BA_DM Direct Marketing

Vysoká škola finanční a správní
léto 2013
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
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.
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Předmět je zařazen také v obdobích léto 2014, léto 2015, léto 2016, léto 2017, léto 2018, léto 2019, léto 2020, léto 2021, léto 2022, léto 2023, léto 2024, léto 2025.