The measurability and accountability of direct marketing and its relationship to the total marketing mix are stressed. This course is designed to increase students' understanding of how technology, specifically the customer database, is used to design and implement marketing strategies. Special attention will be devoted to the studying the types of information needed in a customer database and how this information can be integrated into the marketing decision making process. Focus is on firm's ability to adjust to competitive trends and changing market conditions. An opportunity for selected upper level students to gain work experience in some area of marketing during a semester or summer.
Course includes an appropriate written report on the work experience.
Repeatable for a maximum of 6 credits. Use of extensive bibliographical and case materials. Class discussion and participation. Concentration in special problem areas of marketing. Senior standing and consent of department chairperson.