Veidlapa Nr. M-3 (8)

Course Description Status: Approved

Course Description Version: 26/27.R.1.00

Description Period: 2026./27 academic year rudens semestris

Study Course Accepted: -

Study Course Description

Direct and Interactive Marketing

Main Study Course Information

Course Code
SZF_308
Branch of Science
Economics and Business; Marketing
ECTS
3.00
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

Kuldigas Street 9C, Riga, 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

Fundamentals of marketing, basic knowledge of economics, management and statistics.

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.

Individual work and tests

Individual work

2.Able to demonstrate understanding of key concepts and legal relationships

Individual work and tests

Examination

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.

Individual work and tests

Individual work • Video presentation

2.Able to formulate and analytically describe information, problems and solutions using the theoretical basics and skills acquired

Individual work and tests

Test II • Test I

3.Able to explain and discuss issues in a reasoned manner using the theoretical bases and skills acquired

Individual work and tests

Examination

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

Title
% from total grade
Grade
1.

Individual work
10.00% from total grade
Test

Choose a Latvian company that applies marketing activities in the digital environment:

  1. to characterise the undertaking, the scope of the undertaking, competitors and the target audience;
  2. evaluate your company’s marketing activities in the digital environment: home page, social media, etc. Internet resources;
  3. compare the company’s activities with competitors; O to draw up a list of data that may be necessary for the creation of a marketing database on consumers;
  4. propose ideas for how an enterprise can collect information about consumers to build a marketing database;
  5. propose ideas for the company’s consumer loyalty programs;
  6. to perform market segmentation for a particular product or service, including identifying purchasers’ values according to the characteristics of geographic, demographic, socio-economic, national and cultural, psychographic behaviour;
  7. develop at least 3 proposals to improve the company’s digital marketing strategy, choose one of the proposals, and work in the future seminar (to reflect the proposal in video resentment)
2.

Video presentation
20.00% from total grade
10 points

Develop video resentment (one of the options for improving the company’s digital marketing strategy - following on from the previous workshop) in video format

Examination

Title
% from total grade
Grade
1.

Test I
10.00% from total grade
10 points

TEST (I) on topics learned in lectures 1-4
2.

Test II
10.00% from total grade
10 points

TEST (II) on topics learned in lectures 5-6
3.

Individual work
20.00% from total grade
Test

The purpose of the independent work is to analyse in depth, on the basis of the material acquired in lectures and seminar classes, one of the problems to be studied in the course IN A THEORETICAL AND PRACTICAL sense (the condition of two practical examples is mandatory).

The work must be structured and presented in a logical order according to the chosen subject. It is imperative that references to THE SOURCES OF THE LITERATURE USED (min. 2 scientific articles/books) be added and CORRECTLY DRAFTED in THE work.

Independent work is individually developed by students (It should be assumed that material will be shared during the course by sharing experience and exchange of ideas in preparation for the exam).
4.

Examination
30.00% from total grade
10 points

Oral examination on one of the topics of independent work.

Study Course Theme Plan

FULL-TIME
Part 1

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
2

Topics

The nature, role and objectives of direct marketing. Planning of direct marketing communications. Creating and using a marketing database. Consumer loyalty programs.

  1. Class/Seminar

Modality
Location
Contact hours
On site
Auditorium
2

Topics

The nature, role and objectives of direct marketing. Planning of direct marketing communications. Creating and using a marketing database. Consumer loyalty programs.

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
2

Topics

The essence of digital and interactive marketing. Digital marketing complex. Artificial intelligence and its application in digital marketing. The pros and cons of digitisation. Requirements for the competences of digital marketers.

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Digital marketing trends. Digital environment research. Digital segmentation. Semiotics. Buyer value profile.

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Specificities and types of internet shops. Marketing principles for homepage creation. Classification of homepages. Homepage headings. Keyword selection. SEO.

  1. Class/Seminar

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Business website analysis, social media analysis

  1. Class/Seminar

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Development of proposals for the development of the company’s digital marketing strategy

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Interactive marketing communication as part of integrated marketing communications.

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Neuromarketing. Digital perception. Health literacy.

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Simulation of business and situation modelling, or simulation of business situation

  1. Class/Seminar

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Simulation of business and situation modelling, or simulation of business situation

  1. Class/Seminar

Modality
Location
Contact hours
On site
Study room
2

Topics

Test I

  1. Class/Seminar

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Development of video resentment for a proposal to improve the company’s digital marketing strategy

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Simulation of business and situation modelling or simulation of business situation II

  1. Class/Seminar

Modality
Location
Contact hours
On site
Auditorium
2

Topics

Simulation of business and situation modelling or simulation of business situation II

  1. Class/Seminar

Modality
Location
Contact hours
On site
Study room
2

Topics

Test II

  1. Test

Modality
Location
Contact hours
On site
Study room
2

Topics

Exam
Total ECTS (Creditpoints):
3.00
Contact hours:
32 Academic Hours
Final Examination:
Exam
PART-TIME
Part 1

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
1

Topics

The nature, role and objectives of direct marketing. Planning of direct marketing communications. Creating and using a marketing database. Consumer loyalty programs.

  1. Class/Seminar

Modality
Location
Contact hours
On site
Auditorium
1

Topics

The nature, role and objectives of direct marketing. Planning of direct marketing communications. Creating and using a marketing database. Consumer loyalty programs.

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
1

Topics

The essence of digital and interactive marketing. Digital marketing complex. Artificial intelligence and its application in digital marketing. The pros and cons of digitisation. Requirements for the competences of digital marketers.

  1. Class/Seminar

Modality
Location
Contact hours
On site
Auditorium
1

Topics

Digital marketing trends. Digital environment research. Digital segmentation. Semiotics. Buyer value profile.

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
1

Topics

Specificities and types of internet shops. Marketing principles for homepage creation. Classification of homepages. Homepage headings. Keyword selection. SEO.

  1. Class/Seminar

Modality
Location
Contact hours
On site
Auditorium
1

Topics

Interactive marketing communication as part of integrated marketing communications.

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
1

Topics

Neuromarketing. Digital perception. Health literacy.

  1. Class/Seminar

Modality
Location
Contact hours
On site
Auditorium
1

Topics

Simulation of business and situation modelling, or simulation of business situation

  1. Class/Seminar

Modality
Location
Contact hours
On site
Auditorium
1

Topics

Simulation of business and situation modelling, or simulation of business situation

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
1

Topics

Development of proposals for the development of the company’s digital marketing strategy

  1. Class/Seminar

Modality
Location
Contact hours
On site
Auditorium
1

Topics

Development of video resentment for a proposal to improve the company’s digital marketing strategy

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
1

Topics

Simulation of business and situation modelling or simulation of business situation II

  1. Lecture

Modality
Location
Contact hours
On site
Auditorium
1

Topics

Simulation of business and situation modelling or simulation of business situation II

  1. Class/Seminar

Modality
Location
Contact hours
On site
Auditorium
1

Topics

Business website analysis, social media analysis
Total ECTS (Creditpoints):
3.00
Contact hours:
14 Academic Hours
Final Examination:
Exam (Written)

Bibliography

Required Reading

1.

Millagala, K. and Gunasinghe, N. (2024). Neuromarketing as a Digital Marketing Strategy to Unravel the Evolution of Marketing Communication. Applying Business Intelligence and Innovation to Entrepreneurship, 81-105.Suitable for English stream

2.

Sheikh, H., Prins, C. & Schrijvers, E. (2023). Mission AI: The New System Technology. Cham: Springer Nature. pp.49-59Suitable for English stream

3.

Chaffey, Dave, Smith, P.R. (2017). Digital marketing excellence: planning and optimizing your online marketing. Abingdon, Oxon, New York: Routledge. 50. – 102. pp.Suitable for English stream

4.

Sambyal, E. & Kaur, T. (2017). Online Marketing Communication. An International Research Journal of Management and Technology. Biz and Bytes. Vol.8, Iss.2, pp.132-137Suitable for English stream

5.

Praude V., Šalkovska J. (2018). Satura mārketings internetā. Rīga: Burtene.

6.

Praude V., Šalkovska J. Integrēta mārketinga komunikācija. Zinātniskā monogrāfija. 2. sēj. Rīga: Burtene. / rec.: Baiba Rivža, Biruta Sloka, Dainis Zelmenis, Inna Stecenko. 2015.

7.

Yao, X. and Wang, Y. (2024). Using neural data to forecast aggregate consumer behavior in neuromarketing: Theory, metrics, progress, and outlook. Journal of Consumer Behaviour, Vol.23, Issue 4, pp. 2142 – 2159.Suitable for English stream

8.

Cederic. (01.03.2024). The growing impact of virtual reality on digital marketing: Opportunities and challenges.Suitable for English stream

9.

Gorbunovs, A. (2021). The Review on Eye Tracking Technology Application in Digital Learning Environments. Baltic J. Modern Computing, Vol. 9, No.1,pp. 1-24.Suitable for English stream

10.

Silvius G. (2016). Strategic Integration of Social Media into Project Management Practice. IGI Global.

Additional Reading

1.

Mashrur, F.R., Rahman, K.M., Miya, M.T.I., Vaidyanathan, R., Anwar, S.F., Sarker, F. and Mamun, K.A. (2024). Intelligent neuromarketing framework for consumers' preference prediction from electroencephalography signals and eye tracking. Journal of Consumer Behaviour, Vol.23, Issue 3, pp.1146 – 1157.Suitable for English stream

2.

Eagle L., Dahl S., Czarnecka B., Lloyd J. (2021). Marketing communications. Routledge, 2nd ed.Suitable for English stream

3.

Charlesworth, Alan. (2022). Digital marketing: a practical approach. Abingdon, Oxon: Routledge, 4th ed.Suitable for English stream

4.

Fishkin R., Hogenhaven T. (2013). Inbound Marketing and SEO. Insights from the MOZ blog. 1st edition. Bind-Rate.Suitable for English stream

5.

Barker M., Barker D., Bormann N., Neher K. (2022). Social media marketing. South – Western, Cengage Learing, 3rd ed.Suitable for English stream