DIRECT AND NETWORK MARKETING
SYLLABUS
UNIT I
Introduction- The Scope of Direct Marketing- Business, Strategic and Direct Marketing Planning- The Impact of Databases- Consumer and Business Mailing Lists- The OfferMagazines- Newspapers- TV/Radio- Telemarketing/Tele services-Overview of Internet Direct Marketing - E-Communications- Creating Print Advertising- Managing a LeadGeneration Program- Modeling for Business Decision Support.
UNIT II
Direct and Digital Marketing- Modern integrated DM & interactive marketing -important role in marketing strategy -build and develop brands - customer acquisition, development and retention-Key principles of targeting, interaction, control and continuity-Three different business models - stand alone, integrated and support Catalysts of change in modern
marketing -From distance selling to interactive marketing -Managing relationships across channels and media -The direct and interactive marketers' information system-Datadriven marketing planning.
UNIT III
Network Marketing- Advantages and Disadvantages- Network Marketing Boom-Network Marketing Compensation Plan- Evaluating Network Marketing Opportunity. Relationship Marketing - Introduction- Six Market Models-Managing Relationship with Buyers, Intermediaries and Customer - Segmentation and analysis of Customer market Domain- Customer Acquisition and Customer Retention -Strategic outsourcing- creating Successful alliances- Referral and Influence Marketing.
UNIT IV
Creating and implementing Relationship Marketing Strategies- Introduction- PeopleProcesses- Proactive/ Personalized Service- What sort of Relationship for what sort of Customers- Relationship Marketing Plan- Relationship Management Chain- Value Proportions- Identifying appropriate customer value segments-Designing value delivery systems- Managing and Maintaining delivered satisfaction.
UNIT V
Legal Issues and Best Practice-Data Protection and Privacy, electronic communications and the Indian Directive, self-regulation and codes of practice- pitfalls and opportunities of international direct and interactive marketing- consumer and technological landscape of the future- Emerging Trends in Network Marketing- B2B, C2C, Planning, scheduling,negotiating and buying media on and off-line- Core marketing technology components; data warehousing, business intelligence appliances, campaign management applications, sales force automation, customer interaction and contact centre applications, Data fusionNetwork Marketing Success Stories India ,MLM.