These courses combined with a general marketing curriculum provide NIU students with the knowledge and ability to succeed in an entry level direct marketing or related position. 4 courses are required for this concentration.
(Required) MKTG 355
Survey of all aspects of direct marketing as part of an interactive marketing program. Traditional direct marketing topics including direct mail, retail direct marketing, print media, and list management. Current topics including electronic media, strategic database marketing, and privacy issues. PRQ: MKTG 310 or UBUS 310.
(Required) MKTG 370
Introduction to e-business functions using the Internet. Topics include search engine marketing (SEM), search engine optimization (SEO), e-business, discussion groups, e-mail, the different functions and applications of the Internet, and how interactive technologies have changed business and consumer practices. Emphasis on the effect of the use of interactive technology on a company's existing marketing mix and current and potential uses of the Internet for marketing tactics and strategies. PRQ: MKTG 310 or UBUS 310.
MKTG 348
Integrated Marketing Communications focuses on marketing communications as a tool for making and implementing marketing decisions. It emphasizes on communication strategy formulation and development of the promotion mix.
(Spring Only) MKTG 455
Intensive examination of the concepts and tools to manage and utilize a marketing information system in the context of direct and interactive marketing. Emphasis on using database information in a marketing context. Topics include sources of marketing data, the use of statistical tools to identify marketing opportunities, the use of mapping tools in marketing, and an introduction to neural networking and its use in marketing information systems. PRQ: MKTG 355 or consent of department.
(Spring Only) MKTG 470
Analysis of the technology used to support interactive marketing systems for business-to-business and business-to-customer marketing strategies following from the internet marketing class. Topics include Web page design and implementation, collection and analysis of customer information, and search engine marketing programs. Applications-oriented approach requiring students to use software to create and implement an internet marketing program and perform many of the tasks of interactive marketing. PRQ: UBUS 310 or MKTG 310, and MKTG 370.
Direct marketing students are encouraged to participate in an internship experience. The Department of Marketing internship coordinator works with students to identify internship opportunities of interest to the student.