Session	Dates	Price
Fall Semester 2009 - Language and Electives	Late August - Mid December 2009	TBA
Academic Year 2009-2010 - Language and Electives	Late August 2009 - Late June 2010	TBA

Full Description

OBJECTIVES
To give the students a thorough, practical understanding of direct marketing, as used for informational and promotion purposes, or as retail channel.

COURSE DESCRIPTION
Introduction and description of basic concepts: customer segmentation, data warehouses and data mining. Direct mail: concept and design. Building customer loyalty. Data Protection: the legal context in Spain. Selling by mail. Internet and user groups. Analysing the strategies behind information, promotion and retailing actions.

BIBLIOGRAPHY
KOTLER, F., ARMSTRONG, G.: Fundamentos de Marketing (6ª edición). Pearson Educación, México 2003.

METHODOLOGY
Based on case studies: analyzes of varied strategies.

EVALUATION
Class attendance and participation (50%) and individual assignments (50%).