Module 09: The Strategic Challenge
in Direct Marketing
Module 09 gives participants the opportunity to apply everything
they have learned in previous Modules and their own experience
to a real-world, real-time, direct marketing situation -- a strategic
dilemma presented by a business organization. This Module
cannot be taken until participants have completed Modules
01 through 08.
Each year a sponsoring corporation provides candidates for
IMI Certification with a compilation of data regarding the
sponsor's marketing situation, including information about
their goods and services, brand position, market share, current
media mix, target market(s), competition, and more! Participant
teams analyze the situation and devise a strategy and set
of tactics to address the marketing challenge posed by the
organization. Participants are expected to apply the case
study method and presentation skills introduced in Module 08 in preparing their marketing
plans and recommendations.
On Day Two of Module 09, each participant team presents findings
from its analysis in the form of a strategic plan and rationale.
IMI faculty and executives from the sponsor corporation critique and judge the plans. Awards based on teams' performance
are made in the closing session.
Module 09 constitutes the 'oral' portion of the IMI Direct
Marketing Certification exam. It is designed to test participants'
ability to apply what they have learned throughout the program.
IMI Direct Marketing Certification also involves two written
exams covering module content. Participants
are eligible for the written exams upon completion of Modules 01 - 04 and 05 -