| Course Unit Title | Course Unit Code | Type of Course Unit | Level of Course Unit | Year of Study | Semester | ECTS Credits |
|---|---|---|---|---|---|---|
| Direct Marketing | PAP202 | Elective | Associate degree | 2 | Spring | 3 |
Name of Lecturer(s)
Assistant Prof. Dr. Hale BÜTÜN BAYRAM
Assistant Prof. Dr. Okan ŞENELDİR
Lecturer Elvan AKSEN
Learning Outcomes of the Course Unit
1) Real-life direct marketing applications are discovered.
2) The basic methods used in creating and managing direct marketing databases are understood.
3) The returns of direct marketing efforts are measured.
4) Direct marketing methods through internet and mobile technologies are examined.
Program Competencies-Learning Outcomes Relation
| Program Competencies | |||||||||||||
| 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 | 11 | 12 | ||
| Learning Outcomes | |||||||||||||
| 1 | Low | No relation | Middle | High | Low | No relation | Middle | No relation | No relation | No relation | High | Middle | |
| 2 | Low | No relation | Middle | High | Low | No relation | Middle | No relation | No relation | No relation | High | Middle | |
| 3 | Low | No relation | Middle | High | Low | No relation | Middle | No relation | No relation | No relation | High | Middle | |
| 4 | Low | No relation | Middle | High | Low | No relation | Middle | No relation | No relation | No relation | High | Middle | |
Mode of Delivery
Face to Face
Prerequisites and Co-Requisites
None
Recommended Optional Programme Components
Electronic Trade, Digital marketing
Course Contents
To make statements about mail marketing, identification of potential customers, loyalty programs, pre and post sales research. The content of the course includes explanations about the channels used in direct marketing, the gains and measurement of direct marketing practices and the relations of direct marketing with other marketing mix elements.
Weekly Schedule
1) Direct marketing concept, characteristics, historical development and the factors affecting direct marketing, direct marketing purposes, advantages and disadvantages2) Relationship and direct marketing, marketing mix, direct marketing tools and management, direct marketing, strategic planning, their properties, phases
3) The relationship between direct marketing and modern marketing, superior aspects of the differences between them, data-driven direct marketing and relationship marketing
4) Used in the planning of direct marketing strategies: product-related strategies, strategies for dealing with the price, incentive strategies of suggestions
5) Tools used in the implementation of direct marketing: Tele marketing, telephone marketing features must be considered, the positive and negative aspects of the
6) Printed media: Newspapers and magazines, newspapers and magazines, both positive and negative aspects of properties
7) Computer and electronic advertising, features, pros and cons
8) Midterm examination/Assessment
9) Radio and television broadcasting: television and radio features, advantages and disadvantages
10) Direct mailing method, features, pros and cons
11) Personal selling, multi-level marketing, door to door sales and sales meetings, advantages and disadvantages
12) Internet: Internet and direct marketing, the Internet features
13) Catalogs, customers, benefits, methods of increasing the effectiveness of
14) Automatic (machine) Sales, properties, applications
15) REPEATION
16) Final examination
Recommended or Required Reading
Planned Learning Activities and Teaching Methods
1) Lecture
2) Question-Answer
3) Question-Answer
4) Discussion
5) Discussion
Assessment Methods and Criteria
Contribution of Midterm Examination to Course Grade |
40% |
|---|---|
Contribution of Final Examination to Course Grade |
60% |
Total |
100% |
Language of Instruction
Turkish
Work Placement(s)
Not Required