An intensive study of this fast-growing form of marketing communication, which uses the Internet,
direct mail, catalogs, TV infomercials, home shopping and telemarketing to interact directly with
consumers. Students will explore the strategic, tactical, and control elements of direct marketing in
both consumer and business markets and its role in the marketing mix. Topics include database
marketing, product development and pricing, media and message selection, fulfillment, research
and testing, and measurement of results.
- Teacher: Tormey Patrick