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(Bluefield)—After taking part in a recent “Professors Institute” seminar for education professionals, Bluefield State College School of Business faculty members Dr. Elaine Scott and Susan Mann are devoting more curriculum focus on the increasing role of direct and interactive marketing in business, industry, and education. Scott, Visiting Associate Professor of Business, and Mann, Visiting Marketing Instructor, obtained fellowships from the Direct Marketing Association of Washington Educational Foundation and Direct Marketing Education Foundation to attend the three-day seminar at Georgetown University.
“There’s a misperception that direct marketing is just telephone sales and junk mail,” Scott noted. “This seminar explored how direct or interactive marketing has expanded and now can be utilized as a promotional strategy for marketing through the Internet, direct mail, and even window displays.” “Data can be collected from a variety of sources including frequent shopper cards auto dealership customer records, for example, to target a relevant and specific group of potential customers with a direct mail campaign,” Mann explained. “This information increases the effectiveness of a campaign, making it much more efficient and cost effective.”
While Scott and Mann formerly incorporated a consideration of direct marketing in their curricula, they now plan to augment their focus upon it. Direct marketing is a powerful tool for advertisers, Scott observed, that can be used in a variety of settings.
The 28,000 member Direct Marketing Educational Foundation provides a range of programs and seminars each year with an emphasis on improving the quality and scope of educational opportunities in direct marketing. The Professors Institute served as a showcase for the direct marketing industry and a learning experience that can be implemented in collegiate classrooms.
January 20, 2005
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