Aug 13, 2020  
2019-2020 Undergraduate Catalog 
    
2019-2020 Undergraduate Catalog [ARCHIVED CATALOG]

MKT 402 - Direct and Digital Marketing


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 and digital marketing in both consumer and business markets, and its role in the marketing mix. Topics include database marketing; online, viral and e-mail marketing; use of social media and mobile marketing; research, testing, and measurement of results.
Lecture
Credits: 3
Prerequisite: BUS 240 
Not Liberal Arts Offered When Needed