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.
Students are allowed to register up until the end of the first week without approval. ***This is not a self-paced course. There will be specific timelines for assignments and exams.*** Course content, kind and quality of assignments and general standards for this online course are the same as classroom courses. To be successful in our online courses, plan to spend 7-10 hours per course each week on your studies, starting Week 1. Our courses are paced and highly interactive with participation requirements weekly. Frequent contributions to asynchronous (not real time) online discussions are required to achieve a passing final grade. You must have an email address and access to a computer capable of downloading basic documents. Important course information will be sent to you prior to your course start date. Check your myBCIT email account to access this information.
Important course information will be sent to you prior to your course start
date. Check your myBCIT email account to
access this information.
This course offering is in progress. Please check back next term or subscribe to receive email updates.
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
MKTG 2438 is offered as a part of the following programs:
Contemporary Direct and Interactive Marketing (Third Edition)
Martin Baier, Lisa Spiller Ph. D.
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