| CODE | MRK2011 | ||||||
| TITLE | Interactive and Direct Marketing | ||||||
| UM LEVEL | 02 - Years 2, 3 in Modular Undergraduate Course | ||||||
| MQF LEVEL | Not Applicable | ||||||
| ECTS CREDITS | 4 | ||||||
| DEPARTMENT | Marketing | ||||||
| DESCRIPTION | The study-unit combines the theory of direct and interactive marketing with highly practical strategies and examples. Direct and interactive marketing requires a focused set of skills for maximum effectiveness, including customer profiling, research and testing, and interactive media planning. The sessions will include a detailed review of: 1. Direct marketing overview 2. Customer databases: analysis and applications 3. Using external databases in direct marketing 4. Direct marketing objectives and strategies 5. Strategic influences on direct marketing 6. Relationship marketing and CRM Study-unit Aims: The primary objective in this study-unit is to help the student understand the theories and concepts associated with direct marketing communications. Learning Outcomes: 1. Knowledge & Understanding: By the end of the study-unit the students will be able to describe the principals of direct and interactive marketing, customer databases, their analysis and application and how to use external databases. Internet business models are fully explained. Strategies on how to acquire and retain customers are discussed in the light of the strategic influence of direct marketing and the role of customer relationship marketing. 2. Skills: By the end of the study-unit the student will be able to: - Identify a firm’s ideal customer and turn him into a life-long client. - Use the fundamental principles of direct marketing to create hi-tech campaigns using the latest technology. Main Text/s and any supplementary readings: Core textbook: Tapp, A. (2008), Principles of Direct and Database Marketing – A digital orientation, 4th Edition, Prentice Hall. Additional Reading: Spiller, D.L., Baier, M. (2012), Contemporary Direct and Interactive Marketing. Racom Communications. Spiller, D.L., Ruf, K. (2013), Contemporary Database Marketing: Concepts and Applications. Racom Communications. Jones, S.K. (2011), Creative Strategy in direct and interactive Marketing, Racom Communications. Bird, D. (2007), Common Sense Direct and Digital Marketing, 5th Edition, KoganPage. |
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| STUDY-UNIT TYPE | Lecture | ||||||
| METHOD OF ASSESSMENT |
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| LECTURER/S | David Kenely |
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The University makes every effort to ensure that the published Courses Plans, Programmes of Study and Study-Unit information are complete and up-to-date at the time of publication. The University reserves the right to make changes in case errors are detected after publication.
The availability of optional units may be subject to timetabling constraints. Units not attracting a sufficient number of registrations may be withdrawn without notice. It should be noted that all the information in the description above applies to study-units available during the academic year 2023/4. It may be subject to change in subsequent years. |
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