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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

Dr. Dale M. Lewison

Director, Taylor Institute for Direct Marketing

Director, Suarez Applied Marketing Research Laboratories

the organizations
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

the programs
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
lab participation
Lab Participation
  • Course Requirements
  • Program Requirements
  • National Competitions
  • Unique Learning Experiences
  • Unique Learning Facilities
  • Scare Them About the Real World
  • Differentiate Thy Self
major challenges
Major Challenges
  • Team Dynamics
  • Scheduling
  • Freeloaders
  • Project Launch
  • Project Definition
  • Client Relationships
  • Staying Focused
tips for success
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.

sources of funding
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

funding tips
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