How are the best companies and organizations obtaining and keeping their competitive edge? They are successful through the benefits of a powerful marketing campaign that includes a strong customer-centric strategy. This course introduces participants to concepts, tools and techniques utilized from direct and interactive marketing campaigns. Interactive marketing is a viable and highly regarded marketing strategy that is gaining momentum across organizations and markets.

This course is designed to help students understand the basic science of direct marketing (e.g., testing price, offer, media, and creativity) and interactive marketing (e.g., social media, call centers, e-communications, e-commerce, Internet, wireless, etc.).

This course provides students with a solid foundation in the basic aspects of direct and interactive marketing in the context of real-life examples. As a result, students learn to structure a direct marketing plan at both a strategic and tactical level, evaluate and analyze marketing issues and challenges to make solid recommendations, and understand how to apply these disciplines in today's emerging markets. Students will take away with them tangible ideas on direct and interactive marketing campaigns that can be applied across diverse markets and channels. The course will also feature “Cinderella Stories” of case studies of successful implementations of direct and interactive marketing campaigns, as well as future interactive media trends.

This course will also include guest lecturers from industry to share best practices.