Section 1
, Sep 6 - Dec 13, 2000
The NYU Midtown Center, 11 West 42nd St.

Section 2
, Sep 12 - Dec 19, 2000
The NYU Midtown Center, 11 West 42nd St.

3 credits

This course covers the business, decision making, strategic, tactical, and operational skills essential to all types of direct marketing operations on both a domestic and international level. Direct marketing today touches all areas of business and is global in scope. It incorporates ethical, social, legal, and regulatory issues. It has expanded into new dimensions such as database marketing, relationship marketing, co-marketing, affinity marketing, segment marketing, and international and multinational direct marketing. Students learn how to understand all of these as they practice and develop skills in direct marketing planning, basic economics (including measurement of front-end response and back-end performance), information systems (including database management), testing, research, budgeting, forecasting, analysis, and integration considerations. The emphasis is on learning critical management skills required to develop and implement direct marketing programs.