Direct Marketing
Course title:
Direct Marketing
Direct Marketing
Semester:
5
5
Level:
Advanced
Advanced
Learning outcomes of course unit:
Students who complete this course will master the methods of marketing management in detail. They will learn the features of marketing for sports and cultural organisations, including how agencies work, how international consumers behave and decide. In addition, students will learn the most current marketing channels, such as online and e-Marketing and will be able to profitably use them. They will also master the ability to implement the marketing methods and channels previously learned in the form of 360-degree communication.
Students who complete this course will master the methods of marketing management in detail. They will learn the features of marketing for sports and cultural organisations, including how agencies work, how international consumers behave and decide. In addition, students will learn the most current marketing channels, such as online and e-Marketing and will be able to profitably use them. They will also master the ability to implement the marketing methods and channels previously learned in the form of 360-degree communication.
Prerequisites:
Fundamental knowledge and in-depth knowledge of marketing management
Fundamental knowledge and in-depth knowledge of marketing management
Course contents:
Principles of direct marketing, the importance of direct marketing within marketing, different forms of direct marketing, instruments of direct marketing, effect of individual direct marketing activities. Fundamentals of database marketing and customer relationship marketing, data protection and ethical principles. Data warehousing and data mining.
Principles of direct marketing, the importance of direct marketing within marketing, different forms of direct marketing, instruments of direct marketing, effect of individual direct marketing activities. Fundamentals of database marketing and customer relationship marketing, data protection and ethical principles. Data warehousing and data mining.
Recommended or required reading:
Patalas T.: Guerilla Marketing ? Ideen schlagen Budget, 2006
Hamman, M.: Der Nutzen von Incentive-Events: Motivation, Führung, Vergütung, 1. Auflage, 2006
Smith, C.: eMarketing eXcellence, 3. Auflage, 2008
Kollmann, T.: E-Business, 2. Auflage, 2008
Kalakota, M.: Praxisbuch E-Business, 2001
Laudon, K/ Traver, C.: E-Commerce - Business,Technology, Society, 4. Auflage, 2008
Jelassi, T./Enders, A.:Strategies for E-business: Creating Value through Electronic and Mobile Commerce, 2005
Chaffey, D.: E-Business and E-Commerce Management
Bagusat A./ Hermanns, A.: E-Marketing-Management, 2008
Schwartz, T.: Erfolgreiches Online Marketing, 2008
Hermanns, A.: Sponsoring und Events im Sport: von der In-strumentalbetrachtung zur Kommunikationsplattform, 2003
Horch, H.-D./Heydel, J./Sierau, A.: Events im Sport-Marketing, Management, Finanzierung, 2004
Horch, H.-D./Hovemann, G./Kaiser, S./Viebahn, K.: Perspektiven des Sportmarketing, 2005
Meffert/Bruhn: Dienstleistungsmarketing, 4. Auflage, 2006
Schubert, M.: Sport-Marketing, 2005
Nufer, G.: Event-Marketing und ?Management, 3. Auflage, 2007
Nufer, G./Bühler, A.: Management und Marketing im Sport, 2008
Wirtz, B.W.: Direktmarketing-Management, 2. Auflage, 2009
Wirtz, B.W.: Integriertes Direktmarketing, 2005
Bruns, J./ Weis, H.C.: Direktmarketing, 2. Auflage, 2007
Kreutzer, R.: Praxisorientiertes Dialog-Marketing, 2009
Eschenbach, H.: Führung von Nonprofit-Organisationen, 2003
Zimmermann/Merten: Unternehmenskommunikation, 2001
Fill, C.: Marketing-Kommunikation, 1. Auflage, 2001
Solomon/Bamossy/Askegaard: Konsumentenverhalten, 1. Auflage, 2001
Gillespie/Jeannet/Hennessey: Global Marketing, 2. Auflage, 2006
Patalas T.: Guerilla Marketing ? Ideen schlagen Budget, 2006
Hamman, M.: Der Nutzen von Incentive-Events: Motivation, Führung, Vergütung, 1. Auflage, 2006
Smith, C.: eMarketing eXcellence, 3. Auflage, 2008
Kollmann, T.: E-Business, 2. Auflage, 2008
Kalakota, M.: Praxisbuch E-Business, 2001
Laudon, K/ Traver, C.: E-Commerce - Business,Technology, Society, 4. Auflage, 2008
Jelassi, T./Enders, A.:Strategies for E-business: Creating Value through Electronic and Mobile Commerce, 2005
Chaffey, D.: E-Business and E-Commerce Management
Bagusat A./ Hermanns, A.: E-Marketing-Management, 2008
Schwartz, T.: Erfolgreiches Online Marketing, 2008
Hermanns, A.: Sponsoring und Events im Sport: von der In-strumentalbetrachtung zur Kommunikationsplattform, 2003
Horch, H.-D./Heydel, J./Sierau, A.: Events im Sport-Marketing, Management, Finanzierung, 2004
Horch, H.-D./Hovemann, G./Kaiser, S./Viebahn, K.: Perspektiven des Sportmarketing, 2005
Meffert/Bruhn: Dienstleistungsmarketing, 4. Auflage, 2006
Schubert, M.: Sport-Marketing, 2005
Nufer, G.: Event-Marketing und ?Management, 3. Auflage, 2007
Nufer, G./Bühler, A.: Management und Marketing im Sport, 2008
Wirtz, B.W.: Direktmarketing-Management, 2. Auflage, 2009
Wirtz, B.W.: Integriertes Direktmarketing, 2005
Bruns, J./ Weis, H.C.: Direktmarketing, 2. Auflage, 2007
Kreutzer, R.: Praxisorientiertes Dialog-Marketing, 2009
Eschenbach, H.: Führung von Nonprofit-Organisationen, 2003
Zimmermann/Merten: Unternehmenskommunikation, 2001
Fill, C.: Marketing-Kommunikation, 1. Auflage, 2001
Solomon/Bamossy/Askegaard: Konsumentenverhalten, 1. Auflage, 2001
Gillespie/Jeannet/Hennessey: Global Marketing, 2. Auflage, 2006
Planned learning activities and teaching methods:
Integrated course, case studies, discussion, group work
Integrated course, case studies, discussion, group work
Assessment methods and criteria:
Final examination
Final examination
Course language:
German
German
ECTS:
1.00
1.00
Course-hours-per-week (chw):
1.00
1.00
Course unit code:
MAR_F2
MAR_F2
Type of course unit:
Lecture
Lecture
Mode of delivery:
integrated course
integrated course
