Download MAR101 [FORM] - Metropolitan Community College

METROPOLITAN COMMUNITY COLLEGE
COURSE OUTLINE FORM
COURSE TITLE
Direct Marketing Methods
COURSE PREFIX AND NO.
BSAD 1202 LEC
4.5
LAB
0
CREDIT HOURS
4.5
COURSE DESCRIPTION:
This course offers a practical presentation of direct marketing methods and techniques covering telemarketing,
direct mail, television, newspaper, and magazines. Topics include creating and producing direct marketing
messages, media analysis and selection, and operational management. This course is a practical, hands-on
experience for business managers and marketers and a skill developer for the direct marketing professional.
COURSE PREREQUISITES:
Recommended: BSAD 1010 or equivalent – recommended prior to taking this course, but not required.
RATIONALE:
Direct marketing is quickly becoming an integral part of the marketing strategies of general marketing as well as
the method of operation of traditional direct marketers. The course focuses on the marketing perspectives and
technologies that are distinctly direct marketing and with the interrelationship of direct marketing with the
general marketing field.
REQUIRED TEXTBOOKS and/or MATERIALS:
Title:
Successful Direct Marketing Methods
Edition:
Current
Author:
Stone, Bob
Publisher:
McGraw Hill
Materials:
Attached course outline written by: Steve Nichols
Date: 4/2011
Reviewed/Revised by: Heather Nelson
Date:
Effective quarter of course outline:
8/16
16/FA
Dean Daryl Hansen
Date: 8/16
Daryl Hansen
Course Objectives, Topical Unit Outlines, and Unit Objectives must be attached to this form.
COURSE OBJECTIVES/TOPICAL UNIT OUTLINE/UNIT OBJECTIVES
TITLE: Direct Marketing Methods
PREFIX/NO. BSAD 1202
COURSE OBJECTIVES:
Upon completion of this course, the student will be able to:
1. Acquaint the direct marketing user with specialized management issues and marketing techniques
which are unique to direct marketing.
2. Analyze direct marketing issues in both consumer and business-to-business environments.
3. Demonstrate familiarity with vocabulary, books, periodicals, software, and other sources of
information about direct marketing.
TOPICAL UNIT OUTLINE/UNIT OBJECTIVES:
Upon completion of this course, the student will be able to:
Unit I. The Environment and Conceptual Foundation of Direct Marketing
A. Define the scope of direct marketing.
B. Relate database marketing to functional areas of a direct marketing organization.
C. Identify the relationship between tactical and strategic business planning.
D. Describe the importance of the offer.
E. Categorize selecting an selling of merchandise.
F. Describe the relationships between businesses engaged in direct marketing.
G. Identify direct marketing opportunities via fund raising or non-profit organizations.
Unit II. Choosing a Media for the Message
A. Interpret and relate the importance of mailing lists to success of the direct marketing
program.
B. Define and explain the key features of magazine, newspaper, and electronic media
advertisements.
C. Explain the nature of co-ops in direct marketing.
D. Describe the operations of telemarketing.
Unit III Creating and Producing Direct Marketing
A. Demonstrate the techniques of creating direct mail packages.
B. Show the technique required for preparing catalogs.
C. Demonstrate the techniques of creative print advertising.
Unit IV. Managing a Direct Marketing Operation
A. Explain how to manage a lead generation program.
B. Demonstrate the mathematics of direct marketing.
C. Describe the importance of idea development and testing.
D. Explain the types of research needed by direct marketers.
E. Relate direct marketing to the total marketing mix.
COURSE REQUIREMENTS/EVALUATION:
Upon completion of this course, the student will demonstrate cognitive knowledge and comprehension of direct
marketing, the direct marketing environment and its relationship with general marketing concepts, as well as the
application of traditional and future direct marketing medias.
OUTCOME MEASURES for BSAD 1202, Direct Marketing Methods
COURSE OBJECTIVE
ASSESSMENT MEASURES
1. Acquaint the direct marketing user with
specialized management issues and marketing
techniques which are unique to direct marketing.
TYPE: Test/Assignment
NATURE: Objective/Subjective
CONDITIONS: In Class/Supervised
COMMUNICATION MODE: Written /Oral
NATURE OF ACTIVITY: Individual/Group
2. Analyze direct marketing issues in both
consumer and business-to-business
environments.
TYPE: Test/Assignment
NATURE: Objective/Subjective
CONDITIONS: In-class/supervised
COMMUNICATION MODE: Written/Oral
NATURE OF ACTIVITY: Individual/Group
3. Demonstrate familiarity with vocabulary, books,
periodicals, software and other sources of
information about direct marketing.
TYPE: Test/Assignment
NATURE: Objective/Subjective
CONDITIONS: In-class/Supervised.
COMMUNICATION MODE: Written/Oral
NATURE OF ACTIVITY: Individual/Group