Direct and Interactive Marketing (SZF_102)
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
Prerequisites
International marketing
Learning outcomes
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.
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.
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.
Study course planning
| Study programme | Study semester | Program level | Study course category | Lecturers | Schedule |
|---|---|---|---|---|---|
| International Marketing and Advertising, MR | 3 | Bachelor’s | Required | Santa Bormane |
