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MDM - DIRECT & E-MAIL MARKETING

2017-2018

IESEG School of Management ( IÉSEG )

Code Cours :

1718-IÉSEG-MDM1S2-MKT-MM1CI02UE

MARKETING


Niveau Année de formation Période Langue d'enseignement 
MSc in Digital Marketing & CRM1S2English
Professeur(s) responsable(s)Y.MOYSAN
Intervenant(s)Yvon MOYSAN


Pré requis

CRM basics

Objectifs du cours

At the end of the course, the student should be able to :
- 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.

Contenu du cours

1. 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…
2.2 Digital direct marketing techniques
2.2.1 Display
2.2.2 SociaL Media
2.2.3 SEM
2.2.4 m-marketing and geolocation

3. Conclusion


Modalités d'enseignement

Organisation du cours

TypeNombre d'heuresRemarques
Face to face
lecture16,00  
Independent study
Estimated personal workload10,00  
Group Project18,00  
Independent work
Research6,00  
Charge de travail globale de l'étudiant50,00  

Méthodes pédagogiques

  • Presentation
  • Project work
  • Interactive class
  • Case study


Évaluation

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

Type de ContrôleDuréeNombrePondération
Continuous assessment
Participation16,00120,00
Oral presentation0,50020,00
Others
Group Project0,25160,00
TOTAL     100,00

Bibliographie

  • 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) -

  • Direct Marketing: Strategy, Planning, Execution - Edward Nash -




 
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