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Certificate of Direct Marketing

The Certificate of Direct Marketing is run in two semesters each year.  Semester Two starts in  July 2009, you can register by clicking on the button below or by contacting our Education Team. 

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!

To register now, click on the button below

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

Scholarship & Achievement

The overall top achievers in the certificate course will be rewarded for their excellence, thanks to the support of Rainger 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.

28 July
4, 11, 18, 25 August
1, 15, 22, 29 September
6, 13, 20 October
3, 10, 17, 24 November

Saturday classes – Auckland and Wellington

25 July
15 August
19 September
17 October
14 November

Saturday classes - Christchurch

25 July
15 August
19 September
17 October
21 November

Exam date for all classes – Saturday 28 November

To register now, click on the button below

Meet the Tutors

Click on the link below to view the bio for each tutor

Auckland Tuesday night class - Sandra Hayman
Auckland Wednesday night class - Fiona Morris
Auckland Saturday class - Helen Rudolf

Wellington class - Ross Church

Testimonials from Past Students

The following testimonials are from past students of the Certificate of Direct Marketing course.
Testimonials from Past Students