Прикладные технологии маркетинговых коммуникаций: BTL, Директ маркетинг

Магистратура 2019/2020

Статус: Курс обязательный (Маркетинговые коммуникации и реклама в современном бизнесе)

Направление: 38.04.02. Менеджмент

Кто читает: Кафедра маркетинговых коммуникаций

Где читается: Высшая школа бизнеса

Когда читается: 2-й курс, 1, 2 модуль

Формат изучения: с онлайн-курсом

Преподаватели: Еленев Константин Сергеевич, Казакова Екатерина Рустэмовна

Прогр. обучения: Маркетинговые коммуникации и реклама в современном бизнесе

Язык: английский

Кредиты: 4

Контактные часы: 56

Full 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 traditional and contemporary 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

Mastering the basic terms, definitions and categories of BTL marketing
Mastering the traditional instruments of direct-marketing
Mastering the tools of marketing in the retail environment
Mastering the practical application of digital world tools for BTL marketing development
Mastering the practical application of loyalty programs, customer community management and CRM.
Acquisition of skills in development of CRM strategy and tactical plans

Course Contents

Introduction
BTL and the global technological revolution. The place and the role in the marketing-communications system
Marketing in the retail environment
Retail environment and sensory marketing, event marketing, guerilla and viral marketing
Traditional instruments of direct-marketing
The overview of direct-mail, telemarketing, catalog marketing, MLM, trade-marketing and point of sales promotion. Description and investigation of methods and instruments.
Digital world opportunities for BTL marketing development
Discussion of the online course «Marketing in a digital world»
CRM as a tool for hyper personalized / targeted communication
RM: role and approach. Trends and perspective. Fields of application
CRM strategy and practice
CRM: strategy. Key objectives, components and metrics. CRM: consumer journey map. Touch points and stages. CRM: Database profiling and segmentation

Assessment Elements

Presentation of the research work
Team work

Interim Assessment

Interim assessment (2 module)
=0,1*(Presentation of the research work)*(number of presentations)+0,1*(Team work)*(number of team works)

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
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
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

Course Syllabus