B_DM Direct Marketing

University of Finance and Administration
Summer 2022
Extent and Intensity
2/1/0. 5 credit(s). Type of Completion: zk (examination).
Teacher(s)
Ing. Vilém Kunz, Ph.D. (seminar tutor)
Ing. Pavel Rosenlacher, Ph.D. (seminar tutor)
PhDr. Martina Švecová, MSc (seminar tutor)
Guaranteed by
PhDr. Martina Švecová, MSc
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Dita Egertová
Timetable of Seminar Groups
B_DM/cMMO: each odd Thursday 12:15–12:59 M14, each odd Thursday 13:00–13:45 M14, V. Kunz
B_DM/c1MPH: each odd Wednesday 14:00–14:44 E224, each odd Wednesday 14:45–15:30 E224, except Wed 16. 3. ; and Mon 11. 4. 14:00–15:30 E304, M. Švecová
B_DM/c2MPH: each odd Wednesday 12:15–12:59 E224, each odd Wednesday 13:00–13:45 E224, except Wed 16. 3. ; and Mon 11. 4. 12:15–13:45 E304, M. Švecová
B_DM/pMMO: Tue 8:45–9:29 M26, Tue 9:30–10:15 M26, P. Rosenlacher
B_DM/pMPH: each even Thursday 10:30–11:14 E227, each even Thursday 11:15–12:00 E227, each even Thursday 12:15–12:59 E227, each even Thursday 13:00–13:45 E227, M. Švecová
B_DM/vMPH: Fri 11. 2. 17:30–19:00 E227, 19:15–20:45 E227, Fri 11. 3. 17:30–19:00 E227, 19:15–20:45 E227, Fri 8. 4. 17:30–19:00 E227, 19:15–20:45 E227, M. Švecová
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 understanding of the modern Direct Marketing and its implications for Marketing Communication within the context of IMC and its use for the companies with CRM approach. DM will be described as a powerful combination of specific scientific knowledges, strategic planning and creative thinking. At the end students will understand modern meaning of Direct Marketing, campaign planning: schedule, budget, identification of correct target groups, use of DM databases and measuring of campaign success.
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/ Development of marketing since 50s of 20th century in the context of DM 2/ DM tools and goals 3/ The role of DM in IMC 4/ Identifying target groups in the context of DM 5/ DM in context of the Customer relationship management 6/ Creation of DM campaign 7/ Marketing Database and GDPR 8/ Measuring of success of DM campaign 9/ Social and ethical issues of DM 10/Direct Marketing legislative and organizations
Literature
    required literature
  • ŠVECOVÁ, Martina. Direct marketing S rozšířeným vydáním Podpora prodeje a Struktura marketingových komunikací. Praha: VŠFS. EDUCOpress. ISBN 978-80-7408-208-5. 2020. info
    recommended literature
  • KARLÍČEK, M. Marketingová komunikace - Jak komunikovat na našem trhu (2., aktualizované a doplněné vydání), Grada Publishing, Praha: 2016, ISBN: 978-80-247-5769-8
  • Chlebovský, V. Management zákaznických řešení - Jak efektivně tvořit a spravovat individualizovaná řešení zákaznických potřeb. Grada, 2017. ISBN: 978-80-271-0559-5
  • JUSKA, Jerome M. Integrated Marketing Communication: Advertising and Promotion in a Digital World. New York: Routledge, 2018. ISBN 978-1-315-52681-2
  • SANTLEROVÁ, Květoslava. Telemarketing v praxi: jak profesionálně telefonovat se zákazníky. 2., aktualiz. a rozš. vyd. Praha: Grada, 2011. ISBN 978-802-4739-281.
  • MCDONALD, Malcolm a Hugh WILSON. Marketing Plans: How to prepare them, how to profit from them. 8th edition. West Sussex, printed USA: Wiley, 2016. ISBN 9781119217138
  • Integrated Advertising, Promotion, and Marketing Communications. 8. United Kingdom: Pearson Education Limited, 2018. ISBN 978-1-292-22269-1
  • KAŠÍK, Milan a Karel HAVLÍČEK. Marketing při utváření podnikové strategie. 3. aktualizované vydání. Praha: Vysoká škola finanční a správní, o.p.s., 2015. EUPRESS. ISBN 978-80-7408-100-2
  • PŘIKRYLOVÁ, J and H JAHODOVÁ. Moderní marketingová komunikace. Praha: Grada Publishing. ISBN 978-80-247-3622-8. 2010. info
  • KOTLER, Philip. Moderní marketing: 4. evropské vydání. Praha: Grada, 2007, 1041 s. ISBN 978-80-247-1545-2.
  • FREY, P. Marketingová komunikace: to nejlepší z nových trendů. Vydání 3., rozšířené. Praha: Management Press, 2011. ISBN 978-80-7261-237-6.
Teaching methods
Interactive lectures, focused discussions about practical issues and demonstrative examples of campaigns, individual preparation of practical campaign
Assessment methods
Credit is awarded on successful participation on group project, 75% attendance and presentation of group project. By the project is meant the plan of the DM campaign with the mailing including aims of the campaign, target groups, budget, ROI… Each group has max. 5 members. Further information will be provided through the course in the folder study materials. Examination: the mark is awarded on the base of written test. The test verifies the knowledges achieved through the lessons. Student with ISP status or the student who didn´t attend the lessons min. from 75% will write the DM project alone.
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: 12 hodin KS/semestr.
Teacher's information
All study materials based on recommended literature will be available as the Students learning package or in the the folder Study materials.
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 2018, Summer 2019, Summer 2020, Summer 2021, Summer 2023, Summer 2024.
  • Enrolment Statistics (Summer 2022, recent)
  • Permalink: https://is.vsfs.cz/course/vsfs/summer2022/B_DM