CAB472 - Business Management - Direct Response

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Last revision date 2017-10-05 15:10:49.117
Last review date 2017-11-21 08:14:49.564

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
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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.