Interactive Marketing Course

A special thanks to Professor Eric Karson, Villanova University, who has provided material for an undergraduate Interactive Marketing course to the Professors' Academy membership.  To offer course material to be considered for use in the Academy, please contact Marie Adolphe at


Interactive Marketing

  1. Introduction
  2. 1:1 Marketing Overview
  3. Elements of DM
  4. Lists and Segmentation
  5. Database Marketing
  6. LifeTime Value
  7. Offers & Creative
  8. Media Part I (Mail, Print, Broadcast)
  9. Media Part II (Telephone, Internet)
  10. IM Research
  11. Business-to-Business
  12. Ethical and Legal Issues
  13. Nonprofit
  14. Frequency and Loyalty

Additional PowerPoints:

Cases and Supplemental Material (pdfs):