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Master 2021/2022

Applied Technologies of Marketing Communications: BTL, Direct Marketing

Area of studies: Management
When: 2 year, 1 module
Mode of studies: offline
Open to: students of one campus
Master’s programme: Маркетинг: цифровые технологии и маркетинговые коммуникации
Language: English
ECTS credits: 5

Course Syllabus


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

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

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
  • Acquisition of skills in development of CRM strategy and tactical plans
  • Mastering the practical application of loyalty programs, customer community management and CRM.
  • Acquisition of skills in practical use of direct marketing tools in business practice
  • Mastering the effective use of CRM and DM tools ifor creating/changing consumer purchase behavior / patterns
Course Contents

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
  • CRM & DM - effective tools in creating/changing consumer purchase behavior / patterns
    Insights and segmentation. Motivation and loyalty programs. Advantages and constraints. Cases.
  • Direct marketing
    DM as effective communication tool. Trends. Channel choice. Communication chains. Lead generation. Methods and metrics. E-mail marketing. Message types, elements and formats.
Assessment Elements

Assessment Elements

  • non-blocking Presentation of the research work
  • non-blocking Business game (Team work)
  • non-blocking Essay on the topic
  • non-blocking Practical task 1
  • non-blocking Practical task 2
  • non-blocking Practical task 3
  • blocking Eхam: case-study. Written tasks with detailed answers. synchronously. Online. Without proctoring.
    The exam is conducted without proctoring in an online format. Synchronously.
Interim Assessment

Interim Assessment

  • Interim assessment (1 module)
    0.1 * Essay on the topic + 0.7 * Eхam: case-study. Written tasks with detailed answers. synchronously. Online. Without proctoring. + 0.1 * Practical task 1 + 0.1 * Practical task 2


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
  • 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