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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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