Direct and Interactive Marketing
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 5 | Credits | |
|---|---|---|
| MAJOR AREA | AC 272 - Research Methods in Integrated Marketing Communications | 3 |
| DM 211 - Workshop in Direct Marketing | 3 | |
| LIBERAL ARTS | EN 321 - Strategies of Business Communication | 3 |
| MA 222 - Statistical Analysis* | 3.5 | |
| SS 242 - Microeconomics | 3 | |
| choice - see Speech* | 3 | |
| Semester 6 | ||
| MAJOR AREA | DM 321 - Database Marketing | 3 |
| DM 331 - Direct Response Copywriting | 3 | |
| RELATED AREA | MG 306 - Information Systems: Case Analysis | 2 |
| LIBERAL ARTS | MA 311 - Mathematical Modeling for Business Applications* | 3 |
| choice - see Other World Civilizations* G9 | 3 | |
| Semester 7 | ||
| MAJOR AREA | DM 421 - Direct Marketing Finance and Operations | 3 |
| DM 432 - Direct Response Media Planning | 3 | |
| LIBERAL ARTS | PL 431 - Philosophy: Ethics | 3 |
| choice - see English Literature* | 3 | |
| choice - see Foreign Language* G8 | 3.5 | |
| choice - Liberal Arts Elective | 3 | |
| Semester 8 | ||
| MAJOR AREA | DM 433 - Direct Marketing Communications | 3 |
| DM 435 - Internet Marketing | 3 | |
| choice - Internship** | 3-4 | |
| LIBERAL ARTS | choice - see American History* G10 | 3 |
| choice - see Foreign Language* G8 | 3-3.5 | TOTAL CREDIT REQUIREMENTS |
| MAJOR AREA | 27-28 | |
| RELATED AREA | 2 | |
| LIBERAL ARTS | 37-37.5 | |
| 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.
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.
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