Certificate of Direct Marketing
Every profession needs a recognised qualification.
For direct marketers, that qualification is the Certificate of Direct Marketing.
Why should you take this course?
- The Certificate of Direct Marketing course is recognised not only in Australasia, but around the World
- The Marketing Association attract the very best practitioners to teach the course
- The Marketing Association focuses on teaching direct marketing skills that are relevant and practical
- This course adds value to your skill base and enhances your career prospects
Who is this course designed for?
This course is ideal for all marketers and business people serious about gaining or enhancing their knowledge of Direct Marketing.
You'll finish this course and be able to take a Direct Marketing campaign from conception to completion. So, if you're serious about a career in direct marketing or realise that direct marketing is a key element of your organisation's promotional mix, this is the course for you!
Course Content
Course Content
Introduction to Direct Marketing
- Guidelines and requirements for the course
- Marketing and direct marketing defined
- Direct marketing and the marketing mix
Strategy I
- The direct marketing plan and its relationship to other business plans
- The importance of strategic planning
- How to produce a direct marketing plan
- Understanding your target market
- The difference between business and consumer marketing
Strategy II
- The implications of the Privacy Act and other legislation on marketing activities
- How to develop a SWOT analysis for a direct marketing plan
- The difference between objectives, strategies and tactics, and how these fit together in your direct marketing plan
Database I
- Introduction to databases and database marketing
- Building a marketing database
- RFM
- Database structures
- Dealing with a List Broker
Database II
- RFM segmentation
- Additional segmentation variables
- Specialised segmentations for different businesses
Measurement, Accountability & Analysis I
- Introduction to direct marketing financials
- ROI
- Response Rates
- Average Purchase
- Cost per mail piece
- Cost per order
Measurement, Accountability & Analysis II
- How to use direct marketing financials in practical situations including: email marketing maths & telemarketing maths
- Lifetime Value
Testing and Research
- Market Research – What is it?
- Types of market research
- Testing – What is it?
- How testing differs from research
- What to test
- How to test
Developing the Offer & Direct Mail within the Marketing Mix
- The direct marketing offer
- Types of offers
- What makes a good offer
- Direct mail – types of mail packs
Media
- Selecting media for direct marketing
- Media selection in relation to your target market
- Contingency Planning
- Integrated Marketing – what is it?
- Buying media for effective direct marketing
- A media workshop bringing together what students have learnt
The Creative Process
- Getting the creative process right
- Writing a creative brief
- Guidelines for working with creative teams
- What to look for in creative work
Production and Fulfilment
- Managing direct marketing campaigns
- Front end management
- Timing plans
- Back end management
Review
- Review of course material in preparation for the exam
Group Presentation
- Student groups will present their direct marketing campaign assignments
Scholarship & Achievement
The overall top achievers in the certificate course will be rewarded for their excellence, thanks to the support of Connect Communications. The top student receives a $2000 reward to use to further their marketing education. Additionally, the top students in each class will receive an individual prize.
Semester Two Course Dates
16 weeks (one night per week) or 5 full Saturdays
Tuesday Night Class
Auckland and Wellington
6pm – 8.30pm each night
Every Tuesday night starting 22 July and finishing 18 Nov – EXCEPT 2 September & 21 October
22, 29 July
5, 12, 19, 26 August
9, 16, 23, 30 September
7, 14, 28 October
4, 11, 18 November
Exam Saturday 29 November
Wednesday Night Class
Auckland only
6pm – 8.30pm each night
Every Wednesday night starting 23 July and finishing 19 Nov –EXCEPT 3 September & 22 October
23, 30 July
6, 13, 20, 27 August
10, 17, 24 September
1, 8, 15, 29 October
5, 12, 19 November
Exam Saturday 29 November
Saturday Class
Auckland, Wellington and Christchurch
9am – 4pm, one Saturday per month
26 July
23 August
20 September
18 October
15 November
Exam Saturday 29 November
Meet the Tutors
Click on the link below to view the bio for each tutor
Auckland Tuesday night class - Joseph Silk
Auckland Wednesday night class - Fiona Morris
Auckland Saturday class - Helen Rudolf
Wellington tutors - Ross Church and Jane Lamb
Christchurch tutor - Rachel Ah Kit
Meet the Tutors
Testimonials from Past Students
The following testimonials are from past students of the Certificate of Direct Marketing course.
Testimonials from Past Students