1.course outline direct marketing

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By :

Prof. Amit Kumar

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Profile of Prof. Amit KumarAssistant Professor-International Business & Marketing

• MBA in International Business Management from University of Zurich, Switzerland (Full-Time)

• B.Tech in Computer Science from Sathyabama Deemed University, Chennai, India (Full-Time)

• M.Com & PGDIBO, Presently Enrolled for Ph.D

• Teaching Experience: 05 Years (At PG Level)• Industry Experience : 03 Years

• As a ERP Functional Consultant, New Delhi• As a BDM at ABN AMRO, Abu Dhabi, UAE• As a Software Trainee at Wipro, Banglore

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“A major change that is reshaping the face of selling is the growth of direct marketing. This session explores the major changes that are taking place, the key tools that can be used and how the direct marketing process can be effectively managed. It begins by explaining the meaning of direct marketing before discussing the use of database marketing. The management of direct marketing activities will then be explored, including setting objectives, targeting, achieving customer retention and creating action plans”.

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Importance of this course

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How this concept has evolved and changed as we approach

to millennium?

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The driving force behind this change has been the information technology revolution, which has enabled marketers to focus on

individuals rather than segments or masses.

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Pareto’s Principle-application in direct marketing

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Objectives:

• Understand relevance of direct marketing. How is it different from marketing as we know it.

• Step-by-step procedure to build a base for direct marketing

• How do we apply direct marketing for:– Services

– High value products

– FMCGs

• Current scenario of direct market applications

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Contents

1. Introduction to Direct Marketing:

• What is Direct Marketing?

• Database marketing is another name for it

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2. Share of customer. Not share of market:

• Instead of concentrating on one product at a time & trying to sell it to as many customers as possible focus on one customer only & sell as much as you can to him

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3. Collaborate with customers:

• Acquisition is 6 times more expensive than retention

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4. Differentiate customers. Not just products:

• People are much more unique than products.

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5. Economies of scope. Not economies of scale:

• How much you know about each customer is more important than how much you know about all customers in direct marketing

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6. Manage your customers. Not just your products:

• A customer management firm manages the differences among customers, rewarding some & getting rid of others, improving the performance of each of them

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7. Engage your customers in dialogue:

• Instead of using media to expose your target audience to your message, think of having a conversation with each of your customers

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8. Take products to customers. Not customers to products:

• As technology makes two-way, interactive communication cheaper, & more accessible, it will be less & less necessary to go physically into a retail establishment to exchange information about what you need before you make a purchase decision.

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9. Make money protecting privacy. Not threatening it:

• New media technologies will soon bring frequent marketing solutions: “host” systems & privacy intermediaries

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Text

1. The One To One Future by Don Peppers & Martha Rogers. Currency Doubleday

2. Principles of Direct Database Marketing by Alan Tapp

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Marking System

1. Assignment/Project: 20 Marks

2. Individual Presentation: 20 Marks

3. Final Exam (End-Term): 60 Marks (02 Hours)

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Dead-Line for Project Submission will be on 16th Dec 2012.

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Project Details in Direct Marketing

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Click

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