Direct and Interactive Marketing BS Degree Program

School of Business and Technology

Applications accepted for fall only.      NYSED: 20809      HEGIS 0509

The major in Direct and Interactive Marketing offers students the opportunity to prepare for entry-level management positions in the marketing departments in a wide variety of industries, including account executives, database marketers, media managers, and market researchers.

Semester 5Credits
MAJOR AREAAC 272 - Research Methods in Integrated Marketing Communications3
DM 211 - Workshop in Direct Marketing3
LIBERAL ARTSchoice - see Speech*3
EN 321 - Strategies of Business Communication3
MA 222 - Statistical Analysis*3
SS 242 - Microeconomics3
Semester 6
MAJOR AREADM 321 - Database Marketing3
DM 331 - Direct Response Copywriting3
RELATED AREAMG 306 - Information Systems: Case Analysis2
LIBERAL ARTSMA 311 - Mathematical Modeling for Business Applications*3
GENERAL EDUCATIONchoice - see Other World Civilizations* G93
Semester 7
MAJOR AREADM 421 - Direct Marketing Finance and Operations3
DM 432 - Direct Response Media Planning3
LIBERAL ARTSPL 431 - Philosophy: Ethics3
choice - see English Literature*3
choice - Liberal Arts Elective3
GENERAL EDUCATIONchoice - see Foreign Language* G83
Semester 8
MAJOR AREADM 433 - Direct Marketing Communications3
DM 435 - Internet Marketing3
choice - Internship**3-4
LIBERAL ARTSchoice - see Foreign Language* 3
GENERAL EDUCATIONchoice - see American History* G103
 Total Credits: 65-66

*Fall 2014 Requirements: See below.

FIT's Gen Ed courses are organized along the following categories: G1 Basic Communication; G2 Mathematics; G3 Natural Sciences; G4 Social Sciences; G5 Western Civilization; G6 The Arts; G7 Humanities; G8 Foreign Language; G9 Other World Civilizations; G10 American History. 

American History: 3 credits
CHOICE of EN 271 or 272, or LA 221 or 392 (any one of these meets G10).

English Literature: 3 credits
CHOICE of any 200- or 300-level EN course except Speech.

Foreign Language: 6 credits
Two semesters of the same foreign language, one of which must meet G8.

Arithmetic proficiency must be completed prior to enrolling in MA 222. Algebra proficiency must be completed prior to enrolling in MA 311.

Other World Civilizations: 3 credits
CHOICE of SS 353, 354, 355, 356, 374, or 393 (any one of these meets G9).

Speech: 3 credits
CHOICE of EN 241, 242, 244, or 342, or a liberal arts elective may be substituted if an equivalent speech course has been taken previously.

**Internship: 3-4 credits
CHOICE of IC 497 or 498.

NOTE:  Business and Technology BS bridge course condition: SS 141 Macroeconomics (this course is the prerequisite for SS 242 Microeconomics at the bachelor degree level).


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.
Prerequisite(s): DM 211 or FM 213.

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.
Prerequisite(s): DM 211 or FM 213.

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.
Prerequisite(s): (DM 211 or FM 213) and MA 311.

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.
Prerequisite(s): DM 211 or FM 213.

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.
Prerequisite(s): DM 211 or FM 213.

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.
Prerequisite(s): DM 211 or FM 213.