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 2022.

Semester 5Credits
MAJOR AREADM 300 - Direct Interactive Marketing Principles, Issues, and Application3
RELATED AREAFM 303 - Fashion Business Law
  or IN 324 - International Marketing Research
LIBERAL ARTSEN 321 - Strategies of Business Communication3
MA 222 - Statistical Analysis3
SS 242 - Microeconomics3
choice - see Requirements*: Liberal Arts/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 Applications3
choice - see Requirements*: Liberal Arts Elective3
Semester 7
MAJOR AREADM 421 - Direct Marketing Finance and Operations3
DM 432 - Direct Response Media Planning3
LIBERAL ARTSchoice - see English Literature*3
choice - see Requirements*: Liberal Arts/Foreign Language G83
choice - see Requirements*: Liberal Arts Elective3
Semester 8
MAJOR AREADM 433 - Direct Marketing Communications3
DM 435 - Internet Marketing3
LIBERAL ARTSPL 431 - Philosophy: Ethics3
choice - see Requirements*: Liberal Arts Elective 3
choice - see Requirements*: Liberal Arts/Foreign Language3
 Total Credits: 62

*Fall 2022 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) HE 201, HE 301IT (Italian), JA (Japanese); HI (History); MA (Math); MC (Modern Languages and Cultures); MU (Music); PE (Physical Education and Dance) PE 215, PE 216, PE 217; PL (Philosophy); PO (Portuguese); SC (Science); SP (Spanish); and SS (Social Sciences). 

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:

  1. 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.
  2. 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.
  3. Prepare and analyze DM financial plans using Microsoft Excel. 
  4. Develop media plan including TV digital, platforms and print (e.g., how, when and where they are used effectively)
  5. Communicate clearly and persuasively in written documents, mediated communication, and oral presentations.
  6. Understand the ethical standards for the practice of direct & indirect marketing and be able to apply the standards to their own environment and practice.
  7. Critically analyze direct marketing brand issues and opportunities.