This course examines the concepts involved in interactive marketing. Interactive marketing is characterized by activities that address customers directly (usually through some form of response advertising) for the purposes of initiating an exchange as well as developing, managing, and exploiting a customer relationship. Interactive marketing encompasses aspects of direct mail, customer relationship management, and Internet marketing. The ability to communicate with individual customers often allows the marketer to measure and manage each customer relationship separately. The results of response advertising campaigns are also measurable, testable, and data-base driven, thus converting the abstract aspect of marketing into the universal language of numbers. The course includes exercises in which students have the opportunity to apply and test the principles of interactive marketing in simulated business environments.


Academic course objectives:


●    Define the scope of interactive marketing and identify key forces in the interactive marketing environment

●    Assess the effectiveness of an interactive marketing program, including mastery of various metrics used for this purpose

●    Use some of the basic quantitative tools (e.g., response modeling) associated with interactive marketing

●    Apply the concepts of interactive marketing to a reasonably complex business problem


Elements of the course grade:


Class contribution                   40%

Final examination                    40%

Small group exercises              20%