This class exists in these courses :
• IÉSEG > MSc in Digital Marketing & CRM > MSc in Digital Marketing & CRM - Semester 1 > 2,00 ECTS
• IÉSEG > MSc in Digital Marketing & CRM > MSc in Digital Marketing & CRM - Semester 2 > 2,00 ECTS

Prerequisites

Marketing Basics

Learning outcomes

At the end of the course, the student should be able to :
Successfully collaborate within a intercultural team (LO1.B)
Communicate effectively in English (LO1.C)
Breakdown complex organizational problems using the appropriate methodology (LO3.A)
Analyze the direct marketing and mailing strategy of a company
Propose creative solutions within an organization (LO3.B)
Suggest an appropriate mailing campaign
Demonstrate an expertise on key concepts, techniques and trends in their professional field (LO7.A)
Master the key concepts of direct marketing
Identify the main aspects of mailing campaigns
Experience the main tools to develop an efficient mailing campaign

Course description

Day 1 - Introduction to Direct Marketing
Day 2 - Operationalization of Direct Marketing
Day 3 - The mailing strategies
Day 4 - Mailing in action and introduction to MailShimp

Class type

Class structure

Teaching methods

• Case study
• Coaching
• Interactive class
• Project work

Assessment

The course assessments include a group project carried out with a company and a written exam.

Recommended reading

• Marketing direct : Concepts et méthodes [Broché] - Pierre Desmet -

• The Complete Guide to Direct Marketing: Creating Breakthrough Programs That Really Work - Chet Meisner -

• Successful Direct Marketing Methods - Bob Stone (Author), Ron Jacobs (Author) -