The Programs

Title: Interactive Marketing
(Formerly Direct Marketing)

Course Focus:

This course covers the key aspects of direct marketing in the hospitality industry with the focus on how to develop more one-to-one oriented marketing programs that get measurable results.

Key Benefits:

Enhances managerial knowledge of a marketing approach that has become increasingly powerful with technological advancement. You’ll learn how to develop and manage an integrated direct marketing campaign using a proactive, personalized approach and how to measure its success.

Topics Include:

• Overview of the direct-marketing disciplines (direct mail, Internet, database development and management, and direct-response advertising)

• Segmenting customers for more effective communications

• Developing and evaluating creative direct-marketing products

• Technical aspects of direct mail

• Using the Internet as a personal and proactive marketing tool

• Tracking and measuring campaign results

• Obtaining measurable results from direct-response advertising

• Planning and evaluating a direct-marketing campaign for a specific target audience

Faculty

• Lisa Watson, Managing Director of iBis Intelligence Services, and Chairman of DMAS, Singapore (January 18-20, 2010)

Level

View Course Schedules by Location

PDP Schedule for Singapore January 2010

PDP Schedule for Ithaca, New York*

*You will be re-directed to the School of Hotel Administration website of Cornell University