1. Certificate of Direct Marketing
There has never been a better time to be a direct marketer!
The role of marketing is rapidly changing as customers and businesses adapt to technology and the
multi channel environment. With global changes in media and marketing and the growing influence of
online, how business is done is being challenged at its core. The beacon within all this change is the
ability to understand your customers and build a direct marketing strategy.
Simply there has never been a better time to be a direct marketer.
Every profession needs a recognised qualification, and for direct marketers, that qualification is the
Certificate of Direct Marketing. From understanding how to use data, creating strategy for B2C or B2B
markets, to achieving measurement and accountability within your media, this globally recognised
course will give you the tools to develop top quality response driven campaigns from concept to
completion.
You'll learn how to:
• Plan and manage a direct marketing campaign through concept, execution and measurement
• Gather targeted, insightful data
• Create a compelling offer for your market
• Get the best from your creative team
• Develop an integrated media strategy
Why you should take this course
The Certificate of Direct Marketing is a highly regarded qualification recognised not only in Australasia,
but around the World. By professionals, for professionals, the Marketing Association attracts the very
best practitioners to teach the course and focuses on teaching direct marketing skills that are relevant
and practical. This course adds value to your skill base and enhances your career prospects.
Gaining this certificate will demonstrate your commitment to professional development and enhance
your credibility as a direct marketing professional. You'll also get plenty of opportunities to network and
learn from your peers.
Marketing Association Certificates award graduates the full 35 Continued Professional Development
(CPD) hours required annually for members to retain, or advance, their Chartered Institute of
Marketing’s Professional Accreditation status.
Who is this course for?
This highly practical course is ideal for people who want to learn how to plan, implement and manage
complex integrated direct marketing strategies across all media channels.
This course is ideal for all marketers and business people serious about gaining or enhancing their
knowledge of Direct Marketing. You'll finish this course and be able to take a Direct Marketing campaign
from conception to completion.
So, if you're serious about a career in direct marketing or realise that direct marketing is a key element
of your organisation's promotional mix, this is the course for you!

2. How is the course assessed?
There is a mixture of individual and group assessment with this course.
10% Short Test
25% Individual Assignment (write a Direct Marketing plan)
25% Group Assignment (create a Direct Marketing campaign for a real Not-for-Profit)
5% Peer Assessment
35% Exam
Prerequisites
You are expected to have an understanding of basic marketing principles before registering for this
course. If you’re new to marketing, or would like a refresher, we recommend that you attend our
Marketing Fundamentals Short Course.
This Certificate is a great partner qualification to the Certificate of Digital Marketing and an excellent
companion to our data based marketing MA Short Courses.
Marketing Association Certificates award graduates the full 35
Continued Professional Development (CPD) hours required
annually for members to retain, or advance, their Chartered
Institute of Marketing’s Professional Accreditation status.
Course Content:
This comprehensive course covers all the essential elements of best-practice Direct Marketing
Introduction to Direct Marketing
• Guidelines and requirements for the course
• Marketing and direct marketing defined
• Direct marketing and the marketing mix
Strategy I
• The direct marketing plan and its relationship to other business plans
• The importance of strategic planning
• How to produce a direct marketing plan
• Understanding your target market
• The difference between business and consumer marketing
Strategy II
• The implications of the Privacy Act and other legislation on marketing activities
• How to develop a SWOT analysis for a direct marketing plan
• The difference between objectives, strategies and tactics, and how these fit together in your
direct marketing plan
Database I
• Introduction to databases and database marketing
• Building a marketing database
• RFM
• Database structures
• Dealing with a List Broker

3. Database II
• RFM segmentation
• Additional segmentation variables
• Specialised segmentations for different businesses
Measurement, Accountability and Analysis I
• Introduction to direct marketing financials
• ROI
• Response Rates
• Average Purchase
• Cost per mail piece
• Cost per order
Measurement, Accountability and Analysis II
• How to use direct marketing financials in practical situations including: email marketing math &
telemarketing math
• Lifetime Value
Testing and Research
• Market Research – What is it?
• Types of market research
• Testing – What is it? How testing differs from research
• What to test
• How to test
Developing the Offer and Direct Mail within the Marketing Mix
• The direct marketing offer
• Types of offers
• What makes a good offer
• Direct mail – types of mail packs
Media
• Selecting media for direct marketing
• Media selection in relation to your target market
• Contingency Planning
• Integrated Marketing – what is it?
• Buying media for effective direct marketing
• A media workshop bringing together what students have learnt
The Creative Process
• Getting the creative process right
• Writing a creative brief
• Guidelines for working with creative teams
• What to look for in creative work
Production and Fulfillment
• Managing direct marketing campaigns
• Front end management
• Timing plans
• Back end management

4. To speak to a Marketing Association team member about this course please call us on
0800-347-328 or 09-361-7752 or email louise@marketing.org.nz
To register, you can do so online at www.marketing.org.nz/certificates