CAB472 - Business Management - Direct Response

Outline information
Semester
Schools offering this subject
Last revision date 2016-11-30 13:50:33.91
Last review date 2016-11-30 13:50:59.577

Subject Title
Business Management - Direct Response

Subject Description
In this subject students in the "Business Stream" are provided with an opportunity to understand the role and function of an account executive in the direct response field both from the client and agency perspective. It will cover the main issues of direct marketing management including: the types of companies that utilize direct marketing in their marketing mix; the products and services that sell best through direct marketing; the process of effective selling via direct marketing as opposed to general advertising; strategic planning, database decision variables, media planning, list selection and segmentation

Credit Status
Creative Advertising Diploma Program

Learning Outcomes
Upon successful completion of this subject the student will be able to:

1. Demonstrate and understand the role and job function of an account executive.
2. Perform and demonstrate Direct Response "Offer"planning and positioning
3. Demonstrate, create and manage a Direct Marketing Strategic Plan.
4. Demonstrate the importance of deadlines, preparing reports, estimating, billing, etc.
5. Understand the fiscal and economics realities of a Direct Response Advertising Campaign.
6. Demonstrate decision variables to help in the selection of a database list mailing.
7. Understand the principles of list selection and list segmentation.
8. Be an active participant contributing effectively to the assigned tasks and the process of group work within in-class and/or workshop exercises for evaluation
9. Understand the purpose of, and effectively meet all deadlines and project requirements.

Cheating and Plagiarism
Each student should be aware of the College's policy regarding Cheating and Plagiarism. Seneca's Academic Policy will be strictly enforced.

To support academic honesty at Seneca College, all work submitted by students may be reviewed for authenticity and originality, utilizing software tools and third party services. Please visit the Academic Honesty site on http://library.senecacollege.ca for further information regarding cheating and plagiarism policies and procedures.

Discrimination/Harassment
All students and employees have the right to study and work in an environment that is free from discrimination and/or harassment. Language or activities that defeat this objective violate the College Policy on Discrimination/Harassment and shall not be tolerated. Information and assistance are available from the Student Conduct Office at student.conduct@senecacollege.ca.

Accommodation for Students with Disabilities
The College will provide reasonable accommodation to students with disabilities in order to promote academic success. If you require accommodation, contact the Counselling and Disabilities Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.