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Frequently Asked Questions

"Why Should I Be Interested in Direct Marketing Certification?"

"Is It For Me?"

"Will the Program Fit Into My Schedule?"

"What Will I Learn?"

"Who Will Teach the Modules?"

"How Much Does It Cost?"

"Where Are the Certification Modules Held?"

"Can I Receive Academic Credit for Certification Modules"

"How Do I Apply?"

"How Can I Find Out More?"

"Why Should I Be Interested in Direct Marketing Certification?"

IMI's Direct Marketing Certification will broaden your current knowledge about direct marketing, advance it to a yet higher level, and provide nationally recognized documentation of your expertise.

"The IMI Professional Direct Marketing Certification Program squarely addresses the need for consistent direct marketing education for professionals. Our graduates possess a credential signifying that they have been exposed to a body of knowledge covering all areas of direct and interactive marketing. Prospective employers can be confident when hiring an IMI Certified Direct Marketer that they are retaining someone who truly knows direct and interactive marketing. The program combines the academic training from an MBA program that is applicable to a career in direct marketing with advanced education in the areas completely unique to direct marketing. It offers in-depth instruction that you simply cannot find in any other college or university. Because of its affiliation with the Virginia Commonwealth University, employers can be assured that those holding the IMI Certified Direct Marketer credential understand the various types of direct marketing businesses and have a firm grasp of financial and strategic issues. In this unique context, program participants learn a decision-making discipline that is based on both the rubrics and metrics of direct marketing and sound business principles."

Anne A. Schaeffer, Managing Director
VCU Interactive Marketing Institute

Certification is attained by participating in nine "Modules" of study, each centered on an important area of direct marketing - buyer behavior and research, database marketing and analytics, creative strategy, direct mail, etc., passing two module exams, and successfully completing The Strategic Challenge. 

"Is It For Me?"

Absolutely, if you have a good foundation in direct marketing and are ready to make a career commitment to the profession.

The Certification is geared toward mid-level direct marketers with at least three years of experience. The coursework will build upon, expand, and diversify your skills, no matter what your current sub-discipline - whether you're now in account management, production, creative, lists, product management, or any other position. Through IMI Certification, you will gain the broad knowledge of all aspects of direct marketing you need to assume greater management responsibility and achieve long-term success in this field.

"I knew that having the CDM credential would differentiate me from other professionals in the marketplace. Shortly after completing the program, I started my own company and now reap the benefits from the well-rounded curriculum and my expanded network of direct marketing professionals."

Ron Fink, IMI Certified Direct Marketer (2000)
Managing Partner
Strategic Marketing Solutions, LLC

"Will the Program Fit Into My Schedule?"

The 9-Module Certification sequence currently is offered on an annual schedule beginning in September. (Module Schedule and Location)

To make it easy for this program to fit your work schedule, each Module is a 2-day intensive seminar - 8:30 a.m. to 5:00 p.m. on a Friday and Saturday. The complete Certification track includes one weekend each month for nine months.

While we recommend that you take the full program in the annual sequence, Modules may be taken in any order and be spread over more than one year if necessary.

"What Will I Learn?"

More than you can imagine right now.

You may have considered enrolling in an MBA program, but realized that it would probably not provide education that would be completely practical to you as a direct marketer.

IMI Direct Marketing Certification gives you all of the academic training from an MBA program that is applicable to your career.

You also gain advanced education in the areas completely unique to direct marketing - training that goes far beyond anything you find at industry meetings ... in-depth instruction that you simply cannot find in any other college or university.

All of this practical knowledge is driven home through in-class projects and exercises. Interaction with IMI faculty and your peers - the other direct marketing professionals working toward Certification - will give you instant validation of the practicality of all that you learn.

"Learning with academic rigor. Classes taught by Ph.D.s, direct marketing legends and seasoned marketing professionals. Camaraderie with a cohort of focused, career-oriented peers. The Interactive Marketing Institute's educational programs delivered all of this along with immediately actionable ideas that I could put to use on Monday morning. The Direct Marketing Certification program enhanced my skills, broadened my professional network and met all of my expectations!"

Thomas Munns, Integrated Direct Marketing Supervisor - Individual Sales
CareFirst Blue Cross BlueShield


When you apply today, you will take the first step toward a superior breadth and depth of both academic and practical knowledge. Please review the executive summaries of all nine Modules (The Modules), then click on Apply to join the many others who are pursuing this unique professional Certification.

"The IMI Direct Marketing Certification is a great resource for Southern States. We are caught in the transition between traditional media development/advertising and database marketing, with an in-house staff that has great graphic design, media buying, and retail advertising skill sets, but limited experience in direct marketing. The precise focus of the IMI curriculum on developing practical skills, relevant experience, and exposure to other professionals is the perfect mix for quick training and application. We wouldn't have committed nearly a dozen of our creative and marketing staff to it otherwise. I'd highly recommend it, unless, of course, you're a competitor of Southern States!'

Bob Desbien, Director
Corporate Marketing, Advertising and Creative Services
Southern States Cooperative, Inc.

"Who Will Teach the Modules?"

Modules will be led by IMI faculty and guest speakers including:

- Experts who are recognized both for their scholarly work and for their writing, speaking, and consultation with major national and international corporations on direct marketing topics.

- Virginia Commonwealth University faculty whose expertise includes topics specific to direct marketing. Most of these are also instructors in VCU's Executive "Fast Track" MBA Program.

- Corporate professionals with exceptional expertise in database marketing, computer analysis, and other of the more technical aspects of direct marketing.

- The "stars" of the direct marketing industry, famous names who you may have seen or heard about as keynote speakers at DMA or DMAW events, drawn to this opportunity to speak in much greater depth on a hot topic of the day.

Being a member of the IMI faculty has been one of the most gratifying experiences of my 30+ years in direct marketing. One must start with Pam Kiecker, whose enthusiasm, insight, support and commitment to excellence is both energizing and inspiring (for me AND the students). But it's also the students who come to study with us. They are eager to learn, responsive, involved and dedicated. I find it tremendously rewarding to share what I've learned with them ­ and to learn FROM them in the process! Clearly, given the program's demanding time requirements, they're there because they WANT to be ­ not, as is sometimes the case, because they HAVE to be. It's obvious that their quest for knowledge ­ and the unique certification they ultimately receive ­ are tremendously important to them. As the IMI program expands, I am certain that its imprimatur will become THE standard for direct marketing professionalism.

Steven R. Tharler, Partner
Tharler/Opper

Once you indicate your interest in Certification, you will automatically receive specific information in the mail or by fax or e-mail, including names of instructors and guest speakers, as the dates for each Module approach.

"How Much Does It Cost?"

The tuition for each Module is $695, which includes all instructional materials, two continental breakfasts, two lunches, and on-site parking. When you commit to the full Certification (9 Modules), you save $660 and pay only $5,595 for the entire program. You save $660, which is almost like getting one module for FREE!

Members of the Direct Marketing Association of Greater Washington (DMAW) are entitled to a 15% discount.

Team Discount! Take 5% off all fees when registering two or more people from your organization.

Participants requiring overnight accommodations can take advantage of special rates provided by nearby hotels. (see Area Hotels under Module Schedule and Location)

"Where Are the Certification Modules Held?"

Modules are held in the executive teaching facilities of Virginia Commonwealth University's School of Mass Communications. Classrooms are equipped with comfortable furnishings and comprehensive audio/video and teleconferencing technology. Facilities include smaller breakout rooms for exercises and other team-based assignments. (Module Schedule and Location)

Each Module's enrollment is strictly limited to 40 participants. You may sign up for a single Module without enrolling in the program, but placement preference will be given to those committed to the full Direct Marketing Certification Program.

"Can I Receive Academic Credit for Certification Modules"

Yes! You may be eligible to earn one graduate-level credit for completing each Module, at no additional cost. Many companies subsidize credit courses for their employees, so please discuss this opportunity with your employer. Credit courses also may be eligible for financial aid. If you're interested in receiving academic credit for your Certification studies, check the appropriate box on the Application (Apply).

"How Do I Apply?"

You may start the Certification process today by clicking on Apply.

When registering, please remember that you save $500 on your tuition when signing up for the full 9-Module Certification track. If you are a member of the DMAW your savings are even greater!

"How Can I Find Out More?"

If you have any questions about IMI's Direct Marketing Certification, please request additional information (Contact Us). You may also call 800.925.5308.

The Executive Director and Managing Director of the Interactive Marketing Institute are available to make personal presentations on IMI Direct Marketing Certification to organizations considering sending multiple participants.

 


 
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VCU School of Mass Communications           The Direct Marketing Association                        Direct Marketing Educational Foundation
 
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