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| ISL5790 | Direct Marketing | 3+0+0 | ECTS:7.5 | | Year / Semester | Spring Semester | | Level of Course | Second Cycle | | Status | Elective | | Department | DEPARTMENT of BUSINESS ADMINISTRATION | | Prerequisites and co-requisites | None | | Mode of Delivery | Face to face | | Contact Hours | 14 weeks - 3 hours of lectures per week | | Lecturer | -- | | Co-Lecturer | None | | Language of instruction | Turkish | | Professional practise ( internship ) | None | | | | The aim of the course: | | To study and research concepts about direct marketing at the advanced. |
| Programme Outcomes | CTPO | TOA | | Upon successful completion of the course, the students will be able to : | | | | PO - 1 : | define the basic concepts of direct marketing. | 1,3,4,5,6,7,8,9,10 | 1,6 | | PO - 2 : | explain characteristics, types and properties of the tools which are used in direct marketing. | 1,3,4,5,6,7,8,9,10 | 1,6 | | PO - 3 : | present direct marketing applications in consumer markets and industrial markets. | 1,2,3,4,5,6,7,8,9,10 | 1,6 | | PO - 4 : | display the relationship between the tools that are used in direct marketing and strategic marketing plans of the enterprise. | 1,2,3,4,5,6,7,8,9,10 | 1,6 | | PO - 5 : | summarize the strategies which could be used in direct marketing planning. | 1,2,3,4,5,6,7,8,9,10 | 1,6 | | CTPO : Contribution to programme outcomes, TOA :Type of assessment (1: written exam, 2: Oral exam, 3: Homework assignment, 4: Laboratory exercise/exam, 5: Seminar / presentation, 6: Term paper), PO : Learning Outcome | | |
| Direct marketing in general, direct marketing practices in industrial marketing, planning of strategic marketing in direct marketing and appropriate strategies, instruments used in direct marketing practice, application of direct marketing. |
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| Course Syllabus | | Week | Subject | Related Notes / Files | | Week 1 | The scope and characteristics of direct marketing | | | Week 2 | Direct marketing, modern marketing and one to one marketing | | | Week 3 | Direct marketing and brand | | | Week 4 | Direct marketing practices in industrial marketing | | | Week 5 | Strategic marketing planning in direct marketing | | | Week 6 | Employable strategies in direct marketing planning | | | Week 7 | Characteristics of instruments used in direct marketing (telephone, print media, computers and electronic advertising, radio and television broadcasts and direct mailing) | | | Week 8 | Characteristics of instruments used in direct marketing (E-mail, personal selling, catalogs,
E-commerce and internet) | | | Week 9 | Mid-term exam | | | Week 10 | Selection of instruments used in direct marketing | | | Week 11 | Direct marketing practices in Turkey | | | Week 12 | Direct marketing in the world | | | Week 13 | Direct marketing for the big size enterprise | | | Week 14 | Direct marketing for the small and medium size enterprise | | | Week 15 | Case studies | | | Week 16 | End-of-term exam | | | |
| 1 | Pırnar, İ. 2002; Doğrudan Pazarlama, 3.Baskı, Seçkin Yayıncılık, Ankara. | | | |
| 1 | Geller, K.L. 2003; Kârlı Doğrudan Pazarlama, Sistem Yayıncılık, İstanbul. | | | |
| Method of Assessment | | Type of assessment | Week No | Date | Duration (hours) | Weight (%) | | Mid-term exam | 9 | 09/04/2018 | 1,10 | 30 | | Homework/Assignment/Term-paper | 12 | | 1 | 20 | | End-of-term exam | 16 | 28/05/2018 | 1,20 | 50 | | |
| Student Work Load and its Distribution | | Type of work | Duration (hours pw) | No of weeks / Number of activity | Hours in total per term | | Yüz yüze eğitim | 3 | 14 | 42 | | Sınıf dışı çalışma | 9 | 14 | 126 | | Arasınav için hazırlık | 10 | 2 | 20 | | Arasınav | 1.1 | 1 | 1.1 | | Ödev | 1 | 1 | 1 | | Dönem sonu sınavı için hazırlık | 12 | 3 | 36 | | Dönem sonu sınavı | 1.2 | 1 | 1.2 | | Total work load | | | 227.3 |
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