MK 4720 - Direct and Interactive Marketing

3 Credit Hours
Prerequisites: BCOM 3950, and MK 3010.
Requirements: Must meet RCB upper division course requirements and 45 semester hours.

Description
Direct Marketing is one of the fastest growing areas of marketing practice today. Direct marketing uses multiple channels (such as Internet, the telephone, mail, and mass media) to reach specifically targeted customers to elicit a response and create an immediate or eventual sale. Direct marketing is distinguished by its focus on targeting and by its emphasis on accountability for performance and impact on ROI. This course teaches students how to plan and execute effective direct marketing strategies. Students examine the role of information in testing, refining and evaluating a direct marketing program. They will also explore the regulatory environment, the challenge of protecting customer privacy, and global variations in the use and effectiveness of direct marketing programs.