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MKTG13-319: Digital and Direct Marketing


No other marketing method has enjoyed such consistent growth throughout the world - and over such a long history - direct marketing. No other marketing method is more powerful - when used properly. No other marketing method can deliver more verifiable results for the bottom line - especially as traditional media becomes increasingly fragmented and impotent. This growth continues as we evolve into using more digital forms of communication for our delivery method. Today, new direct media channels are being developed more frequently and more general marketing efforts are integrating direct marketing tools into their marketing strategies than ever before.For you, this means that the greater your skill and understanding of direct marketing techniques (no matter the message delivery mechanism), the greater your opportunities to develop successful and responsive campaigns.This subject is designed to provide you with not just an appreciation of, but real world, materials and tools which will be instantly useful upon graduation. The format for this class involves lectures, discussions, workshops, practical application and case studies.

Subject details

FacultyBond Business School
Semesters offered
  • September 2018 [Standard Offering]
  • September 2019 [Standard Offering]
Study abroadAvailable to Study Abroad students
Study areas
  • Business and Commerce
Subject fees
  • Commencing in 2018: $4,247
  • Commencing in 2019: $4,290

Learning outcomes

1. Display an understanding of the background and comprehensive understanding of the tools needed for development of the concept, practice, nature, function and environment of direct and digital marketing.
2. Display the foundations of a better understanding of all the various facets of direct and marketing utilising customer data.
3. Utilize the strategies and tools of direct and digital marketing which will enable them to execute campaigns, both acquisition and retention, which are cost effective whilst generating quality leads and sales for the brand.
4. Apply database, direct & digital marketing fundamentals to help you, in your future marketing role, establish effective customer relationships, maintain those relationships through cross-sell and up-sell initiatives hence deepening and strengthening the consumers bond with your brand and products thereby ultimately building an ongoing profitable consumer database.


Students must have successfully completed MKTG11-100 Marketing or equivalent prior to undertaking MKTG13-319

Subject outlines

Subject dates

Standard Offering
Enrolment opens15/07/2018
Semester start10/09/2018
Subject start10/09/2018
Cancellation 1?24/09/2018
Cancellation 2?01/10/2018
Last enrolment23/09/2018
Last withdrawal?05/10/2018
Teaching census?05/10/2018