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Direct and Interactive Marketing
Study Course Description
Course Description Statuss:Approved
Course Description Version:5.00
Study Course Accepted:02.02.2024 12:29:53
| Study Course Information | |||||||||
| Course Code: | SBUEK_086 | LQF level: | Level 6 | ||||||
| Credit Points: | 2.00 | ECTS: | 3.00 | ||||||
| Branch of Science: | Economics; Marketing | Target Audience: | Marketing and Advertising | ||||||
| Study Course Supervisor | |||||||||
| Course Supervisor: | Santa Bormane | ||||||||
| Study Course Implementer | |||||||||
| Structural Unit: | Faculty of Social Sciences | ||||||||
| The Head of Structural Unit: | |||||||||
| Contacts: | Dzirciema street 16, Rīga, szf rsu[pnkts]lv | ||||||||
| Study Course Planning | |||||||||
| Full-Time - Semester No.1 | |||||||||
| Lectures (count) | 6 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 12 | ||||
| Classes (count) | 6 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 12 | ||||
| Total Contact Hours | 24 | ||||||||
| Part-Time - Semester No.1 | |||||||||
| Lectures (count) | 3 | Lecture Length (academic hours) | 2 | Total Contact Hours of Lectures | 6 | ||||
| Classes (count) | 3 | Class Length (academic hours) | 2 | Total Contact Hours of Classes | 6 | ||||
| Total Contact Hours | 12 | ||||||||
| Study course description | |||||||||
| Preliminary Knowledge: | International marketing. | ||||||||
| 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. | ||||||||
| Topic Layout (Full-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | The essence, role and objectives of direct marketing. Planning direct marketing communication. Creating and using a marketing database. Consumer loyalty programmes. | Lectures | 1.00 | auditorium | |||||
| Classes | 1.00 | auditorium | |||||||
| 2 | The essence of interactive marketing. Digital marketing complex. Modern trends in the development of digital marketing. Requirements for the competencies of digital marketing professionals. | Lectures | 1.00 | auditorium | |||||
| 3 | Analysis of the company’s interactive (digital) marketing strategy. | Classes | 1.00 | auditorium | |||||
| 4 | Peculiarities of customer behaviour in the digital environment. Digital environment research. Digital segmentation. Semiotics. Customer value profile. | Lectures | 1.00 | auditorium | |||||
| 5 | Customer segmentation using classic segmentation features and value profile. | Classes | 1.00 | auditorium | |||||
| 6 | Interactive marketing communication as part of integrated marketing communication. Features and types of digital projects. Digital project management. | Lectures | 1.00 | auditorium | |||||
| 7 | Creating a creative idea for corporate marketing communication and developing the idea for a digital project for building the corporate image. | Classes | 1.00 | auditorium | |||||
| 8 | Features and types of online store. Group buying portals. | Lectures | 1.00 | auditorium | |||||
| 9 | Analysis of the website and promotion strategy for an online store. | Classes | 1.00 | auditorium | |||||
| 10 | Marketing principles of website creation. Website classification. Website titles. Keyword selection. SEO. | Lectures | 1.00 | auditorium | |||||
| 11 | Company website analysis. | Classes | 1.00 | auditorium | |||||
| Topic Layout (Part-Time) | |||||||||
| No. | Topic | Type of Implementation | Number | Venue | |||||
| 1 | The essence, role and objectives of direct marketing. Planning direct marketing communication. Creating and using a marketing database. Consumer loyalty programmes. | Lectures | 1.00 | auditorium | |||||
| Classes | 1.00 | auditorium | |||||||
| 2 | The essence of interactive marketing. Digital marketing complex. Modern trends in the development of digital marketing. Requirements for the competencies of digital marketing professionals. | Lectures | 1.00 | auditorium | |||||
| 3 | Analysis of the company’s interactive (digital) marketing strategy. | Classes | 1.00 | auditorium | |||||
| 4 | Peculiarities of customer behaviour in the digital environment. Digital environment research. Digital segmentation. Semiotics. Customer value profile. | Lectures | 1.00 | auditorium | |||||
| 5 | Customer segmentation using classic segmentation features and value profile. | Classes | 1.00 | auditorium | |||||
| Assessment | |||||||||
| Unaided Work: | 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. | ||||||||
| Assessment Criteria: | 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%). | ||||||||
| Final Examination (Full-Time): | Exam (Written) | ||||||||
| Final Examination (Part-Time): | Exam (Written) | ||||||||
| Learning Outcomes | |||||||||
| Knowledge: | 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: | 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. | ||||||||
| Competencies: | 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. | ||||||||
| Bibliography | |||||||||
| No. | Reference | ||||||||
| Required Reading | |||||||||
| 1 | Praude, V. un 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. and Van den Bergh, J. Marketing Communications a European Perspective. Prentice Hall, 2007. | ||||||||
| 3 | Chaffey, D. and Smith, P.R. Digital marketing excellence: planning and optimizing your online marketing. New York: Routledge, 2017. | ||||||||
| 4 | Praude, V. un 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. and Hogenhaven, T. Inbound Marketing and SEO. Insights from the MOZ blog. 1st edition. Bind-Rate, 2013. | ||||||||
| 2 | Charlesworth, A. Digital marketing: a practical approach. Abingdon, Oxon: Routledge, 2014. | ||||||||
| 3 | Barker, M., Barker, D., Bormann, N. and Neher, K. Social media marketing. South – Western, Cengage Learing, 2013. | ||||||||
| 4 | Eagle, L., Dahl, S., Czarnecka, B.and Lloyd, J. Marketing communications. Routledge, 2015. | ||||||||
