Professional Digital Direct E-Learning Program

All UA students will be able to access any of the 17 individual DMA E-learning modules through The Taylor Institute. The special UA Student Rate for these non-credit courses are $95 per module or $995 for all 17 modules required for certification.

The 90-minute courses provide the most current information on the following topics:

Successful Direct Marketing: An Introduction and Overview Creating Compelling Offers and Propositions What Every Marketer Needs to Know Marketing Databases Innovation in Marketing Using Research and Testing Copywriting Fundamentals for Print and Web The Essential Elements of Customer Marketing Direct Marketing Metrics: Measuring Response, ROI, & Other Critical Factors Creating Successful Direct Marketing Campaigns

Fundamental Email Marketing Digital Marketing for Direct Marketers: Web and Search Engine Marketing Advanced Database Marketing Advanced Email Marketing Advanced Measurement and Metrics for Direct Marketing An Introduction to Social Media Essential Mobile Marketing Business-to-Business Marketing Direct Marketing in Retail and E-Commerce

Students who complete all 17 Modules will qualify for DMA Certified Marketing Professional Certification (DCMP). This one-of-a-kind direct marketing certification program gives you all the insights and knowledge necessary to excel in today’s increasingly digital climate. Become certified and join the DMA LinkedIn career community to network with certified direct marketing professionals.

UA Student DMA Memberships

DMA’s student membership will be made available to all students enrolled at UA at a reduced membership rate of $49 per year. Student DMA Members will receive access to a Digital Starter Kit with four 90-minute education modules, DMA’s Global Knowledge Center, DMA newsletters and web resources including limited access to DMA’s Government Affairs site, ECHO Case Study Library and the DMA Career Center, as well as individual DMA Member discounts. More info.

More information about The Taylor Institute DMA Professional Education Program and UA Student DMA Memberships call 330-972-7110.

More information about DMA Certified Marketing Professional Program: http://dmaeducation.org/dm-essentials.

Advanced Database Marketing

Overview

This course takes a deeper dive into the key principles of database marketing including: customer lifetime value, predictive modeling, customer segmentation, RFM segmentation (recency, frequency, monetary), database appending, and tests and controls. You'll get detailed instruction on effective use of database marketing in order to identify, profile, segment, target, and talk to your ideal audience.

Topics

• Recency, Frequency, Monetary (RFM) analysis
• Statistical modeling
• Direct Marketing testing

Course Type

90-Minute Online

Course Duration

90 minutes

Registration Rates

• UA Students $95
• DMA member $189
• Non-member $219

To register for this program or for more information about The Taylor Institute DMA Professional Education Program call 330-972-7110.

Advanced Email Marketing

Overview

This course will teach you to effectively segment and customize your email marketing messages and landing page content for better bottom-line results. Determine the best frequency for your email campaigns to optimize both your response and your budget. Effectively segment an email database and customize marketing messages. You'll come away with a deep understanding of how to integrate email with both online and offline marketing channels for a successfully integrated campaign.

Topics

• Using segmentation and targeting to improve results
• Content personalization and customization
• Identifying optimal email frequency
• Beyond broadcast: how to create trigger-based email programs
• Advanced analytics
• The last word on email marketing integration

Course Type

90-Minute Online

Course Duration

90 minutes

Registration Rates

• UA Students $95
• DMA member $189
• Non-member $219

To register for this program or for more information about The Taylor Institute DMA Professional Education Program call 330-972-7110.

Advanced Measurement and Metrics in Direct Marketing

Overview

In this course, you'll explore advanced financial and marketing tools. Learn how to use profit-and-loss statements and perform related analyses, including break-even, marketing allowable, sales forecasting, and lifetime value analysis. All formulas and analytical methods are explained step-by-step with examples so you can understand the calculations and apply them yourself.

Topics

• Acquisition campaign metrics
• Retention campaign metrics
• Putting direct marketing results into context

Course Type

90-Minute Online

Course Duration

90 minutes

Registration Rates

• UA Students $95
• DMA member $189
• Non-member $219

To register for this program or for more information about The Taylor Institute DMA Professional Education Program call 330-972-7110.

An Introduction to Social Media

Overview

Social media is an up-and-coming channel in direct marketing. Learn how to create and profit from blogs, microblogs, podcasts, social bookmarking, online videos, and photos. Develop your own social media strategy for Facebook, Twitter, YouTube and more. You'll come away knowing how to develop an integrated social media marketing strategy, including nine critical points in the use of social media.

Topics

• Social media defined
• Why add social media to the direct marketing mix
• Social media marketing framework
• Social media marketing options
• How to use social media marketing

Course Type

90-Minute Online

Course Duration

90 minutes

Registration Rates

• UA Students $95
• DMA member $189
• Non-member $219

To register for this program or for more information about The Taylor Institute DMA Professional Education Program call 330-972-7110.

Business-to-Business (B2B)

Overview

It's crucial to recognize the differences between business-to-business (B2B) and business-to-consumer (B2C) marketing. Learn to identify the essential sources of prospect data needed for effective B2B marketing. Gain new skills in creative strategy to develop offers that motivate responses from your business buyers. You'll come away from this course with effective strategies for persuading those hard-to-reach business associates, whether they are the end-user, influencer, or decision-maker.

Topics

• How direct marketing plays in B-to-B
• Data issues in B-to-B
• Data hygiene
• Developing irresistible offers
• Compelling B-to-B creative
• Five key principles of B-to-B creative

Course Type

90-Minute Online

Course Duration

90 minutes

Registration Rates

• UA Students $95
• DMA member $189
• Non-member $219

To register for this program or for more information about The Taylor Institute DMA Professional Education Program call 330-972-7110.

Copywriting Fundamentals for Print and Web

Overview

Words and design are critical to the success of your campaign. In this course, you’ll gain an understanding of how copy and design must work in tandem for effective marketing messages. You’ll write copy for online and print media, explore successful campaigns, and learn common mistakes to avoid.

Topics

• A quick look at missteps to avoid
• Four questions to ask and answer before you start
• Developing successful message strategies
• Creating direct marketing copy
• Design
• Marketing to special-interest groups
• Maintaining effectiveness, whether mail, print, or online

Course Type

90-Minute Online

Course Duration

90 minutes

Registration Rates

• UA Students $95
• DMA member $189
• Non-member $219

To register for this program or for more information about The Taylor Institute DMA Professional Education Program call 330-972-7110.

Creating Compelling Offers and Propositions

Overview

Your offer is the key to the success of your marketing effort. Learn how to create an effective offer for your particular product or service. Explore examples of different offers including free premiums, discounts, deadlines, and more. Then investigate ways to test which offer works best for your target market.

Topics

• Defining and explaining the offer
• Marketing goals guide the offer
• What you need to know about the short- and long-term effects of offers
• Creating the right offer
• Strategies for creating offers to multiple target audience segments
• Using games, contests, and sweepstakes to improve results
• The effect of terms and conditions on offers

Course Type

90-Minute Online

Course Duration

90 minutes

Registration Rates

• UA Students $95
• DMA member $189
• Non-member $219

To register for this program or for more information about The Taylor Institute DMA Professional Education Program call 330-972-7110.

Creating Successful Direct Mail Campaigns

Overview

You have so little time to get your customer's attention. This course shows you how to make your direct mail package cut through the clutter and boost your response rates. You'll learn how to create all the elements of a direct mail package and come to recognize the key elements that affect the success of a direct mail campaign.

Topics

• Why direct mail remains an important direct marketing channel
• What you need to know about direct mail formats
• Evaluating direct mail creative
• Components of the direct mail package
• What you need to know about direct mail production

Course Type

90-Minute Online

Course Duration

90 minutes

Registration Rates

• UA Students $95
• DMA member $189
• Non-member $219

To register for this program or for more information about The Taylor Institute DMA Professional Education Program call 330-972-7110.

Digital Marketing for Direct Marketers: Web and Search Engine Marketing (SEM)

Overview

Search engine marketing (SEM) and search engine optimization (SEO) are key elements of online success today. Explore the web techniques that can dramatically increase rankings for your site. Learn how pay-per-click and position-within-results actually work. Recognize relevant results for your searches and compare paid and organic search results. You'll get detailed, practical guidance on developing effective paid search campaigns.

Topics

• Keyword research
• Pay-Per-Click (PPC)
• Organic Search Engine Optimization (SEO)
• Linking

Course Type

90-Minute Online

Course Duration

90 minutes

Registration Rates

• UA Students $95
• DMA member $189
• Non-member $219

To register for this program or for more information about The Taylor Institute DMA Professional Education Program call 330-972-7110.

Direct Marketing in Retail and E-Commerce

Overview

E-commerce has fundamentally altered the customer buying experience, so it's imperative to learn how businesses should account for the latest developments. In this course, you'll redesign customer business processes for multichannel marketing as you learn about payment processing, online shopping, affiliate programs, and measurements of success. Discover how to create, maintain, and optimize a successful e-commerce site, including the all-important landing page, user-friendly navigation, and the shopping cart - all to help increase your conversion rate.

Topics

• How retail, catalogs and e-commerce have come together
• The online buyer/seller model
• Basic components of the e-commerce enterprise
• Three ways to measure e-commerce marketing success

Course Type

90-Minute Online

Course Duration

90 minutes

Registration Rates

• UA Students $95
• DMA member $189
• Non-member $219

To register for this program or for more information about The Taylor Institute DMA Professional Education Program call 330-972-7110.

Direct Marketing Metrics: Measuring Response, ROI, & Other Critical Factors

Overview

Discover how to calculate acquisition and retention using basic metrics with step-by-step examples and exercises. Become skilled at tracking, monitoring, and measuring the response of your direct marketing. You'll learn basic direct marketing math and finance analysis, as well as how to apply this new knowledge for your company's benefit.

Topics

• Acquisition campaign metrics
• Retention campaign metrics
• Putting direct marketing results into context

Course Type

90-Minute Online

Course Duration

90 minutes

Registration Rates

• UA Students $95
• DMA member $189
• Non-member $219

To register for this program or for more information about The Taylor Institute DMA Professional Education Program call 330-972-7110.

Essential Mobile Marketing

Overview

The mobile channel for direct marketing is unique and continues to expand. In this course, you'll explore examples of successful mobile marketing campaigns and determine how mobile can become a key element in a fully integrated campaign. Participants will study leading mobile adoption metrics and four strategic approaches to engage customer targets. In addition, you'll identify industry best practices, rules and regulations, and understand how the overall mobile marketing approval process works.

Topics

• Defining mobile marketing and how it fits in with marketing
• Understanding the unique nature of mobile as a channel and its relationship with other media and marketing programs
• Mobile by the numbers
• A review of common mobile marketing programs

Course Type

90-Minute Online

Course Duration

90 minutes

Registration Rates

• UA Students $95
• DMA member $189
• Non-member $219

To register for this program or for more information about The Taylor Institute DMA Professional Education Program call 330-972-7110.

Fundamental Email Marketing

Overview

Create profit- and lead-generating emails that stand out in overcrowded inboxes. In this course, you'll learn how to identify your target audience and oversee the deployment of email messages that garner the response you want. You'll also discover the importance of permission-based email campaigns and other ethical guidelines that are crucial for your company's bottom line.

Topics

• Email within the direct marketing mix
• Rules and regulations: permission and email ethics
• Reputation and delivery
• Creating an email campaign
• Email analytics: measuring campaign performance and response

Course Type

90-Minute Online

Course Duration

90 minutes

Registration Rates

• UA Students $95
• DMA member $189
• Non-member $219

To register for this program or for more information about The Taylor Institute DMA Professional Education Program call 330-972-7110.

Innovation in Marketing, Using Research and Testing

Overview

Learn how to identify and use vital research resources, develop a sound testing framework for each medium you use, and apply multivariate analysis when testing new offers, creative, and lists. You’ll get a “how to” guide on effective research and testing techniques, plus a detailed explanation of the types of research used to improve direct marketing.

Topics

• The importance of marketing research and message testing implementation
• What is message testing and why we need it
• Email testing

Course Type

90-Minute Online

Course Duration

90 minutes

Registration Rates

• UA Students $95
• DMA member $189
• Non-member $219

To register for this program or for more information about The Taylor Institute DMA Professional Education Program call 330-972-7110.

Successful Direct Marketing: An Introduction and Overview

Overview

Gain an important overview of online and offline direct marketing channels – from print to web to social media. Explore the move toward integrated marketing and discover how direct marketing strategies can be used effectively in all media. You’ll review best practices and techniques and learn how to apply them in a multichannel environment.

Topics

• What you need to know about the direct marketing process
• Describing the transforming role of marketing in the 21st Century
• The key elements of direct marketing
• Foundations of direct marketing segmentation
• Measuring direct marketing performance indicators (KPIs)
• Building customer relations
• Differences in B2B and B2C marketing
• Integrating direct marketing in a multi-channel environment

Course Type

90-Minute Online

Course Duration

90 minutes

Registration Rates

• UA Students $95
• DMA member $189
• Non-member $219

To register for this program or for more information about The Taylor Institute DMA Professional Education Program call 330-972-7110.

The Essential Elements of Customer Marketing

Overview

A tried-and-true element of today’s direct marketing is a focus on the needs and wants of the customer. In this course, you’ll learn how to segment your list to achieve the greatest value from each customer, manage relationships with your key customers, and focus on customer needs to achieve maximum loyalty.

Topics

• What does it mean to be “customer centric?”
• How profits result from customer equity
• Managing customer lifecycles
• Developing successful loyalty and reward programs
• Managing customer win-back programs
• Learning the role of customer relationship management (CRM)
• Applying customer relationship management

Course Type

90-Minute Online

Course Duration

90 minutes

Registration Rates

• UA Students $95
• DMA member $189
• Non-member $219

To register for this program or for more information about The Taylor Institute DMA Professional Education Program call 330-972-7110.

What Every Marketer Needs to Know About Marketing Databases

Overview

This course will review the key strategies and principles of database marketing. You’ll receive detailed instruction on how to use database marketing techniques to identify, segment, and target an audience. You’ll also develop a database strategy to reach your intended audience and meet your short- and long-term marketing goals.

Topics

• Marketing strategy: what it is and how it works
• Designing a customer retention program
• Customer lifetime value calculation and use

Course Type

90-Minute Online

Course Duration

90 minutes

Registration Rates

• UA Students $95
• DMA member $189
• Non-member $219

To register for this program or for more information about The Taylor Institute DMA Professional Education Program call 330-972-7110.

UA Student DMA Memberships

Students enrolled in at University of Akron will have access to DMA Student Membership at a significantly reduced rate. Each student member will receive the following:

• Access to a Global Knowledge Center. The DMA Knowledge Center is a web portal that allows members to choose from hundreds of presentations from marketing experts on all topics of direct marketing.
• Newsletters:
  • Receive 3D – DMA Daily Digest, Triple Bottom Line (3BL), Politically Direct, and more ...
• Access to Web Resources:
  • Full access to DMA Education and Conference Sites
  • Time limited access to certain Newsletter stories
  • Limited access to DMA Government Affairs/Brand Reputation Sites
  • ECHO Case Study Library
  • DMA Career Center
• Digital Starter Kit – access to 4, 90-minute education modules:
  • Essential Mobile Marketing
  • An Introduction to Social Media (This course is being completely overhauled and redone. We expect to have it live by early October)
  • Fundamental Email Marketing
  • Digital Marketing for Direct Marketers: Web and Search Engine Marketing
• Individual Member Discounts:
  • Member rate on all DMA events, education courses, products and services
  • Member rate for DMA Conferences