Direct and Database Marketing

Catalog description

MKTG 2360 presents a survey of the direct marketing process including the theory and practice of direct marketing, its function and organization. Topics covered include direct response television/radio, database marketing, list selection and evaluation, direct marketing media and planning. This course provides students with an overview of the use of databases in consumer and business-to-business marketing to both acquire and retain customers. Particular emphasis is placed on developing in-house databases, purchasing lists and managing a marketing database. Special emphasis is given to how direct and database marketing can be integrated into the overall marketing mix.