Examines the concept of direct marketing, and studies the growing popularity of direct marketing as an advertising medium. As a growing function in organizations that is often not well understood or well managed, this course will look at both management and implementation of direct marketing. Direct marketing will be studied through lectures, videos, case studies, workshops, guest lecturers, group discussions, and industry-related projects.
Due to the intensive and interactive nature of this course students are required to attend all classes. Classes will run Sept 27-29 and Oct 4-6 with the following class times: Fridays - 1730 - 2030 and Saturdays and Sundays - 0900-1700.
Upon successful completion or this course, the student will be able to:
Explain the strategic importance of direct marketing.
Describe how Direct Marketing can be applied as a solution to meet business goals
Evaluate the effectiveness of various direct marketing tactics.
Recommend ways to improve direct marketing efforts.
Develop direct marketing strategies for consumer and business-to-business selling, as well as fundraising initiatives.
Discuss current trends and practices in direct marketing.
Effective as of Fall 2003
MKTG 2438 is offered as a part of the following programs:
No information on books is currently available for Fall 2019 offerings of this course.
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