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
All aspects of direct marketing, including direct mail, retail direct marketing, print media, and list management are surveyed. Special emphasis is placed on new topics including electronic media, strategic database marketing and privacy issues.
(Required - Fall Only) MKTG 370
Internet Marketing is an introduction to business functions using the Internet. It emphasizes the effect of the use of interactive technology on a company's marketing mix and the potential use of the Internet as a strategic tool.
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
This course is an intensive examination of the concepts and tools needed to manage and utilize a marketing information system. Topics include sources of marketing data, the use of statistical tools to identify marketing opportunities, and the use of mapping tools in marketing.
(Spring Only) MKTG 470
This course involves real-life experience in campaign management using various interactive technologies to plan, implement, manage and track a marketing campaign. Students work in teams in a lab environment on a project of their own choosing. Extensive use is made of guest speakers and opportunities for additional professional networking.
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.