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Course Criteria
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3.00 Credits
This course focuses on the process of creating and producing direct marketing campaigns, beginning with the selection of a product or service based on market research. The course covers offer development; creative concept to mailing (direct mail packages, solos, catalogs, coops, card decks, PIPS, blow-ins, space ads); working with the creative team (direct response agencies, graphic artists, copywriters, creative consultants); elements of sales promotion mix (tokens, coupons, sweepstakes, contests); and scheduling production with computer service bureaus, printers, and lettershops. 3 sem. hrs. 3 crs.
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3.00 Credits
This course focuses on the media of direct marketing. Topics include the functions of list brokers, list managers, media buyers, and alternative media brokers; types of mail lists (consumer/B-T-B, response/compiled, buyers/inquirers, TV generated, space generated, direct mail sold, subscribers); criteria and techniques for list selection (geo/ demo/ psychographics, house file/rental files, segmentation, CPM, testing, interfacing with database segmentation and modeling capabilities); placing different types of media; merge/ purge criteria and processing (house file, rented lists, suppression files); list hygiene; and list rentals. Prerequisite: MKTG 341. 3 sem. hrs. 3 crs.
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3.00 Credits
Managerial analysis of principles and practices in advertising. Topics include the relationship of advertising to public relations and publicity; creation and production of advertising; advertising budgeting and evaluation; demand stimulation; media selection and market research. Prerequisite: MKTG 220. 3 sem. hrs. 3 crs.
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3.00 Credits
The managing of a sales force including sales organization; sales force recruitment, selection, and training; compensation, supervision, and motivation of the sales organization; sales planning; sales analysis and control. Prerequisites: MGMT 225; MKTG 220. 3 sem. hrs. 3 crs.
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3.00 Credits
The international dimensions of marketing. Topics include the international environment of international marketing, international market research, product adaptation, pricing strategies, promotion, channels of distribution, and marketing organization. Focuses first on export marketing and then on multinomial marketing. Prerequisite: MKTG 220, ECON/ INBU 250. 3 sem. hrs. 3 crs.
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3.00 Credits
This course is designed to link college with the world of work by assisting students to obtain meaningful, academically relevant work experiences directly related to their career goals. Possible placement sites for students in Marketing include corporations, small businesses, non profit organizations. Students professional development is enhanced through meetings with a faculty advisor and structured assignments based on the work experience. Cooperative Education office approval required. Open Elective credit only.
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3.00 Credits
Students majoring in business are given an opportunity to supplement classroom learning with on-the-job experience. The Division assists students in finding appropriate compensated opportunities and insuring that the actual work is a meaningful supplement to the undergraduate classroom experience. Prerequisites: Completion of 60 credits, a minimum index in the major of 3.0 and the approval of the Division Chairperson. This course may not be used as a major level business course. Open elective credit only. 3 crs.
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3.00 Credits
This course focuses on the methods of measuring, testing, analyzing, and increasing the effectiveness of direct marketing. Topics include breakeven projections; testing offer, price, lists, media, and product; testing, analyzing R/F/M, and implementing results; identifying winners; using spreadsheets; determining the lifetime value of a name; and budgeting and forecasting. Prerequisite: MKTG 341. 3 sem. hrs. 3 crs.
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3.00 Credits
This course focuses on the development and use of databases in direct marketing. The course covers creating and updating databases (in-house or out); market segmentation and application; relationship marketing and customer retention; finding, developing, and working with proprietary “hidden” databases; and modeling techniques . Prerequisite : MKTG 341. 3sem. hrs. 3 crs.
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3.00 Credits
This course focuses on fulfillment and customer service in direct marketing. Topics include dealing with fulfillment houses; timeliness and measurement of customer satisfaction; product versus publication fulfillment; inquirer conversion analysis (dollars versus numbers); tabulating and using backend fulfillment reports to enhance current customer satisfaction; developing ancillary or offshoot products to create new customers and revenues; online order processing; and inventory management. Prerequisite: MKTG 341. 3 sem. hrs. 3 crs.
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