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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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- theoretical definition of direct marketing. Development of direct marketing; - relationship marketing and marketing mix - direct marketing. Direct marketing as an element of the marketing communication mix and its role in it; - goals of direct marketing. Advantages and disadvantages of direct marketing; - integrated marketing communication; - rules of direct marketing; - creation and administration of databases. Internal and external sources of information. Customer information. Database communication model; - strategic role of database marketing. Integrated database marketing; - the importance of building relationships with customers. Relationship between profitability and customer satisfaction; - traditional tools of direct marketing - basic characteristics. Direct mail. Telemarketing - active, passive. Teleshopping. Direct response advertising. Catalog marketing. Customer clubs; - a new level of direct marketing. New communication and distribution media in direct marketing. Mobile marketing. Proximity marketing; - planning and development of direct marketing strategy. Direct marketing campaign management; - Direct marketing and company. Legislation and ethical self-regulation of direct marketing; - direct marketing market.
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Learning activities and teaching methods
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unspecified
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| prerequisite |
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| Knowledge |
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| 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 |
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| 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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Labská, Helena. Marketingová komunikácia. Bratislava: Ekonóm, 2014. ISBN 978-80-225-3748-3.
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Olejár, Marián. Jak získávat klienty a zákazníky: referenční byznys. Brno: BizBooks., 2015. ISBN 9788026504238.
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Tapp, Alan. Principles of direct and database marketing. Harlow, England : Financial Times/Prentice Hall, 2005. ISBN 0273683551.
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