GCM 4595 - Direct Mail and Emerging Technology (3)
When Offered: Spring
This course focuses on direct mail’s unique potential and role within an integrated marketing plan and applications. This course will help students gain a better understanding of traditional and digital tactics used to develop effective direct mail campaigns and mail management. It will cover: the role of mail in today’s society; the importance of mailing lists to a direct mail campaign; the application of postal presort mail manager software; the benefits and disadvantages of different direct mail formats; different types of technology used in direct mail; the impact of recycling on direct mail business; development and execution of a hands-on direct marketing project.
Lecture two hours, laboratory two hours.
Prerequisite: GCM 4558 .