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Course Descriptions

DM 211
Workshop in Direct Marketing
3 credits
Prerequisite: AC 111
Students study direct and interactive marketing principles and practices and develop a multifaceted direct marketing plan.

DM 321
Database Marketing
3 credits
Prerequisite: DM 211 or FM 213
Students develop a database marketing plan and construct a functioning marketing database using Microsoft Access.

DM 331
Direct Response Copywriting
3 credits
Prerequisite: DM 211 or FM 213
Students formulate creative strategies and develop direct marketing copy and design in workshop exercises. Students write copy and prepare design layouts for direct mail, catalogues, print ads, radio, TV and interactive media.

DM 421
Direct Marketing Finance and Operations
3 credits
Prerequisites: (DM 211 or FM 213) and MA 311
Students are introduced to the basic finance and operations practices and procedures unique to direct marketing: financial management principles, math and profit analysis techniques, the process of production and mailing along with order processing, fulfillment and telemarketing. Successful negotiations with suppliers is covered.

DM 432
Direct Response Media Planning
3 credits
Prerequisite: DM 211 or FM 213
Students study the different forms of direct response media and analyze how each is best used. They prepare a comprehensive plan, including budgets, for a hypothetical company's product.

DM 433
Direct Marketing Communications
3 credits
Prerequisite: DM 211 or FM 213
Students prepare a comprehensive business plan for a start-up direct marketing business. The plan is presented from the perspective of top management seeking capital from investors, and covers administration, staffing, marketing plans, fulfillment, sales projections, and income statement projections.

DM 434
Direct Marketing Campaign Planning and Execution
3 credits
Prerequisites: DM 331 and DM 432 and approval of chairperson
Guides students through all the stages of planning and executing a direct marketing campaign. Course operates as a direct marketing agency, where each student functions as part of a management team with both individual and group responsibilities. The class prepares and runs a live campaign for a real marketer, generating responses from the target market.

DM 435
Internet Marketing
3 credits
Prerequisite: DM 211 or FM 213
Students are introduced to current marketing principles and practices on the internet. The course explores email, the internet, and search engine marketing (SEM) as practical applications used to create direct marketing plans and programs that integrate online and offline strategies. In addition, students study the legal and ethical issues involved in using the internet as a marketing tool.

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