Programme And Module Handbook
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Module Title LM Direct and Interactive Marketing
SchoolBirmingham Business School
Department Birmingham Business School
Module Code 07 23710
Module Lead David Houghton
Level Masters Level
Credits 10
Semester Semester 2
Restrictions None
Description The overall aim of this module is to provide an in-depth and critical perspective of direct and interactive online media within an overall integrated marketing communications mix. The module features direct and interactive marketing principles, metrics and software and the syllabus explores: database marketing technology, its development and role in facilitating direct and interactive marketing strategies and tactics; direct and interactive media and planning; relationship management strategies; direct and interactive software, metrics and statistical analysis; customer-marketer interaction and issues of privacy, security and social responsibility.
Learning Outcomes

By the end of the module students should be able to:

  • demonstrate comprehensive knowledge and understanding of the theory and practice of direct and interactive marketing;
  • identify and evaluate the changing nature of direct and interactive media and the challenges of effective integration;
  • demonstrate a critical understanding of the principles of customer acquisition, development, retention, targeting, interaction, control and continuity;
  • analyse the role of databases, associated technology and current challenges (quality, maintenance, privacy, legal and codes of practice);
  • analyse marketing issues critically, systematically and creatively to identify problems, and to propose and evaluate alternative to solve these problems
  • critique relevant literature, communication campaigns, information sources and data; challenge viewpoints, ideas and concepts;
  • utilise IT for marketing applications and to support information retrieval, data analysis and communication.
Assessment 23710-02 : Podcast : Coursework (25%)
23710-03 : Assignment : Coursework (75%)
Assessment Methods & Exceptions Assessment:
• One individual 2500 word essay (75%)
• One group podcast (5 mins of audio) (25%)
• One individual 2,500 word essay (100%)
Reading List