Course Code: MK 225 • Study year: II • Academic Year: 2024-2025
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: 56
Number of teaching hours per week: 4
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
to familiarize students with the direct marketing techniques
-to be able to make a direct marketing campaign

Course Entry Requirements:


Course contents:

Chapter 1 The concept of direct marketing 1.1 Direct communication - conceptual support of direct marketing 1.2 Defining the concept of direct marketing 1.3 Characteristics of direct marketing Chapter 2 Direct Marketing Bidding 2.1 Attractions used in building a direct marketing offer 2.2. Key points for building a good offer 2.3. Types of offers in direct marketing Chapter 3 Customer databases 3.1 Creating a database 3.2 Sources of information used in the management of a database 3.3 Use of databases Chapter 4 Direct Marketing Techniques and Tools 4.1 Mail Marketing 4.2. Telephone marketing 4.3. Email marketing 4.4. Content marketing

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:

International post corporation, 2015;, • Direct mail guide, International post corporation, 2015;, -, int, 2015, 10.
MEN, Yvone, BRUZEAU, Marc,, • Marketing direct, MEN, Yvone, BRUZEAU, Marc, Ed. Teora, Bucureşti, 2000;, Ed. Teora, Bucursti, 2000, 200.
Marketing Sherpa’s Top, • Marketing Sherpa’s Top 5 Mobile Marketing Case Studies & How-tos,, 2001,, 2001, international, 2001, 10.