 | | MARK 455 | Direct-Response Marketing | Credits: | 3.0 | Department: | Marketing | Program: | Undergraduate |
Prerequisite: COMM 224 or MARK 201. This course explores state-of-the-art managerial approaches and analytical techniques for developing, executing, and evaluating direct-response marketing programs. Through recent case studies, comprehensive projects, and/or empirical field research, the student will learn about strategies, offer planning and positioning, list selection and segmentation, creative strategies, data base marketing, fulfillment process, testing, media (catalogues, mail, telephone, broadcast, print, and others) and application of direct marketing to industrial settings.
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