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Issue 5(1), October 2010 -- Paper Abstracts

Girard  (p. 9-22)

Cooper (p. 23-32)

Kunz-Osborne (p. 33-41)

Coulmas-Law (p.42-46)

Stasio (p. 47-56)

Albert-Valette-Florence (p.57-63)

Zhang-Rauch (p. 64-70)

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Nonis-Hudson-Hunt (p. 95-106)

JOURNAL OF APPLIED BUSINESS AND ECONOMICS

Integrating Direct Marketing Programs/Courses into Business Schools:

An Examination of its Penetration and Scope

Author(s): Maria L. Roxas, Juanita P. Roxas

Citation: Maria L. Roxas, Juanita P. Roxas, (2014) "Integrating Direct Marketing Programs/Courses into Business Schools: An Examination of its Penetration and Scope," Journal of Applied Business and Economics, Vol. 16, Iss. 4, pp. 60-69

Article Type: Research paper

Publisher: North American Business Press

Abstract:

Efforts by Marketing EDGE (Direct Marketing Educational Foundation) have borne fruit. Direct/

interactive marketing is now recognized as an important component of companies’ marketing toolbox

along with more traditional tools in marketing. This paper estimates how far programs/courses in direct

marketing have been included in a broad sample of schools by examining websites of a systematic sample

of AACSB-accredited colleges and universities to determine their course offerings in direct/interactive

marketing. Findings from the initial sample showed less than 13% had courses in direct/interactive

marketing. An expansion of the search to DME attendees in 2012 then later the list of schools in the

Marketing Edge website found one full program and a variety of sub-programs among schools actively

participating in the DMEF conference. This paper is a general review of where the discipline stands with

regards to course availability among AACSB accredited U.S. universities and demonstrates the

discipline’s expansion into new and different areas largely because of technology.