Direct Marketing

Major: Marketing
Code of subject: 7.075.01.E.033
Credits: 4.00
Department: Marketing and Logistics
Lecturer: U. Balyk, PhD.
Semester: 2 семестр
Mode of study: денна
Learning outcomes: Be able to adapt and apply new achievements in the theory and practice of marketing to achieve specific goals and solve the problems of a market entity. Plan and carry out own research in the field of marketing, analyze its results and justify the adoption of effective marketing decisions in conditions of uncertainty. Use methods of interpersonal communication in the course of solving collective problems, conducting negotiations, scientific discussions in the field of marketing. Use methods of marketing strategic analysis and interpret its results in order to improve the marketing activity of a market entity. Form a marketing system of interaction, build long-term mutually beneficial relations with other market subjects. Collect necessary data from various sources, process and analyze their results using modern methods and specialized software. Be able to carry out measures to systematically optimize the company's activities in the field of customer service. To know modern concepts and technologies of comprehensive customer service using the criteria of system optimization of the work of a market entity. Clear and unambiguous presentation of one's own conclusions, as well as the knowledge and explanations that justify them, to specialists and non-specialists, in particular, to persons who are studying.
Required prior and related subjects: - prerequisite: social responsibility of business, marketing management, logistics management, marketing distribution 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: - form: full, part-time, external. - methods: lectures, practical classes, independent work.
Recommended books: 1. Бачило С.В. Директ-маркетинг: учебно-практическое пособие / С.В. Бачило, И.В. Есинова, Л. А. Мишина. – Харьков: Дашков и Ко, 2008. – 212 с. 2. Бонд Є. Прямое попадание: факторы успеха прямого маркетинга / Є. Бонд, М. Стоун, Д. Дейвис. – Харьков: Амалфея, 1998. – 247 с. 3. Фегеле З. Директ-маркетинг: 99 секретов успеха / З. Фегеле. – Харьков: Интерэксперт, 2001. – 85 с. 4. Холланд Г. Директ-маркетинг/ Г. Холланд. Пер. с нем. Бюро переводов «золотая лань». – К.: Вершина, 2006. – 368 с. 5. Дубодєлова А.В. Особливості та проблеми вітчизняного директмаркетингу / А.В. Дубодєлова, О.В. Юринець // Вісник Національного університету «Львівська політехніка». – № 5 (162). – 2008. – с. 365–372. 6. Максимова Т.С. Активізація прямого маркетингу на підставі використання інтегрованих маркетингових комунікацій / Т.С. Максимова // Маркетинг в Україні. Програма ХІ міжнародної наук-практ конф.: зб. тез. – м. Київ, 22–23 жовтня 2010 р. – К.: українська асоціація маркетингу, 2010. – с. 153–154. 7. Овсянников А.А. Типология потребительского поведения : учебн. пособие / А.А. Овсянников, И.И. Петтай, И.М. Римашевская. – К.: Наука, 1989. – 146 с. 8. Поддубная Л. Анализ психологических особнностей преподнесения рекламного материала в директ-маркетинге / Л. Поддубная // Дни директмаркетинга в Украине : лучшие доклады и кейсы. – К.: директ-маркетинговое агентство os-direkt, 2006. – с. 75–81