General Information
In today’s hyper-competitive market environment, it is essential for marketing professionals to be skilled at employing cost-effective marketing approaches to connect with new and existing customers. Direct and digital marketing approaches provide proven methods for acquiring, keeping and developing customers and, as a result, meet the needs of both customers and the organisation serving them. This subject is designed to provide students with an understanding of these approaches as well as practice in using relevant tools and techniques in realistic situations.
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Details
Academic unit: Bond Business School Subject code: MKTG13-319 Subject title: Digital and Direct Marketing Subject level: Undergraduate Semester/Year: September 2019 Credit points: 10.000 -
Delivery & attendance
Timetable: https://bond.edu.au/timetable Delivery mode: Standard Workload items: - Seminar: x12 (Total hours: 24) - Seminar 1
- Seminar: x12 (Total hours: 24) - Seminar 2
- Personal Study Hours: x12 (Total hours: 72) - Study time and reviewing materials
Attendance and learning activities: Attendance at all class sessions is expected. Students are expected to notify the instructor of any absences with as much advance notice as possible. -
Resources
Prescribed resources: Books
- Tapp, Whitten and Housden (2014). Principles of Direct, Database and Digital Marketing. 5th, Pearson
iLearn@Bond & Email: iLearn@Bond is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au
Academic unit: | Bond Business School |
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Subject code: | MKTG13-319 |
Subject title: | Digital and Direct Marketing |
Subject level: | Undergraduate |
Semester/Year: | September 2019 |
Credit points: | 10.000 |
Timetable: | https://bond.edu.au/timetable |
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Delivery mode: | Standard |
Workload items: |
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Attendance and learning activities: | Attendance at all class sessions is expected. Students are expected to notify the instructor of any absences with as much advance notice as possible. |
Prescribed resources: | Books
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iLearn@Bond & Email: | iLearn@Bond is the online learning environment at Bond University and is used to provide access to subject materials, lecture recordings and detailed subject information regarding the subject curriculum, assessment and timing. Both iLearn and the Student Email facility are used to provide important subject notifications. Additionally, official correspondence from the University will be forwarded to students’ Bond email account and must be monitored by the student. To access these services, log on to the Student Portal from the Bond University website as www.bond.edu.au |
Enrolment requirements
Requisites: |
Nil |
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Assumed knowledge: |
Assumed knowledge is the minimum level of knowledge of a subject area that students are assumed to have acquired through previous study. It is the responsibility of students to ensure they meet the assumed knowledge expectations of the subject. Students who do not possess this prior knowledge are strongly recommended against enrolling and do so at their own risk. No concessions will be made for students’ lack of prior knowledge.
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Restrictions: |
Nil |
Assurance of learning
Assurance of Learning means that universities take responsibility for creating, monitoring and updating curriculum, teaching and assessment so that students graduate with the knowledge, skills and attributes they need for employability and/or further study.
At Bond University, we carefully develop subject and program outcomes to ensure that student learning in each subject contributes to the whole student experience. Students are encouraged to carefully read and consider subject and program outcomes as combined elements.
Program Learning Outcomes (PLOs)
Program Learning Outcomes provide a broad and measurable set of standards that incorporate a range of knowledge and skills that will be achieved on completion of the program. If you are undertaking this subject as part of a degree program, you should refer to the relevant degree program outcomes and graduate attributes as they relate to this subject.
Subject Learning Outcomes (SLOs)
On successful completion of this subject the learner will be able to:
- Describe the purpose and function of direct and digital marketing in modern organisational contexts.
- Apply strategies and tools of direct and digital marketing to execute cost-effective acquisition and retention campaigns.
- Deliver a logically constructed persuasive presentation of your digital and direct marketing project.
- Articulate appropriate analyses and recommendations for a digital and direct marketing project in a clear, concise writing style tailored to a given audience.
- Demonstrate the ability to work effectively with others to complete a group project addressing a digital and direct marketing issue.
Generative Artificial Intelligence in Assessment
The University acknowledges that Generative Artificial Intelligence (Gen-AI) tools are an important facet of contemporary life. Their use in assessment is considered in line with students’ development of the skills and knowledge which demonstrate learning outcomes and underpin study and career success. Instructions on the use of Gen-AI are given for each assessment task; it is your responsibility to adhere to these instructions.
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Assessment details
Type Task % Timing* Outcomes assessed Paper-based Examination (Closed)^ Comprehensive Final Examination 35.00% Final Examination Period 1 Paper-based Examination (Closed) Mid-semester Examination 30.00% Week 7 (Mid-Semester Examination Period) 1 Project§ Work in small groups to design a digital and direct marketing proposal for a client. 30.00% Week 12 1,2,4,5 Project§ Groups will present a persuasive pitch to a client regarding their digital and direct marketing proposal. 5.00% Week 12 1,2,3,5 - ^ Students must pass this assessment to pass the subject
- § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
Pass requirement
Students must pass the comprehensive final examination to pass the subject.
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Assessment criteria
Assessment criteria
High Distinction 85-100 Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. Distinction 75-84 Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. Credit 65-74 Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. Pass 50-64 Usually awarded to students whose performance meets the requirements set for work provided for assessment. Fail 0-49 Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Type | Task | % | Timing* | Outcomes assessed |
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Paper-based Examination (Closed)^ | Comprehensive Final Examination | 35.00% | Final Examination Period | 1 |
Paper-based Examination (Closed) | Mid-semester Examination | 30.00% | Week 7 (Mid-Semester Examination Period) | 1 |
Project§ | Work in small groups to design a digital and direct marketing proposal for a client. | 30.00% | Week 12 | 1,2,4,5 |
Project§ | Groups will present a persuasive pitch to a client regarding their digital and direct marketing proposal. | 5.00% | Week 12 | 1,2,3,5 |
- ^ Students must pass this assessment to pass the subject
- § Indicates group/teamwork-based assessment
- * Assessment timing is indicative of the week that the assessment is due or begins (where conducted over multiple weeks), and is based on the standard University academic calendar
- C = Students must reach a level of competency to successfully complete this assessment.
Pass requirement
Students must pass the comprehensive final examination to pass the subject.
Assessment criteria
High Distinction | 85-100 | Outstanding or exemplary performance in the following areas: interpretative ability; intellectual initiative in response to questions; mastery of the skills required by the subject, general levels of knowledge and analytic ability or clear thinking. |
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Distinction | 75-84 | Usually awarded to students whose performance goes well beyond the minimum requirements set for tasks required in assessment, and who perform well in most of the above areas. |
Credit | 65-74 | Usually awarded to students whose performance is considered to go beyond the minimum requirements for work set for assessment. Assessable work is typically characterised by a strong performance in some of the capacities listed above. |
Pass | 50-64 | Usually awarded to students whose performance meets the requirements set for work provided for assessment. |
Fail | 0-49 | Usually awarded to students whose performance is not considered to meet the minimum requirements set for particular tasks. The fail grade may be a result of insufficient preparation, of inattention to assignment guidelines or lack of academic ability. A frequent cause of failure is lack of attention to subject or assignment guidelines. |
Quality assurance
For the purposes of quality assurance, Bond University conducts an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Study Information
Submission procedures
Students must check the iLearn@Bond subject site for detailed assessment information and submission procedures.
Policy on late submission and extensions
A late penalty will be applied to all overdue assessment tasks unless an extension is granted by the subject coordinator. The standard penalty will be 10% of marks awarded to that assessment per day late with no assessment to be accepted seven days after the due date. Where a student is granted an extension, the penalty of 10% per day late starts from the new due date.
Academic Integrity
University’s Academic Integrity Policy defines plagiarism as the act of misrepresenting as one’s own original work: another’s ideas, interpretations, words, or creative works; and/or one’s own previous ideas, interpretations, words, or creative work without acknowledging that it was used previously (i.e., self-plagiarism). The University considers the act of plagiarising to be a breach of the Student Conduct Code and, therefore, subject to the Discipline Regulations which provide for a range of penalties including the reduction of marks or grades, fines and suspension from the University.
Bond University utilises Originality Reporting software to inform academic integrity.Feedback on assessment
Feedback on assessment will be provided to students within two weeks of the assessment submission due date, as per the Assessment Policy.
Accessibility and Inclusion Support
If you have a disability, illness, injury or health condition that impacts your capacity to complete studies, exams or assessment tasks, it is important you let us know your special requirements, early in the semester. Students will need to make an application for support and submit it with recent, comprehensive documentation at an appointment with a Disability Officer. Students with a disability are encouraged to contact the Disability Office at the earliest possible time, to meet staff and learn about the services available to meet your specific needs. Please note that late notification or failure to disclose your disability can be to your disadvantage as the University cannot guarantee support under such circumstances.
Additional subject information
A peer-evaluation system will be used in this subject to help determine the individual marks for all group assessments. As part of the requirements for Business School quality accreditation, the Bond Business School employs an evaluation process to measure and document student assessment as evidence of the extent to which program and subject learning outcomes are achieved. Some examples of student work will be retained for potential research and quality auditing purposes only. Any student work used will be treated confidentially and no student grades will be affected.
Subject curriculum
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Introduction & What is Direct and Digital Marketing
Introduction to direct and digital marketing and its importance in the business environment.
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Multi-channel Planning and The Database
Critical importance of databases for management of business and consumer marketing.
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Database Analysis and Applications
Analysing database information for the business and determining the life time value of a customer and background values for enhanced marketing.
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Objectives and Strategies
Develop and set marketing objectives and understand the elements of DM strategies and their application.
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The Strategic Influences and Relationship Marketing
The key role of theories reflecting the importance of customer loyalty, the importance of relationship marketing and the way in which direct marketing can influence the internal company environment.
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Offers and Incentives in Direct Marketing
The value of customer knowledge in developing creative practices and incentives is examined.
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Acquisition Media
Using consumer data to select the most effective media (traditional or social media or an integrated campaign) to attract the customer.
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Direct Marketing Media
The range and use of available direct marketing media individually or as part of an integrated campaign.
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The Internet and Social Media
The role of social media as part of an integrated marketing campaign and the considerations in creating an effective strategy.
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Testing, Budgeting & Research
Reviewing the target segments and establishing a budget for direct and digital campaigns.
SLOs included
- Apply strategies and tools of direct and digital marketing to execute cost-effective acquisition and retention campaigns.
- Articulate appropriate analyses and recommendations for a digital and direct marketing project in a clear, concise writing style tailored to a given audience.
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Creative Practice
Developing creative digital and direct campaigns.
SLOs included
- Apply strategies and tools of direct and digital marketing to execute cost-effective acquisition and retention campaigns.
- Articulate appropriate analyses and recommendations for a digital and direct marketing project in a clear, concise writing style tailored to a given audience.
- Demonstrate the ability to work effectively with others to complete a group project addressing a digital and direct marketing issue.