BA_DM Direct Marketing

University of Finance and Administration
Summer 2016
Extent and Intensity
1/1. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
PhDr. Karel Eliáš, CSc. (seminar tutor)
Guaranteed by
PhDr. Karel Eliáš, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Bc. Jan Peterec
Timetable of Seminar Groups
BA_DM/cMCPH: each odd Wednesday 14:00–14:44 E129, each odd Wednesday 14:45–15:30 E129, K. Eliáš
BA_DM/pMCPH: each even Wednesday 14:00–14:44 E129, each even Wednesday 14:45–15:30 E129, K. Eliáš
Prerequisites
There are no prerequisites for this course.
Course Enrolment Limitations
The course is offered to students of any study field.
Course objectives
Goal of the subject: to set a knowledge base for broad understanding of a modern Direct Marketing(definitions,state of-the-art concepts,..) and its implications for Marketing Communication(MC) incl.marketing mix( i.e.product,price,place and promotion) and also commercial and social marketing consequencies for societal life.DM will be described as a powerful combination of specific scientific knowledge and various creative thinking .Consequently students should be able to assess,modify and propose various DM processes,campaigns and decisions ( having in mind both commercial and social implications).
Syllabus
  • Programme: 1/DM as a specific Marketing Communication technique. 2/DM goals and various target groups. 3/DM suitable media and tools. 4/Customer Relationship Management and DM. 5/Relationship marketing(up-sell,cross-sell,costs advantages,etc,..). 6/Database marketing (database set up,dataming,etc.¨). 7/Marketing for the 21st century. 8/Profit evaluation of the selected DM media(break-even,..). 9/Marketing planning and DM (incl IMC concept and consequencies). 10/Social,legal and ethical problems of the Direct Marketing. 11/DM and globalisation ( incl.DM Associations in the CR and abroad). 12/Summary.Questions and answers with students.
Literature
    required literature
  • CLOW,K.E.-BAACK,D.: Integrated Advertising, Promotion and Marketing Communications.Pearson Prentice Hall 2010 (4th ed.).ISBN-10:0-13-815737-5
  • BIRD,D.:Commonsense Direct/Digital Marketing.KoganPage 2007.ISBN : 9780749447601.eISBN:97807494552070
  • KRAFFT,M .: International Direct Marketing : Principles, Best Practices, Marketing Facts. Springer Science/Business Media 2007. ISBN : 9783540396314. eISBN : 9783540396321
    recommended literature
  • MARSHALL,P.-TODD,B.:Ultimate guide to Google adwords advertising.Entrepreneur Media 2010.ISBN:978-1-599-183-602
  • GOPALAKRISHNA,D.:Electronic Marketing in 21st Century.Himalaya Publishing House 2010.
Teaching methods
Interactive lectures + focused discussions/presentations during excercises. Ad hoc case studies( on the course relevant and actual topics) will be distributed as handouts during seminar work.
Assessment methods
Assesment methods: Credit will be based on student,s presentation of the DM project(selected company) during seminars. Exam will consist of the succesfull accoplishment of the written test (List of questions will be available on IS )+ interview when applicable subject to the total student,s performance incl. activity within the exercises i.e. independant presentation of the proposal of the DM sales mailing campaign (written 6-7 p. + ppt.)incl.budget, target groups, prons and cons on other MC tools,etc. N.B.Minimal student,s presence level in the lectures has been set on 75%.Additional tasks can be formulated/set for a specific student, in order to meet necessary requirements for the sucessfull accoplishment his/her study course.
Language of instruction
English
Follow-Up Courses
Further comments (probably available only in Czech)
The course can also be completed outside the examination period.
Information on the extent and intensity of the course: 8 hodin KS/semestr.
The course is also listed under the following terms Summer 2013, Summer 2014, Summer 2015, Summer 2017, Summer 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023, Summer 2024, Summer 2025.
  • Enrolment Statistics (Summer 2016, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2016/BA_DM