syllabus 361 Spring 2011

syllabus 361 Spring 2011 - ISC 361: Direct Response...

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ISC 361: Direct Response Targeting and Database Management Wednesday, 6-8:30 p.m. in 225 Grehan Instructor: Dr. Alyssa Eckman (aeckman@uky.edu); 103 Engineering Annex Office hours: Monday, 10-11 a.m. Tuesday, 3:30-4:30 p.m. Thursday 9 to 10 a.m. Appointments are always welcome, and I encourage you to stop by for unscheduled visits. However, always avoid trying to see me during the hour before class begins. Course description: This course will examine direct response and target marketing from an ISC perspective. As advertising costs increase and consumers increasingly avoid unwanted commercial interruptions (advertising), direct marketing has expanded its role in the ISC communications mix. We will discuss the importance of databases and how easy access and management of detailed information can positively influence the outcome of any campaign. We will approach our subject from traditional and newly emerging perspectives with added emphasis on the use of online consumer communities and other opt-in programs. Course objectives include: Developing an understanding of database construction, maintenance and application Understanding audience segmentation and its role in strategic communications Learning traditional direct marketing concepts, including lifetime value, recency, retention, and potential of predictive modeling Studying the impact of interactive marketing on direct response strategies Exploring contemporary and future direct marketing applications that may further support ISC strategies and objectives Texts Reinventing Interactive and Direct Marketing (2010) Stan Rapp (ed.) Supplemental online readings as assigned Environmental scanning of industry resources, such as: www.directmag.com; www.dmnews.com; www.targetmarketingmag.com; www.multichannelmerchant.com; www.responsemagazine.com; www.womma.org, http://adage.com; www.brandweek.com; www.emarketingandcommerce.com; http://mmaglobal.com/resources/case-studies
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This note was uploaded on 07/14/2011 for the course ISC 361 taught by Professor Staff during the Spring '11 term at Kentucky.

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syllabus 361 Spring 2011 - ISC 361: Direct Response...

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