by : Susan K. Jones
DMEF 2008 Direct/Interactive Marketing Research Summit
Competitive Paper Extended Abstract
Professionals in direct and interactive marketing (DIM) and integrated marketing communications (IMC) have worked to reach a profitable balance between science and art as well as technique and creativity. At its best, DIM in IMC combines the freedom to explore new worlds of creativity with the discipline of measured response. This paper offers an overview of direct and interactive marketing creative strategy concepts, presented in ways that encourage effective teaching and learning. Specific examples of how the concepts can be presented in class using active learning are also provided.
Marketing educators should strive to provide students with the knowledge and skills needed for effective integrated marketing communications. Some marketing professionals express concern that graduates do not know how to execute theoretical concepts in practical situations. Thus an interdisciplinary approach that mirrors the IMC profession makes most sense. The key to managing that process in the classroom is to present IMC as a whole concept with several parts rather than distinct practices that get cobbled together to form an overall IMC plan.
Marketing educators should strive to provide students with the knowledge and skills needed for effective integrated marketing communications. Some marketing professionals express concern that graduates do not know how to execute theoretical concepts in practical situations. Thus an interdisciplinary approach that mirrors the IMC profession makes most sense. The key to managing that process in the classroom is to present IMC as a whole concept with several parts rather than distinct practices that get cobbled together to form an overall IMC plan.
Indeed previous research on effectively teaching concepts in IMC includes using a broad perspective (Scott, 2001) and an interdisciplinary approach (Everett, Siegel, & Marchant, 1999). However, a study on marketing curriculum and delivery found that in general, IMC is taught in a typical classroom lecture environment without utilizing active learning (Schultz, Kerr, Kim, & Patti, 2007). Active learning enriches the classroom experience and has a positive impact on student outcomes (Drea, Tripp, & Stuenkel, 2005).
Artikel lengkap dikompilasi oleh/hubungi :
Kanaidi, SE., M.Si (Penulis, Peneliti, PeBisnis, Trainer dan Dosen Marketing Management).
e-mail ke : kana_ati@yahoo.com atau kanaidi@poltekpos.ac.id
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