MKT 3432 DIRECT MARKETING
This course provides students with an overview of the principles, concepts and application of direct marketing. Direct marketing is an increasingly important marketing communication tool for developing a customer-based strategy for organizations (e.g., B2C, B2B, and non-profit) to diverse markets in the domestic and global marketplace. Students will learn about successful direct marketing strategies using tools including: customer database management, direct mail, catalogs, the Internet, print, broadcast and telephone marketing. Key industry challenges including ethical issues will be analyzed (e.g. privacy, environmental issues, spam, etc.). Students will gain real world experience via the development of a direct marketing campaign.
Prerequisite
MKT*3410