MKT-7570 - Direct Marketing and Electronic Commerce

Instructor: Larry Isaacson, Marketing Department, Olin 306, Phone 239-4254

Time: Monday Evenings, 6:30-9:00 pm in Olin Hall

Syllabus:

For detailed description of this course, including a syllabus, please go to Prof. Isaacson's web site at
http://faculty.babson.edu/isaacson/dmec/syldm4.htm. This is the Faculty Server where Prof. Isaacson has put the syllabus and other key links to his course.

Description

This course focuses on how firms are using traditional and new forms of Direct Marketing -- particularly e-commerce -- to provide a wide range of services to their publics. I believe it will be "a new kind of course" -- JIT. This is true because things are happening so fast in Direct Marketing and E-Commerce that whatever is in print is already "old news." So we will have to "write this course as we study it." That means you will be updating the material as it unfolds and you will be reporting what is going on as it happens.

The first several weeks of the course will be devoted to exploring the variety of approaches being used -- and determining the key variables that can be employed to produce successful direct mail/e-commerce programs.

Then we will turn our attention to opportunities to create and manage new direct/e-commerce programs and opportunities to profit from the wide range of "outsourced" services that provide profit opportunity as they serve these direct/e-commerce businesses.

Finally, each student team will present their own web-based report on an opportunity of their choosing.

For information on course requirements and grading, please see "Announcements: Course Requirements" on Prof. Isaacson's pages.



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