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Module Title
LM Direct and Interactive Marketing
School
Birmingham Business School
Department
Birmingham Business School
Module Code
07 23710
Module Lead
David Houghton
Level
Masters Level
Credits
10
Semester
Semester 2
Pre-requisites
Co-requisites
Restrictions
None
Exclusions
Description
The overall aim of this module is to provide an in-depth and critical perspective of direct and interactive online media within an overall integrated marketing communications mix. The module features direct and interactive marketing principles, metrics and software and the syllabus explores: database marketing technology, its development and role in facilitating direct and interactive marketing strategies and tactics; direct and interactive media and planning; relationship management strategies; direct and interactive software, metrics and statistical analysis; customer-marketer interaction and issues of privacy, security and social responsibility.
Learning Outcomes
By the end of the module students should be able to:
demonstrate comprehensive knowledge and understanding of the theory and practice of direct and interactive marketing;
identify and evaluate the changing nature of direct and interactive media and the challenges of effective integration;
demonstrate a critical understanding of the principles of customer acquisition, development, retention, targeting, interaction, control and continuity;
analyse the role of databases, associated technology and current challenges (quality, maintenance, privacy, legal and codes of practice);
analyse marketing issues critically, systematically and creatively to identify problems, and to propose and evaluate alternative to solve these problems
critique relevant literature, communication campaigns, information sources and data; challenge viewpoints, ideas and concepts;
utilise IT for marketing applications and to support information retrieval, data analysis and communication.