Direct Interactive Marketing (MBA)

Program overview

The Direct Interactive Marketing concentration in the MBA program is supported by The Gary L. and Karen S. Taylor Institute for Direct Marketing, the most advanced direct and interactive marketing education facility in the country. Students enrolled in this concentration will gain hands on experience in direct interactive marketing in the Institute’s applied learning research labs as part of their coursework in this concentration.

The Direct Interactive Marketing MBA provides both general management education and an intensive applied learning experience in direct and interactive marketing. The program is ideal for working professionals and full-time students who want to build leadership skills in the rapidly growing direct interactive marketing sector or use integrated marketing to drive an enterprise’s overall growth strategy. Companies seek our graduates because they are prepared for leadership positions and have the strategic skills to thrive in this dynamic, high-growth field.

The program is designed to be completed in two years, but can be finished earlier or later, depending on your situation. Our scheduling allows you to attend on a full- or part-time basis. Evening classes accommodate the needs of working professionals and allow full-time students to participate in internships and advanced research in The Taylor Institute applied learning research labs and at the Suarez Applied Marketing Research Laboratories.

Direct Marketing – the largest and fastest growing marketing discipline.

In 2012, marketers — commercial and nonprofit —will spend $168.5 billion on direct marketing, which accounts for 52.7 percent of all ad expenditures in the United States. Measured against total US sales, these advertising expenditures will generate approximately $2.05 trillion in incremental sales. In 2012, direct marketing accounts for 8.7 percent of total US gross domestic product and produces1.3 million direct marketing employees in the US. Their collective sales efforts directly support 7.9 million other jobs, accounting for a total of 9.2 million US jobs. Source: DMA June1, 2012.

Direct Interactive Marketing brings together a customer-centric approach, the most advanced technologies and personally-relevant content and creative to maximum return on every dollar spent – to drive real, measurable revenue growth. The rapid pace of digital conversion has made 1-to-1 cross-media a central element of marketing campaigns for consumer products, sales promotion, retail, financial services, B2B and industrial marketing.

The demand for increased advertising efficiency is also driving the growth of direct budgets and associated jobs. Each dollar spent on direct marketing yields, on average, a return on investment of $11.73, versus ROI of $5.23 from non-direct marketing expenditures. Source: DMA “The Power of Direct Marketing: ROI, Sales, Expenditures and Employment in the US, 2009-2010 Edition.”

The rapid growth of direct and interactive marketing has led career opportunities for marketing directors who can effectively integrate direct interactive marketing into a firm’s total advertising and marketing programs, and for management level professionals in digital, interactive and direct response marketing.

Additional Information

Taylor Institute Applied Learning Labs

Taylor Logog

The applied learning labs are used both for course instruction, applied learning projects, and Direct Interactive Marketing research projects.

Conversational Marketing Lab: This lab supports class instruction and research in online campaign optimization, SEO/SEM, social media management and mobile marketing.

Xerox XMPie Cross Media Lab: Advanced Personalization and Database Marketing

eMagine Call Center: A state-of-the-art beta call center used for predictive modeling, script testing, call center campaign optimization and tele-logistics.

Computer Usability Lab: Hands-on environment with observation area for human computer interface and website testing using facilitated discussion, advanced eye tracking, computer activity measurement and clickpath analysis.

In addition, students have access to the Creative Lab, Design Development Lab, Focus Group Suite and a fully-equipped Digital Video Studio.

Suarez Applied Marketing Research Laboratories

The Suarez Labs are home to a research and development team focused on the application of biometrics, including advanced dEEG and neurometrics, in marketing research, advertising testing and new product concept evaluation. Research Assistantships are available in the labs for highly-qualified students.

Direct Interactive Marketing (MBA) Courses

The core concentration courses provide students with current, up-to-date direct interactive marketing information and hands-on class projects working with Taylor Institute clients.

6600: 615 Database Marketing 3 credits
Prerequisite: 600. 6600: 620 will be accepted as a substitute for 600.
This course examines the information-driven process that is managed by database technology in an effort to develop, test, implement, measure, and create customized marketing programs and strategies. Database marketing focuses on better decision making relative to customer selections and customer relationships.

Students enrolled in this course will work in the in the Xerox XMPie Cross Media Laboratory to develop customer acquisition and retention strategies, and create interactive cross-media, variable data one-to-one marketing campaigns in print, online, dynamic video content, e-mail and mobile communications. The course will focus on real-world applications and client projects.

6600: 630 Customer Relationship Management 3 credits
Prerequisite: 600. 6600: 620 will be accepted as a substitute for 600.
Investigation of the marketing concept and practice of making the customer the focus of the firm’s business model. Examining the strategies and tactics for successful customer acquisition and retention is the focus of the course.

Customer Relationship Management (CRM) is a customer-centric business process used to organize, automate, and synchronize advertising, marketing, sales, support and service functions across an organization. Students will gain a clear understanding of key CRM concepts and how an effective CRM strategy can build brand equity, maximize customer lifetime value and drive profitable revenue growth.

6600: 635 E-Commerce and Interactive Marketing 3 credits
Prerequisites: 620. Covers the impact of electronic technology on marketing strategy and tactics. Investigations include: vendor/dealer relations, website traffic designs, database applications, and web appraisal metrics.

MBA Gateway Courses (0-12 credits)
6200:601 Financial Accounting 3
6400:602 Managerial Finance 3
6400:655 Government and Business 3
3250:600 Foundations of Economic Analysis 3
6700:695 Gateway Internship* 3
(*Required for students with no work experience; taken for credit but not applied toward graduation requirements.)

Gateway courses may be waived based on recent comparable coursework or waiver exams.

MBA Proficiencies
Students must show proficiency in the following areas critical to success in the MBA:
  • Microsoft Excel/Spreadsheets
  • Writing
  • Quantitative Skills/Statistics
MBA Professional Courses* (6 credits)
6700:696 Leading and influencing (required in year 1, first semester) 1
6700:696 Professional Integrity and Social Responsibility 1
6700:696 Negotiation 1
6500:601 Business Analytics and Information Strategy 3
MBA Core Courses* (18 credits)
6200:610 Process Analysis and Cost Management 3
6400:674 Strategic Financial Decision Making 3
6500:670 Management of Supply Chain and Operations 3
6500:652 Managing People in Organizations 3
6600:620 Strategic Marketing 3
6800:605 International Business Environments 3

*All core and Professional courses require Excel, writing and statistics proficiency prior to enrollment.

MBA Action Learning Course (0-3 credits)
The Action learning course CAN be satisfied within the concentration.
Concentration: Direct Interactive Marketing
Required:      (9 credits)
6600:615 Database Marketing 3
6600:630 Customer Relationship Management 3
6600:635 E-Commerce and Interactive Marketing 3
6500:695 Organizational Strategy 3
(Restricted to students graduating within two semesters.)

Application Deadline

  • July 15 for Fall enrollment
  • November 15 for Spring enrollment
  • April 15 for Summer enrollment

It is recommended that international students apply one month prior to these dates to allow time for admission and I-20 visa processing.  I-20 forms are processed by the Office of International Programs.