Direct marketing and e-marketing

Academic year: 2010-2011 Course code module 1MCW_S120 Semester: 1st semester Credits: 6 Study load (hours) 168 Theory (hours): 45,00 Practice/Exercises(hours): Other (hours): Part-time program: 1/2 Instructor(s) Michel Walrave Language of instruction: Dutch Semester exam information: exam in the 1st semester Contract restriction information: 1. Prerequisites *Algemene competenties No specific prerequisites required. *Sequentiality None 2. Objectives (expected learning outcomes) Slides and texts are provided (cf. Blackboard). The student situates and describes the tools that are used to influence the knowledge, attitude and behaviour of consumers using direct and interactive media. The student discerns purposes, advantages and disadvantages, pitfalls and success factors of diverse direct and interactive marketing communication tools. The student identifies the possible synergy between different direct and interactive marketing communication tools. The student can formulate a well-argued advice dealing with the use of direct and interactive marketing communication tools. The student integrates self-regulatory and legal aspects in his/her advice concerning the use of several marketing communication tools. 3. Course content Marketing communication encompasses all the tools companies use to communicate with (potential) customers about their products and services. In this course specific attention is given to developments in information and communication technologies (ICT) resulting in new types of marketing communication. First, the principles, methods and techniques of direct marketing are explained. Next, electronic tools for marketing communication are dealt with : webvertising and other types of internet advertising, e-mailmarketing, mobile marketing and advertising through Interactive Digital Television (IDTV). Finally, legal and self-regulatory aspects are referred to (e.g. the protection of consumers’ privacy) and the role of umbrella organisations such as BDMA, IAB and FEDMA. 4. Teaching method Direct contact: Lectures Personal work: Supervised self-study 5. Assessment method Exam: Written, without oral presentation Closed book Open questions 6. Compulsory reading – study material Slides and texts are provided (cf. Blackboard). 7. Recommended reading - study material Slides and texts are provided (cf. Blackboard). 8. Tutoring Questions related to this course can be asked in class, via the Blackboard forum, and after making an appointment. Information on the exam is provided on Blackboard. The written exam comprises an essay question and short answer questions. With the essay question we want to check the learning goals with regard to the insight in different marketing communication types and tools. Students formulate an advise in a described situation. When answering the short answer question students have to show their knowledge of theoretical concepts and models of marketing communication. The students receive a sample exam that will be discussed in the final session of the course. laatste aanpassing: last update: 20/12/2009 18:26 michel.walrave