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B2B Direct Marketing

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 (B2B) IMC Direct Marketing. Some assignments allow the students to apply the strategies and tactics to their present employment.

Course Learning Outcomes 

Upon successful completion of IMC 626, students will be able to:


Topics in this course may include:
How B2B Differs from Consumer Marketing & Challenges
Developing “OST” for B2B Direct Marketing Campaigns and Lead Generation Management
Using CRM Systems with the Sales Team
Proven Creative Strategies for B2B Direct Marketing Implementation
Online & Other Email Marketing Techniques; “Email Makeover”
The Issue with Lists & Leveraging the Channel with Direct Marketing Campaigns
Managing B2B Sales Leads; Measuring ROI from your Sales Lead Programs
Managing the B2B Brand Asset with Direct Marketing
Ethical & Legal Issues in B2B 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 subject to change without notice.