Veidlapa Nr. M-3 (8)
Study Course Description
Direct and Interactive Marketing
Course Code
SZF_102
Branch of Science
Economics and Business; Marketing
ECTS
4.00
Target Audience
Marketing and Advertising
LQF
Level 6
Study Type And Form
Full-Time; Part-Time
Study Course Implementer
Course Supervisor
Santa Bormane
Structure Unit Manager
Ieva Puzo
Structural Unit
Faculty of Social Sciences
Contacts
Dzirciema street 16, Rīga, szf@rsu.lv
About Study Course
Objective
To provide theoretical and practical knowledge about the specifics of direct and interactive marketing and possible application thereof in the market promotion and distribution processes of the company’s products, based on the results of the research of the behaviour of the target audience and the company’s marketing goals
Preliminary Knowledge
International marketing
Learning Outcomes
Knowledge
1.Obtaining in-depth theoretical knowledge of the nature, necessity and development of direct and interactive marketing processes. Obtaining theoretical knowledge about designing and managing online projects, marketing aspects of the functioning of online stores. Obtaining theoretical knowledge of interactive marketing communication in the online environment. Developing one’s analytical thinking skills and providing with the necessary theoretical background in direct and interactive marketing.
Skills
1.Able to analyse the marketing situation in the online environment. Creating online projects based on the principles of content marketing. Developing a strategy for interactive marketing communication. Using direct marketing tools in the marketing strategy. Analysing and evaluating interactive marketing problems and solutions and applying the acquired skills to practical activities.
Competences
1.Ability to identify marketing tasks and possibility for their implementation in the online environment. Obtaining skills in collecting and compiling marketing information in the online environment. Obtaining skills in creating buyer and customer databases. Obtaining skills in creating online projects and assessing effectiveness thereof. Ability to independently analyse, compare and objectively evaluate different problems and solutions of direct and interactive marketing.
Assessment
Individual work
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Title
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% from total grade
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Grade
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|---|---|---|
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1.
Individual work |
-
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-
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The aim of the independent learning is to analyse in depth one of the issues studied in the course from the theoretical and practical point of view (mandatory condition, since each part constitutes 50% of the assessment), based on the material acquired during lectures and seminars. It is also desirable to reflect the student’s personal opinion on the results of the research in this paper. The paper must be structured and organised in a logical order according to the chosen topic. The introductory part of the paper must include the table of contents / plan. One must add a list of references and bibliography and properly specify references and sources used. The volume of the paper shall be at least 10 pages in A4 format (Wp 12, Times New Roman, 1.5 line spacing), excluding annexes (photos, questionnaires, promotional messages, etc.). Students develop this paper individually. Topics: 1. Direct Marketing Activities of a Company. 2. Consumer Loyalty Programmes. 3. Creating and Using a Marketing Database in a Company. 4. Company’s Interactive Marketing Activities. 5. Interactive Marketing Communication as Part of Integrated Marketing Communication. 6. Elements of the Digital Marketing Complex. 7. Peculiarities of Customer Behaviour in the Digital Environment. 8. Content Marketing. 9. Social Media Marketing. 10. Online Stores and Their Importance in the Economy. 11. Customer Segmentation in the Digital Environment. 12. Peculiarities of Digital Marketing in the B2B Sphere. 13. Peculiarities of Digital Marketing in the B2C Sphere. 14. Marketing Principles of Website Creation. 15. Search Engine Optimisation (SEO) and Its Role in Directing a Business to Market. 16. Email Marketing. 17. Viral Marketing. 18. Digital Models in the Interactive Marketing. 19. Management of Digital Marketing. 20. Digital Marketing Plan. 21. Consumer Relationship Management and its Specifics in the Digital Environment (CRM). 22. Digitisation of Marketing Communication Distribution Media. 23. Facebook as a Digital Marketing channel. 24. Application-Based Marketing.
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Examination
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Title
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% from total grade
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Grade
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|---|---|---|
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1.
Examination |
-
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-
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2.
Examination |
-
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-
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Final grade (using 10-point grading system) constituted, based on the following assessments: • attendance of lectures and seminars (5%); • activity and quality of answers in seminars (15%); • grades for the summaries prepared (25%); • independent work (25%); • exam (30%).
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Study Course Theme Plan
FULL-TIME
Part 1
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Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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The essence, role and objectives of direct marketing. Planning direct marketing communication. Creating and using marketing database. Consumer loyalty programmes.
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-
Class/Seminar
|
Modality
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Location
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Contact hours
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|---|---|---|
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On site
|
Auditorium
|
2
|
Topics
|
The essence, role and objectives of direct marketing. Planning direct marketing communication. Creating and using marketing database. Consumer loyalty programmes.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
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|---|---|---|
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On site
|
Auditorium
|
2
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Topics
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The essence of direct marketing. Digital marketing complex. Modern trends in the development of direct marketing. Requirements of the competencies of digital marketing professionals.
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-
Class/Seminar
|
Modality
|
Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Analyses of company's marketing interactive (digital) marketing strategy.
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-
Lecture
|
Modality
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Location
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Contact hours
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|---|---|---|
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On site
|
Auditorium
|
2
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Topics
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Peculiarities of costumer behavior in the digital environment. Digital environment research. Digital segmentation. Costumer value profile.
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Costumer segmentation using classic segmentation features and value profile.
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-
Lecture
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Interactive marketing communication as part of integrated marketing communication. Features and type of digital projects. Digital project management.
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-
Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Creating a creative idea for corporate marketing corporation and developing the idea for a digital project for building the corporate image.
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Class/Seminar
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Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Creating a creative idea for corporate marketing corporation and developing the idea for a digital project for building the corporate image.
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-
Lecture
|
Modality
|
Location
|
Contact hours
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|---|---|---|
|
On site
|
Auditorium
|
2
|
Topics
|
Features and types of online store.
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
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|---|---|---|
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On site
|
Auditorium
|
2
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Topics
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Analysis of the website and promotion strategy for an online store.
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-
Lecture
|
Modality
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Location
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Contact hours
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|---|---|---|
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On site
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Auditorium
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2
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Topics
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Marketing principles of website creation. Website classification. Website titles and keyword selection. SEO.
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-
Lecture
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Modality
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Location
|
Contact hours
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|---|---|---|
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On site
|
Auditorium
|
2
|
Topics
|
Marketing principles of website creation. Website classification. Website titles and keyword selection. SEO.
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-
Class/Seminar
|
Modality
|
Location
|
Contact hours
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|---|---|---|
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On site
|
Auditorium
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2
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Topics
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Company website analysis.
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Total ECTS (Creditpoints):
4.00
Contact hours:
28 Academic Hours
Final Examination:
Exam (Written)
PART-TIME
Part 1
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
1
|
Topics
|
The essence, role and objectives of direct marketing. Planning direct marketing communication. Creating and using marketing database. Consumer loyalty programmes.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
1
|
Topics
|
The essence, role and objectives of direct marketing. Planning direct marketing communication. Creating and using marketing database. Consumer loyalty programmes.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
1
|
Topics
|
The essence of direct marketing. Digital marketing complex. Modern trends in the development of direct marketing. Requirements of the competencies of digital marketing professionals.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
1
|
Topics
|
Analyses of company's marketing interactive (digital) marketing strategy.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
1
|
Topics
|
Peculiarities of costumer behavior in the digital environment. Digital environment research. Digital segmentation. Costumer value profile.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
1
|
Topics
|
Costumer segmentation using classic segmentation features and value profile.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
1
|
Topics
|
Interactive marketing communication as part of integrated marketing communication. Features and type of digital projects. Digital project management.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
1
|
Topics
|
Creating a creative idea for corporate marketing corporation and developing the idea for a digital project for building the corporate image.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
1
|
Topics
|
Creating a creative idea for corporate marketing corporation and developing the idea for a digital project for building the corporate image.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
1
|
Topics
|
Features and types of online store.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
1
|
Topics
|
Analysis of the website and promotion strategy for an online store.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
1
|
Topics
|
Marketing principles of website creation. Website classification. Website titles and keyword selection. SEO.
|
-
Lecture
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
1
|
Topics
|
Marketing principles of website creation. Website classification. Website titles and keyword selection. SEO.
|
-
Class/Seminar
|
Modality
|
Location
|
Contact hours
|
|---|---|---|
|
On site
|
Auditorium
|
1
|
Topics
|
Company website analysis.
|
Total ECTS (Creditpoints):
4.00
Contact hours:
14 Academic Hours
Final Examination:
Exam (Written)
Bibliography
Required Reading
1.
Praude V., Šalkovska J. Integrēta mārketinga komunikācija. Zinātniskā monogrāfija. 2. sēj. Rīga: Burtene. / rec.: Baiba Rivža, Biruta Sloka, Dainis Zelmenis, Inna Stecenko. 2015.
2.
De Pelsmacker P., Geuens M., Van den Bergh J. Marketing Communications a European Perspective. Prentice Hall, 2007.
3.
Chaffey, Dave, Smith, P.R. Digital marketing excellence: planning and optimizing your online marketing. Abingdon, Oxon, New York: Routledge. 2017.
4.
Praude V., Šalkovska J. Satura mārketings. Rīga: Burtene, 2018.
5.
Silvius G. Integration of Social Media into Project Management Practice. IGI Global, 2016.
Additional Reading
1.
Fishkin R., Hogenhaven T. Inbound Marketing and SEO. Insights from the MOZ blog. 1st edition. Bind-Rate, 2013.
2.
Charlesworth, Alan. Digital marketing: a practical approach. Abingdon, Oxon: Routledge, 2014.
3.
Barker M., Barker D., Bormann N., Neher K. Social media marketing. South – Western, Cengage Learing, 2013.
4.
Eagle L., Dahl S., Czarnecka B., Lloyd J. Marketing communications. Routledge, 2015.