B_DM Direct Marketing

University of Finance and Administration
Summer 2018
Extent and Intensity
1/1/0. 6 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
PhDr. Marek Matějka (seminar tutor)
Guaranteed by
Ing. Vilém Kunz, Ph.D.
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/cM1PH: each even Monday 10:30–11:14 E128, each even Monday 11:15–12:00 E128, M. Matějka
B_DM/cM2PH: each odd Monday 8:45–9:29 E122, each odd Monday 9:30–10:15 E122, M. Matějka
B_DM/pMPH: each even Monday 8:45–9:29 E306, each even Monday 9:30–10:15 E306, M. Matějka
B_DM/vMMO: Fri 9. 2. 17:30–19:00 M21, Fri 23. 2. 15:45–17:15 M21, 17:30–19:00 M21, Fri 9. 3. 17:30–19:00 M21, V. Kunz
B_DM/vMPH: Fri 16. 2. 15:45–17:15 E228, Sat 3. 3. 14:00–15:30 E228, Sat 17. 3. 9:45–11:15 E228, 11:30–13:00 E228, 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  
Learning outcomes
Gained knowledge and skills can be utilized in all areas relating to effective use of techniques and means of direct marketing in organizations as well as in activities of communication agencies.
Syllabus
  • 1 Nové prostředí a jeho vliv na marketingovou komunikaci. 2 Direct marketing v integrované marketingové komunikaci podniku. 3 Přímý marketing jako komunikační technika. 4 Cíle přímého marketingu a cílové skupiny. 5 Proces plánování a vytváření direct marketingových kampaní 6 Nástroje a techniky přímého marketingu. 7 CRM jako partner přímého marketingu. 8 Databázový marketing a jeho sepětí s přímým marketingem. 9 Evaluace direct marketingu - mření a nástroje efektivity 10 Společenské a etické problémy využívání přímého marketingu. 11 Globální direct marketing a Asociace direct marketingu 12 Direct marketing a legislativa
Literature
    required literature
  • • NASH, E.: Direct marketing. Praha: Computer Press, 2003, 978-80-722-6838-2
  • VÁŇA, Petr, Dušan PAVLŮ and ET AL. Jak získat nové zákazníky – Direct marketing v teorii a praxi. 2nd ed. Praha: OMEGA. 128 pp. ISBN 80-903726-1-9. 2006. info
  • KARLÍČEK, M. Marketingová komunikace - Jak komunikovat na našem trhu (2., aktualizované a doplněné vydání), Grada Publishing, Praha: 2016, ISBN: 978-80-247-5769-8
    recommended literature
  • WUNDERMAN, L. Direct marketing (Being Direct: Making Advertising Pay). Praha: Grada Publishing, a.s. ISBN 80-247-0731-4. 2004. info
  • PŘIKRYLOVÁ, J and H JAHODOVÁ. Moderní marketingová komunikace. Praha: Grada Publishing. ISBN 978-80-247-3622-8. 2010. info
  • FREY, P. Marketingová komunikace: to nejlepší z nových trendů. Vydání 3., rozšířené. Praha: Management Press, 2011. ISBN 978-80-7261-237-6.
  • JURÁŠKOVÁ, O, HORŇÁK, P. Velký slovník marketingových komunikací. Grada Publishing. 2012., ISBN 978-80-247-4354-7
  • SANTLEROVÁ, K. Telemarketing v praxi. Grada Publishing. a.s., 2012. ISBN 978-80-247-3928-1.
  • Chlebovský, V. Management zákaznických řešení - Jak efektivně tvořit a spravovat individualizovaná řešení zákaznických potřeb. Grada, 2017. ISBN: 978-80-271-0559-5
  • Lošťáková, H. Diferencované řízení vztahů se zákazníky - Moderní strategie růstu výkonnosti podniku, Grada, 2009. ISBN: 978-80-247-3155-1.
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
Methods of evaluation: credit and an oral exam (z / ZK 5 Cr.) The active participation of every single student in the processing and presentation of group project: Draft plan DM campaign   Sales postal mailing, its objectives and components of the target group (s) of budget , timing, CPO, BEP (efficiency), each group has at least three members, a maximum of seven. Credit is awarded on successful presentations: group project, attendance 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 questions with scoring). Topics: Basic concepts, an overview of the   DM in the world, the development and current status in   CR. The suitability of the DM, compared with   other methods, main strengths. Which tasks using direct marketing, customer acquisition, customer care  .   DM application in the field of 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. Preparing direct marketing campaigns, planning, break-even-point. Mailing and its components, like letter "superprodavač". Implementation mailing - budget efficiency (CPO, BEP), production of printed materials, paper, envelopes, assembling. After the credit followed by oral exam, 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.
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 2013, Summer 2014, Summer 2015, Summer 2016, Summer 2017, Summer 2019, Summer 2020, Summer 2021, Summer 2022, Summer 2023, Summer 2024.
  • Enrolment Statistics (Summer 2018, recent)
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