Innovative Technologies of Marketing Communications: at Points of Sale, SP, DM

2024/2025

Academic Year

ENG

Instruction in English

3

ECTS credits

Delivered at:

Department of Marketing

Course type:

Compulsory course

When:

2 year, 1 module

Instructor

Lebedev, Alexander V.

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 sales promotion, trade marketing, sensory marketing, direct marketing and CRM. The core 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 innovation data-driven 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
• Traditional instruments of direct-marketing
• Marketing in the retail environment
• Digital world opportunities for BTL marketing development
• CRM as a tool for hyper personalized / targeted communication
• CRM strategy and practice
• Direct marketing
• CRM & DM - effective tools in creating/changing consumer purchase behavior / patterns

Assessment Elements

• Field study. Participant observation.
• Communication strategy
• Eхam. Written tasks with detailed answers.
• Practical Case. BTL-tool

Interim Assessment

• 2024/2025 1st module
  0.25 * Communication strategy + 0.5 * Eхam. Written tasks with detailed answers. + 0.15 * Field study. Participant observation. + 0.1 * Practical Case. BTL-tool

Bibliography

Recommended Core Bibliography

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• Nripendra P. Rana, Emma L. Slade, Ganesh P. Sahu, Hatice Kizgin, Nitish Singh, Bidit Dey, Anabel Gutierrez, & Yogesh K. Dwivedi. (2020). Digital and Social Media Marketing : Emerging Applications and Theoretical Development. Springer.
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• Миллер, Д. Воронки продаж по методу StoryBrand : Пошаговое руководство : практическое руководство / Д. Миллер, Д. Питерсон ; пер. с анг. О. Бараш. - Москва : Альпина Паблишер, 2022. - 196 с. - ISBN 978-5-9614-5334-8. - Текст : электронный. - URL: https://znanium.com/catalog/product/1904801
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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
• 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
• Vidovic, A. (2019). Sales Promotion as a Function in Merchandising. Economy & Market Communication Review / Casopis Za Ekonomiju i Trzisne Komunikacije, 9(1), 120–131. https://doi.org/10.7251/EMC1901120V
• 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

Authors

• PIROGOVA YULIYA KONSTANTINOVNA
• LEBEDEV ALEKSANDR VALEREVICH
• FILIPSKAYA ELENA VLADIMIROVNA