MKTG 440 - Direct Marketing

Class Hours: 3
Lab/Discussion: 0
Credits: 3

Prerequisite: MKTG 320
An introduction to the role and nature of direct marketing, including its current theory and practice. Topics include designing and implementing direct mail marketing, telemarketing, catalog marketing, e-mail marketing and Web/Internet based direct marketing for consumer and industrial markets. Case studies and applications are utilized. Social, public policy, and legal issues in direct marketing are also explored.