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OBJECTIVESTo give the students a thorough, practical understanding of direct marketing, as used for informational and promotion purposes, or as retail channel.
COURSE DESCRIPTIONIntroduction 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.
BIBLIOGRAPHYKOTLER, F., ARMSTRONG, G.: Fundamentos de Marketing (6ª edición). Pearson Educación, México 2003.
METHODOLOGYBased on case studies: analyzes of varied strategies.
EVALUATIONClass attendance and participation (50%) and individual assignments (50%).
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