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Direct Marketing

IMC 616

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:


Topics in this course may include:
Introduction to Direct/Interactive 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

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.