MKT 380 Direct Marketing

Direct and interactive marketing is today in the center of all marketing activities. The internet connects organizations with millions of individuals. New digital and other high-tech marketing methods enable companies to create customized customer experiences also in mass markets. Sales as an integral and most important part of a marketing strategy is the actual transfer of products and services to the customer. Today we look at transaction needs of customers, also in the attempt to customize the customer relationship as much as possible and to add value to the sales process itself.

Sales and marketing management offer attractive job positions. Mastering the main tools and methods to develop an appropriate sales and marketing strategy as well as a comprehensive and effective sales process is paramount to lead an organization to success.

The course covers the basic knowledge about developing direct and interactive marketing strategies, how to develop a sales strategy according to the overall corporate and business strategy of the firm and how to translate these into a suitable sales process. We will cover contemporary approaches to managing the customer relationship and look at tools and methods on how to create compelling customer experiences. The course will apply a hands-on approach by working throughout the course on a 'Real-life'-project, developing a business development concept for a small HR consultancy in Prague.