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Establishment
Language of instruction
English
Teaching content
MARKETING
This course occurs in the following program(s)
IESEG Degree - Programme Grande École
- Crédits ECTS: 1.00
Training officer(s)
Y.MOYSAN
Présentation
Prerequisite
CRM basics
Goal
- Manage the major e mail & Direct Marketing models
- Better identify and understand the challenges encountered by companies in terms of direct marketing
- Manage the different traditional and digital direct marketing techniques (mailing, phoning, street marketing, couponing, display, e mailing, social media etc
- Better identify and understand the challenges encountered by companies in terms of direct marketing
- Manage the different traditional and digital direct marketing techniques (mailing, phoning, street marketing, couponing, display, e mailing, social media etc
Presentation
I1. Introduction
1.1 AIDA & ADICAS models
1.2 History of Direct Marketing:
1.3 Direct Marketing objectives
1.4 Pull and Push concepts
1.4 Database
1.5 7 key steps to design a Direct Marketing campaign
2. Direct Marketing techniques
2.1 Traditional direct marketing techniques
2.1.1 Mailing
2.1.2 e-mailing
2.1.3 Phoning
2.1.4 Loyalty cards
2.1.5 Street marketing and other techniques…
3. Conclusion
1.1 AIDA & ADICAS models
1.2 History of Direct Marketing:
1.3 Direct Marketing objectives
1.4 Pull and Push concepts
1.4 Database
1.5 7 key steps to design a Direct Marketing campaign
2. Direct Marketing techniques
2.1 Traditional direct marketing techniques
2.1.1 Mailing
2.1.2 e-mailing
2.1.3 Phoning
2.1.4 Loyalty cards
2.1.5 Street marketing and other techniques…
3. Conclusion
Modalités
Organization
| Type | Amount of time | Comment | |
|---|---|---|---|
| Présentiel | |||
| Cours magistral | 16,00 | ||
| Autoformation | |||
| Recherche | 6,00 | ||
| Travail personnel | |||
| Group Project | 18,00 | ||
| Charge de travail personnel indicative | 10,00 | ||
| Overall student workload | 50,00 | ||
Evaluation
Participation in class individual
Mini case studies in class per group
Project per group
Mini case studies in class per group
Project per group
| Control type | Duration | Amount | Weighting |
|---|---|---|---|
| Contrôle continu | |||
| Présentation orale | 0,50 | 1 | 20,00 |
| Participation | 16,00 | 1 | 20,00 |
| Autres | |||
| Projet Collectif | 0,25 | 1 | 60,00 |
| TOTAL | 100,00 | ||
Ressources
Bibliography
Marketing direct : Concepts et méthodes [Broché] Pierre Desme -
The Complete Guide to Direct Marketing: Creating Breakthrough Programs That Really Work Chet Meisner -
Successful Direct Marketing Methods Bob Stone (Author), Ron Jacobs (Author) -
Direct Marketing: Strategy, Planning, Execution Edward Nash. -
The Complete Guide to Direct Marketing: Creating Breakthrough Programs That Really Work Chet Meisner -
Successful Direct Marketing Methods Bob Stone (Author), Ron Jacobs (Author) -
Direct Marketing: Strategy, Planning, Execution Edward Nash. -