Kursbeskrivelsen finnes ikke for perioden du ba om. Viser deg aller siste versjon.

EXC 2602 Direct Marketing - RE-SIT EXAMINATION


EXC 2602 Direct Marketing - RE-SIT EXAMINATION

Responsible for the course
Gorm Kunøe

Department of Marketing

According to study plan

ECTS Credits

Language of instruction


    Direct marketing and database marketing are among the fastest growing fields within marketing. The extensive use of IT to develop customer-supplier relations provides a totally new set of tools for the marketer than the traditional tools known from mass marketing.

    The goal of the course is to give students with a solid background from marketing a profound knowledge of how you market directly without the use of intermediaries. To learn the strategies, rules, and the procedures that are special to direct marketing. A special goal is to teach students how to use marketing systems in the management of customer communication.

    Basic course in Marketing or equivalent.

    Compulsory reading
    Evans, Martin, Lisa O’Malley and Maurice Patterson. 2004. Exploring direct and relationship marketing. 2nd ed. London : Thomson

    Collection of articles:
    Kunøe, Gorm red.. 2005. Artikkelsamling/Collection of articles: Direct Marketing and Database Marketing. Oslo: Handelshøyskolen BI.
    The collection consists:
    1. Barwise, Patrick. 2002. “Permission-Based Mobile Advertising”. Journal of Interactive Marketing. Vol 16/ No.1/ Winter. (10 pages)
    2. Dommeyer, Curt J. og Gross, Barbara L. 2003. “What Consumers Know and What They Do: An Investigation of Consumer Knowledge, Awareness, and Use of Privacy Protection Strategies”. Journal of Interactive Marketing. Vol 17/ No. 2/ Spring (17 pages)
    3. Gupta, Sunil og Lehmann, Donald R. 2003. ”Customers As Assets. Journal of Interactive Marketing. Vol 17/ No. 1/ Winter (15 pages)
    4. Heilman, Carrie M., Kaefer, Fredrick og Ramenofsky, Samuel D. 2003. Determimining the Appropriate Amount of Data for Classifying Consumers for Direct marketing Purposes”. Journal of Interactive Marketing. Vol 17/ No. 3/ Summer (23 pages)
    5. Mathwick, Charla. 2002. ”Understanding the online Consumer: A Typology of Online Relational Norms and Behavior”. Journal of Interactive Marketing. Vol 16/ No. 1/ Winter (15 pages)
    6. Montoya-Weiss, Mitzi M., Voss, Glenn B. Og Grewal, Dhruv. 2003.”Determinants of Online Channels Use and Overall Satisfaction With a Relational Multichannel Service Provider”. Journal of the Academy of Marketing Science. Vol. 31, No. 4. (10 pages)

    Recommended reading
    Stone, Bob and Ron Jacobs. 2008. Successful direct marketing methods. 8th ed. New York : McGraw-Hill

    Course outline
    • Introduction to direct marketing and database marketing
    • Strategies in direct marketing
    • Direct marketing in operation: From Internet to letters and TM.
    • The database and the datasystems
    • Market possibilities and datamining
    • The economic part of direct marketing
    • Cross selling
    • Fulfilment
    • Norwegian cases

    Computer-based tools
    Computer-based tools are crucial in direct marketing. The use of data tools in direct marketing is taught specifically.

    Course structure
    The course will be taught through 36 hours of lectures and the students' own teamwork..

    A three-hour individual written examination completes the course.

    Examination code(s)
    EXC 26021 - written examination, which accounts for 100% of the grade in EXC 2602 Direct Marketing, 6 credits.

    Examination support materials
    No support materials are allowed except one bilingual dictionary.
    Support materials permitted at written examiniations are explained under exam information in our web-based Student handbook. Please note use of calculator and dictionary.

    Re-sit examination
    Due to changes in our Bachelor Programmes from the autumn semester of 2009, there also will be changes in every single course. This course was taught for the last time in the spring semester of 2011. A re-sit exam will be offered every term including the spring semester of 2013.

    Additional information