BA_DM Direct Marketing
University of Finance and AdministrationSummer 2025
- Extent and Intensity
- 2/1/0. 6 credit(s). Type of Completion: zk (examination).
- 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 - 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 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.
- Learning outcomes
- 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.
- Syllabus
- 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
- Literature
- required literature
- 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.
- recommended literature
- 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.
- Teaching methods
- 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.
- Assessment methods
- 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.
- 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: 12 hodin KS/semestr. - Teacher's information
- 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.
BA_DM Direct Marketing
University of Finance and AdministrationSummer 2024
- Extent and Intensity
- 2/1/0. 5 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- Ing. Radek Turčáni (seminar tutor)
- Guaranteed by
- Ing. Radek Turčáni
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Dita Egertová - Timetable of Seminar Groups
- BA_DM/cMCPH: each odd Thursday 17:30–18:14 E225, each odd Thursday 18:15–19:00 E225, R. Turčáni
BA_DM/pMCPH: Wed 17:30–18:14 E007KC, Wed 18:15–19:00 E007KC, R. Turčáni - 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 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.
- Learning outcomes
- 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.
- Syllabus
- 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
- Literature
- required literature
- 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.
- recommended literature
- 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.
- Teaching methods
- 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.
- Assessment methods
- 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.
- 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: 12 hodin KS/semestr. - Teacher's information
- 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.
BA_DM Direct Marketing
University of Finance and AdministrationSummer 2023
- Extent and Intensity
- 2/1/0. 5 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- Ing. Radek Turčáni (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: Bc. Kamila Procházková - Timetable of Seminar Groups
- BA_DM/cMCPH: each odd Monday 17:30–18:14 E225, each odd Monday 18:15–19:00 E225, R. Turčáni
BA_DM/pMCPH: each even Monday 17:30–18:14 E225, each even Monday 18:15–19:00 E225, each even Monday 19:15–19:59 E225, each even Monday 20:00–20:45 E225, R. Turčáni - 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 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.
- Learning outcomes
- 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.
- Syllabus
- 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
- Literature
- required literature
- 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.
- recommended literature
- 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.
- Teaching methods
- 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.
- Assessment methods
- 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.
- 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: 12 hodin KS/semestr. - Teacher's information
- 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.
BA_DM Direct Marketing
University of Finance and AdministrationSummer 2022
- Extent and Intensity
- 2/1/0. 5 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- 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: Lenka Pokorná - Timetable of Seminar Groups
- BA_DM/cMCPH: Fri 10:30–11:14 E401, except Fri 11. 2., except Fri 18. 3. ; and Fri 11. 2. 10:30–11:14 E306, Mon 21. 3. 10:30–11:14 E304, M. Švecová
BA_DM/pMCPH: Fri 8:45–9:29 E401, Fri 9:30–10:15 E401, except Fri 11. 2., except Fri 18. 3. ; and Fri 11. 2. 8:45–10:15 E306, Mon 21. 3. 8:45–10:15 E304, 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 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.
- Learning outcomes
- 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.
- Syllabus
- 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
- Literature
- required literature
- 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.
- recommended literature
- 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.
- Teaching methods
- Interactive lectures, focused discussions about practical and demonstrative examples of campaigns, individual preparation of practical campaign
- Assessment methods
- 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.
- 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: 12 hodin KS/semestr. - Teacher's information
- 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.
BA_DM Direct Marketing
University of Finance and AdministrationSummer 2021
- Extent and Intensity
- 2/1/0. 5 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- 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: Lenka Pokorná - Timetable of Seminar Groups
- BA_DM/cMCPH: each even Thursday 12:15–12:59 E126, each even Thursday 13:00–13:45 E126, M. Švecová
BA_DM/pMCPH: Thu 10:30–11:14 E222, Thu 11:15–12:00 E222, 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 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.
- Learning outcomes
- 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.
- Syllabus
- 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
- Literature
- required literature
- 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.
- recommended literature
- 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.
- Teaching methods
- Interactive lectures, focused discussions about practical and demonstrative examples of campaigns, individual preparation of practical campaign
- Assessment methods
- 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.
- 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: 12 hodin KS/semestr. - Teacher's information
- 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.
BA_DM Direct Marketing
University of Finance and AdministrationSummer 2020
- Extent and Intensity
- 1/1/0. 6 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- 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: Lenka Pokorná - Timetable of Seminar Groups
- BA_DM/cMCPH: each even Wednesday 10:30–11:14 E225, each even Wednesday 11:15–12:00 E225, M. Švecová
BA_DM/pMCPH: each odd Wednesday 10:30–11:14 E225, each odd Wednesday 11:15–12:00 E225, except Wed 26. 2. ; and Mon 16. 3. 14:00–15:30 E223, 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 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.
- Learning outcomes
- 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.
- Syllabus
- 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
- Literature
- required literature
- 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.
- recommended literature
- 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.
- Teaching methods
- Interactive lectures, focused discussions about practical and demonstrative examples of campaigns, individual preparation of practical campaign
- Assessment methods
- 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.
- 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. - Teacher's information
- 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.
BA_DM Direct Marketing
University of Finance and AdministrationSummer 2019
- Extent and Intensity
- 1/1. 6 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- PhDr. Martina Švecová, MSc (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: Ing. Markéta Knížková - Timetable of Seminar Groups
- BA_DM/cMCPH: each even Wednesday 10:30–11:14 E123, each even Wednesday 11:15–12:00 E123, M. Švecová
BA_DM/pMCPH: each even Wednesday 8:45–9:29 E123, each even Wednesday 9:30–10:15 E123, 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 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).
- Learning outcomes
- 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
- 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. 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
- recommended literature
- BIRD,D.:Commonsense Direct/Digital Marketing.KoganPage 2007.ISBN : 9780749447601.eISBN:97807494552070
- 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.
BA_DM Direct Marketing
University of Finance and AdministrationSummer 2018
- Extent and Intensity
- 1/1. 6 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: Ing. Edita Jerie, DiS. - Timetable of Seminar Groups
- BA_DM/cMCPH: each odd Monday 10:30–11:14 E223, each odd Monday 11:15–12:00 E223, K. Eliáš
BA_DM/pMCPH: each odd Monday 8:45–9:29 E223, each odd Monday 9:30–10:15 E223, 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).
- Learning outcomes
- 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
- 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. 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
- recommended literature
- BIRD,D.:Commonsense Direct/Digital Marketing.KoganPage 2007.ISBN : 9780749447601.eISBN:97807494552070
- 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.
BA_DM Direct Marketing
University of Finance and AdministrationSummer 2017
- Extent and Intensity
- 1/1. 6 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: Ing. Edita Jerie, DiS. - Timetable of Seminar Groups
- BA_DM/cMCPH: each odd Wednesday 14:00–14:44 E123, each odd Wednesday 14:45–15:30 E123, K. Eliáš
BA_DM/pMCPH: each odd Wednesday 12:15–12:59 E123, each odd Wednesday 13:00–13:45 E123, except Wed 29. 3. ; and Wed 29. 3. 12:15–13:45 E230, 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. 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
- recommended literature
- BIRD,D.:Commonsense Direct/Digital Marketing.KoganPage 2007.ISBN : 9780749447601.eISBN:97807494552070
- 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.
BA_DM Direct Marketing
University of Finance and AdministrationSummer 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.
BA_DM Direct Marketing
University of Finance and AdministrationSummer 2015
- 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 even Thursday 15:45–16:29 E129, each even Thursday 16:30–17:15 E129, K. Eliáš
BA_DM/pMCPH: each odd Thursday 15:45–16:29 E129, each odd Thursday 16:30–17:15 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(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).
- 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.
BA_DM Direct Marketing
University of Finance and AdministrationSummer 2014
- Extent and Intensity
- 1/1. 5 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- PhDr. Karel Eliáš, CSc. (seminar tutor)
Květoslava Dolejšová (assistant) - Guaranteed by
- PhDr. Karel Eliáš, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová - Timetable of Seminar Groups
- BA_DM/cMCPH: each odd Wednesday 14:00–14:44 E305, each odd Wednesday 14:45–15:30 E305, K. Eliáš
BA_DM/pMCPH: each even Wednesday 14:00–14:44 E305, each even Wednesday 14:45–15:30 E305, K. Eliáš - Prerequisites (in Czech)
- 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).
- Course Enrolment Limitations
- The course is offered to students of any study field.
- Course objectives (in Czech)
- 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).
- Syllabus (in Czech)
- 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
- Teaching methods (in Czech)
- Interactive lectures + focused discussions/presentations during excercises.
- Assessment methods (in Czech)
- 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.
- Language of instruction
- English
- Follow-Up Courses
- Further comments (probably available only in Czech)
- The course can also be completed outside the examination period.
General note: b0.
Information on the extent and intensity of the course: 8 hodin KS/semestr.
BA_DM Direct Marketing
University of Finance and AdministrationSummer 2013
- Extent and Intensity
- 1/1. 5 credit(s). Type of Completion: zk (examination).
- Teacher(s)
- PhDr. Karel Eliáš, CSc. (seminar tutor)
Květoslava Dolejšová (assistant) - Guaranteed by
- PhDr. Karel Eliáš, CSc.
Subdepartment of Management and Marketing – Department of Economics and Management – Departments – University of Finance and Administration
Contact Person: Květoslava Dolejšová - Timetable of Seminar Groups
- BA_DM/cMCPH: each odd Tuesday 12:15–12:59 E305, each odd Tuesday 13:00–13:45 E305, K. Eliáš
BA_DM/pMCPH: each even Wednesday 12:15–12:59 E305, each even Wednesday 13:00–13:45 E305, K. Eliáš - Prerequisites (in Czech)
- 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).
- Course Enrolment Limitations
- The course is offered to students of any study field.
- Course objectives (in Czech)
- 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).
- Syllabus (in Czech)
- 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.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
- recommended literature
- MARSHALL,P.-TODD,B.:Ultimate guide to Google adwords advertising.Entrepreneur Media 2010.ISBN:978-1-599-183-602
- Teaching methods (in Czech)
- Interactive lectures + focused discussions/presentations during excercises.
- Assessment methods (in Czech)
- 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.
- Language of instruction
- English
- Follow-Up Courses
- Further comments (probably available only in Czech)
- The course can also be completed outside the examination period.
General note: b0.
Information on the extent and intensity of the course: 8 hodin KS/semestr.
- Enrolment Statistics (recent)