Direct Marketing Teaching Issues

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Direct Marketing Teaching Issues

• DMEF Conference
• New Orleans, LA
• 17 October 2004

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New Models for Teaching Direct Marketing

• Continuing advances in database management and
  communication technologies have greatly
  accelerated the ability of Marketing to become
  more direct, highly focused, and increasingly
  interactive. Academic programs must be able to
  provide students with both the theoretical
  knowledge and applied skills to meet the business
  expectations and provide students with
  distinctive and sustainable career advantages.
  Students working within the applied,
  client-centered environment benefit from the
  blending of academic knowledge and hands-on
  experience in a real word setting.

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A Presentation to the DMEF 17 October 2004
The University of Akron Goes Direct
By Dale M. Lewison, Chair Department of
Marketing Director, Taylor Institute William
Hauser. Professor Department of Marketing Program
Coordinator, Taylor Institute
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Taylor Institute For Direct Marketing
Research Mission
Academic
Business
Teaching Mission
Service Mission
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EXPERIENCE Workplace Competencies
Facilities Telemarketing Call
Center E-Marketing Learning Lab Direct Response
Lab Direct Response Lab Courses Direct
Interactive Marketing Practicum Internship In
Business Administration
Exhibit 2
KNOWLEDGE Marketplace Perspective
Facilities Creative Laboratory Courses Creativ
e Marketing Marketing Strategy
DATA Foundational Concepts Facilities Semina
r Room Seminar Room Breakout Room Lecture
Hall Courses Direct Interactive
Marketing E-Marketing Practices Integrated
Marketing Communications
Academic Model The Process
INFORMATION Fundamental Skills Facilities
Analytics Laboratory Courses E-Business
Applications Marketing Analytics Analytical
Emphasis Electives
Key Funded Facilities Unfunded Facilities
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eMarketing Learning Model
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Core Courses
eMarketing Major
Foundation Courses
6600380 Direct Interactive Marketing 3 credits
6600 445 Creative Marketing Laboratory 3
credits
Analytical Courses
Creative Courses
Application Courses
6200 250 Microcomputer Applications For
Business 3 credits
6500 426 eBusiness Applications Development 3
credits
Elective Courses
6600 497 Direct Interactive Marketing
Practicum OR 6000 495 Internship in Business
Admin 3 credits
6600 345 eMarketing Practices 3 credits
6100 201 Introduction To eBusiness 3 credits
6600 490 Marketing Strategy 3 credits
6600 435 Marketing Analytics Laboratory 3
credits
6600 300 Principles of Marketing 3 credits
ANALYTICAL EMPHASIS
CREATIVE EMPHASIS 6500 324 Data
Management 6600 355
Buyer Behavior 6500 425 Decision Support With
Data 6600 390 Supply Chain
Management Warehousing/Data
Mining 6600 440 Product Brand
Management 6500 427 eBusiness System Integration
6600 450 Strategic Retail
Management 6600 460 Marketing Research 6
credits
6600 350 Integrated Marketing Communications 3
credits
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Direct Interactive Marketing Minor
6500 426 eBusiness Applications Development
6600380 Direct Interactive Marketing
6600445 Creative Marketing Laboratory
6600497 Direct Interactive Marketing Practicum
6600435 Marketing Analytics Laboratory
6500324 Data Management
6600350 Integrated Marketing Communications
Required Courses 15 Credits
6600 345 eMarketing Practices
Elective Courses 3 Credits
6600 490 Marketing Strategy
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Database Marketing Minor
6500 324 Data Management
6600445 Creative Marketing Laboratory
6600435 Marketing Analytics Laboratory
6500 426 eBusiness Applications Development
6600497 Direct Interactive Marketing Practicum
6500425 Decision Support with Data
Warehousing/Mining
6500427 eBusiness System Integration
6600 345 eMarketing Practices
Required Courses 15 Credits
6600350 Integrated Marketing Communications
Elective Courses 3 Credits
6600 490 Marketing Strategy
6600380 Direct Interactive Marketing
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• The Partnership
• The Department of Marketing needs your support to
  ensure the success of the Direct Marketing
  Program and the
• Taylor Institute for Direct Marketing. What role
  might you play in providing that support? There
  are three types of
• roles that you might consider 1 participant,
  2 contributor, and 3 prospector.
• Participant Role Individuals and organizations
  can participate in the activities of the Direct
  Marketing Program in
• a number of different ways. They include
• Teaching Faculty instructors, part-time
  instructors and executive-in-residence.
• Program Development course design,
  curriculum development, and programming
• Student Supporter grants, scholarships,
  mentors, and employers
• Learning Experience independent studies,
  practicums, and internships
• Advisory Board Department of Marketing
  Executive Advisory Board Members
• Contributor Role Individual and organizations can
  contribute and financial support the Direct
  Marketing Program
• through variety of vehicles. They include
• Naming Opportunities gifts of facilities
  centers, laboratories and classrooms, programs
  

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100 Online Certificates in Direct Marketing
and E-Commerce Marketing

• Susan K. Jones
• Professor of Marketing
• Ferris State University
• [phone] joness_at_ferris.edu

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Background

• Online marketing electives at Ferris State U.
  since 1998
• Direct Marketing Certificate available since
  1995 E-Commerce Marketing Certificate since 2000
• Problem Two courses missing to put Certificates
  100 online
• Opportunity Online certificates plus market for
  additional two classes

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Certificate Classes

• Direct Marketing
• Direct Marketing (MKTG 383)
• Business-to-Business Advertising (ADVG 375)
• Principles of Marketing (MKTG 321)
• Principles of Advertising (ADVG 222)

• E-Commerce MKTG
• B-to-C E-Commerce Marketing (ECOM 383)
• B-to-B E-Commerce Marketing (ECOM 375)
• Principles of Marketing (MKTG 321)
• Direct Marketing (MKTG 383) or
• Business-to-Business Advertising (ADVG 375)

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Action Plan

• Extended Learning hired me to develop MKTG 321
  (Principles of Marketing) and ADVG 222
  (Principles of Advertising) in online formats
• Courses thus belong to the University and anyone
  can teach them (my electives belong to me)
• Faculty at top of rotation list recruited to
  teach online for Summer 2004

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Marketing Plan

• Full-color brochure
• Extended Learning Web Site
• Letters to Marketing/Advertising and related
  major juniors and seniors
• Memo to all business faculty
• Brochures to all Professional Golf Management
  students (many leave campus for internship)
• Campus-wide e-mail notices
• News release to Michigan business editors and
  trade publications
• Speeches, announcements and newsletter articles
  with trade groups

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Results Summer and Fall 2004

• My Four Electives filled with an average of 20
  students each for Summer 2004
• ECOM 383
• ECOM 375
• MKTG 383
• ADVG 375
• Three Sections of MKTG 321 filled with 20 each
  one section of ADVG 222 filled with 20 providing
  full summer work for one professor
• Scores of students took online classes while
• Working at home
• Working full-time at professional jobs
• Away on internship
• Remaining on campus but with flexibility for
  summer work or play

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Results, continued

• With these and three other sections of classes
  newly placed online
• Marketing Department broke its all-time record
  for summer enrollment
• College of Business helped FSU break its all-time
  record for summer enrollment
• Ferris students at remote locations and working
  professionals anywhere now can earn two marketing
  certificates 100 online
• Online sections of MKTG 383 and MKTG 321 filled
  for Fall 2004 before the end of winter semester

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Pros? Cons? Implications?

• How far can/should we go with online instruction?
  Full degrees, a class here and there,
  certificates?
• How can instructors be encouraged to teach online
  (or should they be?)
• Do students get as much out of online classes as
  they do face-to-face? Or does it depend on the
  student and/or on the class or prof?
• How can professors protect their personal
  investment in creating online classes?
• How can administrations be encouraged to keep
  online enrollment reasonable (or should it be
  scaled up to hundreds per class?)
• Your questions and thoughts?

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DMEF PresentationOctober 17, 2004

• Susan K. Jones
• Professor of Marketing
• Ferris State University
• [phone] joness_at_ferris.edu