Virginia Commonwealth Adds DM Certification

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Adding to the roster of existing graduate programs highlighting direct marketing studies, Virginia Commonwealth University has created a certification around the rapidly growing discipline.

"To do marketing well today it needs to be direct," said Pamela Kiecker, executive director of the Interactive Marketing Institute, the division that administers the eight-module program. "We're moving away from broadcast messages to one-on-one communications. 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."

The program, which launched in May with the first module, "Advanced Direct Marketing Fundamentals," runs throughout the year. Certification requires the passing of a written examination after the completion of four core modules and with four elective modules. Other modules include "Buyer Behavior and Direct marketing," "Direct Marketing Research" and "Effective Database Marketing."

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