Direct and Interactive Marketing

http://fitnyc.edu/dm

Bachelor of Science Degree Program (BS)

Applications accepted for fall only. 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 ARTSEN 321 - Strategies of Business Communication3
MA 222 - Statistical Analysis*3.5
SS 242 - Microeconomics3
choice - see Speech*3
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
choice - 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 - see Foreign Language* G83.5
choice - Liberal Arts Elective3
Semester 8
MAJOR AREADM 433 - Direct Marketing Communications3
DM 435 - Internet Marketing3
choice - Internship**3-4
LIBERAL ARTSchoice - see American History* G103
choice - see Foreign Language* G83-3.5
TOTAL CREDIT REQUIREMENTS
MAJOR AREA27-28
RELATED AREA2
LIBERAL ARTS37-37.5
 Total Credits: 66-67.5

 

SUNY General Education Requirements:
A “G” followed by a number 1-10 identifies specific courses that meet SUNY General Education baccalaureate degree requirements (or visit fitnyc.edu/gened).

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.

*Requirements: See below.

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: 6.5-7 credits
Two semesters of the same foreign language, one of which must be a 3.5 credit nonconversational course (G8).

Mathematics:
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.

Courses

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