FORMATIONS |
Fiche détaillée d'un cours
 | Direct Marketing | ||
2018-2019 | FrIESEG School of Management
(
IÉSEG
)
| ||
Code Cours : | 1819-IÉSEG-AP1S2-MKT-APD- CE12UE | MARKETING | |
| Niveau | Année de formation | Période | Langue d'enseignement |
|---|---|---|---|
| - | 1 | S2 | FrEnglish |
| Professeur(s) responsable(s) | Y.MOYSAN |
|---|---|
| Intervenant(s) | Pas d'autre intervenant |
- Ce cours apparaît dans les formations suivantes :
- IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 1,00 ECTS
Pré requis
CRM basics
Objectifs du cours
- Manage the major e mail & Direct Marketing models
- Better identify and understand the challenges encountered by companies in terms of direct marketing
- Manage the different traditional and digital direct marketing techniques (mailing, phoning, street marketing, couponing, display, e mailing, social media etc
Contenu du cours
I1. Introduction
1.1 AIDA & ADICAS models
1.2 History of Direct Marketing:
1.3 Direct Marketing objectives
1.4 Pull and Push concepts
1.4 Database
1.5 7 key steps to design a Direct Marketing campaign
2. Direct Marketing techniques
2.1 Traditional direct marketing techniques
2.1.1 Mailing
2.1.2 e-mailing
2.1.3 Phoning
2.1.4 Loyalty cards
2.1.5 Street marketing and other techniques…
3. Conclusion
Modalités d'enseignement
Organisation du cours
| Type | Nombre d'heures | Remarques | |
|---|---|---|---|
| Independent work | |||
| Research | 6,00 | ||
| Independent study | |||
| Estimated personal workload | 10,00 | ||
| Group Project | 18,00 | ||
| Face to face | |||
| lecture | 16,00 | ||
| Charge de travail globale de l'étudiant | 50,00 | ||
Méthodes pédagogiques
- Case study
- Interactive class
- Presentation
- Project work
Évaluation
Participation in class individual
Mini case studies in class per group
Project per group
| Type de Contrôle | Durée | Nombre | Pondération |
|---|---|---|---|
| Others | |||
| Group Project | 0,25 | 1 | 60,00 |
| Continuous assessment | |||
| Oral presentation | 0,50 | 1 | 20,00 |
| Participation | 16,00 | 1 | 20,00 |
| TOTAL | 100,00 | ||
Bibliographie
- Marketing direct : Concepts et méthodes [Broché] Pierre Desme -
- The Complete Guide to Direct Marketing: Creating Breakthrough Programs That Really Work Chet Meisner -
- Successful Direct Marketing Methods Bob Stone (Author), Ron Jacobs (Author) -
- Direct Marketing: Strategy, Planning, Execution Edward Nash. -
* Informations non contractuelles et pouvant être soumises à modification
