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Direct & Digital Marketing

IMC 616

Course Description

In the 21st century, “ALL marketing is DIRECT marketing”!* This course provides the tools to give prospects quick and easy ways join a profitable conversation with you, the marketer.  You’ll explore direct and digital marketing from an IMC perspective including database marketing, direct and digital message strategies across multiple media, direct and digital marketing metrics, and the role of direct and digital marketing in IMC campaigns.  You’ll learn how to turn suspects into prospects…prospects into customers…and customers into advocates.

Course Learning Outcomes

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


Topics in this course may include:
Introduction to Direct & Digital Marketing
Segmentation & Database Marketing
Direct Marketing Promotions & Economics
Direct/Interactive Marketing Lists & Media
Planning & Creating Compelling Message Strategies
Introduction to Testing
Digital/Interactive Marketing Media; Research & Measurement in Direct/Interactive Marketing
Wrap-up Week

What students say about IMC 616:

The information presented above was sourced from a recent syllabus of this IMC course and from post-course student feedback. While it is our intent to supply students with an accurate overview of the class, please note that WVU IMC courses are updated frequently to reflect the constant evolution of our industry. Course information presented on this webpage is subject to change without notice.