MRKT 205 - Direct and Interactive Marketing

(3,0) 3 Credits

Prerequisite(s): MRKT 101 - Principles of Marketing or permission of instructor.
This course introduces students to the basic principles and practices of direct and interactive marketing. Topics include customer databases, direct mail, list management, business-to-business marketing and lead generation as well as marketing research for direct marketers. Emphasis will be placed on the central role of the business-to- business and consumer markets in terms of the firm’s marketing strategy and the development of the student’s critical thinking skills and abilities to focus on such tools for a successful marketing outcome.

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