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, http://cdn2.hubspot.net/hub/53/file-27736249-pdf/thirdparty/marketingsherpa-top-5-mobile-marketing-case-studies--how-tos.pdf, 2001, http://cdn2.hubspot.net/hub/53/file-27736249-pdf/thirdparty/marketingsherpa-top-5-mobile-marketing-case-studies--how-tos.pdf, 2001, international, 2001, 10.