WVU Reed College of Media

IMC 616 – Direct Marketing

IMC 616 – Direct Marketing

The following information is taken directly from the syllabus of this IMC course. While it is our intent to supply students with an accurate overview of the class, please note that the information was used in a previous session and, thus, is subject to change without notice.

Course Description

Explores direct and interactive marketing from an IMC perspective. Includes database marketing, direct marketing message strategies across multiple media, direct and interactive marketing metrics and the role of direct and interactive marketing in IMC campaigns.

Course Learning Outcomes

Upon successful completion of IMC 616, students will be able to:

  • Discuss the historical roots of direct marketing and understand the reasons for the continued growth of the field.
  • Explain the importance of testing and show how the results of direct/interactive marketing campaigns can be measured and applied.
  • Construct quality decisions based upon value and return using proper analytical metrics.
  • Define and segment target markets based on marketing communications objectives.
  • Demonstrate the importance of databases in direct marketing and their use in CRM.
  • Describe the various applications of interactive (digital) media in direct marketing.
  • Understand the role of creative strategy in direct marketing and create the promotional tactics commonly used in the field.
  • Plan, strategize, design, and defend a direct marketing program.


Each student should keep track of his/her own grades. There are a total of 240 points possible in this course, and grades will be based on the following:

  • Six weeks of class discussion worth 15 points each for a total of 90 points
  • Five weekly homework assignments worth 20 points each for a total of 100
  • A final project worth 50 points


The discussion board is one of the most valuable and interactive aspects of our online course and offers us an opportunity to share diverse insights, reflect and collaborate on the course concepts. The discussion board is an outlet for exploratory learning and expressing ideas and perspectives beyond the readings and course assignments.

We will begin the course with an introductory discussion and engage in graded discussions throughout the term. During each graded discussion, you will be required to:

  • Remain active on the discussion board throughout the week and maintain a constructive dialogue—as you would in a face-to-face classroom discussion.
  • Post one (1) substantive original response to the weekly question/prompt. Your original response is due by Wednesday at 11:55 p.m. ET.
  • Post a minimum of four (4) substantive responses to your classmates’ discussion posts throughout the week and before the discussion ends on Friday at 11:55 p.m. ET.

Please note that all posts should contribute something meaningful to the discussion. Each post should demonstrate your understand of, and reflection on, the concept(s) while building on the ideas of other students and/or digging deeper into the prompt offered by the instructor.

You should avoid posts that merely compliment (e.g. “Interesting post…”) or support (e.g. “I agree with you…”) another student’s work, or posting all of your responses in a single session and/or just before the Friday deadline. You will not be given credit for posts that do not meaningfully contribute to the discussion or expand the conversation, as determined by the instructor’s assessment.

Since course discussions take place in real time, posts submitted after the discussion ends on Friday at 11:55 p.m. ET will not be accepted or considered.

Do not post on the discussion board in advance unless you have made arrangements with the instructor to post early due to extenuating circumstances.


Students are assessed in two ways: discussion assignments and writing assignments.


All textbooks for WVU IMC courses are found on the Textbook List.

Weekly Schedule

Introduction to Direct/Interactive Marketing
Segmentation & Database Marketing
Direct Marketing Promotions and Economics
Direct/Interactive Marketing Lists and Media
Planning and Creating Compelling Message Strategies
Introduction to Testing
Digital/Interactive Marketing Media; Research & Measurement in Direct/Interactive Marketing
Wrap Up Week
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