MK 328A - Methods of Direct Marketing

Institution:

Merrimack College

Subject:

Description:

Direct marketing is a subset of marketing strategy that focuses on communicating directly with the customer via an offer that requires action. Direct marketing narrows the marketing effort to the customer most likely to purchase the product or service (and continue to be a consumer) via use of databases that capture purchase trends and characterize the high potential prospect. This course will cover the development of a direct marketing strategy, review media for direct marketing, introduce the development and maintenance of direct marketing databases, and provide the student with the opportunity to develop a direct marketing campaign for a product or service. Not open to anyone with credit for MK 370A or its equivalent. Prerequisite: BE 221A.

Credits:

4.00

Credit Hours:

Prerequisites:

Corequisites:

Exclusions:

Level:

Instructional Type:

Lecture

Notes:

Additional Information:

Historical Version(s):

Institution Website:

www.merrimack.edu

Phone Number:

(978) 837-5000

Regional Accreditation:

New England Association of Schools and Colleges

Calendar System:

Semester

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