Direct Response Marketing

I.     Course Prefix/Number: MKT 239

       Course Name: Direct Response Marketing

       Credits: 3 (3 lecture; 0 lab)

II.    Prerequisite

Recommended: MKT 131

III.   Course (Catalog) Description

Course focuses on the overall strategic development.  Content includes determining communication channels, message formation and production in direct response marketing; creating direct response marketing packages, formats, copy strategies and layout.  Students required to plan and create a direct response marketing campaign.

IV.   Learning Objectives

Upon completion of this course, the student will be able to complete the following objectives and     demonstrate understanding by planning and presenting a successful integrated direct marketing     campaign.
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

Students and employees at Oakton Community College are required to demonstrate academic integrity and follow Oakton's Code of Academic Conduct. This code prohibits:

• cheating,
• 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

The Media and Direct marketing
Strategies and objectives
Strategic Business Plan
The Direct Marketing Plan
Design use of database marketing
The Offer
Managing the creative Process
Creating Direct Mail Packages
Business to Business Direct Marketing
Creating Print Advertising
Testing and Measuring
Relationship Marketing
Working with List Managers/Post Office
Direct Marketing and Beyond   

VII.  Methods of Instruction

Class discussions, lecture, case studies, reviewing existing direct marketing examples, developing successful direct marketing, guest speakers
Course may be taught as face-to-face, hybrid or online course.

VIII. Course Practices Required

Reading, writing copy, written paper, oral presentation, team work, evaluating, planning and presenting a direct marketing campaign.

IX.   Instructional Materials

Note: Current textbook information for each course and section is available on Oakton's Schedule of Classes.

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
can be found at

Resources and support for LGBTQ+ students can be found at