BA_DM Direct Marketing

University of Finance and Administration
Summer 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.
The course is also listed under the following terms Summer 2013, Summer 2014, Summer 2015, Summer 2016, Summer 2017, Summer 2018, Summer 2019, Summer 2021, Summer 2022, Summer 2023, Summer 2024, Summer 2025.
  • Enrolment Statistics (Summer 2020, recent)
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