Module 07 is designed to give adequate coverage to specialized marketing issues that are applicable to most marketing efforts, yet don't fit easily under the "nuts and bolts" sessions described so far. These include:
Legal and Ethical Issues
How does one keep up with the changing legal environment of direct marketing? When is following the "letter of the law" not enough? Module 07 will bring you up to date in the areas of law and advertising, media law (including the Internet and other electronic media), issues of privacy and liability in database management, and regulatory policies. You will be introduced to the classic ethical decision-making models and exercises will allow you to apply these models through case studies examining important ethical issues in direct marketing.
Global Direct Marketing
In recent years, dozens of direct marketers have added millions of dollars to their bottom line by going multinational. Is it for you?
In this session, international marketing experts help you determine the potential for your company and its products in the global marketplace. You will learn how to:
· Research and plan your marketing strategy, drawing from case studies of what works and what doesn't· Locate the best media and lists
· Avoid common cultural mistakes on the creative side
· Overcome logistical pitfalls of overseas business
The session will include specific insights to major world markets, including Europe, Asia, Mexico, and Canada.
Direct Marketing for Not-For-Profit Organizations
Creative strategies for not-for-profits are, in most ways, identical to those for consumer marketing, but with their own spin. As it turns out, the not-for-profits know this better than other marketing concerns, so they borrow ideas more liberally from their consumer colleagues, largely ways to trim budgets and maximize cost-effectiveness.
This session in Module 07 will provide the needed cross-breeding ground for relationship/donor marketing … fundraising/selling, … donor/customer development … list management … lifetime value of donors/customers, and strategies to orchestrate communications to maximize gifts/sales … with all the "spin" needed for charitable and political-action fundraising, yet with the strategic insights that will benefit all direct marketers. Special attention is given to telemarketing as an effective donor development tool.
Last Updated 09/2/99