Syllabus
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Course Code: IMS-806 Course Name: Marketing - Direct and Interactive Marketing |
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| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
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| 1 | Direct & Interactive Marketing(DIM)- Concept, Nature & Scope. History and Growth of DIM. Process of DIM, Users and applications of DIM. | |
| 2 | DIM and customer data base, database development, maintenance, security and enhancement. Application of database. Customer Relationship Management- Concept of Customer Value, lifetime customer value(LCV) | |
| 3 | DIM and List Development, Issues in developing list and market segmentation. Value proposition and planning the marketing offer in DIM. | |
| 4 | DIM and Message strategies: copywriting and graphic execution of messages, Planning compelling messages for DIM, messages for specific Media, | |
| 5 | DIM and different Print & Electronic mediums: Direct Mail, Magazine, Newspaper, Television, Telephone (including mobile) & Radio, Internet. DIM & Customer fulfillment: Concept, Process, Options & Issues. Applications of direct marketing in B2B, Non-Profit, Political and Government Sectors. |
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