DM: Direct and Interactive Marketing

DM 211 — Workshop in Direct Marketing

3 CREDITS; 3 LECTURE HOURS

Students study direct and interactive marketing principles and practices and develop a multifaceted direct marketing plan

DM 321 — Database Marketing

3 CREDITS; 3 LECTURE HOURS

Students develop a database marketing plan and construct a functioning marketing database using Microsoft Access

DM 331 — Direct Response Copywriting

3 CREDITS; 3 LECTURE HOURS

Students formulate creative strategies and develop direct marketing copy and design in workshop exercises. Students write copy and prepare design layouts for direct mail, catalogues, print ads, radio, TV, and interactive media

DM 421 — Direct Marketing Finance and Operations

3 CREDITS; 3 LECTURE HOURS

Students are introduced to the basic finance and operations practices and procedures unique to direct marketing: financial management principles, math and profit analysis techniques, the process of production and mailing along with order processing, fulfillment and telemarketing. Successful negotiations with suppliers is covered

DM 432 — Direct Response Media Planning

3 CREDITS; 3 LECTURE HOURS

Students study the different forms of direct response media and analyze how each is best used. They prepare a comprehensive plan, including budgets, for a hypothetical company's product

DM 433 — Direct Marketing Communications

3 CREDITS; 3 LECTURE HOURS

Students prepare a comprehensive business plan for a start-up direct marketing business. The plan is presented from the perspective of top management seeking capital from investors, and covers administration, staffing, marketing plans, fulfillment, sales projections, and income statement projections

DM 434 — DIRECT MARKET CAMPGN PLAN

3 CREDITS; 3 LECTURE HOURS

Guides students through all the stages of planning and executing a direct marketing campaign. Course operates as a direct marketing agency, where each student functions as part of a management team with both individual and group responsibilities. The class prepares and runs a live campaign for a real marketer, generating responses from the target market

DM 435 — Internet Marketing

3 CREDITS; 3 LECTURE HOURS

Students are introduced to current marketing principles and practices on the internet. The course explores email, the internet, and search engine marketing (SEM) as practical applications used to create direct marketing plans and programs that integrate online and offline strategies. In addition, students study the legal and ethical issues involved in using the internet as a marketing tool