Course Title: Direct Marketing
Course Code: MKTG715
Course Objectives
Direct Marketing course provides an introduction to digital and offline direct
marketing. The course covers all major direct marketing media: direct mail,
broadcast, print, catalog etc. with a special emphasis on the use of different platforms
such as email, SMS text, paid search, Mobile apps and social media. Student will
learn how databases to be created and accessed for the direct marketing. Students
will learn measurability and accountability of direct marketing and its relationship
to the 4P’s. Direct marketing is quickly becoming an integral part of the marketing
strategies of general marketing as well as the method of operation of traditional
direct marketers. The course focuses on the marketing perspectives and technologies
that are distinctly used for direct marketing and expose students to lead generation
and retention activities in both B2B and B2C Environment.
Course Contents/Syllabus
Module I Conceptual Framework of Direct Marketing
Basics and scope of Direct Marketing, Objectives of Direct Marketing, Advantage
& Disadvantage of Direct Marketing, Integrated Direct Marketing, Business,
Strategic & Direct Marketing planning.
Module II Analyzing & Encashing Marketing opportunities for Direct Marketing
Research design for direct marketers, The Customer Database: Analysis and
Application, Consumer & Business mailing list, offer, Media of direct marketing-
Magazines, Newspaper, TV/ Radio, Co-Ops, Telemarketing, Internet E-
communications, Managing Direct Sales Force.
Module III Managing the Creativity Process in Direct Marketing
Introducing Creative Practices and techniques, Direct Marketing Creativity, Basic
Steps of Managing catalogue & print advertising, Innovation through Creativity &
testing The Strategic drivers of Creative Practices.
Module IV Direct Marketing into Business
