1	Course Title:	DIRECT MARKETING
2	Course Code:	PZRS032
3	Type of Course:	Optional
4	Level of Course:	Short Cycle
5	Year of Study:	2
6	Semester:	4
7	ECTS Credits Allocated:	3
8	Theoretical (hour/week):	1
9	Practice (hour/week) :	2
10	Laboratory (hour/week) :	0
11	Prerequisites:	None
12	Recommended optional programme components:	None
13	Language:	Turkish
14	Mode of Delivery:	Face to face
15	Course Coordinator:	Öğr. Gör. MELİS FİDANCI SEZER
16	Course Lecturers:
17	Contactinformation of the Course Coordinator:
18	Website:
19	Objective of the Course:	To inform students on the concept of direct marketing, its development and application techniques
20	Contribution of the Course to Professional Development

21

Learning Outcomes:

1 Being able to comprehend the point and function of direct marketing during the Marketing process; 2 Being able to establish and use a relation between direct marketing and database marketing; 3 Being able to define and constitute direct marketing techniques; 4 Being able to implement the entire direct marketing techniques in convenient marketing strategies; 5 Being able to apply CRM in direct marketing; 6 Being able to ensure customer satisfaction in direct marketing; 7 Being able to manage the CCM (Customer Complaints Management) system in direct marketing; 8 Being able to instruct required manipulations in direct marketing in order to avoid any tarnish of the corporate and/or brand image; 9 Being able to apply professional ethics and legal procedures in direct marketing; 10 Being able to measure the efficiency of direct marketing;

22	Course Content:

Week	Theoretical	Practical
1	Direct Marketing Concept
2	Direct Marketing and Data Base Marketing
3	Direct Marketing Techniques
4	Direct Post
5	Tv Advertising at Direct Marketing
6	Marketing with Catalog
7	Marketing with Telephone
8	Course review and Mid-term
9	Retail Machine and Kiosks
10	Direct Sales
11	Direct Marketing and Customer Loyalty
12	Evaluation of Direct Marketing Activities
13	Case Studies
14	Case Studies

23	Textbooks, References and/or Other Materials:	Lester Wunderman(2006) Doğrudan Pazarlamanın Kurucusu MediaCat Kitapları
24	Assesment

TERM LEARNING ACTIVITIES	NUMBER	PERCENT
Midterm Exam	1	40
Quiz	0	0
Homeworks, Performances	0	0
Final Exam	1	60
Total	2	100
Contribution of Term (Year) Learning Activities to Success Grade		40
Contribution of Final Exam to Success Grade		60
Total		100
Measurement and Evaluation Techniques Used in the Course
Information

25

ECTS / WORK LOAD TABLE

Activites	NUMBER	TIME [Hour]	Total WorkLoad [Hour]
Theoretical	14	1	14
Practicals/Labs	14	2	28
Self Study and Preparation	14	2	28
Homeworks, Performances	0	0	0
Projects	0	0	0
Field Studies	0	0	0
Midtermexams	1	7	7
Others	0	0	0
Final Exams	1	14	14
Total WorkLoad			98
Total workload/ 30 hr			3,03
ECTS Credit of the Course			3

26	CONTRIBUTION OF LEARNING OUTCOMES TO PROGRAMME QUALIFICATIONS
PQ1 PQ2 PQ3 PQ4 PQ5 PQ6 PQ7 PQ8 PQ9 PQ10 PQ11 PQ12 LO1 5 3 4 3 4 4 4 4 4 4 4 5 LO2 3 4 5 3 5 4 4 4 4 4 4 5 LO3 4 5 4 4 3 4 5 5 5 4 4 5 LO4 5 4 4 5 4 5 5 5 5 4 4 5 LO5 5 4 5 4 4 4 5 5 5 4 5 5 LO6 4 4 5 5 4 5 5 4 4 5 5 5 LO7 5 4 4 5 5 4 4 5 5 5 5 5 LO8 4 5 5 5 4 5 5 5 4 5 4 5 LO9 0 0 0 0 0 0 0 0 0 0 0 0 LO10 0 0 0 0 0 0 0 0 0 0 0 0

LO: Learning Objectives

PQ: Program Qualifications

Contribution Level:

1 Very Low

2 Low

3 Medium

4 High

5 Very High