This class exists in these courses :
• IÉSEG > IESEG Degree - Programme Grande École > Semester 2 > 1,00 ECTS

Prerequisites

CRM basics

Learning outcomes

- 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

Course description

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

Class type

Class structure

Teaching methods

• Case study
• Interactive class
• Presentation
• Project work

Assessment

Participation in class individual
Mini case studies in class per group
Project per group

Recommended reading

• 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. -