Direct Marketing CampaignLaajuus (5 ECTS)

Objective

Students know the direct marketing methods and can utilize them in approaching potential customers. Students understand target group behaviour and are able to create easy-to-understand communication solutions in different media environments. Students can target messages at the consumer or the business sector. They understand the importance of correct timing in integrated marketing communication.

Content

- Principles of direct marketing
- Direct marketing as one of the marketing activities
- Finding the target, i.e., the right consumer
- Business-to-business marketing
- Customer selection and targeting of marketing efforts
- Phases of direct marketing from planning to implementation
- Timing of direct marketing
- Integrated marketing communication
- Follow-up and post-marketing

Assessment criteria, satisfactory (1)

Student
- meets the attendance requirement
- completes assignments to a satisfactory standard
- understands the core content of the course

Assessment criteria, good (3)

Student
- actively participates in class
- completes assignments independently and shows initiative
- completes assignments on time
- gives a fluent and credible presentation of the materials he or she has produced
- masters the content of the course and applies the learned knowledge in his or her work
- is capable of independent information retrieval

Assessment criteria, excellent (5)

Student
- actively participates in class and shows self-directedness
- completes assignments independently and demonstrates initiative and creative problem solving skills
- takes the target group into consideration and applies his or her insight in design
- completes the assignments on time
- gives a credible and visually interesting presentation of the materials he or she has produced
- works in effortless interaction with the client and all parties involved
- masters the core content of the course and applies the learned knowledge in his or her work in an original way
- is capable of independent information retrieval and application of information
- demonstrates progress in developing a professional identity