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Introduction to Direct Marketing

X463.5 (2 semester units in Business Administration)

A requirement in the Professional Sequence in Integrated Marketing Communications

Today's competitive environment rewards those marketers who can achieve profitability using scientific techniques through direct marketing. You learn to plan, design, and execute successful direct marketing programs using a variety of online and offline media, including the use of many executions available to direct marketers, such as the Web, lead-generation programs, direct mail, catalogs, telemarketing, and broadcast media. You can apply course content to professional and financial services, B2B, technology, and consumer and nonprofit marketing.

Enroll Now! Click below for course fees and textbook info, start dates, locations, and instructors.

Wed. Nov. 18, San Francisco

GWEN KAPLAN, B.A., is an authority on direct marketing and has won several honors and awards, including the San Francisco Chamber of Commerce Woman Entrepreneur of the Year, Excellence in Business awards, and the State of California Small Business Advocate of the Year award.

Revised class schedule in red.

• 10 meetings
• Nov. 18 to Dec. 21: Wed. and Mon., 6:30-9:30 pm
• San Francisco: Room 805, UC Berkeley Extension Downtown Center, 425 Market St., 8th Floor (enter on Fremont St.)
• $675 (EDP 311225)

Note: Monday classes will meet in Room 803.

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Textbook(s) for this course:
Successful Direct Marketing Methods
Author: Bob Stone and Ron Jacobs
Publisher: McGraw Hill
Edition: 8th
ISBN: 978-0-07-145829-0

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