MKT 231 Direct and Database Marketing 1 Credit. 1 Lecture Hour. 0 Lab Hour.
A course on direct marketing practices. Topics include: direct marketing as a component of company marketing strategies; response techniques for direct mail, catalogs, TV/radio, internet, display, and classified advertising; database creation; copy testing; and list evaluation. The course is delivered in a 5-week schedule.
Prerequisites: MKT 101 or MKT 105 or MKT 115