Direct, Internet & Retail Marketing

Overview

Course description

This course examines the concept of distribution as a marketing function. It embraces retailing, both in-store and non-store. Direct marketing and Internet marketing concepts are also covered. A combination of technology, communications and logistics is studied. The course covers integrating these techniques with the overall marketing process.

Course content

1. Planning, Design and Application of the Retail, Direct and Internet Marketing Approaches:

C creating a plan, integrating with other business/marketing plans

2. Understanding In-store Retailing:

C trading area analysis and location considerations

C store layout and design

C personnel, management and staffing

C merchandising and the merchandise mix

C inventory control

C technology influences

C promotion

3. Understanding Direct Marketing:

C reasons for its growth

C formats, offers and response techniques

C lead generation

C creative considerations

C managing relationships

C research and testing

C monitoring, measurement and evaluation

C trends and future developments

4. Understanding Internet Marketing:

C market definition issues

C designing an on-line presence

C promotion in the virtual world

C interactivity with customers

C creating loyalty and image

C getting customers to use the site properly

C maintenance and updating

5. The Function and Role of the Buyer

6. Pricing Considerations

7. Techniques, Tools and Strategy Development

8. The Future of the Marketing Techniques

C managing the evolution of marketing tools

latest concepts and trends

Learning activities

This course will be studied through lectures, videos, case studies, workshops, guest lecturers, group discussions, computer applications, and industry-related projects.

Means of assessment

Case presentations 20%

Assignments (2 - 4) 40%

Midterm examination 20%

Final examination 20%

100%

STUDENTS MUST COMPLETE ALL COMPONENTS OF THE COURSE TO OBTAIN CREDIT FOR THE COURSE.

Learning outcomes

At the end of the course, the successful student should be able to:

explain techniques and strategy brought about by the use of technology in marketing;
describe communications methods used in effective retail, direct, and internet marketing;
demonstrate an understanding of complex delivery channels;
demonstrate an understanding of management principles in the retail function;
explain the selection of a retail location, the methods used for forecasting sales, and the development of a merchandise mix;
identify the budgeting methods used in retailing and profitability considerations;
create and evaluate direct marketing campaigns and internet marketing programs;
explain various distribution methods and evolving trends in in-store and non-store retailing;
calculate the economics of marketing approaches in retail, direct and internet marketing;
explain how overall marketing strategy is adjusted to utilize these techniques effectively.

Textbook materials

Textbooks and Materials to be Purchased by Students

Brady, R., E. Forrest et al. CyberMarketing, Latest Ed. NTC Publications

Brown, H.E., P.M. Saunders et al. Cases in Direct Marketing, Latest Ed. NTC Publications

Requisites

Prerequisites

MARK 1120 and CMNS 1115 or any English UT course)

Corequisites

No corequisite courses.

Equivalencies

No equivalent courses.

Course Guidelines

Course Guidelines for previous years are viewable by selecting the version desired. If you took this course and do not see a listing for the starting semester / year of the course, consider the previous version as the applicable version.

September 2004 (Current)

2004

2003

Course Transfers

These are for current course guidelines only. For a full list of archived courses please see https://www.bctransferguide.ca

Institution	Transfer details for MARK 2235
There are no applicable transfer credits for this course.

Important Notice