Direct Response Marketing
I. Course Prefix/Number: MKT 239
Course Name: Direct Response Marketing
Credits: 3 (3 lecture; 0 lab)
III. Course (Catalog) Description
IV. Learning Objectives
1. Understand what constitutes the differences between direct marketing and general advertising.
2. Understand all elements that affect the success of a direct marketing promotion: list selection, the offer, the format, the copy, and the creative approach or strategy.
3. Develop a direct mail package including an outer envelop, letter, brochure, order form, reply device and promotional strategies.
4. Understand alternative media and when to use them, including catalogs, space ads, infomercials, card decks, inserts, telemarketing and the internet.
5. Understand the importance of building a customer data base.
6. Explain postal regulations affecting direct response materials.
7. Understanding legal and privacy issues concerning direct marketing.
8. Learn how to use consumer research to develop direct marketing programs.
9. Understand and describe various production techniques relating to the preparation of direct marketing.
10. Incorporating internet marketing strategies into a direct marketing campaign.
11. Develop a data base program for a campaign
V. Academic Integrity and Student Conduct
• plagiarism (turning in work not written by you, or lacking proper citation),
• falsification and fabrication (lying or distorting the truth),
• helping others to cheat,
• unauthorized changes on official documents,
• pretending to be someone else or having someone else pretend to be you,
• making or accepting bribes, special favors, or threats, and
• any other behavior that violates academic integrity.
There are serious consequences to violations of the academic integrity policy. Oakton's policies and procedures provide students a fair hearing if a complaint is made against you. If you are found to have violated the policy, the minimum penalty is failure on the assignment and, a disciplinary record will be established and kept on file in the office of the Vice President for Student Affairs for a period of 3 years.
Please review the Code of Academic Conduct and the Code of Student Conduct, both located online at
VI. Sequence of Topics
Strategies and objectives
Strategic Business Plan
The Direct Marketing Plan
Design use of database marketing
Managing the creative Process
Creating Direct Mail Packages
Business to Business Direct Marketing
Creating Print Advertising
Testing and Measuring
Working with List Managers/Post Office
Direct Marketing and Beyond
VII. Methods of Instruction
Course may be taught as face-to-face, hybrid or online course.
VIII. Course Practices Required
IX. Instructional Materials
Varies by instructor.
X. Methods of Evaluating Student Progress
XI. Other Course Information
If you have a documented learning, psychological, or physical disability you may be entitled to reasonable academic accommodations or services. To request accommodations or services, contact the Access and Disability Resource Center at the Des Plaines or Skokie campus. All students are expected to fulfill essential course requirements. The College will not waive any essential skill or requirement of a course or degree program.
Oakton Community College is committed to maintaining a campus environment emphasizing the dignity and worth of all members of the community, and complies with all federal and state Title IX requirements.
Resources and support for
- pregnancy-related and parenting accommodations; and
- victims of sexual misconduct
Resources and support for LGBTQ+ students can be found at www.oakton.edu/lgbtq.