Rutgers University 3 credits Marketing
Direct Marketing is a database driven interactive process of directly communicating with targeted customers or prospects, using any medium, to obtain a measurable response or transaction via one or multiple channels. With so much marketing taking place in the online and mobile space, the principles of Direct Marketing are more important than ever. Direct Marketing is no longer just direct mail and 800 numbers on TV. Paid search, online display, E-commerce web sites, pre-roll video and mobile ads all have response components. And while the media for direct response have expanded, its principles and fundamental measurement metrics have remained constant. With CEOs and CFOs demanding more accountability from their marketing and advertising departments, this course will teach you the fundamentals of direct, digital and database marketing to help you succeed in the world of interactive advertising, marketing and e-commerce. Prerequisite: 52:630:201.
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