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MAR 643 Interactive and Direct Marketing

Course Description: Presents the use, application and theory of direct response marketing in the context of integrated marketing communications and new electronic media. Examines and evaluates direct marketing financial models for their strategic and tactical applications. Presents interactive marketing techniques and technologies and emerging metrics of global e-business. Requires students to develop strategic interactive marketing campaigns for business-to-business and/or business-to-consumer markets for traditional and electronic marketplaces.


3 credits


MBA 622 Minimum Grade of C or MBA 642 Minimum Grade of C