B_DM Direct Marketing

University of Finance and Administration
Summer 2013
Extent and Intensity
1/1. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
PhDr. Marek Matějka (seminar tutor)
PhDr. Petr Váňa (seminar tutor)
Guaranteed by
PhDr. Petr Váňa
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová
Timetable of Seminar Groups
B_DM/cMMO: each odd Monday 12:15–12:59 M01, each odd Monday 13:00–13:45 M01, V. Kunz
B_DM/cM1PH: each odd Monday 14:00–14:44 E129, each odd Monday 14:45–15:30 E129, P. Váňa
B_DM/cM2PH: each even Wednesday 10:30–11:14 E228, each even Wednesday 11:15–12:00 E228, P. Váňa
B_DM/cM3PH: each odd Monday 12:15–12:59 E126, each odd Monday 13:00–13:45 E126, P. Váňa
B_DM/cM4PH: each even Monday 14:00–14:44 E125, each even Monday 14:45–15:30 E125, P. Váňa
B_DM/pMMO: each even Monday 12:15–12:59 M01, each even Monday 13:00–13:45 M01, V. Kunz
B_DM/pMPH: each even Monday 12:15–12:59 E007KC, each even Monday 13:00–13:45 E007KC, P. Váňa
B_DM/sMKL: Wed 20. 2. 17:30–19:00 K203, 19:15–20:45 K203, Wed 20. 3. 14:00–15:30 K206, 15:45–17:15 K206, M. Matějka
B_DM/sMPH: Wed 3. 4. 14:00–15:30 E228, 15:45–17:15 E228, Wed 10. 4. 14:00–15:30 E228, 15:45–17:15 E228, P. Váňa
B_DM/vMMO: Fri 5. 4. 15:30–17:00 M27, 17:15–18:45 M27, Fri 19. 4. 13:45–15:15 M27, 15:30–17:00 M27, V. Kunz
B_DM/vM2PH: Fri 8. 2. 13:45–15:15 E223, 15:30–17:00 E223, Fri 8. 3. 15:30–17:00 E223, 17:15–18:45 E223, P. Váňa
B_DM/vM3PH: Sat 9. 2. 11:30–13:00 E224, Fri 8. 3. 15:30–17:00 E224, 17:15–18:45 E224, Fri 12. 4. 13:45–15:15 E224, M. Matějka
Prerequisites
There are no prerequisites for this course
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
At the end of the course the student will know the historical development of the content and understand the concept of direct marketing. Become familiar with the basics of direct marketing in the   theory and practice in the world as well as in   CR.; Will be able to explain the central concepts and methods of the major economic and ethical issues in the   direct marketing and use them in solving practical tasks.; On the basis of exercises and practical tips will be able to create simple, specialized directories, plan and implement a successful mailing next direct marketing event.; Will know the DM methods and their application in the areas of marketing communications  
Syllabus
  • 1 Direct marketing as a communications technician. 2 Objectives of direct marketing and target groups. 3 Media and direct marketing tools. 4 CRM partner direct marketing. 5 Relations Marketing - marketing to existing customers. 6 Database Marketing. 7 Marketing 21st century. 8 Evaluation of the profitability of direct media. 9 Marketing Plan. 10 Social and ethical issues of the use of direct marketing. 11 Global marketing.Zákony direct and direct marketing. 12 Association of Direct Marketing in   CR.
Literature
    required literature
  • VÁŇA, Petr, Dušan PAVLŮ and ET AL. Jak získat nové zákazníky – Direct marketing v teorii a praxi. 2nd ed. Praha: OMEGA, 2006, 128 pp. ISBN 80-903726-1-9. info
    recommended literature
  • NASH, E.: Direct marketing. Praha: Computer Press, 2003
  • WUNDERMAN, L. Direct marketing (Being Direct: Making Advertising Pay). Praha: Grada Publishing, a.s., 2004. ISBN 80-247-0731-4. info
  • KOTLER, P. Marketing Management. Praha: Grada Publishing, 2001. info
  • PŘIKRYLOVÁ, J and H JAHODOVÁ. Moderní marketingová komunikace. Praha: Grada Publishing, 2010. ISBN 978-80-247-3622-8. info
  • FREY, P. Marketingová komunikace: to nejlepší z nových trendů. Vydání 2., rozšířené. Praha: Management Press, 2008. ISBN 978-80-7261-160-7. info
  • Pelsmacker, De P.,Geuens, M., Bergh Van den J.: Marketingová komunikace.Praha:Grada, 2003
  • TELLIS, G. J.: Reklama a podpora prodeje. Praha: Grada, 2000
Teaching methods
Lectures and seminars in full-time study; tutorials in part-time study; compulsory seminar participation is 75% in full-time study, compulsory tutorial participation is 50% in part-time study.
Assessment methods
Assessment methods: oral exam and course credit (from / ZK, 5 Cr.) Each student prepares and submits essay: Draft Plan   DM campaigns with sales postal mailing, its objectives and components, target group (address), budget, timing, CPO , BEP (efficiency), 3-4 pages. Conditions of credit successful defense seminar work, activity and participation in seminars and also 60% success written test of basic knowledge of direct marketing.   Test with closed questions, verifying the acquisition of basic knowledge and concepts (  24 multi-score). Topics: Basic concepts, an overview of the world   DM, the development and current status in   CR. Appropriateness of using DM, compared with   other methods, the main advantages. Which tasks using direct marketing, customer acquisition, customer care  . Application of DM in   B2C and B2B, forms - direct marketing media. Target groups, characteristics and features of B2C and B2B, protection of personal data. Source addresses, the accuracy of the data. Preparation of direct marketing campaigns, planning, break-even-point. Mailing and its components, the letter as "superprodavač". Implementation of mailing - budget, efficiency (CPO, BEP), production of printed matter, paper, envelope assembly. After passing followed by an oral examination, the same set of questions as a test.
Language of instruction
Czech
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
General note: Bb1.
Information on the extent and intensity of the course: 8 hodin KS/semestr.
The course is also listed under the following terms Summer 2008, Summer 2009, Summer 2010, Summer 2011, summer 2012, Summer 2014, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023, Summer 2024, Summer 2025.
  • Enrolment Statistics (Summer 2013, recent)
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