MRKT 313 - Direct Marketing

In addition to providing an introduction to the principles of direct marketing, this course emphasizes catalog marketing, especially as it relates to the business of fashion. Both retail traffic-building and mail-order catalogs are stressed. Students examine such diverse topics as merchandising, creative marketing, and results analysis and fulfillment from two divergent points of view – that of the professional manager and that of the entrepreneur.

3 credits

Prerequisite: Marketing