Informace o předmětu

BA_DM Direct Marketing

Rozsah

2/1/0. 12 hodin KS/semestr. 5 kr. Ukončení: zk.

Vyučující

Ing. Radek Turčáni (cvičící)

Garance

Ing. Radek Turčáni
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Dita Egertová

Rozvrh seminárních/paralelních skupin

BA_DM/cMCPH: každý lichý čtvrtek 17:30–18:14 E225, každý lichý čtvrtek 18:15–19:00 E225, R. Turčáni
BA_DM/pMCPH: St 17:30–18:14 E007KC, St 18:15–19:00 E007KC, R. Turčáni

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

Goal of the subject: To set a knowledge base for understanding of a modern Direct Marketing and its implications for Marketing Communication in context of IMC and 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 for companies and agencies as well as campaign planning: schedule, budget, identification of correct target groups, use of DM databases and measuring of campaigns. In DM is special focus on developement of new technologies for gathering the clients data.

Výstupy z učení

Theoretical and practical knowledge, orientation in problem of efficient DM and context of monitored topics. At the same time, the practical understanding with the ability to apply acquired knowledge in a real professional environment. The learning outcomes are the support and development of the profile of the educated practitioner.

Osnova

• Programme: 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 exact target groups for DM activities 5/ DM as the part of the Customer relationship management (CRM) 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/ European Union - Direct Marketing legislative and professional associations

Literatura

povinná literatura
• DAN S., Kennedy. Magnetic Marketing: How to attract a flood of new customers that pay, stay and refer. USA: Forbes Books, 2018. ISBN 978-1-946633-74-3.
• TAPP, Alan, Ian WHITTEN a Matthew HOUSDEN. Principles of direct, database and digital marketing. In: . 2014. ISBN 978-0-2-7375-650-7.
• 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.
• JUSKA, Jerome M. Integrated Marketing Communication: Advertising and Promotion in a Digital World. New York: Routledge, 2018. ISBN 978-1-315-52681-2.

doporučená literatura
• BLAKEMAN, Robyn. Integrated Marketing Communication : Creative Strategy from Idea to Implementation. 2nd edition. London, printed in USA: Rowman & Littlefield Publishers, 2018
• SWEEZEY, Mathew. Marketing Automation for Dummie. Hoboken, New Jersey: John Wiley & Sons, Incorporated, 2014. ISBN 9781118772270.
• KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 5.0: Technology for Humanity. New Jersay, Canada: Wiley, 2021. ISBN 978-1-119-66854-1.

Výukové metody

Interactive lectures, focused discussions about practical and demonstrative examples of campaigns, individual preparation of practical campaign. The practical courses will be focused on creation the DM materials: letter, follow up, time schedule, budgeting and also planning the objectives of campaigns.

Metody hodnocení

Assesment methods: Credit and exam (z / ZK 5 Cr.) 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. 2 members. Further information will be provided through the course on IS in the folder Study materials. Examination: the mark is awarded on the base of written test and grade work together with all mandatory attachments. The test verifies the knowledges achieved through the lessons and grade work understanding of creation and planning of DM campaign. Student with ISP status or the student who didn´t attend the lessons min. from 75% will write the DM project alone.

Vyučovací jazyk

Angličtina

Navazující předměty

• BA_EM Electronic Marketing

Informace učitele

All study materials based on recommended literature will be available in Interactive Syllabi in IS/study materials. The successful completion of the course is based on writing the grade work and test and gain at least 50% of points. Assumptions: Students' ability for understand marketing theory and considering possible applications/options in the practical marketing processes/campaigns in the structure of marketing communications framework. Focus on Direct marketing (DM) in Practice.

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

BA_DM Direct Marketing

Rozsah

2/1/0. 12 hodin KS/semestr. 5 kr. Ukončení: zk.

Vyučující

Ing. Radek Turčáni (cvičící)

Garance

PhDr. Martina Švecová, MSc
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Bc. Kamila Procházková

Rozvrh seminárních/paralelních skupin

BA_DM/cMCPH: každé liché pondělí 17:30–18:14 E225, každé liché pondělí 18:15–19:00 E225, R. Turčáni
BA_DM/pMCPH: každé sudé pondělí 17:30–18:14 E225, každé sudé pondělí 18:15–19:00 E225, každé sudé pondělí 19:15–19:59 E225, každé sudé pondělí 20:00–20:45 E225, R. Turčáni

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

Goal of the subject: To set a knowledge base for understanding of a modern Direct Marketing and its implications for Marketing Communication in context of IMC and 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 for companies and agencies as well as campaign planning: schedule, budget, identification of correct target groups, use of DM databases and measuring of campaigns. In DM is special focus on developement of new technologies for gathering the clients data.

Výstupy z učení

Theoretical and practical knowledge, orientation in problem of efficient DM and context of monitored topics. At the same time, the practical understanding with the ability to apply acquired knowledge in a real professional environment. The learning outcomes are the support and development of the profile of the educated practitioner.

Osnova

• Programme: 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 exact target groups for DM activities 5/ DM as the part of the Customer relationship management (CRM) 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/ European Union - Direct Marketing legislative and professional associations

Literatura

povinná literatura
• DAN S., Kennedy. Magnetic Marketing: How to attract a flood of new customers that pay, stay and refer. USA: Forbes Books, 2018. ISBN 978-1-946633-74-3.
• TAPP, Alan, Ian WHITTEN a Matthew HOUSDEN. Principles of direct, database and digital marketing. In: . 2014. ISBN 978-0-2-7375-650-7.
• 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.
• JUSKA, Jerome M. Integrated Marketing Communication: Advertising and Promotion in a Digital World. New York: Routledge, 2018. ISBN 978-1-315-52681-2.

doporučená literatura
• BLAKEMAN, Robyn. Integrated Marketing Communication : Creative Strategy from Idea to Implementation. 2nd edition. London, printed in USA: Rowman & Littlefield Publishers, 2018
• SWEEZEY, Mathew. Marketing Automation for Dummie. Hoboken, New Jersey: John Wiley & Sons, Incorporated, 2014. ISBN 9781118772270.
• KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 5.0: Technology for Humanity. New Jersay, Canada: Wiley, 2021. ISBN 978-1-119-66854-1.

Výukové metody

Interactive lectures, focused discussions about practical and demonstrative examples of campaigns, individual preparation of practical campaign. The practical courses will be focused on creation the DM materials: letter, follow up, time schedule, budgeting and also planning the objectives of campaigns.

Metody hodnocení

Assesment methods: Credit and exam (z / ZK 5 Cr.) 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. 2 members. Further information will be provided through the course on IS in the folder Study materials. Examination: the mark is awarded on the base of written test and grade work together with all mandatory attachments. The test verifies the knowledges achieved through the lessons and grade work understanding of creation and planning of DM campaign. Student with ISP status or the student who didn´t attend the lessons min. from 75% will write the DM project alone.

Vyučovací jazyk

Angličtina

Navazující předměty

• BA_EM Electronic Marketing

Informace učitele

All study materials based on recommended literature will be available in Interactive Syllabi in IS/study materials. The successful completion of the course is based on writing the grade work and test and gain at least 50% of points. Assumptions: Students' ability for understand marketing theory and considering possible applications/options in the practical marketing processes/campaigns in the structure of marketing communications framework. Focus on Direct marketing (DM) in Practice.

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

BA_DM Direct Marketing

Rozsah

2/1/0. 12 hodin KS/semestr. 5 kr. Ukončení: zk.

Vyučující

PhDr. Martina Švecová, MSc (cvičící)

Garance

PhDr. Martina Švecová, MSc
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Lenka Pokorná

Rozvrh seminárních/paralelních skupin

BA_DM/cMCPH: Pá 10:30–11:14 E401, kromě Pá 11. 2., kromě Pá 18. 3. ; a Pá 11. 2. 10:30–11:14 E306, Po 21. 3. 10:30–11:14 E304, M. Švecová
BA_DM/pMCPH: Pá 8:45–9:29 E401, Pá 9:30–10:15 E401, kromě Pá 11. 2., kromě Pá 18. 3. ; a Pá 11. 2. 8:45–10:15 E306, Po 21. 3. 8:45–10:15 E304, M. Švecová

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

Goal of the subject: To set a knowledge base for understanding of a modern Direct Marketing and its implications for Marketing Communication in context of IMC and 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 for companies and agencies as well as campaign planning: schedule, budget, identification of correct target groups, use of DM databases and measuring of campaigns.

Výstupy z učení

Theoretical and practical knowledge, orientation in problem of efficient DM and context of monitored topics. At the same time, the practical understanding with the ability to apply acquired knowledge in a real professional environment. The learning outcomes are the support and development of the profile of the educated practitioner.

Osnova

• Programme: 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 exact target groups for DM activities 5/ DM as the part of the Customer relationship management (CRM) 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/ European Union - Direct Marketing legislative and professional associations

Literatura

povinná literatura
• TAPP, Alan, Ian WHITTEN a Matthew HOUSDEN. Principles of direct, database and digital marketing. In: . 2014. ISBN 978-0-2-7375-650-7.
• CLOW, K.E. a BAACK, D. Integrated advertising, promotion, and marketing communications. Seventh edition. Boston: Pearson, [2016], ©2016. 496 stran. Global edition. ISBN 978-1-292-09363-5 -54$
• BELCH, George E. a Michael A. BELCH. Advertising and Promotion: An Integrated Marketing Communication Perspective. 11th Edition. New York: McGrawn-Hill Irwin, 2017. ISBN 9781259548147.
• 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.

doporučená literatura
• BLAKEMAN, Robyn. Integrated Marketing Communication : Creative Strategy from Idea to Implementation. 2nd edition. London, printed in USA: Rowman & Littlefield Publishers, 2018
• SWEEZEY, Mathew. Marketing Automation for Dummie. Hoboken, New Jersey: John Wiley & Sons, Incorporated, 2014. ISBN 9781118772270.
• JUSKA, Jerome M. Integrated Marketing Communication: Advertising and Promotion in a Digital World. New York: Routledge, 2018. ISBN 978-1-315-52681-2.

Výukové metody

Interactive lectures, focused discussions about practical and demonstrative examples of campaigns, individual preparation of practical campaign

Metody hodnocení

Assesment methods: Credit and exam (z / ZK 5 Cr.) 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 on IS 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.

Vyučovací jazyk

Angličtina

Navazující předměty

• BA_EM Electronic Marketing

Informace učitele

All study materials based on recommended literature will be available on IS in the folder Study materials. Assumptions: Students ability to understand marketing theory and to consider possible applications/options into the practical marketing processes/campaigns in the structure of marketing communications framework. Focus on the Direct marketing (DM) in Practice.

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

BA_DM Direct Marketing

Rozsah

2/1/0. 12 hodin KS/semestr. 5 kr. Ukončení: zk.

Vyučující

PhDr. Martina Švecová, MSc (cvičící)

Garance

PhDr. Martina Švecová, MSc
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Lenka Pokorná

Rozvrh seminárních/paralelních skupin

BA_DM/cMCPH: každý sudý čtvrtek 12:15–12:59 E126, každý sudý čtvrtek 13:00–13:45 E126, M. Švecová
BA_DM/pMCPH: Čt 10:30–11:14 E222, Čt 11:15–12:00 E222, M. Švecová

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

Goal of the subject: To set a knowledge base for understanding of a modern Direct Marketing and its implications for Marketing Communication in context of IMC and 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 for companies and agencies as well as campaign planning: schedule, budget, identification of correct target groups, use of DM databases and measuring of campaigns.

Výstupy z učení

Theoretical and practical knowledge, orientation in problem of efficient DM and context of monitored topics. At the same time, the practical understanding with the ability to apply acquired knowledge in a real professional environment. The learning outcomes are the support and development of the profile of the educated practitioner.

Osnova

• Programme: 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 exact target groups for DM activities 5/ DM as the part of the Customer relationship management (CRM) 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/ European Union - Direct Marketing legislative and professional associations

Literatura

povinná literatura
• TAPP, Alan, Ian WHITTEN a Matthew HOUSDEN. Principles of direct, database and digital marketing. In: . 2014. ISBN 978-0-2-7375-650-7.
• CLOW, K.E. a BAACK, D. Integrated advertising, promotion, and marketing communications. Seventh edition. Boston: Pearson, [2016], ©2016. 496 stran. Global edition. ISBN 978-1-292-09363-5 -54$
• BELCH, George E. a Michael A. BELCH. Advertising and Promotion: An Integrated Marketing Communication Perspective. 11th Edition. New York: McGrawn-Hill Irwin, 2017. ISBN 9781259548147.
• 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.

doporučená literatura
• BLAKEMAN, Robyn. Integrated Marketing Communication : Creative Strategy from Idea to Implementation. 2nd edition. London, printed in USA: Rowman & Littlefield Publishers, 2018
• SWEEZEY, Mathew. Marketing Automation for Dummie. Hoboken, New Jersey: John Wiley & Sons, Incorporated, 2014. ISBN 9781118772270.
• JUSKA, Jerome M. Integrated Marketing Communication: Advertising and Promotion in a Digital World. New York: Routledge, 2018. ISBN 978-1-315-52681-2.

Výukové metody

Interactive lectures, focused discussions about practical and demonstrative examples of campaigns, individual preparation of practical campaign

Metody hodnocení

Assesment methods: Credit and exam (z / ZK 5 Cr.) 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 on IS 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.

Vyučovací jazyk

Angličtina

Navazující předměty

• BA_EM Electronic Marketing

Informace učitele

All study materials based on recommended literature will be available on IS in the folder Study materials. Assumptions: Students ability to understand marketing theory and to consider possible applications/options into the practical marketing processes/campaigns in the structure of marketing communications framework. Focus on the Direct marketing (DM) in Practice.

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

BA_DM Direct Marketing

Rozsah

1/1/0. 8 hodin KS/semestr. 6 kr. Ukončení: zk.

Vyučující

PhDr. Martina Švecová, MSc (cvičící)

Garance

PhDr. Martina Švecová, MSc
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Lenka Pokorná

Rozvrh seminárních/paralelních skupin

BA_DM/cMCPH: každou sudou středu 10:30–11:14 E225, každou sudou středu 11:15–12:00 E225, M. Švecová
BA_DM/pMCPH: každou lichou středu 10:30–11:14 E225, každou lichou středu 11:15–12:00 E225, kromě St 26. 2. ; a Po 16. 3. 14:00–15:30 E223, M. Švecová

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

Goal of the subject: To set a knowledge base for understanding of a modern Direct Marketing and its implications for Marketing Communication in context of IMC and 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 for companies and agencies as well as campaign planning: schedule, budget, identification of correct target groups, use of DM databases and measuring of campaigns.

Výstupy z učení

Theoretical and practical knowledge, orientation in problem of efficient DM and context of monitored topics. At the same time, the practical understanding with the ability to apply acquired knowledge in a real professional environment. The learning outcomes are the support and development of the profile of the educated practitioner.

Osnova

• Programme: 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 exact target groups for DM activities 5/ DM as the part of the Customer relationship management (CRM) 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/ European Union - Direct Marketing legislative and professional associations

Literatura

povinná literatura
• TAPP, Alan, Ian WHITTEN a Matthew HOUSDEN. Principles of direct, database and digital marketing. In: . 2014. ISBN 978-0-2-7375-650-7.
• CLOW, K.E. a BAACK, D. Integrated advertising, promotion, and marketing communications. Seventh edition. Boston: Pearson, [2016], ©2016. 496 stran. Global edition. ISBN 978-1-292-09363-5 -54$
• BELCH, George E. a Michael A. BELCH. Advertising and Promotion: An Integrated Marketing Communication Perspective. 11th Edition. New York: McGrawn-Hill Irwin, 2017. ISBN 9781259548147.
• 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.

doporučená literatura
• BLAKEMAN, Robyn. Integrated Marketing Communication : Creative Strategy from Idea to Implementation. 2nd edition. London, printed in USA: Rowman & Littlefield Publishers, 2018
• SWEEZEY, Mathew. Marketing Automation for Dummie. Hoboken, New Jersey: John Wiley & Sons, Incorporated, 2014. ISBN 9781118772270.
• JUSKA, Jerome M. Integrated Marketing Communication: Advertising and Promotion in a Digital World. New York: Routledge, 2018. ISBN 978-1-315-52681-2.

Výukové metody

Interactive lectures, focused discussions about practical and demonstrative examples of campaigns, individual preparation of practical campaign

Metody hodnocení

Assesment methods: Credit and exam (z / ZK 5 Cr.) 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 on IS 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.

Vyučovací jazyk

Angličtina

Navazující předměty

• BA_EM Electronic Marketing

Informace učitele

All study materials based on recommended literature will be available on IS in the folder Study materials. Assumptions: Students ability to understand marketing theory and to consider possible applications/options into the practical marketing processes/campaigns in the structure of marketing communications framework. Focus on the Direct marketing (DM) in Practice.

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

BA_DM Direct Marketing

Rozsah

1/1. 8 hodin KS/semestr. 6 kr. Ukončení: zk.

Vyučující

PhDr. Martina Švecová, MSc (cvičící)

Garance

PhDr. Karel Eliáš, CSc.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Ing. Markéta Knížková

Rozvrh seminárních/paralelních skupin

BA_DM/cMCPH: každou sudou středu 10:30–11:14 E123, každou sudou středu 11:15–12:00 E123, M. Švecová
BA_DM/pMCPH: každou sudou středu 8:45–9:29 E123, každou sudou středu 9:30–10:15 E123, M. Švecová

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

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).

Výstupy z učení

Basic theoretical knowledge, orientation in problems and context of monitored topics. At the same time, the practical skills and skills of applying the acquired knowledge in a real environment of professional activities. The learning outcomes are the support and development of the profile of the educated practitioner

Osnova

• 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.

Literatura

povinná literatura
• CLOW, K.E. a BAACK, D. Integrated advertising, promotion, and marketing communications. Seventh edition. Boston: Pearson, [2016], ©2016. 496 stran. Global edition. ISBN 978-1-292-09363-5 -54$
• BLAKEMAN,R.:Integrated Marketing Commnunication : Creative Strategy From Idea to Implementation.2nd ed.Lanham:Rowman and Littlefield Publishers,2014.ISBN 9781442221215.
• KRAFFT,M .: International Direct Marketing : Principles, Best Practices, Marketing Facts. Springer Science/Business Media 2007. ISBN : 9783540396314. eISBN : 9783540396321

doporučená literatura
• BIRD,D.:Commonsense Direct/Digital Marketing.KoganPage 2007.ISBN : 9780749447601.eISBN:97807494552070
• GOPALAKRISHNA,D.:Electronic Marketing in 21st Century.Himalaya Publishing House 2010.

Výukové metody

Interactive lectures + focused discussions/presentations during excercises.

Metody hodnocení

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.

Vyučovací jazyk

Angličtina

Navazující předměty

• BA_EM Electronic Marketing

Informace učitele

All subject related study-books are available in a limited amount also in the VŠFS library(Vltavská st.,P5).Printed and/or an electronic version.

Assumptions: student,s ability to understand marketing theory and to consider possible applications/options into the practical marketing processes/campaigns within the structure of marketing communications framework.Focus on the Direct marketing(DM).

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

BA_DM Direct Marketing

Rozsah

1/1. 8 hodin KS/semestr. 6 kr. Ukončení: zk.

Vyučující

PhDr. Karel Eliáš, CSc. (cvičící)

Garance

PhDr. Karel Eliáš, CSc.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Ing. Edita Jerie, DiS.

Rozvrh seminárních/paralelních skupin

BA_DM/cMCPH: každé liché pondělí 10:30–11:14 E223, každé liché pondělí 11:15–12:00 E223, K. Eliáš
BA_DM/pMCPH: každé liché pondělí 8:45–9:29 E223, každé liché pondělí 9:30–10:15 E223, K. Eliáš

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

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).

Výstupy z učení

Basic theoretical knowledge, orientation in problems and context of monitored topics. At the same time, the practical skills and skills of applying the acquired knowledge in a real environment of professional activities. The learning outcomes are the support and development of the profile of the educated practitioner

Osnova

• 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.

Literatura

povinná literatura
• CLOW, K.E. a BAACK, D. Integrated advertising, promotion, and marketing communications. Seventh edition. Boston: Pearson, [2016], ©2016. 496 stran. Global edition. ISBN 978-1-292-09363-5 -54$
• BLAKEMAN,R.:Integrated Marketing Commnunication : Creative Strategy From Idea to Implementation.2nd ed.Lanham:Rowman and Littlefield Publishers,2014.ISBN 9781442221215.
• KRAFFT,M .: International Direct Marketing : Principles, Best Practices, Marketing Facts. Springer Science/Business Media 2007. ISBN : 9783540396314. eISBN : 9783540396321

doporučená literatura
• BIRD,D.:Commonsense Direct/Digital Marketing.KoganPage 2007.ISBN : 9780749447601.eISBN:97807494552070
• GOPALAKRISHNA,D.:Electronic Marketing in 21st Century.Himalaya Publishing House 2010.

Výukové metody

Interactive lectures + focused discussions/presentations during excercises.

Metody hodnocení

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.

Vyučovací jazyk

Angličtina

Navazující předměty

• BA_EM Electronic Marketing

Informace učitele

All subject related study-books are available in a limited amount also in the VŠFS library(Vltavská st.,P5).Printed and/or an electronic version.

Assumptions: student,s ability to understand marketing theory and to consider possible applications/options into the practical marketing processes/campaigns within the structure of marketing communications framework.Focus on the Direct marketing(DM).

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

BA_DM Direct Marketing

Rozsah

1/1. 8 hodin KS/semestr. 6 kr. Ukončení: zk.

Vyučující

PhDr. Karel Eliáš, CSc. (cvičící)

Garance

PhDr. Karel Eliáš, CSc.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Ing. Edita Jerie, DiS.

Rozvrh seminárních/paralelních skupin

BA_DM/cMCPH: každou lichou středu 14:00–14:44 E123, každou lichou středu 14:45–15:30 E123, K. Eliáš
BA_DM/pMCPH: každou lichou středu 12:15–12:59 E123, každou lichou středu 13:00–13:45 E123, kromě St 29. 3. ; a St 29. 3. 12:15–13:45 E230, K. Eliáš

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

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).

Osnova

• 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.

Literatura

povinná literatura
• CLOW, K.E. a BAACK, D. Integrated advertising, promotion, and marketing communications. Seventh edition. Boston: Pearson, [2016], ©2016. 496 stran. Global edition. ISBN 978-1-292-09363-5 -54$
• BLAKEMAN,R.:Integrated Marketing Commnunication : Creative Strategy From Idea to Implementation.2nd ed.Lanham:Rowman and Littlefield Publishers,2014.ISBN 9781442221215.
• KRAFFT,M .: International Direct Marketing : Principles, Best Practices, Marketing Facts. Springer Science/Business Media 2007. ISBN : 9783540396314. eISBN : 9783540396321

doporučená literatura
• BIRD,D.:Commonsense Direct/Digital Marketing.KoganPage 2007.ISBN : 9780749447601.eISBN:97807494552070
• GOPALAKRISHNA,D.:Electronic Marketing in 21st Century.Himalaya Publishing House 2010.

Výukové metody

Interactive lectures + focused discussions/presentations during excercises.

Metody hodnocení

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.

Vyučovací jazyk

Angličtina

Navazující předměty

• BA_EM Electronic Marketing

Informace učitele

All subject related study-books are available in a limited amount also in the VŠFS library(Vltavská st.,P5).Printed and/or an electronic version.

Assumptions: student,s ability to understand marketing theory and to consider possible applications/options into the practical marketing processes/campaigns within the structure of marketing communications framework.Focus on the Direct marketing(DM).

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

BA_DM Direct Marketing

Rozsah

1/1. 8 hodin KS/semestr. 5 kr. Ukončení: zk.

Vyučující

PhDr. Karel Eliáš, CSc. (cvičící)

Garance

PhDr. Karel Eliáš, CSc.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Bc. Jan Peterec

Rozvrh seminárních/paralelních skupin

BA_DM/cMCPH: každou lichou středu 14:00–14:44 E129, každou lichou středu 14:45–15:30 E129, K. Eliáš
BA_DM/pMCPH: každou sudou středu 14:00–14:44 E129, každou sudou středu 14:45–15:30 E129, K. Eliáš

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

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).

Osnova

• 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.

Literatura

povinná literatura
• 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

doporučená literatura
• 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.

Výukové metody

Interactive lectures + focused discussions/presentations during excercises.

Metody hodnocení

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.

Vyučovací jazyk

Angličtina

Navazující předměty

• BA_EM Electronic Marketing

Informace učitele

All subject related study-books are available in a limited amount also in the VŠFS library(Vltavská st.,P5).Printed and/or an electronic version.

Assumptions: student,s ability to understand marketing theory and to consider possible applications/options into the practical marketing processes/campaigns within the structure of marketing communications framework.Focus on the Direct marketing(DM).

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

BA_DM Direct Marketing

Rozsah

1/1. 8 hodin KS/semestr. 5 kr. Ukončení: zk.

Vyučující

PhDr. Karel Eliáš, CSc. (cvičící)

Garance

PhDr. Karel Eliáš, CSc.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Bc. Jan Peterec

Rozvrh seminárních/paralelních skupin

BA_DM/cMCPH: každý sudý čtvrtek 15:45–16:29 E129, každý sudý čtvrtek 16:30–17:15 E129, K. Eliáš
BA_DM/pMCPH: každý lichý čtvrtek 15:45–16:29 E129, každý lichý čtvrtek 16:30–17:15 E129, K. Eliáš

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

Goal of the subject: to set a knowledge base for broad understanding of a modern Direct Marketing(definitons,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).

Osnova

• 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.

Literatura

povinná literatura
• 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

doporučená literatura
• 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.

Výukové metody

Interactive lectures + focused discussions/presentations during excercises.

Metody hodnocení

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.

Vyučovací jazyk

Angličtina

Navazující předměty

• BA_EM Electronic Marketing

Informace učitele

All subject related study-books are available in a limited amount also in the VŠFS library(Vltavská st.,P5).Printed and/or an electronic version.

Assumptions: student,s ability to understand marketing theory and to consider possible applications/options into the practical marketing processes/campaigns within the structure of marketing communications framework.Focus on the Direct marketing(DM).

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.

BA_DM Direct Marketing

Rozsah

1/1. 8 hodin KS/semestr. 5 kr. Ukončení: zk.

Vyučující

PhDr. Karel Eliáš, CSc. (cvičící)
Květoslava Dolejšová (pomocník)

Garance

PhDr. Karel Eliáš, CSc.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Květoslava Dolejšová

Rozvrh seminárních/paralelních skupin

BA_DM/cMCPH: každou lichou středu 14:00–14:44 E305, každou lichou středu 14:45–15:30 E305, K. Eliáš
BA_DM/pMCPH: každou sudou středu 14:00–14:44 E305, každou sudou středu 14:45–15:30 E305, K. Eliáš

Předpoklady

Assumptions: student,s ability to understand marketing theory and to consider possible applications/options into the practical marketing processes/campaigns within the structure of marketing communications framework.Focus on the Direct marketing(DM).

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

Goal of the subject: to set a knowledge base for broad understanding of a modern Direct Marketing(definitons,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).

Osnova

• 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.

Literatura

povinná literatura
• 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

doporučená literatura
• MARSHALL,P.-TODD,B.:Ultimate guide to Google adwords advertising.Entrepreneur Media 2010.ISBN:978-1-599-183-602

Výukové metody

Interactive lectures + focused discussions/presentations during excercises.

Metody hodnocení

Assesment methods: 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.

Vyučovací jazyk

Angličtina

Navazující předměty

• BA_EM Electronic Marketing

Informace učitele

All subject related study-books are available in a limited amount also in the VŠFS library(Vltavská st.,P5).Printed and/or an electronic version.

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.
b0.

BA_DM Direct Marketing

Rozsah

1/1. 8 hodin KS/semestr. 5 kr. Ukončení: zk.

Vyučující

PhDr. Karel Eliáš, CSc. (cvičící)
Květoslava Dolejšová (pomocník)

Garance

PhDr. Karel Eliáš, CSc.
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Květoslava Dolejšová

Rozvrh seminárních/paralelních skupin

BA_DM/cMCPH: každé liché úterý 12:15–12:59 E305, každé liché úterý 13:00–13:45 E305, K. Eliáš
BA_DM/pMCPH: každou sudou středu 12:15–12:59 E305, každou sudou středu 13:00–13:45 E305, K. Eliáš

Předpoklady

Assumptions: student,s ability to understand marketing theory and to consider possible applications/options into the practical marketing processes/campaigns within the structure of marketing communications framework.Focus on the Direct marketing(DM).

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

Goal of the subject: to set a knowledge base for broad understanding of a modern Direct Marketing(definitons,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).

Osnova

• 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.

Literatura

povinná literatura
• CLOW,K.E.-BAACK,D.:Integrated Advertising, Promotion and Marketing Communications.Harlow : Pearson Education c2012. ISBN :0-273-75328(brož.), 978-0-273-75328-5(brož.)
• 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

doporučená literatura
• MARSHALL,P.-TODD,B.:Ultimate guide to Google adwords advertising.Entrepreneur Media 2010.ISBN:978-1-599-183-602

Výukové metody

Interactive lectures + focused discussions/presentations during excercises.

Metody hodnocení

Assesment methods: 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.

Vyučovací jazyk

Angličtina

Navazující předměty

• BA_EM Electronic Marketing

Informace učitele

All subject related study-books are available in a limited amount also in the VŠFS library(Vltavská st.,P5).Printed and/or an electronic version.

Další komentáře

Předmět je dovoleno ukončit i mimo zkouškové období.
b0.

BA_DM Direct Marketing

Předmět se v období léto 2025 nevypisuje.

Rozsah

2/1/0. 12 hodin KS/semestr. 5 kr. Ukončení: zk.

Garance

Ing. Radek Turčáni
Sekce managementu a marketingu (FES, KEM) – Katedra ekonomie a managementu (FES, KEM) – Katedry – Vysoká škola finanční a správní
Kontaktní osoba: Dita Egertová

Předpoklady

There are no prerequisites for this course.

Omezení zápisu do předmětu

Předmět je otevřen studentům libovolného oboru.

Cíle předmětu

Goal of the subject: To set a knowledge base for understanding of a modern Direct Marketing and its implications for Marketing Communication in context of IMC and 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 for companies and agencies as well as campaign planning: schedule, budget, identification of correct target groups, use of DM databases and measuring of campaigns. In DM is special focus on developement of new technologies for gathering the clients data.

Výstupy z učení

Theoretical and practical knowledge, orientation in problem of efficient DM and context of monitored topics. At the same time, the practical understanding with the ability to apply acquired knowledge in a real professional environment. The learning outcomes are the support and development of the profile of the educated practitioner.

Osnova

• Programme: 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 exact target groups for DM activities 5/ DM as the part of the Customer relationship management (CRM) 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/ European Union - Direct Marketing legislative and professional associations

Literatura

povinná literatura
• DAN S., Kennedy. Magnetic Marketing: How to attract a flood of new customers that pay, stay and refer. USA: Forbes Books, 2018. ISBN 978-1-946633-74-3.
• TAPP, Alan, Ian WHITTEN a Matthew HOUSDEN. Principles of direct, database and digital marketing. In: . 2014. ISBN 978-0-2-7375-650-7.
• 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.
• JUSKA, Jerome M. Integrated Marketing Communication: Advertising and Promotion in a Digital World. New York: Routledge, 2018. ISBN 978-1-315-52681-2.

doporučená literatura
• BLAKEMAN, Robyn. Integrated Marketing Communication : Creative Strategy from Idea to Implementation. 2nd edition. London, printed in USA: Rowman & Littlefield Publishers, 2018
• SWEEZEY, Mathew. Marketing Automation for Dummie. Hoboken, New Jersey: John Wiley & Sons, Incorporated, 2014. ISBN 9781118772270.
• KOTLER, Philip, Hermawan KARTAJAYA a Iwan SETIAWAN. Marketing 5.0: Technology for Humanity. New Jersay, Canada: Wiley, 2021. ISBN 978-1-119-66854-1.

Výukové metody

Interactive lectures, focused discussions about practical and demonstrative examples of campaigns, individual preparation of practical campaign. The practical courses will be focused on creation the DM materials: letter, follow up, time schedule, budgeting and also planning the objectives of campaigns.

Metody hodnocení

Assesment methods: Credit and exam (z / ZK 5 Cr.) 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. 2 members. Further information will be provided through the course on IS in the folder Study materials. Examination: the mark is awarded on the base of written test and grade work together with all mandatory attachments. The test verifies the knowledges achieved through the lessons and grade work understanding of creation and planning of DM campaign. Student with ISP status or the student who didn´t attend the lessons min. from 75% will write the DM project alone.

Vyučovací jazyk

Angličtina

Navazující předměty

• BA_EM Electronic Marketing

Informace učitele

All study materials based on recommended literature will be available in Interactive Syllabi in IS/study materials. The successful completion of the course is based on writing the grade work and test and gain at least 50% of points. Assumptions: Students' ability for understand marketing theory and considering possible applications/options in the practical marketing processes/campaigns in the structure of marketing communications framework. Focus on Direct marketing (DM) in Practice.

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