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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

Covers 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.


Upon successful completion of IMC 616, you will:

  • Trace the historical roots of direct marketing and understand the reasons for the continued growth of the field.
  • Learn about the importance of testing and how the results of direct/interactive marketing campaigns can be measured and applied.
  • Make quality decisions based upon value and return using proper analytical metrics.
  • Define and segment target markets based on marketing communications objectives.
  • Identify the importance of databases in direct marketing and their use in CRM.
  • Understand the various applications of interactive 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 and design a direct marketing program.


Each student should keep track of his/her own grades. There are a total of 225 points possible in this course. Grades will be based on the following:

  • Six evenly-weighted writing assignments worth 15 points each for a total of 90 points.
  • Nine weeks of class discussion worth 10 points each for a total of 90 points.
  • A final project worth 45 points.


I’ll post one discussion question per week. In turn, you will be required to:

  • Post one answer to the weekly question (due every Wednesday by 11:55 p.m.).
  • Respond to a total of four of your classmates’ discussion postings (due every Friday by 11:55 p.m.).


Each assignment is due by 11:55 p.m. Eastern Standard Time (EST) on the listed date. No late work will be accepted.


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
The Offer
Planning and Creating Compelling Message Strategies
Introduction to Testing & B2B Direct Marketing
Research and Measurement in Direct/Interactive Marketing
Digital/Interactive Marketing Media
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