SCHOOL OF BUSINESS
1 of 7
BUSINESS AND CREATIVE ARTS
Post Diploma Marketing Management
COURSE OUTLINE: MARK 2038
COURSE NAME:
Database Marketing Strategies 2
PROFESSOR:
Santo Ligotti
PHONE: x 3462
EMAIL: sligotti@gbrownc.on.ca
EFFECTIVE DATE:
COURSE CODE:
CREDIT HOURS:
PREREQUISITES:
COREQUISITES:
PLAR ELIGIBLE:
May 2006
Mark 2038
42
Mark 2037
None
YES X
NO
NOTE TO STUDENTS
Academic Departments at George Brown College will NOT retain historical copies of Course Outlines. We urge you to retain this
Course Outline for your future reference.
FOR OFFICE USE ONLY
ORIGINATOR: _______/ M Taylor___________________________________________________Jan 3/05_________________________
SIGNATURE
DATE
CHAIR: ___________________________________________________________________________________________________________________
SIGNATURE
DATE
DATE OF REVISION: _May 2006
______________________________________________________________________________________________________
EQUITY STATEMENT
George Brown College values the talents and contributions of its students, staff and community partners and seeks to create a
welcoming environment where equity, diversity and safety of all groups are fundamental. Language or activities, which are
inconsistent with this philosophy, violate the College policy on the Prevention of Discrimination and Harassment and will not be
tolerated. The commitment and cooperation of all students and staff are required to maintain this environment. Information and
assistance are available through your Chair, Student Affairs, the Student Association or the Human Rights Advisor.
STUDENT RESPONSIBILITIES
Students should obtain a copy of the Student Handbook and refer to it for additional information regarding the grading system,
withdrawals, exemptions, class assignments, missed tests and exams, supplemental privileges, and academic dishonesty.
Students are required to apply themselves diligently to the course of study, and to prepare class and homework assignments as
given. Regular attendance, though not a requirement, is strongly advised. Past student performance shows a strong relationship
between regular attendance and success.
PROFESSOR: Santo Ligotti | | EMAIL: sligotti@gbrownc.on.ca DATABASE MARKETING STRATEGIES II | MARK 2038
SCHOOL OF BUSINESS
2 of 7
BUSINESS AND CREATIVE ARTS
Post Diploma Marketing Management
COURSE DESCRIPTION
This course builds upon Database Marketing Strategies 1 to develop the skills required to develop and manage
strategic customer relationship communications campaigns. Key topics include direct response and interactive
marketing principles and techniques, creative development basics, direct response media and campaign
management principles including production, fulfillment and campaign metrics
COURSE OUTCOMES & OBJECTIVES
1. Prepare the key components necessary to plan and execute a successful database
marketing campaign.
 Develop or select products and/or services suitable for database marketing and develop a successful
direct marketing campaign aimed at a suitable target market.
 Demonstrate the ability to plan, research, select and decide on a suitable list of prospective customers.
 Select appropriate direct marketing media to match marketing communications objectives.
 Demonstrate the application and fundamental principles in campaign planning that conform to industry
standards and practices.
2. Explain the elements of designing effective database marketing communications.
 Explain the characteristics and applications for traditional media including direct mail, print advertising,
direct response TV and telemarketing in direct marketing.
 Explain the role of integrated communications to implement an effective customer relationship
management program.
 Demonstrate an understanding of how to conduct campaign performance analysis and make
recommendations for future campaigns.
3. Demonstrate the ability to lever digital technologies for database marketing
communications.
 Explain current practices and trends in database marketing communications using the Internet.
 Demonstrate the ability to evaluate Web sites from a marketer’s perspective.
 Explain the characteristics and applications for new media including email, wireless and location-based
media in database marketing.
 Identify situations where customer relationship management (CRM) and campaign software will
enhance customer communications.
4. Explain the database marketing industry structure.
 Discuss the roles and interrelationships of direct and database marketing agencies, suppliers, associations
and marketers.
 Explain how client-side direct marketing operations are staffed and managed within a corporate
marketing environment.
PROFESSOR: Santo Ligotti | | EMAIL: sligotti@gbrownc.on.ca DATABASE MARKETING STRATEGIES II | MARK 2038
SCHOOL OF BUSINESS
3 of 7
BUSINESS AND CREATIVE ARTS
Post Diploma Marketing Management
ESSENTIAL EMPLOYABILITY SKILLS:
As mandated by the Ministry of Training, Colleges and Universities essential employability skills
(EES) will be addressed throughout all programs of study. Students will have the opportunity to
learn (L) specific skills, to practice (P) these skills, and/or be evaluated (E) on the EES outcomes in
a variety of courses. The EES include communication, numeracy, critical thinking & problem
solving, information management, interpersonal and personal skills. The faculty for this course has
indicated which of the EES are either Learned (L), Practiced (P) or Evaluated (E) in this course:
L P E
Skill
to communicate clearly, concisely and
correctly in the written, spoken and visual
form that fulfills the purpose and meets
the needs of the audience
to respond to written, spoken or visual
messages in a manner that ensures
effective communication
to execute mathematical operations
accurately
to apply a systematic approach to solve
problems
to use a variety of thinking skills to
anticipate and solve problems.
to analyze, evaluate, and apply relevant
information from a variety of sources
L P
E
x
x
Skill
x
x
x
x
x
x
x
x
x
x
to locate, select, organize and
document information using
appropriate technology and
information sources
to show respect for the diverse
opinions, values, belief systems, and
contributions of others
to interact with others in groups or
teams in ways that contribute to
effective working relationships and
the achievement of goals
to manage the use of time and other
resources to complete projects
to take responsibility for my
actions, decisions and consequences
x
PROFESSOR: Santo Ligotti | | EMAIL: sligotti@gbrownc.on.ca DATABASE MARKETING STRATEGIES II | MARK 2038
x
x
x
x
x
x
SCHOOL OF BUSINESS
4 of 7
BUSINESS AND CREATIVE ARTS
Post Diploma Marketing Management
DELIVERY METHODS
In class lectures, discussion, guest speakers, case analysis, in class assignments
TEXTBOOKS AND OTHER TEACHING AIDS
Recommended resource text: Principles of Direct & Database Marketing, Alan Tapp, 3 rd ed
FT Prentice Hall ISBN 0-273-68355-1
Teacher handouts.
Resources in Library:
“Successful Direct Marketing Methods”, Bob Stone and Ron Jacobs, 7 th edition, McGraw Hill, 2001(Reserve)
“The Canadian Direct Marketing Handbook II”, Marilyn Stewart, CMA 1998 (Reference section)
“Direct Marketing Management” Mary Lou Roberts, Paul d. Berger, second edition, Prentice Hall 1999
TESTING & ASSIGNMENT POLICY
Assignment due dates and test or exam dates are announced in class and may be published on the
course outline. Students are responsible for keeping track of these dates. If a student misses a key date
they must call or e-mail the professor in advance and set up an alternative plan, then they must provide
appropriate support documentation immediately upon return to school. Acceptable documentation would
be in the form of a doctor’s note, a court summons or funeral documentation. Late assignments will not
be accepted.
Success in this course is based heavily on in class participation and assignments (that may be given in
class); therefore attendance and active in-class participation is essential to a student’s success. All in
class assignments must be completed in-class, they cannot be made up with a take-home. Failure to
attend these classes will therefore result in zero on that particular assignment. To pass this course
students must pass the final test.
GROUP WORK: This course has a large group work component. In some cases your groups will be
assigned and in others you can select your own groups. The professor will decide. It is the individual
student’s responsibility to ensure they are an active, contributing member of the group.
EVALUATION SYSTEM
Assignments (mix of group/individual, in-class and take-home)
Self Study Assignments (2, worth 2.5% each)
Group project - campaign plan
Test
Total
PROFESSOR: Santo Ligotti | | EMAIL: sligotti@gbrownc.on.ca DATABASE MARKETING STRATEGIES II | MARK 2038
40%
5%
30%
25%
100%
SCHOOL OF BUSINESS
5 of 7
BUSINESS AND CREATIVE ARTS
Post Diploma Marketing Management
GRADING SYSTEM
A+/A 85-100
A80-84
B+
B
B-
77-79
73-76
70-72
C+
C
C-
67-69
63-66
60-62
D+
D
57-59
50-56
Below 50
F
Excerpt from the College Policy on Academic Dishonesty
The minimal consequence for submitting a plagiarized, purchased, contracted, or in any manner inappropriately
negotiated or falsified assignment, test, essay, project, or any evaluated material will be a grade of zero on that
material
PROFESSOR: Santo Ligotti | | EMAIL: sligotti@gbrownc.on.ca DATABASE MARKETING STRATEGIES II | MARK 2038
SCHOOL OF BUSINESS
6 of 7
BUSINESS AND CREATIVE ARTS
Post Diploma Marketing Management
Weekly Schedule
Week
Topic
Chapter/Reference
Assignment/Test
Week 1
Overview -Compare DM to advertising
 DM agencies, suppliers and associations
 Review customer segmentation, targeting,
positioning
List Management
 External database sources
Week 2
Creative Strategy
 Assessing creative and offers
 Creative development process / Creative
brief
Direct Mail
 Types of mail packages
 Design basics/writing copy for high
response
 The print production process
 Tapp Ch 12
 Stone pp 37-44
Week 3
List Management
 Self Study review from Week 1 with
exercise
 Handouts and
Exercises via WEBCT
SELF STUDY
Week 4
Direct Mail
 Self Study review from Week 2 with
exercise
 Handouts and
Exercises via WEBCT
SELF STUDY
Week 5
Direct-response Advertising
 Media – Print, DRTV
 Costing, production plans
 Tapp Ch. 11
Assignment 2 due
Assignment 3 (inclass)
INSTRUCTOR:
Frances Steciuk
Week 6
Telemarketing
 Inbound/outbound applications
 “The One-to-One
Fieldbook,” Ch.12
GROUP Project
handed out
Assignment 1 due
Self Study
Exercise 1 and 2
due
Week 7
Digital marketing, Part 1
 Overview of the Internet and three ebusiness strategies
 How to evaluate marketing web sites
 Tapp Ch 8
Handout
Assignment 4 Web Brief (takehome)
Handout
Assignment 1 Name That Target
Audience (takehome)

Tapp Ch 10, 11
Handout
Assignment 2
Handout Self
Study Exercise 1
Handout Self
Study Exercise 2
Intersession Week
Week 9
Digital marketing, Part 2
Ch 10 pp 319-335
PROFESSOR: Santo Ligotti | | EMAIL: sligotti@gbrownc.on.ca DATABASE MARKETING STRATEGIES II | MARK 2038
Assignment 4 due
SCHOOL OF BUSINESS
7 of 7
BUSINESS AND CREATIVE ARTS
Post Diploma Marketing Management
Week
Topic
Chapter/Reference
Assignment/Test
 E-marketing media used in DM
Week 10
Technology Strategy
 The role of CRM and related technologies in
DM strategies
 Tapp Ch 7
CIBC Case Study
Week 11
Campaign automation management
 Testing, metrics, post analysis

Assignment 5 (inclass)
Week 12
Final TEST

TEST
Group project
work
Week 13
 Customer Value Optimization
 More on LTV and segmentation strategy
 Assessing customer value in B2B vs. B2C
marketing

Group project
work consultation
Week 14
Guest Speaker (Tentative)

Group Project
Reports due
Week 15
 Group Project Presentations

Note: Schedule is approximate and may vary as circumstances dictate.
PROFESSOR: Santo Ligotti | | EMAIL: sligotti@gbrownc.on.ca DATABASE MARKETING STRATEGIES II | MARK 2038