketing media Production issues Direct marketing distribution Research, testing, tracking and analysis Business ethics and legal systems 43

Strategies for Teaching and Learning This module may be delivered in a class room/seminar based situation, or as a learner self directed module. Whether learners are studying this module in the classroom, ‘ on the job ’, or simply by flexible delivery mode, the recommended text below will provide a valuable resource and learning tool. Self Directed Learning: Some learners may choose to complete this module by a flexible delivery mode, rather than classroom based learning. Class Room Based Delivery (According to Suggested Session / Topic Outline) : The above contents and the following table breaks the module content down into topics. Useful resources specific to each topic are listed next to each topic.

Topic Outline NB: “ Text ” means the recommended text (Power, Balderstone, Gyles) in Direct Marketing Teacher Guide TopicContent 1 Introduction to direct marketing 2 Strategically planning DM 3 Developing the direct marketing offer 4 Using lists and databases 5 DM Fulfilment and production processes