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

Corporate Business and Marketing

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.
Knowledge: Understand the issues and understand changes in communication management corresponding to the behavior of consumers with digital knowledge.
Competence: Ability to use information sources and develop a strategy proposal for forms of direct marketing and digital communication mix for a specific company.
Skill: To know the starting points, principles and peculiarities of creating a direct marketing campaign in the consumer market and the market of organizations.

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

1. 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.
2. TEAHAN, M. H. (2015). Direct and Digital Marketing Guide for Developing and Least Developed Countries. Bern: UPU, 2015. ISBN 978-92-95025-70-7.
3. ADEKUNLE, R.: Direct Marketing: Tips for Building an Effective Direct Marketing Campaign. Amazon Digital Services, 2020. ISBN 979-85-6430-957-8.

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

Semester assignment.
Exam.
• semester assignment - 30%,
• activity - 10%,
• exam - 60%.

Student workload

Total study load (in hours): 78 hours,
• 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

English

Date of approval: 20.02.2023

Date of the latest change: 01.07.2022