Skip to main content
Facebook Twitter YouTube


IMC 626


Course Description

Course builds upon the basics of Direct Marketing developed in IMC 616. Students will learn to apply those concepts and techniques in the world of Business-to-Business IMC Direct Marketing. Some assignments allow the students to apply the strategies and tactics to their present employment.

Course Learning Outcomes


Topics in this course may include:
How B-to-B differs from Consumer Marketing & Challenges
Developing “OST” for B-to-B DM campaigns and Lead Generation Management
Using CRM systems with the Sales Team
Proven Creative Strategies for B-to-B DM Implementation
Online and other Email Marketing techniques; “Email Makeover”
The Issue with Lists and Leveraging the Channel with DM campaigns
Managing B-to-B Sales Leads; Measuring ROI from your Sales Lead Programs
Managing the B-to-B Brand Asset with DM
Ethical and Legal Issues in B-to-B Direct Marketing

This information was 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 subjec t to change without notice.