Магистратура
2021/2022
Прикладные технологии маркетинговых коммуникаций: BTL, Директ маркетинг
Статус:
Курс по выбору (Маркетинг: цифровые технологии и маркетинговые коммуникации)
Направление:
38.04.02. Менеджмент
Кто читает:
Департамент маркетинга
Где читается:
Высшая школа бизнеса
Когда читается:
2-й курс, 1 модуль
Формат изучения:
без онлайн-курса
Охват аудитории:
для своего кампуса
Прогр. обучения:
Маркетинг: цифровые технологии и маркетинговые коммуникации
Язык:
английский
Кредиты:
5
Контактные часы:
32
Course Syllabus
Abstract
This course provides a foundation for practical use of various marketing-communication instruments, beyond the scope of traditional (ATL) advertising. The course will prepare students for the synergistic use of different tools and methods of direct marketing, event marketing, viral marketing, trade marketing, sensory marketing, CRM, etc. The rest of the course examines the below-the-line (BTL) marketing technologies, taking into consideration the result&efficiency - oriented approach. The plan of the course is to cover the main contemporary and innovative instruments of BTL-marketing and highlight the connection of their utilization and the marketing strategy and goals. The actuality of the course arrives from the necessity to seek for uncommon marketing tactics to attract and retain clients, because the old methods don’t work efficiently anymore. Based on the teamwork and case-studies, the course provides a blend of applied competences and is designed to be utilized by students, focused on the marketing communications field and/or interested in promotion of their own business.
Learning Objectives
- At the end of the course, the successful students will learn the following: • The basic comprehensive understanding of the BTL-communications types and instruments; • General approaches to analyses and practical use of traditional and contemporary instruments of BTL-marketing; • Methods of planning, organizing and evaluating the non-media marketing-communication campaigns in relation to overall marketing goals; • Teamwork and Problem-Solving skills.
Expected Learning Outcomes
- Acquisition of skills in development of CRM strategy and tactical plans
- Acquisition of skills in practical use of direct marketing tools in business practice
- Mastering the basic terms, definitions and categories of BTL marketing
- Mastering the effective use of CRM and DM tools ifor creating/changing consumer purchase behavior / patterns
- Mastering the practical application of digital world tools for BTL marketing development
- Mastering the practical application of loyalty programs, customer community management and CRM.
- Mastering the tools of marketing in the retail environment
- Mastering the traditional instruments of direct-marketing
Course Contents
- Introduction
- Marketing in the retail environment
- Traditional instruments of direct-marketing
- Digital world opportunities for BTL marketing development
- CRM as a tool for hyper personalized / targeted communication
- CRM strategy and practice
- CRM & DM - effective tools in creating/changing consumer purchase behavior / patterns
- Direct marketing
Assessment Elements
- Presentation of the research work
- Business game (Team work)
- Essay on the topic
- Practical task 1
- Practical task 2
- Practical task 3
- Eхam: case-study. Written tasks with detailed answers. synchronously. Online. Without proctoring.The exam is conducted without proctoring in an online format. Synchronously.
Interim Assessment
- 2021/2022 1st module0.7 * Eхam: case-study. Written tasks with detailed answers. synchronously. Online. Without proctoring. + 0.1 * Practical task 1 + 0.1 * Essay on the topic + 0.1 * Practical task 2
Bibliography
Recommended Core Bibliography
- Mullin, R. (2010). Sales Promotion : How to Create, Implement and Integrate Campaigns That Really Work (Vol. 5th ed). Philadelphia: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=319409
Recommended Additional Bibliography
- Bly, R. W. (2019). The Direct Mail Revolution : How to Create Profitable Direct Mail Campaigns in a Digital World. IRVINE: Entrepreneur Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1991466
- Current and future Industry 4.0 capabilities for information and knowledge sharing. (2019). International Journal of Advanced Manufacturing Technology, 1. https://doi.org/10.1007/s00170-019-03942-5
- KIROVSKA, Z., STOJANOVA, V., & MAKENADZHIEVA, I. (2015). Btl Activity as a Tool in Sales Strategy and Sustainability of Competition in the Banking Sector. Journal of Sustainable Development (1857-8519), 5(12), 69–85. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=103284634
- LEI LIU, JIN ZHANG, & HEAN TAT KEH. (2018). Event-Marketing And Advertising Expenditures: The Differential Effects On Brand Value and Company Revenue. Journal of Advertising Research, 58(4), 464–475. https://doi.org/10.2501/JAR-2017-043
- Mullin, R., & Cummins, J. (2008). Sales Promotion : How to Create, Implement & Integrate Campaigns That Really Work (Vol. 4th ed). London: Kogan Page. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=217081
- Reic, I. (2017). Events Marketing Management : A Consumer Perspective. London: Routledge. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=1361600
- Simpson, C., & Kennedy, D. S. (2014). The Direct Mail Solution : A Business Owner’s Guide to Building a Lead-Generating, Sales-Driving, Money-Making Direct-Mail Campaign. New York: Entrepreneur Press. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsebk&AN=681126
- Yahya, S. F. H., Hashim, N. A., Bahsri, N., & Dahari, N. A. (2019). The Effect of Sales Promotion Strategy on Online Fashion Shopping Behavior among Employee of Sahawan Sdn Bhd. Global Business & Management Research, 11(2), 1–12. Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=bsu&AN=136670762
- Терских, М. В., Колченко, О. С., Terskikh, M. V., & Kolchenko, O. S. (2016). Позиционирование и продвижение продуктов питания: концептосфера и способы вербализации (ATL- и BTL-коммуникация) ; Positioning and promotion of food: conceptosphere and ways of verbalization (ATL and BTL communication). Retrieved from http://search.ebscohost.com/login.aspx?direct=true&site=eds-live&db=edsbas&AN=edsbas.47BE981F
- ШЕВЕ, Г., ХЮЗИГ, С., ГУМЕРОВА, Г. И., & ШАЙМИЕВА, Э. Ш. (2019). Германская Концептуально-Программная Разработка «Индустрия 4.0»: Аспекты Менеджмента Цифровой Экономики (Индустрия 4.0 Как Ноу-Хау Немецкой Экономической Школы). National Interests Priorities & Security, 15(10), 1931–1948. https://doi.org/10.24891/ni.15.10.1931