Presentation and Course Objectives

This Course is one of the few in Europe to meet the strict requirements required to obtain a European Certificate in Direct and Interactive Marketing, awarded in the framework of the Leonardo Project of business education, sponsored and funded by the European Union and coordinated by FEDMA (Federation of European Direct Marketing).

The objective of FCCB and ICEMD is that this programme, unique in Catalonia, be regarded by Spanish and European industry as the most reliable guarantee that the student who completes all the requirements has the basic skills necessary for the successful management of direct & interactive marketing programmes.

This programme is aimed at students with a university title or professionals at the start of their career. It provides them with the opportunity to enter the dynamic Direct & Interactive Marketing Industry with a set of skills recognised by the Spanish Federation of e-Commerce and Direct Marketing (FECEMD) and the Federation of European Direct Marketing (FEDMA).

Upon completion of the European Diploma Course in Direct & Interactive Marketing, students will be able to understand and to apply the skills required for a FEDMA Certificate:

· The basics of direct and interactive marketing

· The development of an Integrated Communications Strategy: Principles of persuasion, Brand strategy, Response and Sales Generation through the different online and offline media and channels.

· Acquisition and loyalty building among high value customers

· The involvement of the trade and the distribution channels and the launching of direct and interactive sales channels

· Strategic Planning: Budgets, Forecasts, planning models and results optimisation analysis.

· Management of the Marketing Database and Segmentation of the customer and prospect database.

· The correct usage of profiling, statistical analysis and testing tools.

· Optimisation of the media mix: How to use the different media to generate responses and address customers one-to-one.

· Creativity: How to achieve brilliant results brilliantly. Positioning, the elements of an irresistible offer, the use of incentives and premiums and the secrets of a brilliant creative execution.

· How to manage, plan and develop integrated direct & interactive marketing campaigns: selecting direct and interactive service providers, briefing and choosing the right suppliers, implementation of direct marketing campaigns, etc

· Analysis of emblematic national and European case studies: Business-to-Business and Business-to-Consumer Case Studies.

· Social and Legal Environment in Spain and the European Union, and how to ensure the social acceptance and legality of our direct & interactive communications.

PROGRAMME

0.- PRESENTATION CSMDI

Module 1 : INTRODUCTION TO DIRECT AND INTERACTIVE MARKETING

1 - Environment and basic concepts DIRECT AND INTERACTIVE MARKETING

· Direct and interactive marketing: new answer to new necessities
· The management of direct and interactive marketing as part of strategic marketing
· Specific basic concepts of Direct and Interactive Marketing
· Advantages of Direct and Interactive Marketing
· ?Applications and success factors of Direct and Interactive Marketing
· The phases of direct and interactive marketing: Identification, qualification and follow-up

2 . - INTRODUCTION TO THE DIGITAL ENVIRONMENT

· A bit of history
· Geography of networks and Connectivity
· Profiles of users
· Habits of consumption
· Relationships and technology (Behavior and Cognition in practice)
· The pursuit of association (Introduction to Web Communities)
· Basic technological concepts

Module 2: DIRECT & INTERACTIVE COMMUNICATIONS FROM THE PERSPECTIVE OF THE COMMUNICATIONS MEDIA

3. - TRADITIONAL MEDIA AS AN OPPORTUNITY FOR INTERACTIVE COMMUNICATION

· Television
· Radio
· Print media

4. - DIRECT MAIL: The mainstay of DIRECT And INTERACTIVE COMMUNICATION

· The factors of success of a mailing
· The elements of mailing and their role

5. - DIRECT AND INTERACTIVE COMMUNICATION IN INTERNET AND OTHER DIGITAL MEDIA I

· How do I take my business online?
· What format do I choose? Advertising, promotion, corporative, commerce, content...
· The importance of the search engines
· Advertising formats online and their the history
· Usability, Functionality, Content and Design
· Analysis of results (Ad-server)

6. - DIRECT AND INTERACTIVE COMMUNICATION IN INTERNET AND OTHER DIGITAL MEDIA II

· Viral Marketing
· Affiliate programs
· Newsletters
· Interactive television
· Wireless: mobile telephony, PDA´s

Module 3: CREATIVITY

7. - HOW TO CONSTRUCT IRRESISTIBLE OFFERS

· Positioning and offer.
· Price, conditions of payment, terms of commitment.
· Reducers of risk.
· Premiums. Response accelerators. Competitions and sweepstakes.
· Objectives: Traffic Generation, Lead Generation, Information Generation, Donations, direct sales etc.
· Effective systems of integration for different objectives and target groups.

8 -THE ROLE OF CREATIVITY IN A STRATEGY OF DIRECT AND INTERACTIVE COMMUNICATIONS

· The language: seduction versus information.
· Conceptual analysis of the AIDA and AIDCA concepts.
· Examples of application in different media.
· Basic criteria of execution:
· Attitudes, words, phrases and concepts that sell.

9. - HOW TO CREATE MAILINGS AND E-MAILS THAT SEDUCE AND SELL (creative workshop)

10. - HOW TO CREATE DIRECT RESPONSE ADVERTISING THAT SEDUCES AND SELLS (creative workshop)

Module 4: CAMPAIGN MANAGEMENT

11. - THE DEPARTURE POINT: HOW TO ELABORATE A COMPLETE BRIEFING

· What is and what is not an effective briefing
· The Briefing/s. Structure and organization.
· Process of elaboration
· Content and responsibilities
· The continuity of briefing in the development of the campaign


12. - TRAFFIC, PRODUCTION AND MEDIA BUYING: FROM GREAT IDEAS TO GREAT CAMPAIGNS

· The management of a campaign. Phases and processes
· Process control of campaigns. The different responsibilities.
· Offline and online planning tools
· Relationships with suppliers offline and online
· Elaboration of budgets and objectives of the campaign.
· Timing
· Pre-production, production and post-production

13. - ANALISIS OF COSTS AND RESULTS

· Analysis of the costs of the campaigns.
· How costs in digital media differ from traditional ones
· Ratios for the analysis of the results of campaigns.

14. - ANALYSIS OF MARGINS AND ALLOWABLE COSTS

· The Concept of Allowables
· The Calculation of Allowables
· Strategies of determination of Allowables
· Exercises.

15. - THE LIFE-TIME VALUE OF A CLIENT: THE FUNDAMENTAL VALUE

· The value of a client as strategic driver.
· How to calculate life time value of a client (LTV).
· Basic factors in the improvement of LTV
· Exercises for the calculation of the LTV.

16. - THE CRUCIAL IMPORTANCE OF TESTING

· Importance of the test in Direct and Interactive Marketing
· Calculation of sample size
· Different testing techniques
· Useful advice to benefit from testing
· How to measure the results of a test
· When to use a control group

17.- EUROPEAN LECTURE: CUSTOMER DRIVEN MARKETING (I)

18.- EUROPEAN LECTURE: CUSTOMER DRIVEN MARKETING (II)

-TUTORIAL 1-

-EXAMINATION 1-

Module 5: INFORMATION MANAGEMENT

19. - THE INSTITUTIONAL AND LEGAL FRAMEWORK OF DIRECT & INTERACTIVE MARKETING

· THE LOPD and its fundamental applications in Direct & Interactive Marketing in Spain.
· The LSSI: Regulation of e-Commerce and digital communications
· The legal environment in the EU
· Self - regulation through FECEMD, FEDMA, DMA and other institutions

20. - LISTS AND DATA

· external and internal lists
· Different types of lists and their availability
· Suppliers On Line and Off Line
· List management and list strategies

21. - CREATION And DEVELOPMENT OF A MARKETING DATA BASE

· Lists, Data bases and Marketing Data Bases (MDB)
· The design of a MDB.
· The Maintenance of a MDB; normalization, merge / purge
· Enrichment of a data base

22. - SEGMENTATION OF DATA BASE AND DATAMINING

· Database Segmentation.
· Strategies of Segmentation: from demographics to geodemographics, to psychographics; to micro marketing to the analysis of transactional data.
· Techniques of segmentation: One Variable, Two Variable (X-tabs) and multivariate techniques. Predictive and descriptive techniques.
· Analysis of most common applications.
· Datamining

23. - QUALITATIVE And QUANTITATIVE MARKET RESEARCH

· The benefits of market research
· The different groups to research
· On and offline research techniques
· Research as an element in the improvement of the quality of a company
· Research and Database: the profitable interaction

24 - TELEMARKETING: INTERACTIVE COMMUNICATION AT A DISTANCE IN REAL TIME

· Characteristics of the medium
· New technologies applied to telemarketing
· When and why the integration of telemarketing is critical in Direct and Interactive Marketing Campaigns
· Briefing of campaign
· Outbound telemarketing
· Inbound telemarketing
· How to track and follow up on a campaign of telemarketing.
· Outsourcing: when and when not

Module 6: DEVELOPMENT OF A COMMUNICATIONS STRATEGY

25. - CUSTOMER AQUISITION STRATEGIES

· How to identify qualified prospects:
o or Identification of clones
o or Self-identification: generation of leads
o or Referrals and MGM
· How to conquer them
o or Knowledge - Recognition
o or Personalisation
o or Incentivasation
· How to do it profitably:
o Setting targeting priorities
o Setting up standards for measurement
o Projecting payback

26. - CUSTOMER RETENTION AND LOYALTY STRATEGIES

· Programs of personal Implication in the brand and prescription.
· Segmentation and Customer Needs Analysis
· How to create and develop a customer loyalty programme
· How to manage "reward programme".
· Basic planning, management, integration and execution tools
· The role of service and added value
· Cross Selling, upgrading, mgm
· Identification of defectors and resolicitation strategies.

TUTORIAL 2

EXAMINATION 2

27. - KEYS OF SUCCESS IN B2B DIRECT & INTERACTIVE MARKETING

28. -KEYS OF SUCCESS IN RETAIL DIRECT MARKETING

29. - SPECIAL LECTURE: STRATEGIC INTEGRATION

30. - SPECIAL LECTURE: PRINCIPLES OF PERSUASION AND SALES GENERATION
PRESENTATION OF GROUP PROJECTS

PROFESSORS (positions and titles correct as of publication of this document)

Xavier Durán Director General Grupo Publicis Dialog
Paul Fleming President Agencia Interactiva Barcelona Virtual
Santiago Martínez Simón Director General Creativo Publicis Dialog
María Moreno Alarcón Responsable de Negocio y Familia Planeta Directo
Albert Solé Managing Director MarketingCom
Josep Alet President MarketingCom
Pere San Martín Systems Manager Arvato Services
Nuria Braulio Operational Marketing Director e.La Caixa
Juan Carlos Barcons Manager IBM Consulting (Barcelona)
Josep Mª Fábregas Managing Director OgilvyOne
Jordi Urbea Associate Managing Director Ogilvy Interactive
Eduard Ramos Managing Director La Vanguardia Digital
Joost van Nispen President ICEMD
Enrique Benayas Managing Director ICEMD
Albert Fradera Managing Director One to One Marketing Services
Xavier Blancher Marketing Director VENCA
Carles Massaguer Managing Director AMG Consultants
Esteban Serra Director Krol