MAR 4625, Direct Marketing Course Syllabus. Course Description. Course Textbook. Course Learning Outcomes. Credits.

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1 MAR 4625, Direct Marketing Course Syllabus Course Description An overview of direct marketing with an emphasis on database marketing, customer relationship marketing, and response-driven marketing. Provides more strategic integration of ideas, technology, and media into market planning. Explores a wide range of direct marketing initiatives to sell products and services globally. Course Textbook Rapp, S. (Ed.). (2010). Reinventing interactive and direct marketing. New York, NY: McGraw-Hill. Course Learning Outcomes Upon completion of this course, students should be able to: 1. Define direct marketing and evaluate the five marketing management orientations. 2. Analyze customer value, customer relationship management, and strategies for building lasting customer relationships. 3. Identify the attributes of a SWOT analysis and how it is used in direct marketing. 4. Analyze the development of a direct marketing plan, the impact of stakeholders, and the level of involvement they have, or should have, in determining long-term strategic planning. 5. Assess the role of marketing information systems in strategic marketing planning and the criteria to be considered when determining the types of data to include. 6. Describe the various media used in direct marketing and how organizations assess and distribute marketing information. 7. Analyze the personal selling process and how it is used in business-to-business direct marketing. 8. Assess how telemarketing, e-commerce, e-communications, e-care, and the Internet provide benefits for both buyers and sellers. 9. Explain how lead-generation programs and testing techniques are used to enhance contemporary direct marketing. Credits Upon completion of this course, the students will earn three (3) hours of college credit. Course Structure 1. Study Guide: Each unit contains a Study Guide that provides students with the learning outcomes, unit lesson, required reading assignments, and supplemental resources. 2. Learning Outcomes: Each unit contains Learning Outcomes that specify the measurable skills and knowledge students should gain upon completion of the unit. 3. Unit Lessons: Each unit contains a Unit Lesson, which discusses unit material. 4. Reading Assignments: Each unit contains Reading Assignments from one or more chapters from the textbook or other resources. 5. Suggested Reading: Suggested Readings are listed in the Unit VI and VIII Study Guides. Students are encouraged to read the resources listed if the opportunity arises, but they will not be tested on their knowledge of the Suggested Readings. MAR 4625, Direct Marketing 1

2 6. Discussion Boards: Discussion Boards are a part of all CSU term courses. Information and specifications regarding these assignments are provided in the Student Resources link listed in the Course Menu bar. 7. Unit Assessments: This course contains five Unit Assessments, one to be completed at the end of units I, II, IV, V, and VII. Assessments are composed of written response questions. 8. Unit Assignments: Students are required to submit for grading Unit Assignments in Units III, IV, VI, VII, and VIII. Specific information and instructions regarding these assignments are provided below. Grading rubrics are included with each assignment. Specific information about accessing these rubrics is provided below. 9. Ask the Professor: This communication forum provides you with an opportunity to ask your professor general or course content related questions. 10. Student Break Room: This communication forum allows for casual conversation with your classmates. CSU Online Library The CSU Online Library is available to support your courses and programs. The online library includes databases, journals, e-books, and research guides. These resources are always accessible and can be reached through the library webpage. To access the library, log into the mycsu Student Portal, and click on CSU Online Library. You can also access the CSU Online Library from the My Library button on the course menu for each course in Blackboard. The CSU Online Library offers several reference services. (library@columbiasouthern.edu) and telephone ( ) assistance is available Monday Thursday from 8 am to 5 pm and Friday from 8 am to 3 pm. The library s chat reference service, Ask a Librarian, is available 24/7; look for the chat box on the online library page. Librarians can help you develop your research plan or assist you in finding relevant, appropriate, and timely information. Reference requests can include customized keyword search strategies, links to articles, database help, and other services. Unit Assignments Unit III Case Study Read the Appendix: idirect s Secret Weapon: The New Testing Mandate on pages of the textbook. Based on what you read and learned in this unit, answer the following questions in a paper at least two pages in length. Your paper should be in APA format and include a separate cover page and reference page (with at least two references) in addition to the two pages of content. Questions: 1. Why do the authors consider testing to be learning? 2. What are two barriers to idirect testing, and how can they be overcome? 3. How can a SWOT analysis assist in determining what to test? 4. Can testing help direct marketers determine which media to use and whether to use a sales force for direct sales? If so, how? Unit IV Article Critique Search for a peer-reviewed, scholarly article on marketing offers in the CSU Online Library. Your article should focus on the role of a well-crafted offer in engaging customers. Begin your critique with an introduction that identifies the article you have selected and summarizes its basic findings. Present your point of view by raising specific issues or aspects of the argument made by the authors. Conclude your critique by summarizing your point of view and re-emphasizing your opinion. Your final critique should be in APA format and be a minimum of two pages in length (not including the title page and reference page). MAR 4625, Direct Marketing 2

3 Unit VI Case Study You are a direct marketing consultant. Read SEO Case Study: Cinema Site starting on page 88 of the textbook. Based on what you read in the Case Study and what you learned in this unit, develop an idirect Mobile Marketing Campaign for this online movie ticket sales destination. Incorporate at least four tactical considerations (goals) for your campaign. Identify and describe the specific marketing tactics you propose to use to accomplish your goals. The audience for your paper is the CEO of Cinema Direct. Your paper must be at least two pages in length, in APA format, and include a references page with at least two references in addition to the two pages of content. Unit VII Article Critique Search for a peer-reviewed, scholarly article in the CSU Online Library (or another university or virtual library) on e- mail marketing or on social media marketing. Begin your critique with an introduction that identifies the article you have selected and summarizes its basic findings. Present your point of view by raising specific issues or aspects of the argument made by the author(s). Conclude your critique by summarizing your argument and re-emphasizing your opinion. Your final critique should be in APA format and be a minimum of two pages in length (not including the title page and reference page). Unit VIII Research Project - Part I idirect marketing also applies to business-to-business (B-to-B) marketing. Select an example of B-to-B marketing in the private sector. (You may not use sales-to-government marketing, since that is usually done by bidding.) Examples of B-to- B marketing include sales of office furniture to a business, a convention center marketing meeting space for business meetings, sales of copy machines to a business, sales of building materials to a home builder, or sales of fuel to a delivery company. You may use one of these examples, or select your own. Identify the business you have selected and what it will market to other businesses. Make sure you address the following points in your research paper: What are the benefits of idirect marketing for both the buyer and the seller? How would the business you chose have directly marketed its product or service ten years ago? Describe in detail how idirect B-to-B marketing would be different today. How would the B-to-B marketing be different from idirect marketing to consumers? Prepare a well-organized and thoughtful three- to four-page research paper using a minimum of three sources. Neither the title page nor the references page is included in the required paper length. The APA rules for formatting, quoting, paraphrasing, citing, and referencing sources are to be followed. Your sources may include books, professional journals, and Internet sources. Unit VIII Research Project - Part II This assignment is a follow-up to the Unit VIII Research Project - Part I. After researching and choosing an example of B-to-B marketing in the private sector, create a PowerPoint presentation that will be presented to your business customer. Your PowerPoint presentation should show your business customer how to buy the product or service from your firm using the idirect marketing methods you proposed in Part I. Your final PowerPoint presentation should be three to five slides in length (not including your title slide). If you use any outside information in your presentation, be sure to cite your sources. MAR 4625, Direct Marketing 3

4 APA Guidelines The application of the APA writing style shall be practical, functional, and appropriate to each academic level, with the primary purpose being the documentation (citation) of sources. CSU requires that students use APA style for certain papers and projects. Students should always carefully read and follow assignment directions and review the associated grading rubric when available. Students can find CSU s Citation Guide in the mycsu Student Portal by clicking on the Citation Resources link in the Learning Resources area. This document includes examples and sample papers and provides information on how to contact the CSU Success Center. Grading Rubrics This course utilizes analytic grading rubrics as tools for your professor in assigning grades for all learning activities. Each rubric serves as a guide that communicates the expectations of the learning activity and describes the criteria for each level of achievement. In addition, a rubric is a reference tool that lists evaluation criteria and can help you organize your efforts to meet the requirements of that learning activity. It is imperative for you to familiarize yourself with these rubrics because these are the primary tools your professor uses for assessing learning activities. Rubric categories include: (1) Discussion Board, (2) Assessment (Written Response), and (3) Assignment. However, it is possible that not all of the listed rubric types will be used in a single course (e.g., some courses may not have Assessments). The Discussion Board rubric can be found within Unit I s Discussion Board submission instructions. The Assessment (Written Response) rubric can be found embedded in a link within the directions for each Unit Assessment. However, these rubrics will only be used when written-response questions appear within the Assessment. Each Assignment type (e.g., article critique, case study, research paper) will have its own rubric. The Assignment rubrics are built into Blackboard, allowing students to review them prior to beginning the Assignment and again once the Assignment has been scored. This rubric can be accessed via the Assignment link located within the unit where it is to be submitted. Students may also access the rubric through the course menu by selecting Tools and then My Grades. Again, it is vitally important for you to become familiar with these rubrics because their application to your Discussion Boards, Assessments, and Assignments is the method by which your instructor assigns all grades. Communication Forums These are non-graded discussion forums that allow you to communicate with your professor and other students. Participation in these discussion forums is encouraged, but not required. You can access these forums with the buttons in the Course Menu. Instructions for subscribing/unsubscribing to these forums are provided below. Click here for instructions on how to subscribe/unsubscribe and post to the Communication Forums. Ask the Professor This communication forum provides you with an opportunity to ask your professor general or course content questions. Questions may focus on Blackboard locations of online course components, textbook or course content elaboration, additional guidance on assessment requirements, or general advice from other students. Questions that are specific in nature, such as inquiries regarding assessment/assignment grades or personal accommodation requests, are NOT to be posted on this forum. If you have questions, comments, or concerns of a nonpublic nature, please feel free to your professor. Responses to your post will be addressed or ed by the professor within 48 hours. Before posting, please ensure that you have read all relevant course documentation, including the syllabus, assessment/assignment instructions, faculty feedback, and other important information. MAR 4625, Direct Marketing 4

5 Student Break Room This communication forum allows for casual conversation with your classmates. Communication on this forum should always maintain a standard of appropriateness and respect for your fellow classmates. This forum should NOT be used to share assessment answers. Grading Discussion Boards 2%) = 16% Unit Assessments 5%) = 25% Case Studies 9%) = 18% Article Critiques 8%) = 16% Unit VIII Research Project Part I = 15% Unit VIII Research Project Part II = 10% Total = 100% Course Schedule/Checklist (PLEASE PRINT) The following pages contain a printable Course Schedule to assist you through this course. By following this schedule, you will be assured that you will complete the course within the time allotted. MAR 4625, Direct Marketing 5

6 MAR 4625, Direct Marketing Course Schedule By following this schedule, you will be assured that you will complete the course within the time allotted. Please keep this schedule for reference as you progress through your course. Unit I The Direct Marketing Evolution Introduction Chapter 1: Time for Marketing to Really Get Direct about Creating Value Saturday, 11:59 p.m. (Central Time) Assessment by Unit II New Realities Chapter 2: Perplexing New Realities Marketers Face Today Assessment by Unit III Media Allocation and Direct Response Chapter 3: Media Allocation for a Mass Networking Era Chapter 4: Direct Goes Emotional with New idtv Advertising Case Study by MAR 4625, Direct Marketing 6

7 MAR 4625, Direct Marketing Course Schedule Unit IV Optimizing Customer Engagement Chapter 5: More Sales, Less Cost: Optimizing Each Consumer Engagement Assessment by Article Critique by Unit V The Role of Search in Direct Marketing Chapter 6: SEM and SEO: Core Drivers of idirect Success Assessment by Unit VI Direct Marketing in the Palm of your Hand Chapter 7: Mobile: Holding idirect in the Palm of Your Customer s Hand Suggested Reading: See Study Guide Case Study by MAR 4625, Direct Marketing 7

8 MAR 4625, Direct Marketing Course Schedule Unit VII New Ways to Communicate Chapter 9: Life Support at Home and the Office Chapter 10: Conversation: What Matters Most for Marketers Now Assessment by Article Critique by Unit VIII idirect and ibrands Chapter 12: ibrands: The New Face of the Consumer Chapter 13: The Keys to idirect Marketing Success Suggested Reading: See Study Guide Research Project Part I by Research Project Part II by MAR 4625, Direct Marketing 8