Direct and Interactive Marketing

Which headline worked best? Which image, message, or medium caused consumers to click a link, request more info, buy a product? You’ll know because you have the data.

In this industry-driven program — the only one of its kind in the country — you’ll learn how to quantify the value of every idea in a marketing campaign. You’ll use the latest technology, develop digital analytics for companies, and hear from professionals in the field. You’ll learn to write creative copy for campaigns that work, and discuss issues like data privacy management and global sustainability, and graduate prepared for a career in this fast-growing sector.

This program teaches you how businesses can communicate directly with consumers to generate a response. You’ll learn how to perform research, analyze data, identify customers, select media (TV, direct mail, internet), create a campaign, and track the consumer’s response whether they are engaging with a marketer, ordering a product, or asking for more information. Before you graduate, you’ll work with your peers to create a campaign of your own.

If you have an AAS from FIT, you may apply. Learn more about eligibility.

Degree Details

More data points might be overwhelming to some. But for our Direct and Interactive Marketing students, knowing which numbers to pull to paint the right picture is the type of challenge that gets them up in the morning.

In a course, Antonia Ridderstraale, Direct and Interactive Marketing ’19, tracked her own interactions with digital media through a single day and created her own vision of the results.

Extending a brand across platforms. Coordinating coverage with multiple media outlets. Meeting new clients and connecting with current ones. That's just a slice in the day of the life of Simone Smalls, Direct Marketing ’96. Smalls has repped the likes of Michael Jackson, Usher, and Sherri Shepherd and now runs her own PR and strategic marketing firm.

Direct to success … FIT’s curriculum reflects the latest trends and best industry practices.

With marketing, so much is brand new and you've got to think critically about it—it's not necessarily textbook stuff.

Lori LaybourneDirect and Interactive Marketing ’04

Students have interned at VaynerMedia, Group M Advertising Agency, A/X Armani Exchange, Gucci online, Bluefly, L’Oréal, Madison Square Garden (New York Rangers), Michael Kors, Louis Vuitton, SPEC Entertainment, KCD, Wunderman, J. Crew, Ralph Lauren Home, and MTV. Graduates have gone on to work in a range of industries, including fashion, publishing, music, entertainment, travel and leisure, fundraising, business and marketing management, and internet marketing. Their roles include account executives, copywriters, database marketers, market researchers, and media managers.

Beyond Graduation

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Our faculty members bring current expertise to the classroom and connect you to this dynamic industry. Meet more Direct and Interactive Marketing faculty.

Mercy Uwa Aghedo

Mercy Uwa Aghedo has more than ten years experience as a professional working in eCommerce and digital marketing; specifically in the fashion, beauty, and luxury spaces. She has been a Direct and Interactive Marketing faculty member for seven years.

Thomas Eley

An expert in out-of-home advertising, Thomas Eley has worked for and with clients including 1-800-Flowers, Citibank, Coca-Cola, HBO, Lever Brothers, Procter & Gamble, and Paine Webber. He holds a diploma from the Juilliard School, a BA from the University of Wisconsin–Madison, and an MBA from Columbia University.

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