Course title

Direct Marketing

Code

 MKT 440

Professor

Anita Ciunova-Shuleska

Course objectives (competences):

After completing this course students should be able

1. To understand the basic elements and role of direct marketing in integrated marketing communications
2. To know how to plan and develop creative strategy by using customers lists and consumer databases
3. To understand the basic characteristics, advantages and disadvantages of the direct and interactive media
4. To use special techniques of direct marketing in development of direct marketing strategy
5. To design and implement e-mail marketing campaign

Course content:

1.       The foundations of direct and interactive marketing

2.      The message and media decisions in direct and interactive marketing

3.      Response and measurement of performance in direct and interactive marketing

4.      Ethical and legal considerations in direct marketing

5.      Building long-term relationships

6.      E-mail marketing

7.      Direct marketing research and data analysis