Formation/Cours

At the end of the course, the students should be able to:
Appreciate the difference between direct marketing and more traditional marketing methods, and the potential role for direct marketing within an organisation’s overall marketing strategy
– Use a conceptual framework for the planning, integrating and control of the direct marketing process
– Construct realistic objectives for different types of direct marketing
– Provide relevant input towards creative strategy
– Set a direct marketing budget and allocate resources to the direct communication elements within this budget
– Demonstrate the strategic use of each of the direct marketing elements and critically analyse and evaluate the elements of a direct marketing campaign
– Identify the need for evaluating the effectiveness of the direct marketing communication plan
– Determine the role of direct marketing in branding
– To understand the role of technology in the ongoing development of direct marketing

1. Introduction to Direct Marketing
2. Data Base Marketing and Mailing Lists
3. The Offer
4. Media of Direct Marketing
5. Internet Direct Marketing
6. Managing the Creative Process
7. Business to Business Direct Marketing
8. Managing a Lead Generation Program
9. Mathematics and Modelling of Direct Marketing
10. Innovation in Direct Marketing
11. Direct Marketing Research
12. Future Issues in Direct Marketing