Course Overview
The Internet, and advances in digitization and social media are transforming how organizations interact with existing and prospective customers. This course covers the fundamentals of direct response marketing as it exists now in a digital world. Students learn digital and direct marketing strategy development and campaign planning for increasing customer acquisition, conversion, retention and growth. This course is part one of a two-part Digital and Direct Marketing curriculum and covers the following topics: segmentation, personalization, crafting the offer, crafting the call to action, conversion strategy, content strategy, social media marketing, e-mail marketing, direct mail, catalogues and print DM.
Prerequisite(s)
- No prerequisites are required for this course.
Credits
3.0
- Not offered this term
- This course is not offered this term. Notify me to receive email notifications when the course opens for registration next term.
Learning Outcomes
Upon successful completion of this course, the student will be able to:
- Develop effective public speaking skills by delivering oral presentations (individual and team) to audiences of diverse sizes.
- Understand the strategic importance of direct marketing and how it can be applied as a solution to meeting business goals.
- Describe the various direct marketing tactics and their advantages and disadvantages.
- Evaluate direct marketing efforts, analyze their strengths and weaknesses and make recommendations for improvements.
- Develop direct marketing strategies for consumer and business-to-business selling, as well as fundraising initiatives.
- Understand current trends and practices in direct marketing.
Effective as of Fall 2019
Programs and courses are subject to change without notice. Find out more about BCIT course cancellations.