BA_DM Direct Marketing

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