Direct and Interactive Marketing is a fast growing discipline with special competencies that are impacting and advancing the field of marketing in general. This consumer marketing course develops direct marketing planning skills, explores the future of the field including how interactive marketing is evolving with the internet, and offers students further insight into marketing as a career field of choice. The course incorporates cases, lectures adn a team project to provide a comprehensive understanding of the meaning, uses, and contribution of direct marketing to the firm and consumer.
