Direct and Promotional Marketing (20512)
Degree/study: Bachelor's Degree of Advertising and Public Relations
Year: third and fourth.
Term: second
Number of ECTS credits: 4 credits
Hours of studi dedication: 100 hours
Teaching language or languages: spanish
Teaching Staff: Josep-Maria Fábregas i Torrens.
1. Presentation of the subject
For quite a long time now, we have found ourselves in a world characterized by markets fragmentation and media atomization. Besides, we face a better informed and more active consumer that demands a more personalized attention, and above all, to be considered on equal terms with brands.
In this environment, companies have realized that the marketing and communication mass strategies formerly working are not so effective now. And in some cases, they have completely lost their effectiveness.
Now companies now that it continuously attracting clients and consumers for their brands is not enough anymore. On top of that, it is essential to retain and gain their loyalty so they talk well about them and become their "apostles", so to attract others.
That is the main purpose of Direct and Promotional Marketing (DPM), achieved more efficiently every day due to the intensive use of the new digital technologies applied to communication. The reason is that the Internet has enabled what wasn't possible before: to communicate in a massive and at the same time personal way at reasonable cost.
2. Competences to be attained
2.1. General competences
To develop enough analysis capacity for critically assessing the campaigns developed by the leading brands in the fields that use DPM more intensively in Spain.
2.2. Specific competences
Knowledge:
• To understand the DPM rationale and how it is integrated in the communication mix.
• To acquaint oneself with the DPM conceptual bases.
• To find out how DPM is being used nowadays.
Skills:
• To be able to analyze and assess a DPM strategy.
• To be able to suggest improvements for the DPM campaigns currently used by the big brands.
• To develop the capacity for efficiently presenting in public.
Attitudes:• To promote a longing for discovery in the learning process.
• To develop critical thinking.
• To encourage team working and working with the professor.
3. Contents
Introduction to the course: objectives, contents and methodology.
• The sense of DM: from the transaction to the relationship.
• Basic concepts of direct marketing:
o "Differential marketing" philosophy.
o The three stages in a DM process.
o The brand- client relationship cycle.
o Client lifetime value (LTV).
• Elements of a strategy to attract clients.
• Elements of a strategy to retain clients and gain their loyalty.
• Elements of a sales promotion.
• Creativity in online and offline responses.
• Integrating online and offline media in DPM.
4. Assessment
The students' learning will be evaluated through the assessment of:
• A team work developed throughout the term, consisting of analyzing the DPM strategies (gaining clients, generating customer loyalty and sales promotion) of a real brand.
• A teaching session imparted by every team (session 2.0), consisting of explaining to the rest of the students the contents of a program session.
• A final individual project, consisting of writing a personal letter (attached to the student's CV) to apply for a position/ internship in an advertisement agency or advertising company.
The assessment will have the following methodology and weighting:
• Team work:
o Self-assessment of the written report (group grade: 20%).
o Co-evaluation: individual assessment of the work public presentation in class made by every student to every team (group grade: 20%).
• Teaching session 2.0:
o Self-assessment of the public presentation in class (group grade: 20%).
• Individual work:
o Professor's assessment (individual grade: 40%).
5. Bibliography and teaching resources
5.1. Basic bibliography
BIRD, Drayton: Marketing Directo con sentido común. Madrid, Díaz de Santos, 1991.
5.2. Complementary bibliography
ALET, Josep: Marketing Directo e Interactivo. Madrid, ESIC, 2007.
• ALFARO, Manuel et al: Temas clave en Marketing Relacional.
Madrid, McGraw-Hill, 2004.
• GUARDIA, Ramón: Nunca vendas a un extraño. Bilbao, Deusto,
1993.
• HALLBERG, Garth: Todos los consumidores no son iguales. Bilbao, Deusto, 1997.
• RODRÍGUEZ, Santiago: Creatividad en Marketing Directo. Bilbao, Deusto, 2003.
• ZORITA, Enrique: Marketing Promocional. Madrid, ESIC, 2000.
6. Metodology
The course methodology is positively participatory and pragmatic. Its goal is that students get acquainted with the contents not only through their attendance to the classes, but more importantly through a self-awareness process by means of team working.
With this purpose, students will be distributed in groups during the first class. Every team will choose a brand whose DPM strategy they will analyze in a project to be developed throughout the term.
During the 2.0 sessions, every team will be responsible of preparing a teaching session, on the basis of documents provided by the teacher. The work to be developed by every team will the search and selection of real examples of DPM campaigns illustrating the theoretical concepts of every session, as well as its formal presentation to the rest of the students in class.
Finally, conferences by expert speakers of the agency and advertisers world will be given during three sessions:
• "Evolution of mass consumption sales promotions".
• "Response creativity in on and offline media".
• "Evolution of the digital media: the all-ways on consumer".
7. Planning of activities
Session 1. Introduction: objectives, program and methodology. Practicum and teams. The
sense of DM: from the transaction to the relationship.
Session 2. Basic concepts of "differential marketing".
Session 3. The three stages in a DM process: identification, qualification and relationship.
Session 4. The brand- client relationship cycle: phases and gaps (I).
Session 5. The brand- client relationship cycle: phases and gaps (II). Client lifetime value (LTV).
Session 6. Basic concepts in a strategy to attract clients.
Session 7. Session 2.0: illustrating key concepts of a strategy to attract clients. Projects monitoring: clarifications on attracting clients.
Session 8. Basic concepts in a strategy to retain clients and gain their loyalty.
Session 9. Session 2.0: illustrating key concepts of a strategy to generate clients loyalty.
Projects monitoring: clarifications on clients loyalty.
Session 10. Basic concepts in a sales promotion.
Session 11. Conference: "Evolution of mass consumption sales promotions".
Session 12. Session 2.0: illustrating key concepts of a sales promotions. Projects monitoring: clarifications on sales promotions.
Session 13. Conference: "Response creativity in on and offline media".
Session 14. Session 2.0: illustrating key concepts of the on and offline response creativity. Individual work: suggestions and examples.
Session 15. Conference: "Evolution of the digital media: the all-ways on consumer".
Session 16. Session 2.0: to illustrate campaigns integrating on and offline media and supports. Individual work: suggestions and examples.
Sessions 17, 18 and 19. Presentations of the team projects.
Session 20. Presentations of the team projects. Handing in the individual projects.