Key words
Direct marketing
Objectives
The students must clearly understand the global direct marketing thinking procedures and working methods.
As such the differences between DM-communication and mass communication will appear.
The students must be able to interpret a briefing (case) and use this to formulate feasible, creative and original proposals concerning DM, always bearing financial constraints in mind.
The students must grasp the everyday atmosphere in the Belgian DM scene.
Master professional skills:- Team-related problem solving
- Apply theoretical knowledge to practice through cases, teamwork, guest speakers,…
Master general skills:- thinking (through) skills
- acquire and individually digest information
- critical reflection
- creativity
Topics
1. Introduction
2. Direct Marketing Strategy
3. Selection of addresses
4. Direct Marketing Media
5. Production of Direct Marketing Media
6. Marketing Databases
7. Fulfilment
8. Marketing analyses
9. Juridical topics
Elaboration of a direct mail such as: a letter, an envelop, an answering element.
Elaboration of a Direct Marketing campaign : integrated project with language colleagues French and students of a French speaking business school EPHEC.
The Direct Marketing computer business game DARTS (developed by Leuven-Gent Management school).
Prerequisites
Marketing Strategy, advertising and Marketing Communication (1st and 2nd year).
This course has to be followed together with Marketing Communications (optional subject 3rd year).
Final Objectives
Materials used
Direct Marketing Handboek (BDMV - Kluwer) ISBN 90 5583 810 1 and handouts.
Study costs
Price of the handbook.
Study guidance
Coaching of the assignment.
Teaching Methods
Lectures, exercises and practical cases, guest speakers,…
Assessment
- First exam session: assignments 50% and oral exam 50%
Students that obtain 70 %, obtain the DM certificate provided by BDMV-ABMD - Second exam session: written exam 100 %
- Examination Board Flemish Community:
First exam session: 100 % oral exam
Second exam session: 100 % written exam
Lecturer(s)
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