| Code | MKT365 |
| School | EBSL |
| Module Level | 3 |
| Module Code | MKT365 |
| Class | GE|EL|MA|MI| |
| Availability | DE|SA| |
| Semester | 1 |
| Credits | 15 |
| ECTS Credits | 7.5 |
| Contact Hours | 48 |
| Self Study Hours | 102 |
| Course Aims | Direct marketing and Internet marketing are the growth areas of marketing. The term Direct Marketing has come to mean any marketing activity that is directly targeted to specific consumers with the intention of building a long lasting relationship between buyer and seller. Increasingly the strategic tool used to form and build this relationship is the database and the marketing channel that is being used as an integral method of marketing for all companies across a broad spectrum of industry sectors is electronic commerce.
As business becomes increasingly competitive the strongest method for a company to achieve long term competitive advantage and profitability is through customer loyalty. Relationship marketing has emerged at the forefront of the academic marketing discipline with the practical application emerging in the direct marketing industry. |
| Course Content | Introduction to DM and Internet Marketing
Intro cont.
Relationship Marketing - How DM went interactive
DM and the Internet Planning
The customer database
Planning for acquisition in DM and Internet Marketing
Planning for retention in DM and Internet Marketing
DM media The Internet as a medium
HAND IN REPORT
Testing and research in DM and the Internet
Creative
Budgets and Controls and coursework presentations
Group presentations
HAND IN PROJECT
Core Skills ContentTo build on the skills already taught during Levels 1 and 2. Specifically to provide students with the skills required for operation within the direct marketing industry or in any company with a marketing focus using the techniques of direct marketing or Internet marketing.
It is intended that the learning strategy for this module will help to develop the competence of the students in the following skills: - Analytical skills - an ability to analyse business problems and to generate and evaluate logical solutions to the problems.
- Decision making skills - an ability to present and defend strategic recommendations
- Presentation skills - an ability to present ideas, both orally and in a written form.
- Team participation and group management skills.
- Ethical skills
- Personal Responsibility - the student will be encouraged to work with minimum supervision
- Research techniques will be reinforced and encouraged through the assignment programme
|
| Learning Outcomes | A10, A12, A14, B9, B10, B11, B12, C11, C13, C14, C15, D9, D10, D11, D12. |
| Presentation | The teaching and learning strategy of this module is action-based learning and the assignment work in this module is reflective of the learning strategy. The module sessions will incorporate a variety of methods. The academic themes and knowledge base of the subject areas with the concepts and management practices will be presented in a lecture format. Seminar time will be devoted to analysing and critically interpreting theoretical material against a written brief.
Practical applications through the use of case studies and supporting workshops will be actively encouraged. Students will construct small learning groups of 6 students for this element of the course. A key component of the learning process will be additional reading and private study to be carried out between taught sessions. |
| Reading Recommended | The Direct Marketing Guide IDM 2006
Chaffey, D. (2006) Internet Marketing: Strategy, Implementation and practice, 3rd Ed., FT Prentice Hall
Coupey, E. (2005) Digital Business: Concepts and Strategies, 2nd Ed, Pearson
Egan, J. (2004) Relationship Marketing, 2nd Ed., FT Prentice Hall
Rust, R. Lemon, K. Narayandas, D (2005) Customer Equity Management with Software, FT Prentice Hall
Strauss, J., El-Ansary, E., Frost R. (2006) E-Marketing International edition, 4th edition, Pearson
Timm, R. Jones, C. (2005) Technology and Customer Service: Profitable Relationship Building,
FT Prentice Hall
2. Other general texts
Brassington and Pettitt (2006) Principles of Marketing, 4th Ed., Pitman Publishing
De Chernatony, L (2006) From Brand vision to Brand Evaluation, The strategic process of growing and strengthening brands, 2nd Ed., Butterworth Heinemann
McDonald (2002) The Marketing Plans, 5th Ed., Butterworth Heinemann
3. Journals and Periodicals
Journal of Database Marketing (UK)
Interactive Marketing (UK)
Harvard Business Review
Journal of Marketing
Journal of Targeting, Measurement & Analysis
Database Marketing
Loyalty
Precision Marketing (UK)*
Direct Response (UK)*
Marketing Direct
Marketing
Marketing Week
Precision Marketing
Revolution |
| Reading Required | Tapp, A. (2005) Principles of Direct & Database Marketing, 3rd Ed., FT Pitman Publishing
Thomas, B. and Housden, M. (2002) Direct Marketing In Practice, Butterworth Heinemann
Spiller, L. Baier, M. (2005) Contemporary Direct Marketing, FT Prentice Hall |
| Asseseement Methods | Individual written assignment and group written assignment |