Direct and Interactive Marketing

Study Course Description

Course Description Statuss:Approved

Course Description Version:1.00

Study Course Accepted:18.04.2024 15:55:44

Study Course Information
Course Code:		SZF_102		LQF level:		Level 6
Credit Points:		2.67		ECTS:		4.00
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, szfrsu[pnkts]lv
Study Course Planning
Full-Time - Semester No.1
Lectures (count)		7	Lecture Length (academic hours)		2	Total Contact Hours of Lectures		14
Classes (count)		7	Class Length (academic hours)		2	Total Contact Hours of Classes		14
Total Contact Hours								28
Part-Time - Semester No.1
Lectures (count)		7	Lecture Length (academic hours)		1	Total Contact Hours of Lectures		7
Classes (count)		7	Class Length (academic hours)		1	Total Contact Hours of Classes		7
Total Contact Hours								14
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 marketing database. Consumer loyalty programmes.			Lectures		1.00	auditorium
				Classes		1.00	auditorium
2	The essence of direct marketing. Digital marketing complex. Modern trends in the development of direct marketing. Requirements of the competencies of digital marketing professionals.			Lectures		1.00	auditorium
3	Analyses of company's marketing interactive (digital) marketing strategy.			Classes		1.00	auditorium
4	Peculiarities of costumer behavior in the digital environment. Digital environment research. Digital segmentation. Costumer value profile.			Lectures		1.00	auditorium
5	Costumer segmentation using classic segmentation features and value profile.			Classes		1.00	auditorium
6	Interactive marketing communication as part of integrated marketing communication. Features and type of digital projects. Digital project management.			Lectures		1.00	auditorium
7	Creating a creative idea for corporate marketing corporation and developing the idea for a digital project for building the corporate image.			Classes		2.00	auditorium
8	Features and types of online store.			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 and keyword selection. SEO.			Lectures		2.00	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 marketing database. Consumer loyalty programmes.			Lectures		1.00	auditorium
				Classes		1.00	auditorium
2	The essence of direct marketing. Digital marketing complex. Modern trends in the development of direct marketing. Requirements of the competencies of digital marketing professionals.			Lectures		1.00	auditorium
3	Analyses of company's marketing interactive (digital) marketing strategy.			Classes		1.00	auditorium
4	Peculiarities of costumer behavior in the digital environment. Digital environment research. Digital segmentation. Costumer value profile.			Lectures		1.00	auditorium
5	Costumer segmentation using classic segmentation features and value profile.			Classes		1.00	auditorium
6	Interactive marketing communication as part of integrated marketing communication. Features and type of digital projects. Digital project management.			Lectures		1.00	auditorium
7	Creating a creative idea for corporate marketing corporation and developing the idea for a digital project for building the corporate image.			Classes		2.00	auditorium
8	Features and types of online store.			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 and keyword selection. SEO.			Lectures		2.00	auditorium
11	Company website analysis.			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., 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.