Explores personalized marketing channels including email, telemarketing, and direct mail campaigns.
About this course
Direct marketing allows you to speak directly to specific customers rather than a broad audience. In this course, you will explore the three main channels: email, telemarketing, and direct mail. You will learn how to build lists, write persuasive copy, and design layouts that encourage a response.
We focus on practical skills. You will create a full email sequence, draft a telemarketing script, and produce a direct mail piece. You will also learn how to track results using open rates, click-through rates, and conversion data so you can improve future campaigns.
Who takes this course
This course is an elective in the School of Business & Media. Students in the Marketing Management and Business Administration programs often take this course to round out their marketing toolkit. It is open to other students with the required prerequisites.
Credits: 3 · Hours: 45
Prerequisites
- MKTG 2660 Marketing Management Analytics
- MKTG 3270 Integrated Marketing Communications
Learning outcomes
- Design segmented email campaigns with clear call-to-action elements.
- Develop compliant telemarketing scripts and scripts for customer engagement.
- Plan and budget for direct mail campaigns including print and digital hybrids.
- Analyse response rates and conversion data to optimize channel performance.
- Evaluate privacy regulations and consent requirements for direct outreach.
Evaluation
| Component | Weight (%) |
| Email campaign project | 25 |
| Direct mail project | 25 |
| Telemarketing role-play assessment | 20 |
| Midterm exam | 15 |
| Final exam | 15 |