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DIRECT MARKETING

Course Code: MK 225 • Study year: II • Academic Year: 2019-2020
Domain: Marketing • Field of study: Marketing
Type of course: Compulsory
Language of instruction: Romanian
Erasmus Language of instruction: English
Name of lecturer: Ruxandra Lazea
Seminar tutor: Ruxandra Lazea
Form of education Full-time
Form of instruction: Class
Number of teaching hours per semester: 42
Number of teaching hours per week: 3
Semester: Summer
Form of receiving a credit for a course: Grade
Number of ECTS credits allocated 5

Course aims:

The aim of course is to provide the students with the main information regarding specific direct marketing tools and techniques.
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Course Entry Requirements:

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Course contents:

1. Direct marketing concept 2. The offer in direct marketing 3. Customer databases 4. Direct marketing tools and techniques

Teaching methods:

Lecture, Discussions.

Learning outcomes:

The course will provide to the students the opportunities and skills to be able to make a direct marketing campaign, both in on-line and off-line environment; analysis and interpretation related processes needed to create and query a customer’s database;

Learning outcomes verification and assessment criteria:

Written test examination - 70%,Verificationduringthesemester- 30%.

Recommended reading:

• Direct mail guide, International post corporation, 2015;
• Marketing direct, MEN, Yvone, BRUZEAU, Marc, Ed. Teora, Bucureşti, 2000;
• Marketing Sherpa’s Top 5 Mobile Marketing Case Studies & How-tos, http://cdn2.hubspot.net/hub/53/file-27736249-pdf/thirdparty/marketingsherpa-top-5-mobile-marketing-case-studies--how-tos.pdf, 2001