BA8004 DIRECT MARKETING mba-syllabus-subject-notes-pevious-year-questions-papers-bank

BA8004 DIRECT MARKETING mba-syllabus-subject-notes-pevious-year-questions-papers-bank


COURSE OBJECTIVE:
The objective of this course is to study the scope of direct marketing mainly for lead generation and
retention activities in both business to business and business to consumer environments, learn the
basics of direct marketing and the importance of the offer, list and creative in response rates

COURSE OUTCOMES:
This course will create an insight to develop a comprehensive direct marketing strategy and
improve prospecting skills learn the measurement techniques used in evaluating direct marketing
efforts to know the ethical and legislation impacting direct marketing.

UNIT I DIRECT MARKETING & INTERACTIVE MARKETING 9
Direct marketing- Concept, growth and benefits, limitations – variants of Direct Marketing- Main
tasks – lead generation, customer acquisition, development and retention. The key principles of
targeting, interaction, control and continuity- Catalysts of change in modern marketing –From
distance selling to interactive marketing. Direct marketing in real-time –interactive marketing, Direct
marketing vs. marketing thru Channels

UNIT II METHODS OF DIRECT MARKETING 9
Traditional Methods of Direct Marketing- Telemarketing - Multi Level Marketing (MLM) - Personal
Selling - Automatic Vending Machines -Exhibition - Trade fares - Catalogue Marketing - Direct Mail
– Company showrooms- factory outlets-own distribution- Increasing use of Web-based retailing

UNIT III TECHNOLOGY IN DIRECT MARKETING 9
Technology that enables Direct & Interactive Marketing: Core marketing technology components;
data warehousing, business intelligence appliances, campaign management applications, sales
force automation, customer interaction and contact centre applications. Customer data, Different
types, its value and management. Data-driven marketing planning – Introduction to CRM and e-
CRM. The Impact of Databases - Consumer and Business Mailing Lists- Data fusion – marketing
research and the customer database -Setting up a customer database - structure, function, data
sources, software, processors, Real-time data collection for the website.

UNIT IV DIRECT MARKETING COMMUNICATION 9
Integrating Direct Marketing Media: The role of brands and personalized marketing ommunications
- Media channels in a multi media age – Building brands through response and optimizing
integrated communications –Differences between direct marketing media and non-direct media-
Unique Characteristics of addressable media (direct mail, email, fax, phone, SMS) - lists, costs,
duplications, privacy - Press, inserts and door-to-door - formats, costs and response.

UNIT V CHANNELS AND ADVANCEMENTS IN DIRECT MARKETING 9
Technology mediated marketing channels - Interactive TV, mobile and SMS – the advance in
digital marketing - Automatic vending machines- kiosk marketing- Direct mailing- Direct response
methods- Home shopping/ teleshopping network- Creating Direct Mail Advertising - Online web
advertising and email/permission Marketing- Data Protection and Privacy-self-regulation and codes
of practice.


TEXTBOOKS
1. Successful Direct Marketing Methods-Bob Stone and Ron Jacobs.
2. Hillstrom's Database Marketing by Kevin Hillstrom
3. The Engaged Customer-The New Rules of Internet Direct Marketing by Hans Peter Brondmo

REFERENCE BOOKS
1. Direct marketing management, Second Edition, Prentice Hall Publications- Mary Lou Roberts,
Paul D. Berger
2. The Complete Guide to Direct Marketing- Creating BreakThrough Programs that Really Work,
Kaplan Publishing - Chet Meisner