COM358L - Digital, Direct & Database Advertising

3 Credit(s)

Liberal Arts
This course is designed to educate students on the critical components of digital, direct, and database advertising in order to develop successful advertising campaigns that will lead to ongoing product purchases and long-term, profitable customer relationships. Specifically, the course uses data to develop effective on-to-one advertising campaigns that “reach the person at the right time with the right message in the right way.” It includes customer segmentation analysis, customized value propositions, offers, messaging, media strategy, metrics/measurement, campaign response, and budget analysis.

Offered When: Spring
Prerequisite(s): COM 324L