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 (Year: 4, Semester: Winter)

General information:

Category	Professional-applicative
Scientific or art field	Postal Traffic and Communications
ECTS	4

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

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.

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.

Lectures, exercises, consultations

Authors	Title	Year	Publisher	Language
Stone B., Jacobs R.	Successful Direct Marketing Methods	2001	VII Edition, Mc Graw-Hill, New Jork	English
Duncan G.	Direct marketing	2001	Adams Media Corporation, Massachusetts	English

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