Courses – Fakultet tehničkih nauka u Novom Sadu

Subject: Direct marketing (17.S01381)

Native organizations units: Department of Traffic Engineering

Type of studies	Title
Undergraduate Academic Studies	Postal Traffic and Telecommunications (Godina: 4, Winter)

General information:

Category	Professional-applicative
Scientific or art field	Postal Traffic and Communications
Interdisciplinary	No
ECTS	4

Educational goal:

Acquisition of basic knowledge about the concept of direct marketing and e-business in enterprise.

Educational outcome:

Knowledge of direct marketing and e-business for independent introduction of the concept of direct marketing by using all channels of direct marketing and media.

Course content:

Fundamentals of Direct Marketing. Recognition of their own customers. Media channels and direct marketing. Impact of the liberalization of the postal market in the development of direct marketing. Mobile trading. E-business. Information systems security. Direct mail as part of integrated marketing strategies. Database user (consumer): The concept; Using databases; collection of data; handling data; data selection, planning databases.

Teaching methods:

Lectures, exercises, consultations

Literature:

Authors	Title	Year	Publisher	Language
Falpi, R.	Direktni marketing	1996	CLIO Beograd	Serbian language
Dvorski S et al	Izravni marketing	2005	Fakultet organizacije i informatike, TIVA tiskara Osijek	Croatian
Duncan G.	Direct marketing	2001	Adams Media Corporation, Massachusetts	English
Veljković S., Chroneos-Krasavac B.	Direktni marketing	2015	Ekonomski fakultet, Beograd	Serbian language
Kujačić, M.	Nove tehnologije i usluge u poštanskom saobraćaju	2012	Fakultet tehničkih nauka, Novi Sad	Serbian language
Stone B., Jacobs R.	Successful Direct Marketing Methods	2001	VII Edition, Mc Graw-Hill, New Jork	English

Knowledge evaluation:

Course activity	Pre-examination	Obligations	Number of points
Term paper	Yes	Yes	20.00
Lecture attendance	Yes	Yes	5.00
Exercise attendance	Yes	Yes	5.00
Oral part of the exam	No	Yes	30.00
Written part of the exam - tasks and theory	No	Yes	40.00