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Direct Marketing Course Spring 1999

Direct Marketing Course Spring 1999. Ron Rymon IDC, Herzliya. Syllabus. Class 1,2: Direct Marketing Overview Class 3: DM Offer and Clubs in Israel (AB Data) Class 4,5: Database Marketing Technologies Class 6: Strategic Application of Database Marketing (Pelephone).

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Direct Marketing Course Spring 1999

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  1. Direct Marketing CourseSpring 1999 Ron Rymon IDC, Herzliya

  2. Syllabus • Class 1,2: Direct Marketing Overview • Class 3: DM Offer and Clubs in Israel (AB Data) • Class 4,5: Database Marketing Technologies • Class 6: Strategic Application of Database Marketing (Pelephone)

  3. Text books and other sources • Principles of Direct & Database Marketing / Alan Tapp, Financial Times Pitman Publishing. • Strategic Database Marketing / Jackson and Wang, NTC Bus. Books. • Successful Direct Marketing Methods / Bob Stone, NTC Bus. Books • MUST READ: Being Direct: Direct Marketing That Works / Lester Wunderman, Adams Media Corp. • Internet: • start with http://www.the-dma.org • Internet World Guide to One-to-One Web Marketing / Allen, Kania, Yaeckel, Mecklermedia

  4. Requirements • In-class exam (70%) • Short assignment (20%) • Teams of two, choice of • Wunderman report (3 pages, 10 min presentation) • DM campaign design (report) • Analysis of purchase/response behavior (report) • Due June 20 (except Wunderman presentations) • Class participation (10%)

  5. Wunderman Topics • Clubs - Columbia House • pp. 94-119, class 2 • Coffee by mail - Gevalia • pp. 193-202, class 3 • DM and general advertising - Time • pp. 203-219, class 4 • Curriculum marketing - Ford • pp. 220-242, class 5 • Customer retention and enhancement - AmEx • pp. 243-278, class 6

  6. Guidelines for Wunderman Report • Background • product, market • challenge • The innovation • ideas, methodology, demonstrated principles • Implementation • decision variables, but also tricks • Measured results

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