In addition, special attention is given to Direct Interactive Marketing, which focuses on one-to-one customer relationship building, direct response marketing and customer lifetime value. 

In these courses, students will be instructed on how to employ customer databases to create interactive communication campaigns, acquire customers and retain customers through customer relationship management programs

Students will become familiar with resources at the Taylor Institute for Direct Marketing. Additional resources supporting this concentration include the Fisher Institute for Professional Selling. 

Students may choose the Direct Interactive Marketing Track, the traditional Strategic Marketing Track or may combine any three of the six courses.