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Lecturer(s)
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Štarchoň Peter, prof. Mgr. Ph.D.
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Course content
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1. Theoretical definition of direct marketing. Evolution of direct marketing. 2. Relationship between marketing and marketing mix - direct marketing. Direct marketing as an element of the marketing communication mix and its role in it. 3. Objectives of direct marketing. Advantages and disadvantages of direct marketing. 4. Integrated marketing communication. 5. Rules of direct marketing. 6. Creating and managing databases. Internal and external sources of information. Customer information. Database model of communication. 7. Strategic role of database marketing. Integrated database marketing. 8. The importance of building customer relationships. The relationship between profitability and customer satisfaction. 9. Traditional direct marketing tools - basic characteristics. Direct mail. Telemarketing - active, passive. Teleshopping. Direct response advertising. Catalogue marketing. Customer clubs. 10. New level of direct marketing. New communication and distribution media in direct marketing. Mobile marketing. Proximity marketing. 11. Planning and development of direct marketing strategy. Direct marketing campaign management. 12. Direct marketing and society. Legislation and ethical self-regulation of direct marketing. 13. Direct marketing market.
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Learning activities and teaching methods
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- Home preparation for classes
- 45 hours per semester
- Term paper
- 30 hours per semester
- Participation in classes
- 10 hours per semester
- Preparation for examination
- 40 hours per semester
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| prerequisite |
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| Knowledge |
|---|
| Prerequisities are not set. |
| Prerequisities are not set. |
| learning outcomes |
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| Knowledge of the concept of direct marketing |
| Knowledge of the concept of direct marketing |
| Knowledge of direct marketing systems |
| Knowledge of direct marketing systems |
| Knowledge of the involvement of direct marketing in the communication mix |
| Knowledge of the involvement of direct marketing in the communication mix |
| Knowledge of direct marketing techniques |
| Knowledge of direct marketing techniques |
| Knowledge of the possibilities of measuring the effectiveness of direct marketing |
| Knowledge of the possibilities of measuring the effectiveness of direct marketing |
| Skills |
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| Explain the content of the term direct marketing |
| Explain the content of the term direct marketing |
| Explain the differences and connections between direct marketing and other tools of the communication mix |
| Explain the differences and connections between direct marketing and other tools of the communication mix |
| Explain the differences between individual direct marketing tools and techniques |
| Explain the differences between individual direct marketing tools and techniques |
| Plan a direct marketing campaign |
| Plan a direct marketing campaign |
| Measure the effectiveness of direct marketing |
| Measure the effectiveness of direct marketing |
| teaching methods |
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| Knowledge |
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| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| Skills |
|---|
| Lecturing |
| Lecturing |
| Dialogic (Discussion, conversation, brainstorming) |
| Dialogic (Discussion, conversation, brainstorming) |
| assessment methods |
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| Knowledge |
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| Composite examination (Written part + oral part) |
| Composite examination (Written part + oral part) |
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Recommended literature
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Blaney, Bill. B2B A to Z: marketing tools and strategies that generate leads for your Business-to-Business company. Denham Publishing, 2013. ISBN 9780988497702.
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Brooks, Margaret. Developing B2B social communities: keys to growth, innovation, and customer loyalty. CA Technologies Press, 2013. ISBN 9781430247135.
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KARLÍČEK, Miroslav. Jak na marketingovou komunikaci. Praha: Grada, 2023. ISBN 978-80-271-5013-7.
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Labská, Helena. Marketingová komunikácia. Bratislava: Ekonóm, 2014. ISBN 978-80-225-3748-3.
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OLEJ, Marián. Jak získávat klienty a zákazníky: referenční byznys. Brno: BizBooks, 2015. ISBN 9788026504238.
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SPILLER, L. D. Direct, Digital & Data-Driven Marketing. London: SAGE Publications Ltd., 2020. ISBN 978-1-5297-0818-9.
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