Interactive Direct Marketing
Program Competencies
A graduate from the Interactive Direct Marketing Post Diploma Program will have reliably demonstrated the ability to: 1. Apply marketing concepts, tools and decision-making processes in the development of marketing plans. 2. Determine when direct marketing should be used in a variety of marketing situations, including not-for-profit, business-to-business, consumer, retail and small budget applications. 3. Develop appropriate direct marketing objectives and strategies to help achieve the corporate marketing objectives. 4. Evaluate and select the appropriate integration of direct marketing tactics such as direct mail, telemarketing, interactive, print, broadcast, etc. 5. Understand the value of the database in developing direct marketing programs and be able to use database marketing in a variety of direct marketing programs such as customer acquisition, retention/loyalty, lead generation, 6. Develop strong offers and appropriate creative to meet established objectives. 7. Recognize the importance of fulfillment, measurement, accountability, analysis and testing. 8. Direct and coordinate resources to ensure the successful completion of projects, including planning, goal setting, establishing deadlines, developing a work flow schedule, coordinating activities, team building, preparing reports, and providing feedback. 9. Prepare and present a complete direct marketing campaign supported by other element of marketing communications (ie. sales promotions, advertising, public relations and personal selling). 10. Apply CMA’s Code of Ethics and IAB’s Privacy Guidelines in the development of direct marketing assignments and projects. 11. Work in a professional and ethical manner, maintain professional relationships, and communicate effectively with clients, coworkers, supervisors, and others.