Course Description:

This course provides an introduction to the interconnected realms of direct and Internet marketing. It explores the expanding global influence of these marketing methods and their integration into an Integrated Marketing Communications (IMC) strategy. Students will learn to utilize key marketing strategies such as customer acquisition, lead conversion, retention, and growth, along with metrics for assessing customer value. The course covers the optimization of natural search, pay-per-click (PPC) advertising, email campaigns, display advertising for both branding and direct response, and the use of social networks.