Key Points of Outline:
At the conclusion of this course, students will be able to:
- Understand the unique aspect of DM and how it differs from traditional marketing.
- Describe and create DM strategies based on the core pillars of direct marketing.
- Define the fundamentals of integrated DM.
- Create and execute a comprehensive DM campaign to achieve specific marketing communications
- objectives.
- Analyze a DM campaign.
In lieu of a full textbook, students are expected to spend up to the equivalent cost ($100) of a textbook on campaign related activities that leads to the same caliber of learning in a more interactive environment.
Attendance and Participation
Attending class, participating in class discussions, exercises, and group meetings, are regarded as integral parts of the learning process. By attending regularly and participating in classroom activities a student is better equipped to make meaningful contributions in both individual and teamwork assignments. Therefore, regular attendance in class is expected. Students must attend 80% of their class hours. One mark will be deducted from a student’s final grade for each hour of missed class time up to a maximum of 9 hours in a 45-hour course (6 classes in a 2 x 1.5-hour a week format) and 12 hours in a 60-hour course (6 classes in a 2 x 2-hour a week format). Students who do not meet attendance obligations will fail the course. Attendance is taken at the start of class. Students who arrive late will not be allowed to mark the attendance sheet.
Group work and Grades
Grades on all assignments are combined to arrive at a final grade. However, the student must achieve a minimum average 50% on individual assignments (tests or other individual assignments) in order to achieve a passing grade. Teamwork contributes to the final grade but it is not the determining factor for passing the course if the student fails individual assignments. In the event that the average of a student’s individual mark does not exceed 50%, the individual marks will be the sole basis for determining the final grade in the course.
Due Dates
Meeting due dates is an essential requirement in business. The following policy regarding due dates applies to all courses in the Advertising – Integrated marketing Communications program:
All assignments must be submitted on time. A late assignment is a failed assignment. Students who hand in an assignment late or do not hand in an assignment at all will receive a “0” grade for that assignment. The grade of “0” will be factored into the student’s overall final grade. The only exceptions to this policy will be documented cases of illness or personal misfortune.
