DIRECT MARKETING

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

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;