*The printable catalog is subject to change. For the most up-to-date program requirements, information and course listings, explore our website.
Covers the planning, design and execution of direct marketing programs, including methods for utilizing databases and targeting techniques. Students will learn how to design direct-mail, telephone, catalog, e-mail and web-based marketing programs for consumer goods, services and industrial markets. Students will learn the principles of database design for marketing and the basic techniques of statistical analysis for targeting, utilizing case studies and guest speakers. Excel spreadsheet program will be used.