Requisites: AND Pre-requisite: SCQF Marketing level 7 AND Pre-requisite: [Module MKT07102] Consumer Behaviour

Theory, principles and practice of Direct and Digital Marketing (D&DM). Its impact on marketing communications and marketing strategies and on current and evolving business models. D&DM strategy and planning, including budgeting. Theory and practice of data-driven marketing, including the collection, basic structure and management of data for D&DM. Data analysis, segmentation, profiling and targeting, the role of research and testing and the use of marketing databases in D&DM. The digital consumer and increasing customer control. D&DM media, including direct mail, telemarketing, direct response advertising in conventional media, web-based, mobile and broadcast digital media. Customer acquisition and retention, including Customer Relationship Management. Managing and evaluating campaigns. Creative – practices and strategies. Data quality and data protection issues. International issues in D&DM.

Upon completion of this module you will be able to

LO1: Analyse the evolving scope and role of Direct and Digital marketing in modern marketing practice.

LO2: Demonstrate a critical understanding of, and apply the fundamental theories and concepts of Direct and Digital marketing.

LO3: Demonstrate a critical understanding of the processes and techniques involved in analysing, planning and executing Direct and Digital Marketing campaigns.

LO4: Identify and analyse communications problems and prepare an appropriate outline strategic Direct and Digital marketing plan for an organisation.