CREATING THE COMPREHENSIVE DIRECT INTERACTIVE MARKETING PROGRAM

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 the applied skills to meet the business expectations and provide students with distinctive and sustainable career advantages. This paper discusses how these needs and expectations are being met through the development of a comprehensive direct interactive marketing major fully integrated with a newly created institute for direct marketing. Students working within the applied, client-centered environment benefit from the blending of academic knowledge and hands-on experience in a real world setting.

[1]  B. Bloom.  Taxonomy of educational objectives , 1956 .

[2]  Richard A. Duschl,et al.  Restructuring Science Education: The Importance of Theories and Their Development , 1990 .

[3]  Distribution network design: an integer programming approach , 2004 .

[4]  Helen L Richardson.  THE NEW SHAPE OF ABC , 2000 .

[5]  P. Pintrich,et al.  The Development of Epistemological Theories: Beliefs About Knowledge and Knowing and Their Relation to Learning , 1997 .

[6]  Marlene Schommer,et al.  The development of epistemological beliefs among secondary students : A longitudinal study , 1997 .

[7]  J. Schibrowsky,et al.  A Professional School Approach to Marketing Education , 2002 .

[8]  Patricia M. King,et al.  Reflective judgment: Concepts of justification and their relationship to age and education☆ , 1981 .

[9]  Robin,et al.  Profit priorities from activity based costing , 1991 .

[10]  T. L. Tang,et al.  Campus Recruiting: What the Recruiters Are Looking For. , 1997 .

[11]  C. Kardash,et al.  Effects of preexisiting beliefs, epistemological beliefs, and need for cognition on interpretation of controversial issues. , 1996 .

[12]  D. Dougherty,et al.  Effects of social context, reinforcer probability, and reinforcer magnitude on humans' choices to compete or not to compete. , 1994, Journal of the experimental analysis of behavior.

[13]  M. Fredericks,et al.  Truth in Packaging: Teaching Controversial Topics to Undergraduates in the Human Sciences. , 1993 .

[14]  Jon R. Miller,et al.  Economics in the Integrated Business Curriculum , 2000 .

[15]  C. Ryan.  Trends in Business Curricula: The View from AACSB , 1999 .

[16]  Evelyne F. Vallières,et al.  The Academic Motivation Scale: A Measure of Intrinsic, Extrinsic, and Amotivation in Education , 1992 .

[17]  Thomas L. Zeller,et al.  How art.com uses ABC to succeed , 2001 .

[18]  H. Winklhofer,et al.  Index Construction with Formative Indicators: An Alternative to Scale Development , 2001 .

[19]  J. Lere.  Activity‐based costing: a powerful tool for pricing , 2000 .

[20]  Jean C. Darian,et al.  Integrated Marketing and Operations Team Projects: Learning the Importance of Cross-Functional Cooperation , 2001 .

[21]  Siva Nathan,et al.  Business press articles and higher level learning skills in accounting courses , 1997 .

[22]  W. Buskist,et al.  Competitive Fixed Interval Performance in Humans: Role of “Orienting” Instructions , 1984 .

[23]  Marlene Schommer.  Effects of beliefs about the nature of knowledge on comprehension. , 1990 .

[24]  D. Gill,et al.  Competitive orientations and motives of adult sport and exercise participants. , 1996 .

[25]  American Electrical: Managing an Environmental Crisis , 1998 .

[26]  S. Moore,et al.  The effect of attribute statements on cooperativeness and competitiveness in school-age boys. , 1977 .

[27]  M. Peters,et al.  Does constructivist epistemology have a place in nurse education? , 2000, The Journal of nursing education.

[28]  Hypermasculinity and Academic Goal-Setting: An Exploratory Study , 1999, Psychological reports.

[29]  F. Phillips.  Business Students' Learning Preferences and Associated Task Performance. , 1999 .

[30]  Thomas W. Shiland.  Probing for Understanding. , 2002 .

[31]  Geraldine Clarebout,et al.  Assessing Epistemological Beliefs: Schommer’s Questionnaire Revisited , 2001 .

[32]  W. DeSarbo,et al.  Customer Value Analysis in a Heterogeneous Market , 2001 .

[33]  Michael B. Paulsen,et al.  Student Motivation and Epistemological Beliefs , 1999 .

[34]  W. Balzer,et al.  ISSUES AND STRATEGIES FOR REDUCING THE LENGTH OF SELF‐REPORT SCALES , 2002 .

[35]  Charles Nyce.  Incorporating Enterprise Risk Management Into the Curriculum: The Delta Air Lines Case Study , 2002 .

[36]  Mark R. Young.  Windowed, Wired, and Webbed—Now What? , 2001, Journal of Marketing Education.

[37]  Adam S. Weinberg,et al.  DISCUSSING CONTROVERSIAL TOPICS IN THE CLASSROOM: CREATING A CONTEXT FOR LEARNING , 1994 .

[38]  M. Belenky,et al.  Women's ways of knowing : the development of self, voice, and mind , 1988 .

[39]  Svenn Lindskold,et al.  Transforming Competitive or Cooperative Climates , 1986 .

[40]  Susan M. Brookhart,et al.  Understanding Middle Students' Beliefs About Knowledge and Learning Using a Multidimensional Paradigm , 2000 .

[41]  Carolin Kreber,et al.  New Directions for Teaching and Learning , 2007 .

[42]  H. Stephen Glenn,et al.  Raising Self-Reliant Children in a Self-Indulgent World: Seven Building Blocks for Developing Capable Young People , 1988 .

[43]  D J Closs,et al.  A CROSS-FUNCTIONAL CURRICULUM FOR SUPPLY CHAIN EDUCATION AT MICHIGAN STATE UNIVERSITY , 1999 .

[44]  G. Pask.  STYLES AND STRATEGIES OF LEARNING , 1976 .

[45]  B. Bower.  A Child's Theory of Mind , 1993 .

[46]  Mark E. Slama,et al.  Promoting Critical Thinking and Life-Long Learning: An Experiment with the Theory of Planned Behavior , 2002 .

[47]  R. Petty.  Teaching Marketing Law: A Business Law Perspective on Integrating Marketing and Law , 2000 .

[48]  Jeffrey Kantor,et al.  Measuring Efficiency by Product Group: Integrating DEA with Activity-Based Accounting in a Large Mideast Bank , 1999, Interfaces.

[49]  Marlene Schommer,et al.  Epistemological Beliefs of Gifted High School Students. , 1997 .

[50]  K. Vesper,et al.  Entrepreneurship: Today Courses, Tomorrow Degrees? , 1988 .

[51]  Marlene Schommer-Aikins,et al.  Epistemological Beliefs and Thinking About Everyday Controversial Issues , 2002, The Journal of psychology.

[52]  Marlene Schommer.  Epistemological development and academic performance among secondary students. , 1993 .

[53]  Barbara Stöttinger,et al.  Using an Intensive Living Case in Graduate Marketing Courses: Experiences from an International Project , 1999 .

[54]  Janek Ratnatunga,et al.  The role of marketing , 1995 .

[55]  R. Ortega.  Impact of directed‐to‐consumers marketing strategies on firm market value , 2004 .

[56]  Mary Ellen Gordon,et al.  What Skills are Most Important? A Comparison of Employer, Student, and Staff Perceptions , 1998 .

[57]  Michael P. Ryan.  Monitoring Text Comprehension: Individual Differences in Epistemological Standards , 1984 .

[58]  C. Dweck,et al.  A social-cognitive approach to motivation and personality , 1988 .

[59]  Alice F. Stuhlmacher,et al.  Gender and Negotiator Competitiveness: A Meta-analysis. , 1998, Organizational behavior and human decision processes.

[60]  C. Keen,et al.  Experiential Learning in Antioch College's Work-Based Learning Program as a Vehicle for Social and Emotional Development for Gifted College Students , 2002 .

[61]  Marcia B. Baxter Magolda.  Knowing and Reasoning in College: Gender-Related Patterns in Students' Intellectual Development , 1992 .

[62]  Daniel T. Willingham,et al.  Reframing the Mind. , 2004 .

[63]  The new AACSB accreditation standards: a prospect of tiering? , 1997 .

[64]  C. Kardash,et al.  Effects of epistemological beliefs and topic-specific beliefs on undergraduates' cognitive and strategic processing of dual-positional text. , 2000 .

[65]  Norm Borin,et al.  The Role of Marketing in an Integrative Business Curriculum , 2001 .

[66]  E. F. Cheit.  Business Schools and Their Critics , 1985 .

[67]  C. A. Moore,et al.  FIELD‐DEPENDENT AND FIELD‐INDEPENDENT COGNITIVE STYLES AND THEIR EDUCATIONAL IMPLICATIONS , 1975 .

[68]  J. Greeno.  A perspective on thinking. , 1989 .

[69]  John C. Narver,et al.  The Effect of a Market Orientation on Business Profitability , 1990 .

[70]  K. Galotti,et al.  A New Way of Assessing Ways of Knowing: The Attitudes Toward Thinking and Learning Survey (ATTLS) , 1999 .

[71]  Mark R. Young,et al.  Integrating Communications Skills into the Marketing Curriculum: A Case Study , 2003 .

[72]  K. Tobin,et al.  Contextual Constructivism: the Impact of Culture on the Learning and Teaching of Science , 2022 .

[73]  Lillian C. McDermott,et al.  Research as a guide for curriculum development: An example from introductory electricity , 1992 .

[74]  E. Deci,et al.  Motivation and Education: The Self-Determination Perspective , 2008 .

[75]  C. Kardash,et al.  Effects of Preexisting Beliefs and Repeated Readings on Belief Change, Comprehension, and Recall of Persuasive Text , 1995 .

[76]  Claes M. Hultman,et al.  Teaching Marketing Principles for Rapidly Growing Firms: Student Employment by the Gazelles , 2001 .

[77]  B. Hofer.  Epistemological Beliefs and First-Year College Students: Motivation and Cognition in Different Instructional Contexts. , 1994 .

[78]  D. Kleinbaum,et al.  Applied Regression Analysis and Other Multivariate Methods , 1978 .

[79]  William W. Cobern,et al.  Contextual Constructivism: The Impact of Culture on the Learning and Teaching of Science. , 1993 .

[80]  J. Strauss,et al.  Practitioner and Academic Recommendations for Internet Marketing and E-Commerce Curricula , 2001 .

[81]  John P. Campbell,et al.  A Confirmatory Test of a Model of Performance Determinants , 1994 .

[82]  Thomas Steiner,et al.  Developing an Integrated Finance and Marketing MBA Core Course , 1999 .

[83]  Teaching Customer Service Hands-on: A Sink-or-Swim Experience , 1994 .

[84]  D. Watson,et al.  Constructing validity: Basic issues in objective scale development , 1995 .

[85]  David W. Johnson,et al.  Conflict in the Classroom: Controversy And Learning , 1979 .

[86]  D. Dogramatzis.  What Is Marketing Strategy , 2001 .

[87]  Nancy C. Rhodes,et al.  Epistemological beliefs and mathematical text comprehension: believing it is simple does not make it so , 1992 .

[88]  R. Glaser,et al.  Learning Theory and the Study of Instruction , 1989 .

[89]  George T. Solomon,et al.  THE STATE OF ENTREPRENEURSHIP EDUCATION IN THE UNITED STATES: A NATIONWIDE SURVEY AND ANALYSIS , 2002 .

[90]  Marlene Schommer.  The influence of age and education on epistemological beliefs , 1998 .

[91]  A. Kumcu,et al.  Undergraduate Student Consulting in Export Marketing: An Experiential Course in Electronic Resource Use , 1998 .

[92]  D. S. White,et al.  A Gap Analysis of Professional and Academic Perceptions of the Importance of International Marketing Curriculum Content and Research Areas , 1997 .

[93]  Robert J. Pearce.  Case-Based Structured Conflict: A Means for Enhancing Classroom Learning , 2002 .

[94]  L. A. Hausman.  How we Think , 1921 .

[95]  Eric R. Pratt,et al.  A “New and Improved” Curriculum: Process and Outcomes , 2000 .

[96]  Janette Moody,et al.  Showcasing the Skilled Business Graduate: Expanding the Tool Kit , 2002 .

[97]  Edward L. Deci,et al.  Intrinsic Motivation and Self-Determination in Human Behavior , 1975, Perspectives in Social Psychology.

[98]  C. Lamb,et al.  Integrating Skills and Content Knowledge in the Marketing Curriculum , 1995 .

[99]  K. Kitchener,et al.  Developing Reflective Judgment: Understanding and Promoting Intellectual Growth and Critical Thinking in Adolescents and Adults. Jossey-Bass Higher and Adult Education Series and Jossey-Bass Social and Behavioral Science Series. , 2009 .

[100]  R. Daft,et al.  Across the Great Divide: Knowledge Creation and Transfer Between Practitioners and Academics , 2001 .

[101]  P. Pintrich,et al.  Motivational and self-regulated learning components of classroom academic performance. , 1990 .

[102]  Ali Yildirim,et al.  Relationship Between Achievement Goal Orientations and Use of Learning Strategies , 1999 .

[103]  L. Lawton,et al.  The Case for Using Live Cases: Shifting the Paradigm in Marketing Education , 2001 .

[104]  Petri Suomala,et al.  Product profitability: Causes and effects , 2004 .

[105]  Carolyn W. Keys.  Revitalizing instruction in scientific genres: Connecting knowledge production with writing to learn in science , 1999 .