BA_DM Direct Marketing

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