MRKT 2202 - Direct and Digital Marketing Methods

4.5 Credits

This course provides a comprehensive overview of modern direct and digital marketing principles, combining traditional direct marketing concepts with the latest digital execution methods. Students will learn how to plan, implement, and measure integrated campaigns across key digital channels, including email, search, social media, and mobile. Emphasis is placed on data-driven decision-making, personalization, conversion optimization, and achieving measurable return on investment (ROI).

Recommended: MRKT 1010

Lecture Hours: 4.5
Lab Hours: 0.0
Internship Hours: 0.0
Clinical or Practicum Hours: 0.0

Course Objectives

Differentiate between direct and mass marketing approaches.
Analyze strengths and weaknesses of core digital channels (SEO, PPC, Email, Social, Mobile) and select the appropriate mix for a given marketing objective.
Calculate key performance indicators in direct and digital marketing.
Evaluate the effectiveness and ROI of an existing marketing campaign based on performance data.
Apply ethical and legal considerations in digital marketing
Create and outline a comprehensive, integrated digital marketing campaign plan.

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