University of Kentucky 3 credits Information Studies
This course will introduce students to direct marketing practices with emphasis on data base marketing, strategic business planning, importance of the offer, selection and selling merchandise, business-to-business direct marketing, fund raising, mailing lists, print and electronic media, co-ops, telemarketing, production lead generation, direct marketing math, idea development, research and integrating direct marketing into the overall marketing mix. The course will be practical rather than theoretical in nature. Prereq: Concurrent or previous enrollment in ISC 311 and ISC 321; cannot be taken concurrently with ISC 461.
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