Direct Marketing

Major: Marketing
Code of subject: 7.075.01.E.29
Credits: 4.00
Department: Marketing and Logistics
Lecturer: U. Balyk, PhD.
Semester: 2 семестр
Mode of study: денна
Learning outcomes: NT. Ability to solve complex problems and problems in the field of marketing in professional activities or in the learning process, which involves research and / or innovation and is characterized by uncertain conditions and requirements. ZK4. Ability to adapt and act in a new situation. ZK5. Interpersonal skills. FC4. Ability to apply a creative approach to work in the specialty. FC6. Ability to choose and apply effective means of managing the marketing activities of the market entity at the level of organization, department, group, network. FC8. Ability to form a marketing system of the market entity and evaluate the effectiveness and efficiency of its operation. FCP 3. Ability to form adaptive marketing tools of a market entity engaged in intangible production. FCP 4. Ability to organize an effective customer service system.
Required prior and related subjects: - prerequisite: social responsibility of business, management of innovative development of enterprises; marketing management; distribution marketing policy
Summary of the subject: Direct marketing as elements of marketing communications. Advantages and disadvantages of direct marketing information tools. Direct marketing in communications. Direct marketing industry business. New technology sales and selection of optimal media advertising. Direct marketing goods. Principles of planning loyalty programs.
Assessment methods and criteria: Current control (100): performance and protection of laboratory works (60%); execution and protection of individual control work (20%); control testing (20%).
Recommended books: 1. Бачило С.В. Директ-маркетинг: навчально-практичний посібник / С.В. Бачило, І.В. Осинова, Л.А. Мішина. – К.: Лібра, 2018. – 212 с. 2. Бонд Э. Прямое попадание: факторы успеха прямого маркетинга / Э. Бонд, М. Стоун, Д. Дейвис. – Минск: Амалфея, 2018. – 247 с. 3. Фегеле З. Директ-маркетинг: 99 секретов успеха / З. Фегеле. – М.: Альфабукс, 2019. – 85 с. 4. Холланд Г. Директ-маркетинг/ Г. Холланд. Пер. с нем. Бюро переводов «золотая лань». – Минск: Вершина, 202020. – 368 с. 5. Дубодєлова А.В. Особливості та проблеми вітчизняного директмаркетингу / А.В. Дубодєлова, О.В. Юринець // Вісник національного університету «Львівська політехніка». – № 5 (162). – 2012. – с. 365–372