In May, Virginia Commonwealth University's School of Business unveiled its professional Direct Marketing Certification program. It delivers graduate-level studies that businesses are demanding to keep pace with this contemporary marketplace phenomenon. The new modular weekend program -- offered through VCU's Interactive Marketing Institute -- combines elements of a traditional M.B.A. program with direct marketing tools and techniques that professionals need as this strategy expands.

"To do marketing well today, it needs to be direct," said Pamela Kiecker, Ph.D., executive director of the Interactive Marketing Institute. A 15-year veteran marketer, Kiecker also chairs the school's Department of Marketing and Business Law.

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In May, Virginia Commonwealth University's School of Business unveiled its professional Direct Marketing Certification program. It delivers graduate-level studies that businesses are demanding to keep pace with this contemporary marketplace phenomenon. The new modular weekend program -- offered through VCU's Interactive Marketing Institute -- combines elements of a traditional M.B.A. program with direct marketing tools and techniques that professionals need as this strategy expands.
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"To do marketing well today, it needs to be direct," said Pamela Kiecker, Ph.D., executive director of the Interactive Marketing Institute. A 15-year veteran marketer, Kiecker also chairs the school's Department of Marketing and Business Law.
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"We're moving away from broadcast messages to one-on-one communications," she said. "People don't want to be a number, an account. People want to be addressed as individuals, and direct marketing is the way businesses can do so effectively and efficiently."