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IESEG School of Management ( IÉSEG )

Code Cours :



Niveau Année de formation Période Langue d'enseignement 
Professeur(s) responsable(s)T.LYONS
Intervenant(s)Tim LYONS

Pré requis


Objectifs du cours

At the end of the course, the students should be able to:
Appreciate the difference between direct marketing and more traditional marketing methods, and the potential role for direct marketing within an organisation's overall marketing strategy
- Use a conceptual framework for the planning, integrating and control of the direct marketing process
- Construct realistic objectives for different types of direct marketing
- Provide relevant input towards creative strategy
- Set a direct marketing budget and allocate resources to the direct communication elements within this budget
- Demonstrate the strategic use of each of the direct marketing elements and critically analyse and evaluate the elements of a direct marketing campaign
- Identify the need for evaluating the effectiveness of the direct marketing communication plan
- Determine the role of direct marketing in branding
- To understand the role of technology in the ongoing development of direct marketing

Contenu du cours

1. Introduction to Direct Marketing
2. Data Base Marketing and Mailing Lists
3. The Offer
4. Media of Direct Marketing
5. Internet Direct Marketing
6. Managing the Creative Process
7. Business to Business Direct Marketing
8. Managing a Lead Generation Program
9. Mathematics and Modelling of Direct Marketing
10. Innovation in Direct Marketing
11. Direct Marketing Research
12. Future Issues in Direct Marketing

Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
Independent study
Group Project15,00  
Estimated personal workload5,00  
Independent work
Reference manual 's readings4,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • E-learning
  • Research
  • Seminar
  • Project work


Students are evaluated based on a contribution of their participation, interaction, contribution to a group project and individual assessment by way of exam.

Type de ContrôleDuréeNombrePondération
Continuous assessment
Final Exam
Written exam2,00240,00
Written Report20,00120,00
TOTAL     100,00


  • The Value of search Engine - Malaga, R. (2007, Journal of Electronic Commerce in Organizations, Volume 5, Issue) -

  • Social entrepreneurship and direct marketing - Mallin, M. & Finkle, T. (2007, Direct Marketing: An International Journal, Vol. 1 No. 2, 2007, pp. 68-7) -

  • Blogging: A new play in your marketing game plan - Singh, T., Vernon-Jackson, L. & Cullinane, J. (2008, Business Horizons (2008) 51, 281-292) -

  • Reaching the international consumer: An assessment of the international direct marketing environment - Wilkinson, T., McAlister, A. & Widmier, S. (2008, Direct Marketing: An International Journal, Vol. 1 No. 1, 2007, pp. 17-37) -

Ressources internet

* Informations non contractuelles et pouvant être soumises à modification
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