School of Business and Technology
Applications accepted for fall only. NYSED: 20809 CIP: 52.1402
Students in the major in Direct and Interactive Marketing study internet marketing, media planning, and direct marketing communications, and get hands-on experience that includes developing multifaceted campaigns for actual products. This program 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. Curriculum below is for the entering class of fall 2021.
| Semester 5 | Credits | |
|---|---|---|
| MAJOR AREA | DM 300 - Direct Interactive Marketing Principles, Issues, and Application | 3 |
| RELATED AREA | FM 303 - Fashion Business Law or IN 324 - International Marketing Research | 3 |
| LIBERAL ARTS | EN 321 - Strategies of Business Communication | 3 |
| MA 222 - Statistical Analysis | 3 | |
| SS 242 - Microeconomics | 3 | |
| choice - see Requirements*: Liberal Arts/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 Requirements*: Liberal Arts Elective(s) | 3 | |
| Semester 7 | ||
| MAJOR AREA | DM 421 - Direct Marketing Finance and Operations | 3 |
| DM 432 - Direct Response Media Planning | 3 | |
| LIBERAL ARTS | choice - see English Literature* | 3 |
| choice - see Requirements*: Liberal Arts/Foreign Language G8 | 3 | |
| choice - see Requirements*: Liberal Arts Elective(s) | 3 | |
| Semester 8 | ||
| MAJOR AREA | DM 433 - Direct Marketing Communications | 3 |
| DM 435 - Internet Marketing | 3 | |
| LIBERAL ARTS | PL 431 - Philosophy: Ethics | 3 |
| choice - see Requirements*: Liberal Arts Elective(s) | 3 | |
| choice - see Requirements*: Liberal Arts/Foreign Language | 3 | |
| TOTAL CREDIT REQUIREMENTS | ||
| MAJOR AREA | 21 | |
| RELATED AREA | 5 | |
| LIBERAL ARTS | 36 | |
| Total Credits: | 62 | |
*Fall 2021 Requirements: See below.
Liberal Arts: 36 credits
- Economics: 3 credits. SS 242
- English: 6 credits. EN 321 and 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 General Education Foreign Language requirement (G8)
- Mathematics: 6 credits. Mathematics Proficiency must be completed prior to enrolling in MA 222 and MA 311.
- Philosophy: 3 credits. PL 431
- Speech: 3 credits. CHOICE of EN 241, EN 242, EN 244, EN 245, or EN 342, or a liberal arts elective may be substituted if an equivalent speech course has been taken previously.
Liberal Arts Elective(s): 9 credits. Select Liberal Arts courses from the following subject areas: AB (Arabic); CH (Chinese); EN (English); FI (Film and Media Studies); FR (French); HA (History of Art); HE (Health Education) 201, 301; IT (Italian), JA (Japanese); MU (Music); HI (History); MA (Math); MC (Modern Languages and Cultures); PE (Physical Education and Dance) 215, 216, 217; PL (Philosophy); PO (Portuguese); SC (Science); SP (Spanish); and SS (Social Sciences). Click on a prefix for a listing of courses available in the subject area.
NOTE: Students must have taken the following courses prior to entering the program: AC 114 and SS 141.
Upon graduating from the Direct and Interactive Marketing BS program, students will be able to:
- Explain the differences between Direct Marketing & General Marketing, and determine how these direct marketing tools are used to generate sales and awareness for all product categories.
- Prepare an overall creative statement, write DM advertising copy, and prepare artwork for a variety of media including direct mail, magazines, e-mail/internet, etc.
- Prepare and analyze DM financial plans using Microsoft Excel.
- Develop media plan including TV digital, platforms and print (e.g., how, when and where they are used effectively)
- Communicate clearly and persuasively in written documents, mediated communication, and oral presentations.
- Understand the ethical standards for the practice of direct & indirect marketing and be able to apply the standards to their own environment and practice.
- Critically analyze direct marketing brand issues and opportunities.