CAB472 - Business Management - Direct Response

Outline information
Schools offering this subject
Last revision date Sep 30, 2019 12:00:29 AM
Last review date Dec 2, 2019 12:15:20 AM

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.

Academic Integrity
Seneca upholds a learning community that values academic integrity, honesty, fairness, trust, respect, responsibility and courage. These values enhance Seneca's commitment to deliver high-quality education and teaching excellence, while supporting a positive learning environment. Ensure that you are aware of Seneca's Academic Integrity Policy which can be found at: Review section 2 of the policy for details regarding approaches to supporting integrity. Section 2.3 and Appendix B of the policy describe various sanctions that can be applied, if there is suspected academic misconduct (e.g., contract cheating, cheating, falsification, impersonation or plagiarism).

Please visit the Academic Integrity website to understand and learn more about how to prepare and submit work so that it supports academic integrity, and to avoid academic misconduct.

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

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 Accessibility Services Office at ext. 22900 to initiate the process for documenting, assessing and implementing your individual accommodation needs.