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COURSE SYLLABUS Direct Response Marketing MBAC 617 Summer Session I, 2005 College of Business Administration Loyola Marymount University Los Angeles, California Dr. Jeffrey S. Thies, PDM (562) 634-6484 – office (714) 306-1746 - cell (562) 531-3721 (fax) [email protected] (email) COURSE DESCRIPTION The use of Direct Response Marketing has become prevalent throughout all advertising media. Its growth has outpaced total growth in overall advertising spending, with direct marketing advertising expenditures representing 56.5% of total U.S. advertising expenditures. (The Direct Marketing Association) The course will focus upon marketing philosophies, which have increased the use of direct response marketing; database use and development; the various media of direct response marketing; direct mail design and production; and various case studies demonstrating the efficacy of direct response marketing. COURSE GOALS Important general goals include: To distinguish direct response marketing from mass marketing and general advertising; To define the continued growth, changes and trends in direct response marketing and the audience of database markets; To identify key direct marketing principles at use in the development and production of direct response marketing, and To identify key direct marketing strategies as direct response marketing professionals discuss their industry applications. To understand the growing debate regarding consumer privacy and uses of consumer databases. REQUIRED TEXTS 1. The New Marketing Paradigm: Integrated Marketing Communications, Don E. Schultz, et al., McGraw-Hill Trade Press, 1996. 2. Successful Direct Marketing Methods, Seventh Edition, Bob Stone and Ron Jacobs, NTC Business Books, 2001. INTERNET RESOURCES Various associations and electronic publications are available and one should subscribe to newsletters when available. Some of the recommended sites are: www.mfsanet.org (see Industry Information) www.the-dma.org www.dmnews.com www.directnewsline.com (for daily publication of Direct Newsline) www.targetonline.com (for weekly publication of TM Tipline) LEARNING ACTIVITIES AND GRADES Class Participation Mid-Term Project Consumer Profiling Map Final Project Final exam 10 points 30 points 10 points 30 points 20 points CLASS PARTICIPATION Class attendance and participation will demonstrate that the student is effectively studying the topics pertaining to direct response marketing and bringing that knowledge to class discussions and case studies analyzed. PROJECTS There will be three related projects. The first project is meant to focus each student on themselves as a recipient of direct marketing. Those findings are meant to be used in the segmentation analysis and comparison that is the central focus of the third project. The second project is a team exercise in mapping the touch points in each student’s consumer behavior which enable consumer data profiling. FIRST PROJECT Direct Marketing Received: Each student will be required to identify and examine all direct response advertisements aimed toward him or her from May 17, 2005 through June 10, 2005. These are to include both business-to-consumer (received at home) and businessto-business (received at the office) marketing. The advertisements are then to be identified by category (providing comprehensive statistics detailing the quantity of advertisements by media), presented in spreadsheet format to document quantities by category, and analyzed according to the bullet points below. Topics to include in this analysis: The media (mail, catalog, internet, telephone, print advertising, television, radio, billboards, etc.). The offer. The creative design and text chosen. The response solicited. The format. The database and response tracking mechanism. The market segmentation reflected by the solicitation. The effectiveness of the solicitation. The first project will be due on June 14, 2005 delivered in person or via email to [email protected] no later than 11:00 p.m. This project is the mid-term project and is worth 30 points toward your final course grade. SECOND PROJECT Each consumer is involved in a daily exchange of providing consumer behavior information for the benefits of the convenience of technology. Some examples of consumer behavior that can form a part of database consumer profiling are the following. Credit Card Use Cell Phone Use Email Use Television Use GPS and EZ pass traffic Use Internet and Search engine Use ATM and other financial transaction behavior Store membership or shopping cards Electronic Travel planning The purpose of this project is to have each student prepare a detailed daily and weekly map of his/her consumer behavior, detailing each specific touch point at which information about consumer behavior is exchanged for the convenience of technology. Student teams will be formed and teams will meet to assist each member to write a detailed daily and weekly map. Each student is to complete the following map daily and weekly map. Organization Electronic Touch Point Nextel Cell Phone Use Google Search Engine Albertsons Membership Card Consumer Times per Information day/week Provided Location 10 times daily Communication Network Local/Long Distance Use Shopping Interest Lifestyle Interest Business Interest Purchase behavior 3 times daily 2 time weekly Etc. Along with each personal map, each student is to summarize the privacy policies of three (3) organizations that have access to her/his personal data, explaining the organization’s use of that data as stated in the privacy policy. Each student map is to be sent, via email, to [email protected], no later than 11:00 p.m. on June 9, 2005. THIRD PROJECT Representing Market Segments: A Comparative Analysis The second project is a team project to be presented as a class presentation and as a written analysis. The class will be divided into random teams. The focus of the first project was to identify oneself as a recipient of direct marketing, as a targeted consumer. The purpose of the second project is to compare and contrast oneself to other team members, identifying market segments and segmentation strategies targeted to team members. The team’s presentation and final paper is to follow this outline: How is each team member defined as a marketing segment? (Marketer’s perception as seen in the targeted DRM products.) Who are we as marketing segments? (Self-perception of the student.) Which are segments common to the group and which are not, as seen in the direct marketing materials received? (Present the answer in detail.) Show the best and worst direct response marketing piece received by each member as defined by core direct marketing principles. (Spam is to be excluded from these examples.) Each team is to prepare a 15-minute class presentation as well as a final paper, both due June 23, 2005. The paper should be a minimum of 10 pages in length and comprehensive in addressing the four points outlined above. This project is worth 30 points toward your final course grade. FINAL EXAM A take home examination, comprised of four questions, will be developed from the readings and course texts. It will be due June 23, 2005. ACADEMIC REQUIREMENTS It is to be remembered that all papers submitted must reflect graduate level academic standards. Supportive research must be extensive and appropriate to the points to be analyzed. Resources must be appropriately referenced by presenting required referencing formats and a comprehensive bibliography. Each student is expected to have a thorough understanding of the “LMU Honor Code & Process”, found on pages 15 – 17 of the Graduate Division Bulletin. Academic honesty is central to the mission of the University. Consequently, acts of “Intentional Academic Dishonesty” will result in immediate dismissal from the course and a final course grade of “F”. Acts of “Unintentional Academic Dishonesty”, including the failure to properly cite quotations will result in an automatic reduction of 10 points from the final course grade. All references citations must follow the APA style guides as presented on the LMU library site. (www.lmu.edu/pages/4157.asp) A formal bibliography must also be presented. Failure to follow these guidelines will be seen as an example of “Unintentional Academic Dishonesty” and will be impact one’s final grade as explained above. All papers are to be presented in double space text format. Each student will provide a hard copy and an electronic copy of each paper submitted. Hard copies can be turned in during the class period. Electronic copies can be emailed no later than midnight of the date the paper is due. CLASS SCHEDULE Date Topic Assignment May 17 (LMU) Introduction -What is Direct Response Marketing? -Industry Review -DRM distinguished from traditional mass marketing. Integrated Marketing Communications Collect all DRM materials received for class project. May 19 (LMU) May 24 (LMU) Database Development Schultz, et al., Chapters 1 – 5 Stone, Chapters 1 – 2 Stone, Chapter 3-4 May 26 (LMU) May 31 (LMU) June 2 (LMU) June 7 June 9 June 14 (LMU) June 16 (LMU) June 21 (LMU) June 23 (LMU) Database Analysis List Usage The Mathematics of DRM -Testing -Measurement -Lifetime Customer Value -F/R/M The Offer Schultz, Chapters 6 – 9 Stone, Chapters 19 – 21 Maria J. Almendariz Hispanic Direct Response TV Maria J. Almendariz Director, New Business Development U.S. Hispanic Market In Clover Marketing www.inclovermarketing.co m Direct Marketing Analysis Team Analysis of Direct Marketing Solicitation Stone, Chapters 6-10 Consumer Profiling Mapping Team Analysis of Profiling Touch Points Creative Design and Creative Process in Direct Mail Bill Borzage Guest Speaker: Electronic Direct Marketing www.gozing.com The Question of Privacy Stone, Chapters 14-16, 22 Team Profiling Mapping due via email. Group Presentations Final Class Final Project Due. Final Exam Due. Stone, Chapter 5 Stone, Chapters 11-13, 1718 Mid-Term project due in person or via email. Stone, Chapter 15