Direct Marketing
- Credits: 3
- Ending: Examination
- Range: 0P + 2C
- Semester: winter
- Year: 2
- Faculty of Business Economics with seat in Košice
Teachers
Included in study programs
Teaching results
The aim of the course is to acquaint students with the forms of direct marketing and the use of its features for interactive relationships with the target audience. Internet and digital communication as an essential part of the communication program.
Indicative content
Seminars:
1. Introductory exercise, acquaintance with the conditions of work on the course, with the conditions for granting a continuous assessment and passing the exam. Repetition of the basic concepts and definitions. Division of assignments.
2. Characteristics of direct marketing as an interactive system of forming direct relationships and individualization of supply
3. Objectives of direct marketing
4. Classic and modern media of direct marketing
5. The process of planning and implementation of actions, examples, model situations
6. Interim assessment No.1 - written examination
7. Direct media
8. Mass media - examples
9. Basic forms of direct marketing
10. Application of types of direct marketing on a practical example
11. Interim evaluation no. 2 - written examination.
12. Presentation of assignments.
13. Summary of the curriculum, corrective continuous assessment. Submission of seminar work.
Support literature
Elementary literature
ABRAHAM, V. – JERIN, J. (2019). An Empirical Study on Direct Marketing As the Most Effective Form of Marketing in the Digitalized Marketing Environment. In: INTERNATIONAL JOURNAL OF RESEARCH SCIENCE & MANAGEMENT, Vol. 6, Issue 1, p. 18-24. ISSN: 2349-5197. DOI: 10.5281/zenodo.2536255.
TEAHAN, M. H. (2015). Direct and Digital Marketing Guide for Developing and Least Developed Countries. Bern: UPU, 2015. ISBN 978-92-95025-70-7.
KOTLER, P. – KELLER, K. L. (2013). Marketing managemnt. Praha: Grada Publishing, 2013. ISBN 978-80-247-4150-5.
Supplementary literature:
NÍZKA, H. (2002). Priamy marketing. Bratislava: IURA Edition, 2002. ISBN 978-7261-154-6.
ŠTARCHOŃ, P. a kol.. (2004). Priamy marketing alebo priama cesta ako získať a udržať zákazníka. Bratislava: Vydavateľstvo Direkt Marketing Beta, 2004. 295 s. ISBN 80-969078-5-9.
Syllabus
Seminars: 1. Introductory exercise, acquaintance with the conditions of work on the course, with the conditions for granting a continuous assessment and passing the exam. Repetition of the basic concepts and definitions. Division of assignments. 2. Characteristics of direct marketing as an interactive system of forming direct relationships and individualization of supply 3. Objectives of direct marketing 4. Classic and modern media of direct marketing 5. The process of planning and implementation of actions, examples, model situations 6. Interim assessment No.1 - written examination 7. Direct media 8. Mass media - examples 9. Basic forms of direct marketing 10. Application of types of direct marketing on a practical example 11. Interim evaluation no. 2 - written examination. 12. Presentation of assignments. 13. Summary of the curriculum, corrective continuous assessment. Submission of seminar work.
Requirements to complete the course
Assignment, continuous test
Examination
continuous tests - 20%
assignment presentation - 20%
exam - 60%
Student workload
participation in lectures = 26 hours
preparation for lectures = 26 hours
preparation for the exam = 26 hours
Total study load: 78 hours
Language whose command is required to complete the course
Slovak
Date of approval: 13.02.2023
Date of the latest change: 04.07.2022