ࡱ> GIFa bjbj B+AbAb x#x#x#x#x####8#,#4#;f$$$$$$$$$$$VU%$y%:::::::$w<-?:x#&$$&&:x#x#$$$$:4)4)4)&^x#$$x#$$:4)&:4)4)89$$ py6'@T9|::0;n9>?v'?49?x#9%0%"4)%%%%%::v(%%%;&&&&?%%%%%%%%%B >": GROSSMONT COLLEGE Official Course Outline BUSINESS 133 DIRECT MAIL MARKETING Course Number Course Title Semester Units Hours BUS 133 Direct Mail Marketing 3 3 hours lecture: 48-54 hours 96-108 outside-of-class hours 144-162 total hours Course Prerequisites None. Catalog Description A course for those interested in mail order, direct mail catalogs, direct response advertising, and the use of direct marketing to supplement conventional marketing. The course will include study of mailing lists, customer data bases, customer profiling, media, creating and testing direct mail advertisements and packages, sales tracking and forecasting, and profitability analysis. The role of creative agencies, list brokers, letter shops, fulfillment houses, and telephone marketers will be examined. Course Objectives The student will be able to: Design a direct marketing campaign. Estimate the potential of mailing lists. Select the appropriate medium for a direct marketing campaign. Set up a customer database. Test a direct marketing campaign. Estimate the profitability of a direct marketing campaign. Plan the utilization of creative agencies, list brokers, letter shops, fulfillment houses, and telephone marketers. Instructional Facilities Classroom. Special Materials Required of Student None. BUSINESS 133 DIRECT MAIL MARKETING Page 2 Course Content This course will cover the following topics: Direct marketing techniques including catalogs, direct response, mail order, and direct marketing as a supplement to conventional marketing. Elements of a direct marketing campaign including mailing lists, databases, customer profiling, media, testing, tracking and forecasting, and profitability analysis. The utilization of direct marketing specialists such as creative agencies, list brokers, letter shops, fulfillment houses and telephone marketers. Method of Instruction Lectures. Direct marketing project. Methods of Evaluating Student Performance Midterm to include objective and essay questions. Final examination to include objective and essay questions. Direct marketing project. Texts Required Text(s): Baier, Martin. Elements of Direct Marketing. New York: McGraw Hill, Inc., 1983. Supplementary texts and workbooks: None. Addendum: Student Learning Outcomes Upon completion of this course, our students will be able to do the following: Design and select the appropriate medium for a direct marketing campaign. Plan the utilization of creative agencies, list brokers, letter shops, fulfillment houses and telephone marketers. Estimate the profitability of a direct marketing campaign. 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