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Digital and Direct Marketing MKTG 2438

Marketing Management Course

Course details

Examines the concept of direct marketing, and studies the growing popularity of direct marketing as an advertising medium. As a growing function in organizations that is often not well understood or well managed, this course will look at both management and implementation of direct marketing. Direct marketing will be studied through lectures, videos, case studies, workshops, guest lecturers, group discussions, and industry-related projects.

Prerequisite(s)

  • No prerequisites are required for this course.

Credits

3.0

Cost

$513.82

Course offerings

Winter 2023

Below is one offering of MKTG 2438 for the Winter 2023 term.

CRN 85444

Duration

Wed Jan 04 - Sat Mar 25 (12 weeks)

  • 12 weeks
  • CRN 85444
  • $513.82
Class meeting times
Dates Days Times Locations
Jan 04 - Mar 25 N/A N/A Online
Instructor

Raymond Yang

Course outline

Course outline TBD — see Learning Outcomes in the interim.

Cost

$513.82

Important information
  1. Internet delivery format.
  2. Students are permitted to register up until the first week without approval. Please note that the lecture component for this course is asynchronous; you are not required to meet each week at a specific time, however, there will be specific timelines for assignments and exams. It is important you have a stable and consistent internet connection to access course content. Course content, type and quality of assignments, and general standards for this online course are the same as classroom courses. To be successful in this online course, plan to spend 7-10 hours per week on your studies, or more for a condensed course, starting Week 1. Important course information will be sent to your myBCIT account prior to your course start date.
Status

Learning Outcomes

Upon successful completion or this course, the student will be able to:

  • Explain the strategic importance of direct marketing.
  • Describe how Direct Marketing can be applied as a solution to meet business goals
  • Evaluate the effectiveness of various direct marketing tactics.
  • Recommend ways to improve direct marketing efforts.
  • Develop direct marketing strategies for consumer and business-to-business selling, as well as fundraising initiatives.
  • Discuss current trends and practices in direct marketing.

Effective as of Fall 2003

Related Programs

Digital and Direct Marketing (MKTG 2438) is offered as a part of the following programs:

School of Business + Media

  1. Business Administration (Marketing Option)
    Diploma Part-time
  2. Marketing Management - Customer Relationship Marketing
    Associate Certificate Part-time

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