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Direct Marketing MC 530 Syllabus and Course Curriculum

Source: www.stuart.iit.edu
Topic: Direct Marketing

Sort Desciption: 2239 Tested Secrets for Direct Marketing Success (2000) ... The focus of the course will be to introduce you to direct marketing. ...

Content Inside: 1 Illinois Institute of Technology: Stuart Graduate School Direct Marketing MC 530 Syllabus and Course Curriculum Texts: Basic text (Required): Successful Direct Marketing Methods (2001 7 th edition) Bob Stone and Ron Jacobs (NTC Publishing Group) Additional Reading/Extra Credit*: The One to One Fieldbook: The Complete Toolkit for Implementing a 1 to 1 Marketing Program (2000) Peppers and Rogers (Currency Doubleday) Direct Marketing: Strategy Planning and Execution (2000) Ed Nash and Don Jackson (McGraw-Hill) 2239 Tested Secrets for Direct Marketing Success (2000) Denny Hatch (NTC Publishing Group) Course Overview. Welcome. The focus of the course will be to introduce you to direct marketing. We will study all the components necessary to plan and execute a complete direct marketing program. During 10 classes you will receive the necessary tools and knowledge to prepare and present a well-thought-out viable direct marketing plan. Since we all have an opportunity to learn from each other the course will be a combination of lecture and discussion. Plus individual and group presentations. Weekly you will develop knowledge that is unique to direct response marketing and how and when to recommend print direct mail broadcast and interactive media programs to support brands. You will be assigned weekly reading conduct analysis and asked to bring examples of direct marketing (the good the bad and the ugly!) to class. You will be assigned into small groups to complete a plan. As a part of your group assignment you will also prepare and present specific aspects of the direct marketing plan complete with analysis and justifications for your approach and specific (i.e. tactical) recommendations. 2 Course Instructor(s) Dave Grinnell will lead class lectures and discussions - and on occasion - supplement classroom instruction by bringing top professionals in the fields of interactive technology branding and relationship marketing as appropriate. Dave has worked fo ...

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