Certificate of Direct Marketing
Every profession needs a recognised qualification.
For direct marketers, that qualification is the Certificate of Direct Marketing.
Proudly Sponsored by
New Zealand Post 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 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 and Analysis I
- Introduction to direct marketing financials
- ROI
- Response Rates
- Average Purchase
- Cost per mail piece
- Cost per order
Measurement, Accountability and 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 and 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
When and Where?
2010 Semester 2 dates
Auckland and Wellington - Tuesday class, 6.00pm - 8.30pm
July 27
August 3, 10, 17, 24, 31
September 14, 21, 28
October 5, 12, 19
November 2, 9, 16, 23
Christchurch - Saturday class, 9.00am - 4.00pm
July 31
August 21
September 18
October 23
November 20
Exam date for all classes – Saturday 4 December 2010
Investment
Marketing Association Members $2095 + GST
Non Members $2595 + GST
Testimonials from Past Students
The following testimonials are from past students of the Certificate of Direct Marketing course.
Testimonials from Past Students