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Direct and Digital Marketing

Module code: MARK 2309 

Module description

Direct and Digital marketing is a burgeoning area of marketing activity. Organisations of all sizes are taking advantage of advances in computing and communication technology to 'move closer' to their customers and consumers. Databases are capable of storing huge volumes of information on customers and can be used for highly targeted promotional communications in both business to business and consumer markets.

But direct marketing is not only an essential promotional tool. The convergence of information and communications technology has shifted the balance of power between companies and customers forcing a greater appreciation of the value of 'dialogue' between the two. The boundaries between direct marketing and mainstream marketing are blurring. Today Direct Marketing is used to build brands, target sales promotions and generate the powerful customer insight required essential for top-level strategy development.

This module examines the determinants of direct and multi-channel policy. Emphasis is placed on the central role of customer information and how databases are built and used to identify, attract and retain profitable consumer groups. Students will be introduced to the direct marketing toolkit and become familiar with a wide range of Direct and Digital marketing media.

Please note that assessment information is subject to change.

Contact hours per student per year

  • Lectures: 22 hours
  • Tutorials: 8 hours


  • Unseen exam (45 mins): 30%
  • Individual report (1250 words): 70%

Additional costs: No extra costs other than purchase of books