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Direct & Digital Marketing - £775

BA

£775.00

Description

This is compulsory on BA Business Enterprise in Sport.

This module runs exclusively in trimester 2 (January). It is not available in any other trimester. By selecting this module, you acknowledge that it can only be taken during the listed trimester.

This module is for Overseas fee payers only.

 

Detailed Description

Theory, principles and practice of Direct and Digital Marketing (D&DM). Its impact on marketing communications and marketing strategies and on current and evolving business models. D&DM strategy and planning, including budgeting. Theory and practice of data-driven marketing, including the collection, basic structure and management of data for D&DM. Data analysis, segmentation, profiling and targeting, the role of research and testing and the use of marketing databases in D&DM. The digital consumer and increasing customer control. D&DM media, including direct mail, telemarketing, direct response advertising in conventional media, web-based, mobile and broadcast digital media. Customer acquisition and retention, including Customer Relationship Management. Managing and evaluating campaigns. Creative – practices and strategies. Data quality and data protection issues. International issues in D&DM.

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