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 Fall, Winter, & Spring