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Integrating the Interactive & Direct Marketing Lab into Marketing Courses: Undergraduate and Graduate Perspectives

Integrating the Interactive & Direct Marketing Lab into Marketing Courses: Undergraduate and Graduate Perspectives. Dr. Dale M. Lewison Director, Taylor Institute for Direct Marketing Director, Suarez Applied Marketing Research Laboratories. The Organizations.

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Integrating the Interactive & Direct Marketing Lab into Marketing Courses: Undergraduate and Graduate Perspectives

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  1. Integrating the Interactive & Direct Marketing Lab into Marketing Courses: Undergraduate and Graduate Perspectives Dr. Dale M. Lewison Director, Taylor Institute for Direct Marketing Director, Suarez Applied Marketing Research Laboratories

  2. The Organizations • Gary & Karen Taylor Institute for Direct Marketing • 27,000 square foot facility devoted exclusively to direct marketing education and research • Facilities include: • Database Marketing Lab InfoCision-in-the-round • Creative Marketing Lab Internet Usability Lab • InfoCision Call Center Focus Group Room • E-Marketing Lab Offices [11] • Digital Print Lab Administrative Areas [3] • Infomercial Studio Student Resource Room • Seminar Rooms [3] Direct Marketing Library • Creative War Rooms [3] Classrooms [3] Benjamin & Nancy Suarez Applied Marketing Research Laboratories • 5,000 square foot facility devoted exclusively to direct neuromarketing researchn • Facilities include: Marketing Intelligence Lab Suarez-in-the-Square Cognitive Research Lab Experimental Design Research Lab Administrative AreaStudent Study Area

  3. The Programs • Undergraduate Programs • E-Marketing/Advertising Major [180] • Marketing Management Major [320] • Direct Marketing Minor • Database Marketing Minor • Visual Marketing Minor - pending • Graduate Programs • Direct Integrated Marketing MBA Concentration • Direct Integrated Marketing MBA Certificate – pending • Professional Program • Management Development • Continuing Education

  4. Lab Participation • Course Requirements • Program Requirements • National Competitions • Unique Learning Experiences • Unique Learning Facilities • Scare Them About the Real World • Differentiate Thy Self

  5. Major Challenges • Team Dynamics • Scheduling • Freeloaders • Project Launch • Project Definition • Client Relationships • Staying Focused

  6. Tips for Success • Know that the best clients are paying customers. Don’t sell your students short. • Gain client support and involvement. Secure total commitment from client • Identify scope and reach of the project. Provide direction, focus, and purpose • Accept high risk, less control, and more aggravation, Get out of the comfort zone. • Recognize upfront investments are considerable. Facilities, equipment, programming and labor requirements are notable. • Appreciate and accept the cross-role, multi-role nature of all players. Everyone is a learner, mentor, participant, teacher and benefactor. • Remember, the project is first and foremost a learning experiences. Make sure all parties understand this issue.

  7. Sources of Funding Tuition Subvention Fees Board Memberships Corporate Grants Government Grants Institutional Grants Professional Development Seminars Training Programs Consulting In-Kind Gifts Cash Gifts Student Projects Facilities Rental Publications Sponsors Fellows Executive In Residence Sponsors Fundraising Events Sponsored Research

  8. Funding Tips • Satisfy their needs first, not yours • KISS • Its not academic • Make it meaningful • Partners, Not Contributors • Practice Market Penetration • Spread the Wealth • Give Top-Siders Credit • Self Promote • Entrepreneurial Targets • Create a WOW Factor

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