· To introduce students to the role of Direct Marketing within the Marketing Communications Mix and to provide an overview of the part it plays in a variety of business situations.

· Direct Marketing has grown enormously in the last twenty years and is now recognised as one of the most important promotional tools. This module aims to give students a good grounding in the subject and a taste for finding out more.

· The module covers the main elements of Direct Marketing from planning and analysis to the creative process. And it incorporates examples of applications in major business sectors.

· Because you are taking an MA in Marketing Communications you will be expected to display masters level knowledge of research and literature in your case analysis and answers to examination questions.

4 Classwork

· The three hour sessions will be broken into a mixture of lectures, seminars and group discussions on an informal basis.

· Students are expected to contribute fully to class activities and draw on their own work experience (where relevant) to enrich the module.

· There will be classroom exercises based on case studies.

5 Module Assessment

The module will be assessed by two methods:

5.1 Examination

· At the end of the module

· Will account for 70% of the total assessment.

· Will be a "closed-book" paper with questions looking for essay-style answers.

· This will also apply should a re-sit be necessary.

5.2 In-module Assessment

· The work will be carried out during the module

· Will account for 30% of the total assessment

· Will be one major case study assignment worked on by students in pairs or a group of three or four

· The assignment is a Case Study based on Orange which can be found on the module website (http://www.kitto.co.uk/mamc).

· You are advised to join up with partners as quickly as possible.

· Everyone is expected to participate equally.

· There will be joint marks for the written report.

· The written report should be handed in to the Faculty Office by office closing time on Wednesday 3rd May.

6 Course Outline

Date Lecture & Seminars

Week 1 Lecture: Introduction to Direct Marketing

Seminar: Discussion & Case "Rapid Pizza" with http://www.upmystreet.com

Week 2 Lecture: Data Collection and Databases

Seminar: Discussion & Laptop Demonstration of Databasing and Selection (AP Media). Case Study "Huggies" with http://www.multimap.com

Week 3 Lecture: Response & Types of DM Application

Seminar: Discussion & Case Study "A4 Stationery" with Royal Mail Geoplan

Week 4 Lecture: Direct Marketing Communications

Seminar: Discussion & Case Study "Central Building Society 1"

Week 5 Lecture: Acquisition: Introduction & Non-Personal Media

Seminar: Case Study "Central Building Society 2." Review Exam Paper

Week 6 Lecture: Acquisition: Personal Media - Direct Mail & Telemarketing

Seminar: Discussion & Demonstration of Telemarketing Techniques with http://www.bulksms.com demo

Week 7 Lecture: Retention: Introduction & Programmes without Transactional Databases

Seminar: Case Study "Royal Longtons"

Week 8 Lecture: Retention 2

Seminar: Discussion, Illustration "Tesco Home Delivery, Club Card and Friends."

Week 9 Lecture: Planning, Forecasting & Campaign Management

Seminar: Discussion & Case "CIGNA Children's Insurance"

Week 10 Lecture: Measurement, Analysis, Testing, Prediction

Seminar: Examination Paper Analysis & Assignment Workshop

Week 11 Lecture: New Media

Seminar: Internet Demo

Week 12 Lecture: Web Site as a Marketing Communications Medium

Seminar: Revision

Week 13 No teaching. Private revision.

7 Links to Professional Practice

7.1 Certificate in Direct Marketing

· The Institute of Direct Marketing is awarding a professional qualification - The Certificate in Direct Marketing - to all those students who take and pass this module.

· As final session students on the MA Marketing/Marketing Communications, you will be exempt from any further assessment apart from an examination set and marked by

· The Institute of Direct Marketing.

· The examination will be a three hour paper comprising one or two questions on a short (unseen) case history and two other questions. All students who pass this module should comfortably pass the examination set by the Institute.

· The examination will take place at the University of Westminster on June 5th.

· There will be an examination fee of £50.00 plus VAT (£58.75) payable to The Institute of Direct Marketing.

7.2 IDM Student Competition

· Your assignment is based on the Institute of Direct Marketing Student Competition and can optionally be submitted as an entry to the competition.

· The competition offers prizes including Direct Marketing Training and £1000.

· You must notify Jon Kitto ASAP if you wish to submit your assignment to the competition.

8 Reading

8.1 Essential Reading

· Tapp, Alan - Principles of Direct & Database Marketing, Financial Times - Pitman Publishing

· Bird, Drayton - Commonsense Direct Marketing, Kogan Page

8.2 Recommended Reading

8.2.1 Direct Marketing

· Inst. of Direct Marketing - The Practioner's Guide to Direct Marketing

· David Shephard Associates - The New Direct Marketing - How to Implement a Profit-Driven Database Marketing Strategy, Irwin Professional Publishing

· McCorkell, Graeme – Direct and Database Marketing, Kogan Page

· McDonald William J.- Direct Marketing - An Integrated Approach, Irwin/McGraw Hill

· Payne, A. et al - Relationship Marketing for Competitive Advantage. Winning and Keeping Customers, Butterworth-Heinemann

· Payne, A. - Advances in Relationship Marketing, Kogan Page

· Roberts & Berger - Direct Marketing Management, Prentice-Hall

· Siegel, David - Futurize Your Enterprise, Wiley

· Stone, Merlin - Successful Direct Marketing Methods 6th ed. (1997) NTC

8.2.2 Marketing Communications - General

· Belch, George & Michael - Advertising & Promotion, Irwin McGraw Hill

· Kitchen Philip - Marketing Communications: Principles & Practice, International Thomson Publications

· Fill, Chris - Marketing Communications, Prentice Hall

· Rapp, S & Collins, T - Beyond MaxiMarketing, McGraw Hill

· Shimp, Terence - Advertising, Promotion and Supplemental Aspects of Integrated Marketing Communications, The Dryden Press

8.2.3 Journals

· Journal of Advertising (UK),

· Journal of Advertising Research (US),

· Admap

· Journal of Marketing Communications

8.2.4 Periodicals

· Marketing Week

· Marketing

· Campaign.

· Marketing Direct

· Precision Marketing

· Direct Response

8.2.5 On-Line Databases

· ABI-Inform

· AMADEUS

· ANBAR

· Mintel

· BIDS (Internet)

· Keynote

8.2.6 Articles

· Bennett R (1996) "Relationship formation in consumer markets: transactional analysis versus the behaviorist approach" Journal of Marketing Management Vol 12 pp 417-436

· Christy R et al (1996) "Relationship marketing in consumer markets" Journal of Marketing Management Vol 12 pp.175-187

· Cowling T (1997) "New data links for better targeting and planning." Admap Feb pp 28-31

· Davies G (1997) "Loyalty is a gift - it can't be bought" Admap Jul/Aug p26

· Groonroos C. (1994) "Quo vadis Marketing? Toward a relationship marketing paradigm" Journal of Marketing Management Vol 10 pp 347-360

· Fletcher K.P. & Peters L.D. (1997) "Trust and Direct Marketing environments: A Consumer perspective." Journal of Marketing Management Vol 13 pp523-539

· Jackson D (1994) Journal of Targeting, measurement and analysis for marketing

· Lewington J. de Chertanoy l. Brown A (1996) "Harnessing the power of Database Marketing" Journal of Marketing Management Vol 12 p.329-346

· Livingstone A. Schober U. (1995) "Ready, Aim, Fire: Do's and Don'ts of Direct Marketing" Business Strategy Review Vol.16 No.4

· Pine J. Peppers D. Rodgers M (1995) "Do you want to keep your customers forever?" Harvard Business Review Mar/Apr p.103-114

· Reichfield F and Sasser E (1990) "Zero Defections: Quality comes to Services" Harvard Business Review Sept-Oct pp105-111

· Reichenfeld F. (1996) "Learning from customer defections" Harvard Business Review Mar/Apr

· Roth-Witty N "Is customer loyalty the best way to gain loyal customers?" Admap July 1997 p.22

· Shields G. Reynolds J. "Direct Marketing in UK retailing: rhetoric and reality" Journal of Direct Marketing (USA) Vol 10/1 pp 59-71

· Additional articles will be provided during seminars.